Fiona Diack Ma (Hons), Mcim, Chartered Marketer Email & Phone Number

I teach Mat, Reformer, Tower and studio Pilates in and around Edinburgh.

Rotterdam, N.A., Nl

London, Uk, Gb

Key responsibilitiesLead a team of seven, four operational roles, a writer, a designer and an event manager.Develop marketing, communications and brand strategy for international markets.Provide communications and marketing advice to industry vertical teams.Building and implementing integrated, multi-dimensional marketing plans. Generate inbound leads for the Business Development team.Nurture inbound leads to generate opportunities.Produce marketing collateral to support sales conversations.Initiate and nurture relationships with key stakeholders in the market.Create and iterate audience segmentation, targeting and positioning. Collaborate with business development to effectively meet business objectives. Oversee marketing campaigns to deliver integrated activity at all stages of the marketing funnel.Build and oversee events, PR, email, sales enablement, social, web, SEO, blogging, content and speaking activity.Manage £750,000 annual budget and reported on ROI.Monitor activity to identify opportunities for improvement.

London, Uk, Gb

Key responsibilitiesConducted research into key audiences, competitors and markets.Developed marketing and brand strategy for international markets.Defined brand identity, positioning, creative and tone of voice.Provided communications and marketing advice to all areas of the business.Built and implemented integrated, multi-dimensional marketing plans. Generated inbound leads for the Business Development team.Nurtured inbound leads to generate opportunities.Produced all marketing collateral.Initiated and nurtured relationships with key stakeholders in the market.Selected and managed marketing agencies.Created and iterated audience segmentation, targeting and positioning. Collaborated with business development to effectively meet business objectives. Project managed marketing campaigns to deliver integrated activity at all stages of the marketing funnel.Built and oversaw event, PR, email, sales enablement, social, web, SEO, blogging, content and speaking activity.Optimised MarTech, including MailChimp, CRM, Supermetrics and Hootsuite, to streamline processes.Managed £150,000 annual budget and reported on ROI.Monitored activity to identify opportunities for improvement. Key achievementsTransformed the Intuitus brand to appeal to a younger audience, then transformed it to Endava (as we were acquired).Tripled annual revenue from inbound leads.Developed and launched a new website that doubled monthly web visitors.Implemented social strategy that increased engagement by 20%.Introduced webinars and web sign up forms to generate more leads.Introduced NPS Survey (average of 75).Implemented segmentation strategy to more effectively engage with target markets. This resulted in an increase in email unique click rate from 2% to 7%.Launched conference programme to target geographic and linguistically diverse markets.Championed Google Suite and provided training to improve collaboration across the business.Developed internal communications channels.

Edinburgh, Edinburgh, Gb

Key responsibilitiesMentored the business development manager.Initiated research into key audiences, competitors and markets.Developed data management and flow process to comply with GDPR and PECR.Managed MarTech and database systems, including CRM, reporting and marketing automation.Developed integrated marketing, branding and communications strategy. Crafted messaging to effectively communicate with existing and prospective clients.Oversaw event, PR, email, sales enablement, social, web, SEO, blogging, content and speaking activity.Introduced processes to scale activity more efficiently and integrate remote team members. Managed marketing spend and reported on ROI.Key achievementsImplemented CRM system and strategy.Developed a consistent reporting structure for the advisory board.Introduced case studies.Won Best New Product at the 2018 Made in Scotland Awards.Launched on Amazon.

Edinburgh, Midlothian, Gb

Key responsibilities• Led a team of two, one marketing executive and one UX designer.• Developed messaging to effectively communicate with existing and prospective clients.• Managed requirements and information flow between Pardot, HubSpot, SalesForce and our own systems.• Oversaw event, PR, email, sales enablement and digital marketing activity.• Created strategies and introduced processes to scale activity more effectively.• Owned annual marketing budget.• Built a KPI set to measure and monitor marketing activity and ROI.Key achievements• Managed brand awareness strategy to increase unique website visits by an average of 66% year on year.• Introduced a regular existing customer newsletter with a click to open rate of 20%. • Guided social media activity to increase engagement from an average of 1.5% each month to 3.7%.• Doubled the average number of inbound enquiries per month.• Used insight to develop segmentation strategy to deliver more effective customer communications. • Introduced agile working methodology to structure projects.

