Peter Leatherland Email & Phone Number

At The Bazaar Group, my role involved enhancing the business's revenue through the UK and Ireland websites, as well as developing new international websites to align with a complete rebrand.Pay per click advertisingEmail Marketing StrategySearch Engine OptimizationPaid SocialForecasting & StrategyInternational websites and rebrand

Marketing a portfolio of websites: EthicalSuperstore.com, NaturalCollection.com, SpiritofNature.com, FrankandFaith.com and Amnestyshop.org.uk. Increasing turnover from £3m to £11m through increasing the customer base at consistent level and through cost effective marketing. Key Responsibilities Offers & promotions – Planning offers and promotions across the year to attract new customers and keep existing customers engaged on their ethical journey.SEO – This has been a vital long term driver of traffic and formed a key part of our strategy to grow. PPC – Working with two external agencies for two of our sites and running the other campaigns myself to build wide reaching and cost effective campaigns to bring in new customers.Affiliate Marketing – Working with our affiliate network and our affiliates individually with a focus to rationalise to keep costs down and shift the focus onto acquiring new customers. Email Marketing – Responsible for mapping out campaigns to keep customers engaged and introduce them to other product categories. Catalogue – Using Recency, Frequency, Monetary Value modelling to ensure we were sending the catalogue only to customers who were likely to respond to ensure the catalogue was profitable.Highlights:Foodbank Friday campaign – As an alternative to Black Friday sales, Foodbank Friday moves the focus to those in need with an item donated to the Newcastle West End Foodbank with every order over £30. So far over 37,00 items have been donatedGrowth – When I started at Spark Etail the business was running at a loss, however we were able to turn this loss into a steady and consistent yearly growth culminating an £800k+ profit in 2020. Deborah Meaden interview and video production – I had the privilege of collaborating with Deborah Meaden to showcase two new brands.. Responsibilities included conducting the interview, coordinating the filming location, developing the content, and managing the distribution of the videos.

I am involved in a number of other personal projects. Most recently I have developed and launched the website FemmeFataleWhitleyBay.co.uk which is a high end fashion store in Whitley Bay. The site is a fully content managed site developed in Wordpress. the site has enabled the store to increase it's profile with an online presence and showcase new ranges an lines as they come in, take inquiries and build a mailing list of customers.Another recent project is TheBathStation.com which is another Wordpress based site as well as screen technology in the store to display previous fittings and bathrooms available to in store customers. I have developed a number of other websites including Tynemouth Holiday Cottages. Since launching the site the cottages have seen a dramatic increase in interest and as a result are normally fully occupied for the year.Affiliate Websites – from my experience working for the UK’s top independent affiliate network (at the time!) I set up a number of affiliate websites advertising a range of retailers. One successful site I set up was Wiialert.co.uk (now closed), the purpose of this site was to inform people when stock of the Nintendo Wii console became available, visitors could sign up to receive notifications of upcoming and available stock with links to the relevant retailers. Wikimedia - I am also currently learning to build wiki sites based on the mediawiki platform (of which Wikipedia is based). I hope to launch my first wiki site over the next few months.

I have previously tun an E-commerce website, selling T shirts and Hoodies. Running the site has given me Experience in all aspects of running a small business including marketing, website design/promotion, search engine optimisation, PPC promotion, dealing with suppliers, launching new original products for retail and business planning. A particular highlight was seeing one of my designs being worn by Shami Chakrabarti, Director of Liberty in the channel 4 documentary ‘30 Minutes: Making Our Kids Criminals’ as a parody of young people being stigmatised with ASBOs

At NewcastleGateshead Initiative I am responsible for all things digital. Key areas include: Search Engine Optimisation – My role at NGI is primarily focused on attracting traffic to our website and other online content. Naturally SEO is hugely important to this, I manage the onsite and offsite optimisation of the main website. This includes content creation, both off the site and on it, link building and onsite optimisation. Since the launch of NewcastleGateshead.com in late 2010 traffic has more than tripled as a result.Social Media Strategy – Social media is big part of how we market the destination. I lead the social media working group to co-ordinate all social media activity.We are now active on a number of social media channels, including Facebook, Twitter, YouTube as well as maintaining a presence on and exploring other social channels such as niche and new networks. Email marketing/CRM – I am responsible for all email marketing as well as the HTML design and build. Last year we introduced a new email marketing system based on Microsoft Dynamics CRM and Coremotives, this has given us more flexibility and enables us to segregate our database and tailor emails based on chosen preferences. As well as running consumer emails I also look after our corporate email communications maintaining our relationship with our 200+ partner organisations. The Inward Investment Team also required a CRM system, for this we selected Salesforce as a solution and implemented inhouse.New developments – I am involved in all new digital developments from smartphone apps to data feeds. We are currently working on a digital map of the destination which pulls through real-time geotagged social media.Web development – Part of my role involved web development, recent work included the Juice Festival website at http://www.newcastlegateshead.com/juice-home as well as wordpress blogs at http://www.juicefestivalblog.com and http://www.lifeingeordieland.com

Working within Eaga’s Corporate Marketing Team I led on the online strategy and activity across the group and assisting other marketing functions in the business with online expertise.Website strategy and content management – At Eaga I was responsible for the upkeep and promotion of Eaga.com the main corporate website. When I joined Eaga had a number or web properties for various parts of the business built on a range of technologies. The selection of a single platform was a key priority in order to build a web platform for the entire business. Drupal was selected a suitable content management system which could be used across the business bringing all websites into line and suitable for a FTSE 250 business.Search engine optimisation I was responsible for search engine optimisation for all Eaga websites, this involved onsite work, either from the build stage or optimising existing sites.Cross group marketing Working in the central marketing team I had expertise and knowledge to share with other parts of the business and was responsible for developing digital marketing plans to ensure other parts of the business were adopting best practices and a strong online strategy.Pay Per Click advertisingI managed pay per click advertising for Iguanadirect.com (white goods retailer) as well as managing products on price comparison sites.Social Media policy/reputation managementStaff Social Media policy – I was responsible for developing a Social Media Policy for staff. As Eaga was responsible for a number of large Government contracts and often generating news coverage and discussion through social media channels, it became apparent this was crucial for the reputation of the business.Other duties:HTML editing – a number of sites were not on the Drupal platform which needed direct HTML editing for updates including the Warm Front Scheme website (A national Government initiative to reduce Britain’s energy consumption by funding home improvements.

Managing the promotion of major retailers through buy.at’s charity webshops. Creating weekly email newsletters sent out to 7000 fundraising organisations. Planning future strategy for the webshops as a business, including a new fundraising shopping portal website, the creation of a mass mailing system to promote the webshops to charity supporters as well a redesign of the current webshops. Creative design, mailshot planning, exhibition events, assisting the sales team in acquiring new major clients.Working at buy.at gave me a detailed understanding of affiliate marketing and experience of dealing with numerous affiliate websites as well as major online brands such as Sky, John Lewis, Amazon and play.com

Ba (Hons), Business Economics

Education record

Education record

Education record

Education record

Education record

Education record