Marketing strategy and marketing campaign management

Events, membership management, funding sales

Looking at opportunities to diversify the activities of the business.Reviewing new commercial business opportunities through Barbour Abi.Meet the buyer events.

2021/22 Awards submissions -wrote East Staffordshire business award entries. The business won Business of the Year for 2021/22Marketing campaign and budget management. Monthly board report on marketing activity.Internal event organisation.Marketing strategy, management of 2 staffEvent organisation and delivery

Short term and contract marketing roles

I was responsible for Marketing Strategy and implementation of Marketing Plans for trucks and cars. I also ran crisis communications, organised events and designed new promotional material for the Norton Canes service area.

I developed a Marketing Strategy for UK Distributors and ran a loyalty programme. I also developed promotional catalogues and flyers, leading to £15k extra revenue from my first flyer. As the company was undergoing a rebrand, I designed and delivered 15 presentations to distributor company directors to explain the rebrand and allay any concerns.

I led a strategic marketing review and through this had a 30% increase in leads for 2018 over 2017. In April 2018 I initiated the first leads for the company from email campaigns with 17% open rates and led an SEO review, implemented these changes and had the first 5 leads from the website within a month. Also these changes increased website visitors from 15 a day to 50. I achieved 8 appointments from 10 leads through tele-appointing, giving £70k revenue. I initiated a SAP Marketing campaign driving 7 leads from this campaign.

In Jan 2018 I improved lead generation, by developing a new website and thus increasing website leads from 4 a month to 40 and due to this staff numbers were increased by 12. I also rebranded the business.In Sept 2017 I devised a new email strategy giving record email results with 18% open rates and improved SEO keyword rankings on page 1 by 30%.

By developing the SEO I improved lead Generation to £40,000 a month from SEO campaigns.I developed email campaigns to bring in £200k revenue over 5 quarters and these campaigns gave 150% increase in email leads on previous year – 551 compared to 221 and 1 email campaign provided 40 email leads, 20 above target.In a six month period my campaigns saw a return of £161k new business revenue from SEO & PPC after reducing the budget by 50% for PPC. I also developed a method of lead tracking (to enable nurturing of leads) and conversion/revenue tracking to show campaign performance/ROI. I changed email strategy and delivered 76 new leads and £16k revenue in 8 weeks.I also managed the Consulting team and drove revenue for 2 months to £58k & £56k, the best 2 months in 2 years and increased consulting revenue to £197,000 and £224,000 in 2 successive quarters. I took over the department with falling revenue for 12 months & £20k per month behind target & successfully achieved £50k over target in 2 months.In my first year in the business I improved marketing leads by 60% and reduced marketing cost by £70k.I also initiated a direct mail campaign to all customers with an advertising agency & specialist copywriter, with immediate revenue increase from £60k to £140K, a 133% increase.

I achieved a 20% increase in sales revenue with a budget to spend of £100k and introduced golf events, with 33% of the customer base attending & achieved 98% client retention for the year. I also introduced new initiatives and increased new customers in year 1 by 35%, developing organised strategic planning & tactical campaigns.

I played a major role in selecting a CRM partner and in moving the business from acquisition to retention activity on a 70k customer base and introduced seminar selling. I organised up to 50 seminar events per month for up to 150 people at each event and achieved revenue from each seminar of £20k against a spend of £7k. I also recruited and trained my team of 5 to help with the event organisation.