Fiona Watson Email & Phone Number

Basingstoke, Hants, Gb

Chief Marketing Officer at ICS.AI - Conversational AI for Public Sector Content Strategy Enthusiast | Generative AI Advocate | ChatGPT FanA passionate and results-driven marketing leader, I currently serve as the Chief Marketing Officer (CMO) at ICS.AI; a dynamic and rapidly growing conversational AI start-up dedicated to transforming the UK's public sector.In my role as CMO, I manage a busy and talented marketing team focused on a content-first approach. We strive to create and deliver engaging, informative, and persuasive content that resonates with our target audience and showcases the incredible potential of conversational AI in the public sector.As an avid lover of generative AI, I believe in harnessing the power of tools like ChatGPT to enhance our team's efficiency and creativity. By integrating AI solutions into our marketing workflows, we are better positioned to stay ahead of the curve and deliver outstanding results. Role highlights: • Lead a high-performing marketing team focused on creating and implementing a content-first strategy for our conversational AI start-up• Develop and oversee comprehensive marketing plans, including branding, lead generation, and public relations initiatives• Collaborate with other departments and external partners to ensure consistent messaging and alignment with company goals• Drive adoption of innovative tools such as generative AI and ChatGPT to improve team efficiency and enhance content quality• Monitor and analyse marketing KPIs, continually refining strategies to optimise performance and drive growth in the public sector• Sit on the senior leadership team, contributing to business management and helping to inform and shape overall company strategy

London, Gb

Part of the Digital Integration and Onboarding team covering acquiring, issuing and partnerships, focused on ensuring new initiatives and propositions are "delivery ready". Responsibilities include gatekeeping new proposition ideas through to delivery, optimising end to end digital journeys, managing customer testing cycles, capacity planning and reviewing end to end digital funnel performance.

London, Gb

My overall goal is to identify and deliver opportunities to drive new customer acquisition for the small business segment through new propositions, product enhancement / launches or pricing campaigns. I manage large x-channel projects and campaign delivery, from concept to go-to-market launch, working closely across teams to deliver high volume acquisition targets that result in a positive commercial impact and provide a great customer experience. Key achievements include: • Delivered 8 key acquisition campaigns in 2020, resulting in 4K new clients and £3.1m income• Launched discount pricing capability for new client acquisition and first bank exclusive pricing • Launched market leading Client Referral Programme, delivering at 130% against plan in 2021 • Identified as ‘rising star’ and invited onto the Acquisition Executive Committee as ex-officio member, 5 months into role (2019) • Won colleague recognition award for ‘Excellence’ value 2 years in a row (2020 & 2021)

London, Gb

Owned digital channel engagement for corporate segment and became the ‘digital champion’ into x-teams. • Delivered digital landscape audit; setting a baseline and recommendations for future planning and strategy and identifying risks and opportunities to increase engagement• Led digital proposition development, social media engagement strategy and digital marketing strategy for the integration of The Logic Group to Barclaycard• Managed web developer community digital proposition which streamlined the digital customer journey

London, Gb

Led digital marketing, social, corporate and internal communications and creative strategy pillars of the overall The Logic Group marketing plan as it became part of the Global Payment Acceptance business within Barclaycard, following the acquisition by Barclays in Nov 2014: • Managed internal change through effective colleague communications; setting up colleague engagement forum to lead the voice of TLG colleagues, resulting in limited attrition & high colleague engagement scores• Managed the internal / external brand transition from TLG to Barclaycard, including the Fleet office re-design• Raised profile of new leadership team through media outreach; taking senior leaders through media training, securing strong national and industry specific press coverage

Delivered digital marketing and communications strategy; website, digital proposition development, content marketing, PR, SEM, social, events, market research, customer satisfaction, brand and creative. Launched internal communications function and new intranet. Highlights: • Implemented marketing automation lead nurture programme • Digital audit, implementing recommendations which improved under-performing SEM • Improved UX for the client extranet • Online communications consulting for Spanish division resulting in +150% leads in first year • Brand refresh project focused on re-defining core value proposition

Managed digital marketing technologies and techniques to support The Logic Group's brand and business objectives.Within my first 6 months at The Logic Group I carried out a full digital marketing audit, successfully implementing my recommendations to improve processes, content, channels and tools. This included a website refresh (design, content and visual style), introduction of internal communications programme, increased engagement via social media and increased quantity and quality of leads. Other areas of focus included improving the internal intranet, client extranet, increasing reach of online content, communicating digital marketing success including regular competitive analysis, engagement levels and conversion rates, and bringing the SEM in line with business and marketing objectives.

Eashing, Surrey, Gb

Managed all aspects of the overall marketing strategy; budget, digital, content marketing, website design, proposition development, social, lead generation, customer stories and events. Highlights: • Managed Microsoft relationship and presented digital marketing sessions alongside them at ‘Internet World’ • Led website revamp which achieved top ranking on ‘Top SharePoint’ forums, increasing brand awareness and generating additional lead channel • Generated over £40K of funding in 1 year from Microsoft for co-branded campaigns, which delivered high volume of leads resulting in 3 large corporate wins

Basingstoke, Hants, Gb

Delivered overall marketing strategy spanning full marketing mix; digital, design, email, content, social, events and CRM, focused on new customer acquisition. Highlights / responsibilities included: • Delivered 4 new websites which tripled website traffic in first 6 months and achieved #1 Google ranking for strategic keywords through organic SEO• Ran busy events schedule (45 events per year) • Launched social media strategy • Development of all service propositions and content • Managed Microsoft and through-partner marketing plan – delivering high performing co-marketing campaigns • Line Manager for Events Coordinator, Marketing Executive, Sales and Marketing Intern • SME at key Microsoft partner events and represented ICS at the Microsoft Worldwide Partner Conference each year

Basingstoke, Hants, Gb

Responsible for marketing activities within the Solutions business unit. These included contribution to the marketing and communications plan, planning and execution of all solutions marketing campaigns and collateral, website content and SEM marketing, database management, coordination of Microsoft Partner Network requirements, demand generation, seminars and events, managing design and print requirements, third party agencies and line management of Events Coordinator.

Basingstoke, Hants, Gb

Marketing Executive for ICS Solutions, working for the Marketing Manager to coordinate seminars and events, demand generation, collateral and coordination of design, copywriting and print agencies.

Basingstoke, Hants, Gb

Started at ICS as a Marketing Assistant for the “DreamTeam” business unit (IT resourcing).

I worked at Bliss Sound Direct for a year as Marketing Assistant - working directly for the Managing Director I was responsible for all outbound marketing communications and inbound enquiries. Bliss Sound specialise in putting sound and light into promotional merchandise for example taking greeting cards, flashing banners etc.

Professional Diploma, Digital Marketing

Ma, Marketing

Bsc (Hons), Tourism Management