Expansion of previous role, leading on strategy, insight, market research and customer base health. Responsible for member journeys and experiences, as well as membership strategy and delivery - acquisition, loyalty, retention and reactivation of lapsed members. Also responsible for overall delivery of business strategy.Leading, creating and embedding new long-term business strategy alongside C-suite and Executive Committee, ensuring every colleague understands their impact on wider business vision. Development and delivery of revised membership strategy, feeding into marketing and comms activity.

Leading insight, data analysis, market research and customer base health. Responsible for membership strategy and delivery - acquisition, loyalty, retention and reactivation of lapsed members.Managing team of analysts, data scientists and market researchers to deliver customer-centric actions and recommendations back to the wider business. Creating a data-led culture across the business to encourage curiosity and inquisitiveness, and to place the customer at the heart of each decision we make. Rebuilding customer journeys and acquisition/retention strategies to grow active base and to increase share of wallet. Working across the business to redefine annual strategies.

Leading B2B marketing strategy and annual planning across 120+ colleagues. Managing team to develop integrated annual marketing and comms plan to align activity across audiences and deliver efficiencies. Reviewing and realigning capacity and resource across function to enable delivery of 300+ campaigns annually. Managing ~£50m annual marketing budget and multi-million pound agency relationships. Leading on major strategic and transformational programmes to shape future marketing and brand activity and to change perceptions of both our BT and EE brands and the category as a whole.Embedding and activating brand repositioning and strategy defined in previous research role through major marketing and comms programmes as we shift BT to become a flagship B2B brand. Developed approach to how the refreshed EE brand should be used in B2B in the UK.

Led brand strategy, research and insight across BT Group's three brands, specialising in the B2B market. Developed and defined research, insight and tools to track brand perception and awareness, and support understanding of performance across the business. Made data-driven and insight-led recommendations to shape product, proposition and marketing plans, as well as brand strategy. Developed and delivered a new marketing effectiveness and econometrics programme across the Group, with a particular focus on embedding and activating within B2B. Also owned social listening and social media and digital insight capabilities for the Group, continuing to build into ways of working and workflows, and encouraging usage of social data across different remits and departments.Led research, insight and strategy into BT’s brand repositioning and relaunch for 18 months ahead of launch in Spring 2022. Successfully tested creatives and props (using a mix of qual and quant), and developed a new marketing narrative and strategy that will be used across all B2B segments, from small and medium enterprises, all the way through corporates and public sector businesses.Also led research into B2B execution of BT's previous brand relaunch in October 2019. Led two flagship workstreams across Group Insight & Strategy & Transformation: rolling out an Agile approach across 500 senior colleagues, as well as leading Knowledge Share initiatives.Named on The Drum’s Future 50 2021 list, celebrating the best emerging marketers in the world, and as top brand-side social data evangelist in the world by The Social Intelligence Lab in 2022. Also shortlisted for Best New Insight Talent at 2020's AURA Insight Awards, and a member of the MRS &more Leadership Team.

Overseeing and managing all Digital Brand performance, measurement and metrics. Working in the Group Digital Brand team, and closely with teams across Group Marketing & Brand and BT Group, this includes monitoring, reporting and optimising BT Group's web properties, apps, social media and digital marketing. It also involves building full digital brand & social media strategies and application frameworks for each line of business, and working across measurement of all digital activity. Alongside all this, the role includes:- Reporting, measurement and optimisation of all digital activity, including social media, websites, apps, and digital advertising.- Building strong, robust and reliable digital brand, social media, and social listening strategies, frameworks and guidelines to ensure one succinct and overarching measurement methodology.- Working with Social Media Managers, Content Producers and Digital Managers across all lines of business to bring data-driven methodologies into their day-to-day roles.- Developing knowledge and a tech suite to create greater digital capabilities for our Group Insight teams.- Creating dashboards, reports and analysis using the relevant metrics that will be used across the Group.- Identifying optimisation opportunities across the Group's digital activity.- Working closely with agencies & external solutions (Adobe, Google, Brandwatch etc.) to build a suite of tools that allow for the best possible measurement of the digital infrastructure in the Group.- Working as a leader within the Group ensure measurement and data collection is GDPR-compliant.- Creating a data education programme that allows for members of teams to be brought up to speed on how data is used in the business in a really accessible way.

