Supporting businesses and helping them to achieve new heights with Marketing Strategies & Consulting | Digital Marketing & E-commerce | Customer Centricity & Insights.

Introduced as part of a improved central marketing unit and as a member of the companies leadership network, in my role at Mytime Active I have owned and delivered the introduction of a new CRM and CDP platform, upgraded the email and SMS content and design, whilst mapping customer journeys to ensure we are talking to the right people, about the right thing and at the right time. In this split role I’ve also owned customer insight and segmentation providing the business with the knowledge required to steer decision making and developments, including rolling out an internal change programme to provide a business wide understanding of our bespoke built customer wellbeing segmentation and how to use this practically at all levels of the organisation.

Leading a team of 5 and supporting agencies, my role at Funway Holidays spanned 3 brands and required me to work across both B2B and B2C (myamericaholiday.co.uk & mycaribbeanholiday.co.uk) distribution channels with a sizeable budget. Responsible for securing and managing the budgets I successfully delivered a range of marketing initiatives, including some funded through a partnership agreements, that drove incremental sales as well as strong ROI. This typically consisted of activity to inspire and support over 4000 travel agents across the UK to merchandise and sell our products with in store point of sale, brochures and incentives for our trade distribution brand, whilst also managing a robust programme of digital marketing and ecommerce activities that include SEO, PPC and eCRM activities for our own direct to consumer brands.

During my time in this role I was responsible for delivering all online and offline promotions, content and merchandising for the tour operations arm of the business, Monarch Holidays. In a much more ecommerce focussed role it was my responsibility to plan and execute all merchandising on our native channels utilising best practice SEO techniques to ensure that we hold and improve our strong position for branded and generic terms, whilst heading up a team of 7 and managing digital agencies as well as the budget and content management systems to do so. I also drove our commercial partnerships with the likes of Tesco Clubcard and our Affiliate programme via AWIN. From an offline perspective I have owned the planning, creation and delivery of direct mail campaigns and all Monarch Holiday brochure titles (distributed via our trade network). Throughout my time at Monarch I was also pivotal in the development of the website, using a host of analytics platforms to analyse the website and booking funnel in order to determine improvements and developments and as a result reduce booking friction with the aim of delivering improved conversion rates. Finally, it was part of my role to be the tour operator’s representative within the Monarch Airlines marketing team and this has meant playing a role in all aspects of acquisition, CRM and brand marketing, helping to plan and execute campaigns whilst owning the customer proposition and acting as a brand manager for Monarch Holidays. Alongside this I was also a member of the Forum100 Monarch’s top 100 senior managers (out of 3500 employees) and have taken on an additional role as a LEAN project coach meaning that I have worked with teams across the business and at all levels to present business cases and improve their departmental processes.

Moving into a new industry and a bigger brand it was my responsibility to manage all aspects of brand and partnership marketing with 1 direct report and deputising for the Head of Marketing with 7 direct reports. This included the planning, delivery and evaluation of all campaigns within all channels. With online sales contributing to over 70% of revenue this has been a very digitally focused role. Merchandising and optimising web real estate based on performance and user experience, ensuring management of landing pages and content is on brand and complies with best practice SEO both on page and technically, working with agencies to deliver targeted PPC, search, social and programmatic display advertising campaigns, whilst optimising them for improvements in the relevant measurements such as CPM, CTR and CPA by marketing and remarketing. In addition to this I owned and developed relationships with partners, affiliates and aggregators such as Tesco Clubcard, tourist boards and overseeing the management of the Affiliate Window to promote sales via affiliate channels.

As the Assistant Marketing Manager of the intu Bromley Shopping centre (The Glades) I was able to use the full marketing mix in a fast paced environment, managing ATL, BTL & multi-channel consumer focussed campaigns with the overall goal of bringing more people into the centre, from further away, ensuring that they spend more time and as a result more money. This involved working with in house teams (including 1 direct report) and agencies to create engaging OOH campaigns, press campaigns, utilising PPC, display advertising and using CMS and CRM systems to create and implement online/ digital activity such as targeted email campaigns, social media campaigns and to maintain the centre website. Additionally, another part to the role was planning, managing and implementing experiential and event based activity with accompanying digital content strategies, PR activity and CR activity. As intu Bromley is a key stakeholder in the borough of Bromley, partnership marketing was also part of the role working with small local businesses to much larger organisations such as Dreamworks, Hello Magazine and the many retailers that were tenants within the centre. As part of a large national brand evaluating campaigns and monitoring ROI was imperative in my time at intu Properties and by constructing and managing campaign budgets and seeing projects through from start to finish with a range of varied and SMART objectives it was a key part of my individual role to complete a detailed evaluation and analysis for each campaign.

Making the switch to experience bigger brands and working within the account handling team, in my time at SMP I worked on several fully integrated campaigns for FMCG brands such as Andrex and Bavaria UK. Working on multiple campaigns at once it was my job to plan, implement and evaluate each campaign whilst monitoring and managing the budget. Reporting to the Account Manager I had to keep project statuses and time plans up to date. A large part of the job was liaising with clients and suppliers to ensure that samples, collateral, digital and any other elements were secured within a budget and to strict deadlines whilst managing any creative elements through the design studio and working with in house and agency designers to ensure quality of design and consistency for the brands and adhering brand guidelines. Campaigns included channel marketing, in store marketing, experiential marketing, digital activations and trade marketing.

My day to day role consisted of the full marketing spectrum. Designing and implementing strategic marketing plans, co-ordinating and leading the design, production and distribution of mail order catalogues, managing the website and editing content, copy writing and briefing both in house teams and agencies for advertising content, product selection and buying, launching new products into the industry, sales analysis and making decisions based on that analysis. This was a great and well-rounded introduction to marketing that taught me a lot about product marketing, e-commerce, SEO and direct mail marketing.

Working in a team to provide brand management to high profile clientele. Responsibilitiesincluded scheduling artworks around the team so that it can be worked on and out the doorsticking to tight deadlines. Invoicing and various other admin based tasks, dealing withclients on a regular basis via telephone, email and meetings. Received internal trainingin the use of Apple computers and the print industry.