Michael Watts Email & Phone Number

Atherstone, Gb

United Kingdom

As the Content Controller for the North West branches of Dignity Plc, I was responsible for managing and optimising the content of 120 microsites. I planned, created and implemented content that improved SERP positions and led a series of CRO tests on the website templates that improved KPIs.Responsibilities included:• Create SEO web pages designed to hit specific SERP position KPIs• De-duplicate, optimise and manage content for the microsites of 120 branches in the North West… Show more As the Content Controller for the North West branches of Dignity Plc, I was responsible for managing and optimising the content of 120 microsites. I planned, created and implemented content that improved SERP positions and led a series of CRO tests on the website templates that improved KPIs.Responsibilities included:• Create SEO web pages designed to hit specific SERP position KPIs• De-duplicate, optimise and manage content for the microsites of 120 branches in the North West area• Write creatively while adhering to a tone of voice, being considerate of vulnerable customers during an emotionally difficult time, and remaining compliant under strict industry regulations• Manage an agency team designing CRO tests for all webpage templates, implement the tests and report on the results• Liaise with agencies, other teams and branch staff• Listen to real customer calls for research• Proof and edit the work of others• Respond to ad hoc requests from branch staff and manage a marketing inbox• Lead Hotjar analysis on behalf of the wider team (using analysis to inform further CRO tests)• Act as lead on projects• UAT testing Show less

Writing daily articles with an emphasis on SEO, covering a wide range of topics.

Coventry, England, United Kingdom

As the head of the Engagement department, I designed, executed and optimised email marketing strategies to boost engagement amongst an online community of people with diabetes. I led a team of four to make data-led decisions.Responsibilities included:• Designing and planning email campaigns• Creating emails to fit those campaigns with a focus on conversion rates, including HTML editing, writing, and image editing• Designating content writing jobs and serving as editor before… Show more As the head of the Engagement department, I designed, executed and optimised email marketing strategies to boost engagement amongst an online community of people with diabetes. I led a team of four to make data-led decisions.Responsibilities included:• Designing and planning email campaigns• Creating emails to fit those campaigns with a focus on conversion rates, including HTML editing, writing, and image editing• Designating content writing jobs and serving as editor before upload• Incorporating content pieces into campaigns to drive engagement• Designing complete customer journeys boosting engagement with specific audience targeting• Optimising emails and email campaigns through A/B testing and editing based on gathered statistics• Editor for three weekly newsletters• Managing the team schedule and collaborating with other departments to ensure scheduling lined up• Creating push notification journeys• Collaborate with third-party companies and stakeholdersTop achievements:• Increased the unique open rate of newsletters by 40% over 6 months• Developed a messaging hierarchy to be used across the company• Coordinated marketing pushes with third-party partners for use across their businesses• Helped to grow the membership base of a health-tech application from 95,000 to 435,000• Incorporated data collection systems into the customer journey that contributed to a study published in JMIR Show less

Coventry, England, United Kingdom

I made use of digital channels such as blogs, emails and surveys to engage existing users and recruit new members to the award-winning Low Carb Program.Responsibilities included:• Engaging with users of the Low Carb Program through an automated email customer journey• Automating email journeys and users’ experience• Used data points to segment audiences and create highly personalised experiences across marketing channels• Scheduling emails based on most effective timings… Show more I made use of digital channels such as blogs, emails and surveys to engage existing users and recruit new members to the award-winning Low Carb Program.Responsibilities included:• Engaging with users of the Low Carb Program through an automated email customer journey• Automating email journeys and users’ experience• Used data points to segment audiences and create highly personalised experiences across marketing channels• Scheduling emails based on most effective timings and acting as a bridge with the social media department to coordinate schedules• Managing a database of contact data in line with GDPR lawsKey Achievements:• Achieved a unique engagement rate of 66% in the email journey for new community members• Highlighted key points of audience personalisation and implemented strategies to collect that data• Achieved level 5 (highest level) in Communicator’s assessment rankings for intelligent email marketing practices Show less

Coventry, England, United Kingdom

Created SEO news articles and webpage content for a wide variety of website genres to improve user engagement and Google index rankings.Designed content plans for websites and delegated tasks to others, overseeing the creation and population of the websites.

Ensured that food products were packaged and labelled according to regulations. Organised products for delivery. Managed a small team to ensure deadlines and standards were met.

Mini Mba, Marketing, B

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English Literature (British And Commonwealth)

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