Parent Governor

User-centred content based on behaviour and insights.Sector experience:Charity & not-for-profit, housing, education, financial services, digital consultancy, tech, coaching, retail, advertising, and automotive.Content Design:- Strategy and Information Architecture- Tone of voice guides- User research- User-centred digital content design- Content governanceConversion copywriting:- User research- Long and short form copy - SEO optimisation- Website copy- Newsletters and email sequences- Case studies - Thought leadership articles and white papers - Social media- Policies, strategies, and company reportsResearch -> Plan -> Design -> Create -> Test -> Iterate.www.lauramcnerlin.com | laura@lauramcnerlin.com

Supported the Intermediary Distribution team with communications to key intermediaries (brokers) and partners.

Managed a team of three delivering large corporate tenders and presentations. Wrote engaging content for three main product groups – Private Medical Insurance, Employee Assistance Programmes, and Occupational Health services. Collated and edited testimonials, case studies, expert content and strategic client information, to produce winning tender responses. Worked to tight deadlines.Briefed external agencies. Managed budget.

Delivered strategic and operational marketing plan for the business. Wrote and managed production of brochures & website. Established social media profile. Produced direct mail campaigns, increasing web traffic. Decided on sponsorship and exhibition opportunities raising profile in new industries. Interviewed clients to produce case studies and identify ‘pain points’. Achieved press coverage of thought leadership content.Managed agencies and budget.

Project managed and wrote successful large public sector bid submissions including: o The Government’s £150m Shared Equity Competition to provide a new equity loan scheme. o A £30m large-scale estate regeneration and stock transfer from Harrow Council. o A £9m Flagship Extra Care scheme for Wokingham Borough Council. o A £0.5m contract with Westminster City Council to provide the Home Ownership Westminster service. o The £350k expansion of Catalyst’s HomeBuy Agency Services into a new county. Successfully managed multi-disciplinary internal and external project teams. Member of the Group’s Merger & Acquisition Strategy team. Reviewed public sector legal documentation and instructed solicitors. Implemented Group branding for new-build schemes. Line manager and Interim manager for other junior team members. Member of department Management Team and the Group’s Transformational Leadership Programme.

Devised, scheduled and implemented the school’s integrated marketing and PR. Wrote marketing content - website, brochures, emails, press releases and advertising.Organised seminars for prospective students improving relations with target feeder schools. Organised marketing events and fashion shows, and liaised with the media for effective coverage. Secured collaboration with designers.

Managed relationship with international franchisees ensuring that branding and corporate identity was consistent globally. Worked on successful launches in Dubai, Mexico, Kuwait, Egypt and Saudi Arabia. Managed production of country-specific marketing materials. Produced content for product catalogue linked to a 10% increase in sales. Organised press presentations resulting in free editorial. Managed budget.

Coordinated and approved advertising activities in 64 countries, maintaining day to day contact with over 30 importers. Managed advertising agency handover from Bates to Grey Global in 13 markets. Presented strategies at SEAT’s importer conferences. Achieved alignment of new branding in 25 markets in first year.

Taught English to adults in Barcelona, Spain.