Peter Sargent Email & Phone Number

Greenfield, In, Us

I'm now working at Elanco across a range of strategic and tactical digital marketing activities. A fascinating role within a company whose positive team culture is unequalled.

London, London, Gb

A new role at Stanley Gibbons (SG) due to significant organisational change. The marketing team was reduced from 11 to 4 and the senior roles were made redundant, including mine as Head of Marketing Conversion & Retention. Rather than look elsewhere I proposed a modest investment in digital publications to reduce heavy IT infrastructure costs and improve revenue, customer satisfaction and SG’s reputation. This was accepted and I began the new role reporting to the Publisher from offices in Hampshire. This contract mainly involved leading 2 projects:1) Online stamp collection management service (branded My Collection)2) Digital magazine publication and archive service.• Created a detailed business case for digital publishing with the relevant costs/revenue, plus critical success factors. Presented this to the Senior Managers and gained support for both projects• Considered appropriate suppliers, chose SDS Group and worked closely with their web developers and designers who used agile methodology through the various phases of design, prototype, development, and testing through to launch • Assessed previous SG solutions to identify weaknesses. Made extensive use of Google Analytics to understand customer journeys and usage • Carried out comprehensive competitor research and identified gaps • Set up a user group to ensure the projects were customer focused. Provided the users with prototypes at two early stages of the project. Their feedback led to further enhancements• As it was a new system I carried out a significant amount of User Acceptance Testing (UAT) along with users• Worked through a variety of pricing options and made recommendations across a range of products• Explored ways of repurposing existing content to give more value to the end product • Took a keen interest in the fascinating area of digital publishing and its differences with print publishing• Devised a road map for future activity so that the synergies could be extended.

London, London, Gb

Asked by my previous manager to join him at Stanley Gibbons (SG) in a senior marketing role covering both digital and traditional marketing. A much broader role in a quite different type of company as SG is the world’s leading philatelic publisher and retailer of rare stamps. A challenge that I relished, especially as I knew the product, being a stamp collector.• Worked closely with the web design/development team to implement a number of UI and other improvements for a relaunch in late 2015• Led on SEO optimisation. Identified a number of opportunities/issues and introduced a series of changes • Repurposed content and articles from a variety of places into bitesize blog pieces built in WordPress Content Management System (CMS). Featured them through Outbrain, email and social media. Website traffic rose significantly • Managed the team focussed on retention but also heavily involved in areas of acquisition by working on campaign planning and implementation• Succeeded in bringing disparate areas together by encouraging collaboration. This resulted in integrated themed campaigns which targeted both existing and new customers and allowed for cross-selling• Content marketing and campaign successes included ‘Iconic Stamps’ which involved weaving interesting stories into a prestige brochure plus using these in sections on the website• Improved email content, delivery, and collector engagement using MailChimp Email Service Provider (ESP)• Oversaw the reintroduction of social media • Built strong relationships with external organisations to promote the wider take up of stamp collecting• Heavily involved in the move to a Magento based ecommerce website in late 2016 and the change to NetSuite. This led to higher average order values and sales volumes• Constantly used Google Analytics to provide evidence to support changes needed and to show the results• Strategy: took the lead in creating a roadmap of key marketing activity. Approved by senior management.

London, England, Gb

A new consumer division was created within Royal London Group (the UK's largest mutual life and pensions company). This included MoneyVista as the online Money Manager and new areas for life insurance / life cover. My role widened to cover this division and to play a larger role across Royal London Group.• Set up effective website analytics for Royal London: evolved from being a member of the project team for sourcing a group-wide analytics solution into the business lead. As part of the move to a single brand, encouraged areas across Royal London to work together by highlighting the benefits. Also acted as the key lead in implementing Google Analytics 360/Premium for the launch of www.royallondon.com and brought a number of different teams together to coordinate the activity. Managed the relationship with the analytics agency (Periscopix)• Ensured ongoing and effective analytics monitoring of online activity: initially set up the analytics, then moved into phase 2 with more complex tagging, particularly for ecommerce• Championed the adoption of online user journey analysis: reached agreement across the group to use SessionCam, a powerful package that quickly identified issues in the online customer journey• Interpreted the data / made recommendations to improve conversion, engagement, and user experience: identified a number of quick wins as well as some more deep seated issues• Set up customer journey mapping: as a member of the group-wide Insight Council was heavily involved in this area of customer experience. It was key in breaking down silos between different parts of Royal London Group and focusing on continuous improvements to delight customers• Worked with other members of the marketing team to improve marketing effectiveness: considered various marketing automation platforms, as well as testing of email campaigns• Encouraged the use of agile: set up the 'Nudge Unit' - a small cross functional team to consider and prioritise a range of improvements.

