As CRM Marketing Manager I am responsible for managing the execution of student recruitment campaigns by -• maximising lead generation opportunities• increasing conversion rates across all touchpoints throughout a complex customer journey• organising all outbound communications across multiple channelsCollaborating with senior leadership to – • generate reporting & insights to influence decision making relating to campaigns, marketing approach & resource allocation• create data insight dashboards, as part of a transition towards self-service reporting & analytics• optimise marketing campaign & organisational performance through use of engagement analysis, predictive analytics & marketing attribution modelling• turn insights into actionable improvements to enhance ROI• build brand recognition as well as repositioning ourselves in the marketImplementing a first-class customer experience – • designing, collecting & analysing customer feedback opportunities at key touchpoints• utilising feedback, engagement metrics & analysing customer behaviours/ journeys to creates personas & customer profiles• using insights, personas & data touchpoints to effectively segment our audiences, hyper-personalise our comms• conducting market & competitor research to identify & respond to emerging market trends, threats & opportunities• procuring MarTech platforms in alignment with digital transformation strategy to enhance marketing capabilities & performanceDriving culture change - • introducing experimentation culture across the department – including testing of ideas, rapid iteration and implementation as part of shift to agile working approach• improving cross-departmental communication and breaking down silos• managing, developing and performance optimising a team of marketing professionals across both in-person and virtual settings

Responsible for execution of - • communications across multiple channels and campaigns in line with plans and working towards stated objectives• engagement reporting and proposing iterative feedback loop changes• ensuring data quality rigorously maintained to a high standard to allow for effective segmentation of audiences and personalisation of communications• implementing and testing marketing automations to free up resource whilst ensuring risk of errors and incorrect communications were minimisedImplementing data processing and management best practice – • ensuring compliance with relevant GDPR and other legislation including CMA as data protection lead for the department• maximising data capture opportunities and data quality through improvements to existing processes• enabling effective audience segmentation with personas and hyper-personalise our communications and marketing strategy• breaking down data silos and encouraging cross-team collaboration – working towards our ultimate goal of creating a full life-cycle single customer view

• developed UX wireframes, frameworks and inputted onto webpage designs – ensuring campaign cohesion in line with strategic objectives• used Google Analytics and other MarTech software to track web engagement metrics as well as implemented marketing attribution techniques through optimised tracking• conducted user experience feedback sessions, ran A/B experiments, analysed customer journey trends and optimised webpage designs based on the results• worked with CRM team to maximise lead generation initiatives• led on SEO project

• led on reporting - ensuring insights generated led to actionable deliverables to deliver business improvements and growth• managed new data dashboards project – aimed at getting sales data and market insights into the dealer network• led on culture change initiative – shifting to digital analytics, processes and practices• managed social media project – provided dealer network with training on setting up and developing their social media presence