Melanie Lazarus Email & Phone Number

London, England, Gb

I specialize in developing and executing innovative brand strategies that resonate with target audiences and drive business growth. I partner with B2C and B2B companies to elevate their brand positioning, enhance customer engagement, and expand market presence. I'm open to both interim contracts and perm opportunities, and would love to have a conversation about how I can help to drive your brand & marketing success.

Canary Wharf, London, Gb

Strategic brand & marketing leader, visionary, problem solver and evangelist, working across the Barclays B2B portfolio of brands. Bringing together customer, competitor & commercial insight to set the strategic direction. Architecting organisational purpose, customer value propositions, TOV and messaging in the SME & Corporate markets. Bringing our brand story to life through advertising & sponsorship, and how we communicate with, sell to, design for, and service our customers at every touchpoint.

London, Gb

Strategic marketing lead for a cross-group innovation initiative, creating mutual value for both consumers & businesses across the Barclays ecosystem. Launched 5 new product propositions in 1 year, under the ‘next generation commerce’ banner.

London, Gb

Marketing lead for both SME and Corporate segments in the Commercial Payments P&L. Lead a team of 11 FTE and managed a £4m annual budget for customer acquisition, retention, partnerships, creative & media agencies, plus card scheme relationships.

Suwon-Si, Gyeonggi-Do, Kr

Planning lead on the agency side for Samsung's mobile ecosystem, managing a team of 6 planners. Launched Samsung's flagship Galaxy S7 and S7 Edge in an integrated UK campaign including ATL, retail, digital, and social. Grew share of market to 31%, contributing to Android OS growth of 4%pt YOY. Developed in-life customer comms around the product ecosystem e.g. Virtual Reality, 360 camera, Wearables. Designed Black Friday/Xmas eCommerce strategy, achieving eShop's highest ever Q4 revenues. Provided thought leadership and best practice around Millennial audiences, Influencer marketing, Mobile marketing and Internet of Things (IoT).

Marketing Director for an SME entertainment business. Launched and grew an award-winning live music brand for the high end bridal market. Designed and built all stages of the B2C and B2B lead generation and sales conversion funnel - using on and offline direct marketing channels - and won a national wedding industry award as Best Wedding Entertainment Supplier. Started up an affiliate marketing sister business, offering digital solutions to niches in the highly competitive female dating and relationships market.

Middlesex, England, Gb

Strategic advisor to the marketing & commercial functions. Responsible for all brand & marketing campaign tracking, and customer insight relevant to brand, product marketing, acquisition & customer marketing. Spearheaded an attitudinal segmentation to extend Sky's reach beyond its traditional family segments, leading to a cross-business transformation project targeting the 55+s. Provided recommendations on key commercial initiatives E.g. Launch of Sky Broadband & Talk, HD TV, Digital Switchover, Freeview and Setanta Sports.

Reading, England, Gb

Product marketing across the suite of O2's value-added services. Worked closely with product and marketing teams to deliver customer propositions and marketing campaigns that grew customer ARPU and retention. Included a DMA award-winning national campaign driving picture messaging usage. Forged strategic partnerships that offered market differentiation, including device manufacturers (Nokia, RIM), and media owners (Emap, Express Newspapers). Managed annual delivery plan and budget, and lead matrix teams across the organisation to achieve business KPIs.

London, Gb

Client relationship lead for brands such as Haagen-Dazs, Guinness, SPAM, Danepak, Transport for London, and AltaVista UK. Lead agency teams in through-the-line marketing campaigns, brand positioning and NPD work, undertaking consumer research and market analysis to develop campaign briefs.

3 X A-Levels At A Grade

2:1 Bachelor'S Degree, French And Spanish