Edinburgh, Midlothian, Gb

Key responsibilities• Recruited and lead a team of five to deliver the partnerships communications strategy.• Developed and maintained strong, strategic relationships with partners.• Managed projects and cross-functional teams to deliver against company objectives.• Created and owned processes for partnership distribution channels.• Built brand awareness in the accountants market and with strategic partners.• Drove inbound enquiries through integrated campaigns.• Nurtured and converted leads to signup in conjunction with other business areas.• Oversaw communications with existing clients to build strong relationships and drive retention.• Owned annual partnership marketing budget.• Monitored activity and ROI to identify opportunities for improvement. Key achievements• Managed brand awareness strategy to increase unique website visits by an average of 27% year on year.• Introduced a blog that increased reach by an average of 70% and CTs an average of 210% year on year.• Introduced regular webinars which increased registrants and attendees by 3,700% over 18 months.• Guided social media activity to increase engagement by an average of 131% year on year. • Oversaw lead generation activity to generate up to an average 39% increase year on year.• Used insight to develop segmentation strategy increasing email click to open rates from 6% to 20%. • Managed communications for partnerships with Virgin Media and Lloyds Banking Group.• Launched partnership with RBS Group including PR, events, print and digital collateral and journeys working across all levels in RBS up to and including the CEO.

Edinburgh, Scotland , Gb

Key responsibilities• Developed and managed marketing strategy for Investment Trusts, Global and European Equity.• Evolved and supervised both core and flexed brands across multiple channels and markets.• Created and managed marketing plans tailored to products, markets and distribution channels.• Designed and coordinated integrated campaigns, including above and below the line activity. • Owned £200,000 annual marketing budget.• Managed PR and media agencies.• Created and delivered both marketing and mandatory communications. • Managed legal and regulatory approval for communications.• Evaluated marketing activity, including reporting to external boards.Key achievements• Supervised a targeted advertising campaign which generated a 154% increase to unique website visits and 70% increase in new visitors, including a 91% increase in visits to the ‘how to invest’ page.• Developed regular communications strategy and delivered monthly email newsletters that increased open rates by 50% and unique click by 400% year on year.• Managed PR agency to deliver activity that generated AVE of £100,000+ per quarter.• Developed new format for board papers that more effectively communicated marketing activity, including introducing a KPI dashboard.

London, Uk, Gb

Key responsibilities• Developed and managed marketing campaigns for professional adviser distribution channels.• Built and led flexible teams.• Evolved and supervised Scottish Widows brand across multiple channels.• Created and managed marketing plans tailored to products and distribution channels.• Designed and coordinated internal and external campaigns, including above and below the line activity. • Managed campaign specific budgets to limit costs.• Managed design, print and fulfilment agencies.• Created and delivered both marketing and mandatory communications. • Managed legal and regulatory approval for communications.• Monitored marketing activity and identified opportunities for improvement. Key achievements• Evolved, implemented and advised on brand strategy for professional adviser channels.• Managed a monthly thought leadership magazine with a circulation of 11,000+ and email CTR of 49%+.• Supervised annual Budget communications which generated an 80% increase in website visits and double the email CTs year on year which also delivering a 25% reduction in cost.• Developed and oversaw a relationship building direct mail campaign with 70 stakeholders and 138 letter variations that generated a 25% conversion to sales.• Managed integrated marketing campaigns to launch new investment opportunities that generated £153.8 million in new business. • Formed and directed a telesales campaign for existing accounts that achieved a 9% conversion rate. • Led a team to develop a toolkit for intermediaries to support them in conversations with their clients resulting in a £100k investment within 24 hours of launch. • Rationalised printed communications to deliver an enhanced customer experience and reduce costs by £5,000 per annum.• Developed and managed a direct mail campaign to lapsed accounts that achieved a 14% conversion rate and 3,000% ROI.

Edinburgh, Scotland, Gb

Key responsibilities• Developed and managed marketing campaigns across European markets.• Created and managed marketing plans tailored to products, markets and distribution channels.• Designed and coordinated integrated campaigns, including above and below the line activity. • Owned £0.5 million annual marketing budget.• Managed PR, design, print, promotional and fulfilment agencies.• Created and delivered both marketing and mandatory communications. • Managed legal and regulatory approval for communications.• Evaluated marketing activity, including reporting to internal boards.Key achievements• Managed 80+ marketing campaigns a year in 30+ countries.• Created, implemented and developed conference and events strategy in Europe, which was used as a template for other markets.• Developed and managed an integrated marketing campaign to successfully launch a Swiss office, including raising awareness with 10,000+ of the target audience in country.• Led the project to refresh and relaunch 100+ monthly product updates, generating demand for additional languages.• Built a network of European press and media partners to assist in delivering our objectives in their local countries.

Ma (Hons), Divinity

Professional Diploma, Marketing

Professional Marketing Qualification