Michelle Booth Email & Phone Number

London, Gb

London, Gb

Taking the leap to leave Lloyd’s to return to study. Ever since I spoke to Jo Howes on her Courageous Leadership podcast, I couldn’t drop the niggle that I was holding on to things out of fear. “Leap and the net will appear” I told my past self on camera. So here I am!With the great provocation (thank you Andy) “what would you do if you couldn’t fail?” I’m going to study Performance, Design and Practice at Central St Martins. It may seem a tad leftfield but I want to explore how to influence culture and to imagine alternative futures. So I’m taking some time out to play and explore what that could mean without a view of where I might land. If you are interested, I’m documenting my messy exploration into the unknown. Sign up to my Substack for musings. https://autotelicmusings.substack.com

London, Uk, Gb

Gb

- Responsible for strategic marketing propositions to deliver against bank strategy.- Led ‘Moonshot’ strategy to enable the business to make data informed big bets.- Set up WeAreTomorrow Influencer panel for realtime cultural insights and content creation.- Partnered with Marcus Rashford to co-create NatWest Thrive, a social mobility programme to support 12-22 year olds improve their financial confidence.- NatWest Thrive was piloted in 2021 and launched Q2 2022, partnering with National Youth Agency, Nike, TikTok, Macmillan Publishing, Beano and Beats in 22 clubs across the UK. Secured funding for Thrive to scale in 2023 with £5m advertising campaign. - Negotiated partnership with artist Hattie Stewart to co-create the new NatWest Youth brand identity. - Hattie’s previous work includes Dazed and Confused, iTunes and Lovebox. - Strategic partnership with TikTok to develop the Thrive sessions- Collaborated with DC Thompson on the Marcus Rashford Beano guest edition including a NatWest Thrive storyline for the Bashstreet Kids.- Piloted NatWest Thrive in-branch by developing a family funday event, delivered 77% increase in footfall and uplifted product consideration by 87% with a 98% favorability score. Event now being rolled out nationally.- Expert panel guest for Kantar Insight event ‘Winning with Women’.- Led Greener Homes campaign to support sponsorship of COP

Gb

Led the NatWest Brand and Digital scrum to deliver the new brand platform, visual identity and tone of voice.In first six months :Led Brand performance audit resulting in repositioning to U35 year olds.Delivered the new brand platform ‘Tomorrow Begins Today’, launch campaign, visual identity & tone of voice guidelines, including leadership of team of 23 with launch budget of £20m/New brand platform ‘Tomorrow Begins Today’, uplifting Brand consideration by 14%.Transformation to agile ways of working.Launched the new brand platform integrating campaign with retail demand conversion comms; leading immersion sessions, new briefing template and execution across branch network, regional boards and digital estate.Negotiated the transference of the Bó Cosmo Partnership to NatWest Reviewed social media strategy and implemented a new content strategy resulting in + 18% Instagram followers in 12 weeks, increased organic reach by 46% and + 313% click-through rate.Led the student social campaign that delivered 55% of total sales.Led cross discipline design of new measurement framework to connect demand generation to conversion metricsMember of both steering and working group for Media agency review and appointment of new agency.

Leading the Go-To-Market strategy for Bó, the new companion bank account by NatWest.Insight and brand development of new brand aimed at financial rejectorsDevised internal comms and beta programme to acquire 10,000 customers in 90 daysMost successful corporate PR campaignNegotiated strategic media partnership with Hearst Publishing Developed ATL brand campaign with Karmarama Build cross discipline team of specialists to deliver integrated marketing planBuild of 'full-funnel' measurement framework to measure ATL and Performance in one dashboardCRM (Salesforce) and lifecycle marketing strategy and execution with RFM value framework Developed purpose led crisis strategy in reaction to COVID-19

Consultant to a number of brands on digital transformation and innovation projects.Sits on the Global Marketing Excellence board for Twinings, having designed and led the global digital marketing training programme.Innovation Consultant & Trainer for the Fund Marketing Academy.Marketing Consultant and Interim Marketing Director for Esme Loans, a new B2B brand incubated by RBS, to develop the brand positioning and go to market strategy.

Gb

Part of a small senior innovation team within RBS, developing digital propositions. Specialising in customer acquisition, unsecured lending, digital payments, loyalty, mobile innovation. Successfully developed three innovation projects, now in pilot; taking them from ideation through to incubation, including securing funding from the RBS ExCo. Digital Proposition Development C-suite stakeholder managementPrimary and secondary researchCustomer experience strategyBusiness case development Fintech scoutingDesign thinking processWorkshop facilitationIdeation and proposition developmentProduct management Digital innovation & transformation

London, Gb

Runs a one day workshop for senior marketers on digital transformation. To include :Key industry trends Agency management & renumerationConsumer insight Customer Experience MappingBest practise case studiesInsight tools and analysis KPIs and measurementAgile business process and transformation

Digital Futures is an educational movement seeking to harness the expertise of the industry to train and employ the young innovators, makers and doers of tomorrow, today.By taking bright young talent with a passion for all things digital, business owners can train them in the skills that they want, helping to bridge the rather large gap between education and the digital industry.

Whitechapel, England, Gb

Industry leadership : Brand Republic Awards 2015 judge, ISBA digital course leader.Responsible for the digital transformation of the agency. Workshop facilitator : Digital insights, innovation & ideation workshop for M&G Investments marketing department (70+) Digital brand planning : Digital strategy for RSPB campaign to influence MPs in 2015 election resulting in over 100 MPs pledging to put nature back on the political agenda.Content partnership negotiations : Strategic lead for social brand campaign for Samaritans to include comms/editorial planning. Negotiated partnership with Trinity Mirror (Mirror Football and UsVsTh3m) to create real-time branded content and social distribution strategyBrand community development : Strategic development of through-the-line social media strategy for Dreamies (Mars) building a community of over 50,000 Facebook fans and outperform engagement benchmarks across Mars portfolio.Integrated comms planning : Strategic lead and editorial planning for amplification of M&G Chelsea Flower Show sponsorship through Facebook, Instagram, partner channels and outdoor media

New York, New York, Us

Board level Director responsible for Strategy and Planning Part of the management team to oversee WPP buy-outAgency was voted Revolution Agency of the Year Management of team of fourteen, direct line management of four (UX, Data, Research, Planning)Defined agency’s strategic offer to put planning at heart of process

Gb

Key clients : Audi, BBC, Bentley, CheapFlights.co.uk, FT, ITVOverall responsibility of account P&LBoard sponsor (formally GAD) of prestigious Audi account, the largest within the agencyUK agency representative for Audi UK at Audi AG international workshops, championing local market insight as part of centralised digital strategySecured agency involvement in strategic development of global ‘Next Generation’ online business strategy alongside US and China representativesDoubled 2006 account retainer to include planning and analysis, increased overall retained headcount

London, Gb

Pitched and global lead for redesign and online brand strategy for Nokia.com

Joined the start-up with the brief to develop the company to ‘the next level’, turnover and profit grew threefold over the next two yearsRandom Media won numerous industry awards including the BIMA Grand Prix and a BAFTA.

Sydney, Nsw, Au

Yell.com Brand strategy and identity. Led innovative digital strategy targeted at young women across the world for for Rimmel London

London, Gb

Founder member of the newly formed Tribal DDB.Sourced and managed roster of top 20 web agenciesCreative briefing and workshop facilitation with digital partnersFee negotiation