Liz Walker Email & Phone Number

Manchester, England, Gb

Responsible for setting Co-op’s overall media and audience strategy and the efficient and effective use of the paid, owned and earned media ecosystem, in order to achieve short term sales objectives and longer-term brand impact objectives across a full measurement framework.Responsibilities include:Full funnel media budget planning, to drive integrated plans across core Co-op Business Units including ecommerce. Leading annual business and investment planning to ensure Co-op is optimizing the return on investment from spend. Working with cross functional agencies to drive integration of on and offline to deliver a fully joined up omnichannel media plans to meet a range of business outcomes.Working with media and digital agencies, to identify target media audiences and ensure that Co-op’s media strategy is optimized to reaching these audiences.Leading the data, Mar-tech and insight workstreams across the Marketing team to land an audience-led approach to comms to achieve sales through to engagement targets.Leading and delivering an omnichannel measurement framework across business units that leverages a wide range of metrics to drive ROI and media efficiencies. This involves working closely with Econometrics and attribution agencies to define methodology and approach.Establishing and leveraging relationships with media owners and media platforms to derive maximum value and return on investment.Building collaborative relationships across the marketing function to successfully deliver business and media outcomes.

Manchester, England, Gb

Lead the planning and delivery of acquisition and retention strategies for the Co-op’s new eCommerce offering and membership proposition. P&L accountabilities with a multi £M budget. Drive highly effective and evolving communications through strategic planning and tactical delivery initiatives. Own and set forecasts across key performance channels including: PPC, affiliates, paid display /social and app. Work with Insight and data teams to understand effectiveness of channels to ensure optimal delivery, testing for continuous improvement throughout the 360 paid owned and earned customer journey. Key stakeholder involved in various digital transformation projects.Lead marketing relationships with key growth eCommerce 3rd party partners, co- planning and co investing in initiatives with their senior stakeholders.

Responsible for managing high profile foster care marketing recruitment, across 28 local authorities in the North West and Yorkshire. Alongside delivering the day to day management of campaigns across TV, digital and social channels, this is a consultative role, reviewing the project strategically and bringing my private sector commercial acumen and senior marketing experience to deliver recommendations for future campaign plans.

Reporting into the CMO, led the operational and campaign activity planning process across all channels at a national and local level. Fully owned the business integrated activity and marketing plans and was the gatekeeper for all incoming briefs. Responsible for the creation and on-going evolution of department’s marketing processes which included end to end multi-channel campaign management, critical path management and production budget management. Team Management -5Designed and delivered annual/ quarterly planners which recorded all marketing communications to customers across paid, owned and earned assets, giving clear visibility to all stakeholders including executive board. Engineered a new agile campaign process to support over 15 complex multi-channel campaigns a week. Achieved savings through reduced creative / production amends and agency hours.Led the campaign process rollout across a 200+ staff department, introducing new forums and end to end governance across complex internal and external stakeholder groups.

Lead the delivery and development of Asda’s content strategy, across its publications and digital platforms. Controlled editorial planning, CMS development and content distribution strategies. Responsible for delivering metrics including; web traffic, conversion, sales revenue and brand advocacy. Budget accountability £M. Team Management - 13. Managed the content and creative of Asda publications including; Magazines, catalogues, Weekly Price News and seasonal guides.Headed up a high value pitch successfully appointing a global publishing agency. Responsible for publication P&L and profit target.Leveraged offline print content and determined appropriate strategies to digitize these ie interactive magazines, apps, CRM programmes, online hubs and visual social platforms.Defined the appropriate distribution strategy for publications and associated online content to extend reach of Asda’s business propositions to new audiences

Responsible for developing strategic annual marketing plans including building out quarterly and annual sales forecasts by channels. Overall accountability for the creative development and media planning of acquisition and retention campaigns. ATL (Print, Radio, OOH), Digital (email, social, content) and in store. Budget accountability £M. Team Management – 8. Responsible for overseeing the full year’s national and local campaign strategy defining objectives, media briefs and developing and implementing compelling creative TTLCampaign management through-the-line including a digital mix (paid search, affiliates, email, display and social channels).Experience of utilising customer led insight, including forecasting models to drive marketing activity

Responsible for the planning, execution and optimisation of digital acquisition campaigns. Planned media spend and forecasted and optimised performance across affiliates, paid search, digital advertising and email. Team Management – 5. Devised and developed CRM and customer communication plans across new media channels and traditional media. Involved in customer segmentation strategy including: reactivation, high value, and on-boarding strategies.Developed paid search, affiliate and online display strategies to deliver significant growth in website traffic/order volumes. Responsible for the ongoing development of the brand proposition, building awareness through managing national ATL brand campaigns, channels including press, direct mail, outdoor media, radio and point of sale.

Άγ. Ι. Ρέντης, Πειραιάς, Gr

Formulated ATL (Press) and BTL (Direct marketing, e-marketing, events, telemarketing) campaigns in order to recruit, re-activate, retain and grow customer spend and frequency. Directed creative design and content, including copy writing for range publications and tactical DM pieces. Worked on a national recruitment campaigns, using an integrated mix of marketing channels to engage customers and meet demanding recruitment targets.Analysed market trends in addition to results from campaigns and made recommendations for future follow up activity.Managed series of national events including a programme of New store openings.Manage 2 direct reports managing their performance and training.

Speke, Liverpool, Merseyside, Gb

Devised and managed a direct marketing programmes targeting 6 million customer base. Channel expertise across direct mail, catalogues and outbound telemarketing. Formulated weekly test and learn activity across the base to drive activation and frequency of shop. Budget responsibility £millions.

Rotterdam, Zuid-Holland, Nl

Ba Hons English Lit And Philosophy

Post Grad Diploma Chartered Institute Of Marketing, Post Graduate Diploma Chartered Institute Of Marketing