Working closely with the Performance Marketing, Measurement & Optimisation and wider marketing teams to assess, analyse & recommend global marketing campaigns. Providing the groundwork for the teams to make informed, data-driven decisions, and offering up actionable insights for campaigns & experiences.Liaising with the team on a daily basis across all marketing channels & 3rd parties. Regularly reviewing campaigns and strategy based on key team performance indicators. The role included:- Working with internal and external partners to track campaigns across various business units.- Working with marketing channel managers and stakeholders to measure, analyse and recommend ways to optimise campaigns.- Working on projects to increase our datasets by ingesting advertising impressions from a variety of 3rd party vendors (Display/PPC/Social etc.) to create an industry-changing bespoke attribution model.- Implementing wide changes to tags and trackers across online properties to ensure the best quality of data is delivered into our datasets.- Working as part of a team on digital data governance, and leading out on wide data collection audits ahead of GDPR decisions being made with an NWT to develop, recommend and alter as necessary.- Deep diving on data derived from marketing campaigns to discover trends and problems, increase efficiency and drive better decisions in the future.- Trafficking campaigns using the DoubleClick suite to ensure robust and accurate implementation, reporting and analysis.- Creating dashboards and reports using software like Adobe Analytics, Google Analytics and Tableau for various areas of the business.- Developing strategies and framework to measure attribution and conversion, and capturing multi-channel campaign performance to aid in learnings and future recommendations.- Training with various business units in order to increase the knowledge and expertise, and to help drive future marketing decisions becoming based around data.

After a full company restructure, overseeing not just marketing, but analysing all global business, financial and company data, insights and strategy for audioBoom. This included all partner data, listening information, demographic and user profiling, advertising network support, risk and opportunity insights, and data and analytics across all aspects of the business. The role included:- Full analysis of all business and financial data, across all departments globally (marketing, content, advertising, finance etc.)- Communicating these findings effectively and efficiently, both internally and externally.- Working alongside the Executive Team and the Board of Directors to initiate, implement and analyse strategies across a range of projects.- Working closely with the CEO and CFO to plan, project, implement and analyse projects and opportunities to further the business.- Working closely with the Commercial and Advertising teams to offer in-depth analysis of internal data (user profiles, demographics, listen data etc) and external data (full analysis of the market and industry, competitor strategy, prospective partners and integrations etc).- Working in conjunction with the Marketing team to plan, instigate and implement campaigns across social, PPC and digital platforms, ahead of analysing all findings and learnings and communicating these to various account managers across our digital marketing channels.- Co-ordinating and preparing all aspects of the statutory business documentation (RNS documents, Board reports, AGM reports, financial reports, accounts etc).- Daily liaising with staff and partners across the globe (in over 20 major countries and markets) to offer detailed reports and analysis across their inventory, listen data, network or project.

Overseeing all marketing activity in the UK for audioBoom. This included all paid, acquisition and retention marketing, brand awareness, social marketing, PPC and SEO marketing, inbound marketing, plus PR, organic and channel marketing. This, alongside all data and analytics for the wider team, included:- Conceiving, implementing and analysing all UK-based marketing campaigns.- Working alongside major talents, third parties and agencies to create campaigns.- Creating and launching our global social media advertising alongside our Global Social Media Manager.- Optimising and scaling all campaigns, to generate maximum effect from each activity.- Liaising with the CMO and US Marketing Manager to create major global campaigns.- Daily reports of all campaigns and data (user data, listen data, sign ups, OPR/CTR, impressions and dwell data, conversion rates, churn rates etc.)- Daily liaising with account managers across the globe for various marketing channels to optimise campaigns (Twitter, Facebook, Google etc.)This role also involved input from conceptualisation to implementation on various projects, including:- The Russell Brand Podcast (mid 2015)- Alan Brazil Up Front (mid 2015)- Small Moments with Pixie Lott (mid 2015)- A full repositioning of the company (late 2015 / early 2016)All project work involved input on concepts and ideas, major advertising campaigns via social, SEO and digital platforms, email marketing schedules, major analysis across all aspects of the project, and finally a report for the Executive Team and the Board of Directors on how successful the work undertaken had been.

