Creating marketing content: case studies, blog posts, reports and social campaigns for a range of clients.

Working as part of the Customer Success Leadership Team to contribute to and execute the collective team vision and strategy to help Xero become:● the most valued source of advice for small businesses and their advisors● world leaders in digital Customer Success● a strategic force for delivering Xero's performance at scale

Led the content team for IGD, driving the rollout of the new content strategy, including redevelopment of their publishing process and content management system, while maintaining the flow of new content across their four websites.Most notable successes in role:• Assessed IGD’s publishing marketing and content management capability, developed an improved team working structure which was presented to and signed off by the chief executive and senior leadership team• Restructured IGD’s content team around the new content strategy and publishing approach, recruited new team members into the new structure• Led the creation of new processes for IGD to streamline content creation and improve quality of output• Led the process of restructuring and rebranding IGDs four websites, over 20,000 pages of content targeted at customers in various markets around the world• Led the creation of an iterative IGD Social strategy across multiple platforms• Drove a 35% year-on-year increase in traffic to top of funnel content• 57% increase in year-on-year conversion rates for top of funnel content• Over 150% improvement in traffic from social channels• Created behavior-led customer personas for content development• Wrote, edited and proofed features, promotional copy and research articles• Wrote IGD’s style guide, developed our tone of voice, and trained staff in using it • Worked with external and internal stakeholders to develop contentKey responsibilities• Line management and people management responsibilities for content team• Create and manage the strategic content plan to drive customer acquisition, retention and engagement• Improve and maintain the performance of IGD’s content• Structure IGD’s online presence to ensure it consistently delivers for IGD and our users• Manage relationships with senior stakeholders across IGD• Content prototypes and UX best practice to be applied across online platforms

B2B and B2C marketing for educational software products and servicesMost notable successes in role:• Launched two new digital “flagship products” of strategic importance to Pearson hitting sales targets on scheduleo These new products required the development of new methods of marketing, selling and training customers• Achieved 14,000 downloads in six months for PHE’s first iPhone App through co-promotions and social media, it was named Pearson Higher Education’s Product of the Year• Successfully managed the marketing for a large portfolio of products including software, educational simulations, apps, print and eBookso Managed the marketing strategy for my portfolioo Ran marketing campaignso Managed events and external agencieso Trained sales teams across the UK, Europe, the Middle East and Australiao Trained customers in product use through webinar and in persono Created marketing tools (video, guides, websites and print tools) • Managed a team of marketing executives to achieve targets for my portfolio• Achieved over 100% of revenue targets for a range of B2C products not serviced by sales teams by exploiting new channels to marketTraining taken while working for Pearson• People management• Digital marketing and copywriting• Email and social media marketing• SEO in marketing• Lead nurturing

My first role at Pearson was as Publicity and Channels Specialist, driving the profitability of specific products through targeted B2C and publicity campaigns, opening up new channels to market through 3rd parties (National publications and international publications) and social media. In under six months, I was promoted to manage the Nursing portfolio, and soon after gained the Education and Sociology lists as well. As a List Manager I relied less on the sales team as a channel for my products and more on my abilities in opening new channels, for example 3rd party partnerships, as a means of driving revenue for my products.

Worked in the Marketing and Publicity Department of a publisher specialising in social work, education and health. I was offered the job following an internship with the marketing department. Primary duties:• Market research, as well as finding sales and promotional opportunities for a list of titles.• Expanding, maintaining and using the company’s database of potential customers and contacts in the media.• Maintaining relationships with publications and organisations across the UK and Europe in both physical and digital media and developing new relationships (as Reviews Coordinator).• Ensuring that JKP’s books were reviewed in appropriate publications, leading to maximum exposure to target markets.• Arranging promotional deals in the appropriate media to drive book sales.• Designing and creating printed and electronic material using Quark and InDesign. These were either sent out for direct marketing or as adverts and inserts.Managing the company’s PR. My duties included:o Designing and writing copy for press releases for the national press as well as targeting campaigns at appropriate media and then analysing the effectiveness of campaigns.o Drawing up and executing press campaigns.

Fundraiser for a Children’s Charity• Managed events• Wrote copy for marketing material.• Managed, and was primary user of the charity’s database of supporters and contacts.The charity ran into financial difficulty very soon after I joined resulting in my redundancy soon after joining the charity. I was brought back in on contract following my redundancy in November to help the charity convert to a new database system.

• Managed the recruitment response handling for DSTL, part of the Ministry of Defence.• Wrote psychometric evaluations on managers and potential recruits for BMW and MINI based on self assessments and their performances at assessment centres.

I worked as a Marketing Executive for FCL, a financial services marketing company with clients across the UK and the Middle East.For FCL• Participated in the process of client acquisition, through design of marketing pieces, direct mail, and new business meetings.• Researched potential markets in the UK and Middle East.• Extended intermediary contact lists.• Redesigned FCL’s CRM database to make it more user-friendly.For FCL’s clients• Client liaison, especially working with them on their presentations.• Planned a series of meetings and seminars across the country.• Populated meetings by email and telephone calls to investment intermediaries.