Fiona Hart (Mcmichael) Email & Phone Number

Edinburgh, Scotland, United Kingdom

Leading the answering service brands, AnswerConnect UK and Signmore.

Joined when it was still a fledgling company and was instrumental in helping grow CityFibre into the billion-pound company it is today. Built the central marketing team, leading a department of up to 10 reports, and steered strategy through a period of exponential growth. Established the people, processes, tools and technologies needed to deliver highly successful multi-channel marketing campaigns covering all audiences in our project cities (predominant focus consumer with c.15% landlord, developer, business, city influencers). Key achievements:• Substantially increased annual budget, while driving cost per lead down by 78% + cost per sale down by 76%• Delivered five-fold increase in sales by rebranding CityFibre to appeal to consumer audiences• Led digital transformation which reduced spend by 50% while increasing conversion by 91%• Achieved open rates of c.70%, click through rates c.40%, sales conversion c.20% across email journeys• Uplifted KPIs by 25% through optimisation of online journey including website refresh + implementation of new postcode checker to step change campaign effectiveness• Developed strategy and partner programme to pivot from exclusive sales relationship with Vodafone to an open access environment with 30+ partners.• Ensured all activity was ROI focused by moving team from ad hoc reporting to a data-centric model i.e. Google Analytics, bespoke KPI trackers, consumer insight, market research • Implemented new operational tools and processes to improve team effectiveness i.e. marketing automation, agency management, print management system, media hub, project management system• Provided best practice, tools and templates for the enablement of local marketing teams i.e. city influencer champion packs, editable advertising templates, events kits with brand ambassador booking, PR and thought leadership templates, CSR initiatives and more• Drove collaboration and stakeholder engagement across all business areas

Led marketing and communications in Scotland and North England regions, building and managing a team of four. Instrumental in devising and constantly optimising CityFibre’s local marketing strategy in not only my own regions but across all business areas. I was also responsible for the company’s national marketing relationship with consumer launch partner, Vodafone, ensuring our journeys and campaigns were aligned to surpass connection targets. Also developed company’s PR strategy as well as created go-to-market strategy for stakeholder engagement across all UK cities to ensure community influencers supported swift build rollouts and laid ground for high service take-up. Both areas were so successful that they developed into their own departments.

Led marketing and communications in Scotland, leading a team of two, and building the brand from scratch. Worked with key broadband partners on go-to-market plans to drive sales growth in the business sector. Aided Public Sector team to reach its commercial objectives (including company’s largest public sector deal) through support including PR, events, briefing tools, collateral and messaging. Personally built and leveraged stakeholder relationships across Scottish cities within the private, public and third sector to ensure support for the roll-out of network builds. I led the pivot of company’s overarching marketing strategy from B2B to B2C, successfully launching to consumer audiences for the first time with strategic launch partner Vodafone.

Glasgow, United Kingdom

Started as the company’s sole content producer and social media manager, and quickly progressed to leading Linn’s new customer acquisition strategy and campaigns. A key challenge was to expand the target market from an enthusiast audiophile customer to a more sustainable luxury lifestyle market. I defined a new ‘Unconstrained Couple’ audience and developed a brand refresh. With limited budgets, a key area of focus I brought in was a brand partnerships strategy, developing joint campaigns and events with over 30 luxury brands such as Sunseeker Yachts, Tesla, Porsche. I also developed a partner programme, working with Linn’s international retailer base to create successful business growth plans, delivered a suite of marketing and sales enablement tools and launched a retailer training academy from scratch. I was also responsible for product marketing, with ownership of launch campaigns for bi-annual product releases.Key achievements: • Grew database by 237% and directed 20% of engaged audiences into retailer shops.• On average, increased retailers’ prospective customer bases by 35% across one quarter, beating sales targets by 30% and providing a return of investment of £2.85 for every £1.• Developed and launched a new ‘Life Enriched’ brand refresh featuring new messaging strategies, brand visual identity, and implementation across independent retail network.• Led inception and launch of product partnerships such as Linn’s 40th Anniversary Highland Park LP12 turntable, of which 40 limited edition systems sold out on launch day, and the Harris Tweed and Timorous Beasties Collections for Linn Series 5 music systems.

Glasgow, United Kingdom

Responsible for creating, editing and publishing content for the Hilton portfolio of websites – creating fresh, engaging and user-friendly copy in 10 different brand identities.