Joined MoneyVista at the beginning of its exciting journey as a start-up in the new area of online personal financial planning. Initially the MoneyVista team was small, supplemented by a number of developers working in an agile methodology with frequent website releases.The challenges of working in an emerging market meant that MoneyVista had to realign its priorities and pivot. Web analytics played a key role in this.Post website launch - more targeted analytics, insight and conversion responsibilities:• Developed a scorecard to measure the progress of KPIs towards our revised strategy. This was approved by the CEO Consumer Division and the Group CEO• Set up more sophisticated analytics monitoring of the MoneyVista website using Google Analytics• Interpreted the data and made recommendations to improve registration conversion, engagement within the portal and application, and user experience• Provided frequent evaluation of Stories from the monthly release roadmap• Carried out detailed analysis of key sections to create a clear picture of visitor journeys• Evaluated different customer experience tools and adopted the most appropriate, eg A-B testing, Multivariate testing, user journey analysis, tag management, session recording, and heat maps• Proposed and made full use of visitor feedback through setting up and analysing Kampyle, the user-friendly Voice of Customer (VOC) platform• Encouraged a culture of: Build -> Measure -> Learn, and the adoption of Lean Analytics.

Up to website launch - wider online marketing responsibilities:• Worked closely with the Head of Marketing, the Head of Propositions and a range of agencies to determine the design, structure, navigation and content of the new website• Set up effective analytics monitoring using Google Analytics for the website and the application• Built a range of tailored dashboards/reports with the emphasis on key user journeys• Created a number of personas and was heavily involved in usability studies plus the adoption of the findings • Ensured that the Umbraco Content Management System (CMS) was appropriate by coordinating activity between the design agency, the internal development team and the editorial team. Heavily involved in User Acceptance Testing (UAT)• Created an effective keyword strategy for both SEO and PPC to ensure the appropriate level/quality of traffic for website launch.

Andover, Hampshire, Gb

• Key member of the planning team which designed the roadmap to migrate 5 separate Trading Division websites into a main Simplyhealth website with the emphasis on customer self-service and ecommerce. Achieved launch of rebranded/restructured website using ecommerce platform ATG and Alterian Morello Content Management System (CMS) on time and to a high standard• Reviewed key website sections and the majority of recommendations were accepted• Encouraged the use of personas and the methodology of continuous improvement• Introduced sophisticated analytics tagging of various health insurance websites using Omniture. This resulted in greater insights on digital activity• Carried out detailed analysis and benchmarking of online competitors. Produced recommendations• Worked with the Usability Manager to determine site navigation and to build business cases for online activity• The specialist within the ebusiness team on search engine optimisation (SEO) and natural organic search. Achieved major improvements to site and page optimisation. Led internal workshops to demystify SEO/PPC.

Andover, Hampshire, Gb

• Managed the creation and further development of two new healthcare websites using Joomla Content Management System (CMS)• Organised the development of two online self-service systems for corporate employees. This included online reporting for HR Managers• Raised the need for web analytics/metrics, created a business case and successfully gained agreement at the eStrategy Steering Group• Organised the tender process which lead to unanimously appointing Omniture/SiteCatalyst/Discover• Implemented the Omniture web analytics system across the diverse Simplyhealth websites and Intranet• Managed and coordinated a group-wide research programme to capture a clear understanding of customer online needs and wants• Worked closely with key marketing staff and a business analyst to articulate and visualise high level and detailed business requirements for online activity.

Southampton, Hampshire, Gb

• Asked to lead the activity programme for the OS website. Took forward the higher level business requirements, and worked with internal personnel (creating and leading a team of 5) and external companies/agencies for key elements of website/Intranet activity• Managed the planning/operations for www.ordnancesurvey.co.uk and a number of other websites mainly using the TeamSite Content Management System (CMS)• Web analytics/metrics: produced a business case, and set up the Hitbox system across all the websites• Gained a greater appreciation of target audiences and the customer/user experience through conducting website/Intranet usability studies• Initiated greater collaboration between the diverse business and IT areas. This led to an improved relationship and a higher degree of mutual understanding.

Southampton, Hampshire, Gb

• Developed clear communications objectives for the corporate and education sectors• Widened corporate promotions to include ‘young corporate’ with quick successes such as BBC UK Wild 2000 and Mapzone (http://mapzone.ordnancesurvey.co.uk)• Instigated major improvements to the free Get-a-map online service, including extra mapping levels and linking it with a powerful gazetteer and the online map shop• Financial and strategic planning input alongside the Promotions Manager.

Southampton, Hampshire, Gb

• Introduced an integrated approach to electronic promotions and championed the benefits of the Internet• Chaired the Website Working Group• Set up the measuring and evaluation of promotional campaigns• Managed the Planning and Campaigns Team.

Southampton, Hampshire, Gb

• Led marketing communications activities within the Business and Professional Business Unit• Played a key role in moving away from product led marketing by moving to campaign and market focused activity• Highlighted the need for more coordinated corporate brand activity• Managed the new Business and Professional Promotions Team.

Southampton, Hampshire, Gb

• Oversaw all digital products marketing communications activities• Put forward a proposal to bring all satellite marketing areas together and a new team was created as a result • Introduced the new corporate identity on all business related material• Managed the Digital Products Promotions Team.

• Led marketing communications planning • Initiated and organised the introduction of a contact manager system• Achieved high press coverage with >150 cuttings in a year• Set up a desk top publishing area• Introduced a regular company newsletter.

Worked on tactical marketing activities, such as organising events, literature copywriting, photography and production, and advertising campaigns.