Working with brands and rights holders to create bespoke strategies for businesses looking to grow, using data and insights as the foundation.We create Return on Investment modelling to help brands accelerate their growth and build market share globally.We demonstrate the value of marketing spend in driving understanding about the brand, visits to site and loyalty through the early lifecycle.We develop bespoke models to understand a brands current and desired target audience and work out the best ways to establish loyal and sustainable customer groups.We work out the most effective ways for brands to build engagement with their customer base and create automated communication solutions.We also work with rights holders, primarily in sport to build bespoke sponsorship and partnership packages for brands looking to use sport to grow their business globally.We have created strategies for brands and rights holders across the world including the following key markets U.K. Canada, Germany, USA, Brazil, Mexico, India, Japan, Nigeria, China, Japan, Singapore and Australia.

Running the commercial strategy delivery for the Kindred brands including, 32Red & Unibet.

Responsible for the commercial performance and customer experience, including the product development strategy for 32Red, Roxy Palace and supporting brands globally.

Within this role my core responsibilities are to build consideration and affinity for the Betfair brand at a global level and to manage the global brand budget to demonstrate the effectiveness of media spend against key brand metrics. Secondly it's imperative that I ensure the brand and advertising strategy drives visits to Betfair and converts new customers to switch who are primarily betting with a rival bookmaker. I manage this activity across all product verticals (Exchange, Sportsbook & Gaming).I have full responsibility for the advertising and communications plan and work to ensure our emotional and rational messages and marketing tactics drive an efficient ROI, driving down CPA's, increasing RPA's to hit revenue growth targets.Key to my success in developing the marketing strategy is to ensure that our advertising and communications framework increases loyalty and builds a positive improvement in our Net Promoter Score. The advertising plan influences core metrics including bet frequency, average player days, average bet size to increase overall average revenue per user, ensuring a healthy usage mix across each of the products.I manage a significant budget and the activity across all ATL media including TV, Press, Radio, Sponsorship, PR and Digital.Key Deliverables...Sky TV negotiation and LeverageMedia buyingSponsorship and activation plansAmbassadors and content activityDigital assets leverage and real time marketingNew brand identity (visuals, tov, language, product benefits)New brand campaign for the start of the new season.Budget management.16 week rolling strategic plan.Global promotions strategy.Launch of Betfair sportsbook.Next stage development of Betfair value messaging.Evolved cashout plan and delivery of fully integrated marketing plan across all channels.Innovation in media.

Within the role I had full responsibility to develop and execute the commercial and marketing plan for the UK, Betfair's single biggest revenue region. I had control over a £45M marketing budget to drive £207M of revenue.I worked with P&L teams, analysts and marketing teams to craft and continually manage the Racing, Football, Sports and Gaming - commercial and marketing plans.Key Deliverables...Revenue projection and control.Segmentation of customer base and strategies to drive revenue performance,Budget management, refinement and on-going planning of all spend.VIP management.Acquisition delivery for the region.Digital strategy and social media planning.Value management - to position Betfair as the best value bookmaker in the industry.Analytics - management of the Betfair eco-system and life cycle.Product development - working with the product team to understand the product pipeline to ensure customer understanding and excitement and trial of new products.Campaign management and overview of activity and delivery.

Within the role I managed teams across brand, acquisition and retention marketing to deliver revenue growth across all product verticals. (Sports and Gaming).I led all brand campaigns, including the betfair Value Campaign positioning Betfair as the best value bookmaker in the industry, comparing odds over time verus our key competitors.Aswell as the current "Cashout Campaign" differentiating Betfair by communicating excitement and autonomy to the punter, putting them in control.Key Deliverables...Media planning and innovationTV buying and integrated media buying across all channels.Pioneered in-vision advertising with Channel 4Global Sponsorship planning, execution and refinement. I led the partnerships with Manchester United and Barcelona.England Cricket partnership.England Rugby team partnership.World Series Of Poker Europe.Horse Racing (Ascot partnership, Haydock - The Betfair Chase, Newbury - The Betfair Hurdle and our grass roots sponsorship platform).Ambassador ManagementRacing - Paul Nicholls (Champion Trainer) Ryan Moore (leading flat jockey) Donald McCain (leading national hunt trainer) Gordon Elliot (leading Irish national hunt trainer).Football and Sports - Lee Dixon (UK) Rudi Voller (Germany) Maldini (Spain) Andreas Lindegaard (Nordics) Michael Vaughan (Cricket) Will Greenwood (Rugby Union)European Champions - negotiated a one off deal with Harry Redknapp to front our mobile and content campaign.PR and Real Time ActivationTrash Tevez - award winning PR campaign (Hollis Sponsorship Awards)Bum-vertising Olympic volleyball team - award winning PR campagn (Sports Industry Awards)Derby fan activationFan v Fan - Tuffers v Gillespie Ashes Challenge

Core responsibilities were to be the strategic link between the product teams and the central marketing teams to understand the product pipeline and develop campaigns to generate awareness around the new products and drive trial and on-going usage.To project manage all major sporting campaigns including, world cups, european championships, new football seasons launch, cheltenham festival, summer of sport and many others...

To plan the total marketing strategy for all products including Casino, Live Dealer, Poker, Games and Sports across all markets globally.A key partnership was to leverage the relationship with Aston Villa Football Club as well as key racing sponsorships to reach and convert the UK and Asian markets.Responsible for hitting monthly acquisition targets and managing all digital channels including PPC, Search, Affiliates, Display, Referal and digital partnerships.Managed existing customer marketing activities from VIP's to on-boarding new customers. Responsibilities included developing the VIP scheme Club Rouge an invitation only service. Up and Cross selling customers through segmenting and understanding behavioural analysis. Re-activating pending lasped and lapsed customers.

Responsible for all on and offline marketing strategies for all Littlewoods sports and gaming products.In charge of budget and revenue performance to maximise spend for the best return.Responsibility for the promotional strategy on a daily basis to best acquire and retain new and existing customers.Managed brand communications from Betdirect all weather partnership with Arena Leisure to AtTheRaces white label betting service.

Working to the Director of Marketing I had full control of setting up and launching an online and telephone betting service for Stanley Leisure.Set up digital and offline communications plans to acquire new customers to the products as well as managing retention marketing activities to build loyalty to the sports and gaming brands.

My main responsibility was to maket 59 race meetings staged at Sandown Park, Epsom Downs and Kempton Park.We were the first race courses to offer advanced booking services and deliver on and offline communications from understanding the purchase behaviour of our customers.Another first was the launch of 3 web-sites for the racecourses, which facilitied online booking with discounts and a content marketing platform to generate repeat site visits.