Running all marketing data and analytics for audioBoom. This included all paid-for marketing, acquisition and retention marketing, user and brand awareness, plus all organic and social channel marketing. My role primarily included:- Daily reports of all campaigns and data (user data, listen data, sign ups, OPR/CTR, impressions and dwell data, conversion rates, churn rates etc.)- Creating and launching all social media advertising and marketing across various platforms.- Optimising and scaling these campaigns to generate maximum effect for minimum spend.- Creating and increasing the lifetime value of each unique user.- Developing a set of primary and secondary KPIs in which to measure our performance from these campaigns.- Building and launching all inbound marketing campaigns (email marketing, social marketing, remarketing etc.)- Liaising on a daily basis with account managers across the globe from various channels to ensure what we do is the best it can possibly be (Twitter, Facebook, Google etc.)Alongside this, I also aided in the global relaunch audioBoo as audioBoom in September 2014. This included:- Overseeing paid-for and social marketing campaigns to launch new iOS app to top of App Store charts in the UK, the US and Australia.- Continual optimisation of these campaigns, driving CPI, CPA, CPC and CPAC to unprecedented levels on each individual platform.- Day-by-day analysis of all tracked data (internal analytics, social referrals, third-party referrals, traffic sources, OPR/CTR, app analytics, conversion goals etc.)- A full set of attainable KPIs for all areas of relaunch.- Constant assessment and analysis of KPIs and recommendations on improvements.- Revisions of all written material across platform.- Implementing and utilising a full blogger outreach program.- Building digital marketing campaigns to implement pre and post-relaunch.- Full community management.- Liaising with the offices across the globe to ensure relaunch is seamless.

Working with SMBs to create a digital strategy (incorporating social media presences, digital marketing, advertising and PR), before implementing it and then analysing it on a week-by-week basis.With each individual client, we've achieved:- A top-down realignment of all digital presences, to make sure that resources are being placed into the right areas.- 100% social growth within the first month.- A digital strategy implemented within three months.- Week-by-week analysis, to constantly assess progress.- Facebook Ad/Twitter Ads training and implementation.- SEO improvements across all web presences.- An overall set of KPIs for engagement and acquisition - all of which were met.- Constant analysis and further recommendations upon implementation.- A future strategy guide and blueprint for all social and digital activity.

Running all social channels for Crane.tv. This includes all publicity of both new and archived content, ensuring each social presence is continually growing organically, and attempting to raise the online stature of the company. This included:- An initial three-month assessment and realignment of all social presences, to make greater use of resources.- A social strategy that evolved throughout this process to gain greater awareness of the company.- Implementing daily content across the string of digital presences Crane.tv possesses.- Organic growth within twelve months of over 100% across all social presences.- Day-by-day analysis of all tracked data (OPR, CTR, social referrals, social increases etc.)- Moderation of all platforms.- Training with other employees to ensure all could use social media effectively and efficiently.As well as working on Crane.tv's editorial, the work requested also included:- Working, maintaining and assessing all digital presences associated to Boteco Brasil Soho, London's only official Brazilian World Cup experience.- A small amount of commercial work and input on social strategies for major multi-national clients.

Reaching out and engaging with bloggers and websites in order to gain publicity for our books. Accountable to the Marketing team, ensuring the publications gain the exposure necessary to ensure success. This included:- A strategy for each individual campaign.- Overseeing all outreach programs from conception to implementation and analysis.- Campaigns being on time, on budget and meeting KPIs.- Setting the aforementioned KPIs on a regular basis.

Running all social media for Blondie Mania Bags on a short-term contract. This included:- All online marketing campaigns (over three-month period saw a 1000% increase in Facebook Likes).- Strategic planning for each campaign.- Overseeing all campaigns from conception, through to implementation.- Developing a social presence for the brand on all social channels.- Ensuring all campaigns came in on time and under budget.- Consistently meeting each individual target and goal set per campaign.- Creating a blueprint and strategy for all future social media.

Volunteered for the biggest sporting event hosted by Great Britain. Was placed in the Transport Team for the duration of the Transition Period and Paralympic Games. We were the first faces many people saw - athletes, officials, IPC members and the public, so customer service skills were used, whilst structured organisation, correct security measures and communication were paramount to the success of each day's events.

Part of the Engagement and Marketing teams, increasing Shopcade's social presences to drive both acquisition and engagement. Roles included:- Overseeing all daily content published to all sites and social media presences.- Moderation of both Shopcade and social platforms- Creating, running and maintaining marketing campaigns, and attempting to increase engagement figures.- Writing, creating and reporting on weekly newsletter.- Assisting with the community management of each presence Shopcade had a following.As a team, we fulfilled all objectives and targets that were set out, and oversaw a 1000% increase in Facebook fans in four months, and increasing our Twitter following organically by 700%.

In charge of all marketing and advertising that the business undertook, including print, online, and all social media.- Completed a full rebrand of the company, increasing visual awareness within local community. This included a new logo, a complete streamline of all professional correspondence, a new website and training in marketing and social media for all employees.- Saw a 250% increase in organic Facebook Likes through implementation of new Marketing strategy, alongside a 175% increase in Twitter followers.- Ensured all activity came in under budget and on time.- In charge of all social media and networking platforms, creating a stronger connection with customers.- Informally networked at local events and with other local businesses to increase awareness of services.- Helped repair, build and complete work on PCs, Macs and laptops.