Toni Skidmore Email & Phone Number

Leeds, Gb

Leeds, England, United Kingdom

London Area, United Kingdom

Strategic DTC SEO Lead for Samsung across 36 markets. I oversee the European Centre of Excellence, driving growth in organic traffic, revenue, average order value (AOV), and new channels. I deliver search strategies at both local and pan-regional levels, with a focus on increasing non-branded visibility and traffic.By defining the organic customer purchase journey and identifying missed touch points in the acquisition and retention funnel, I have initiated new organic projects, including sales campaign optimisation and non-branded optimisation. I have also tapped into new and under-utilised channels like YouTube and TikTok and introduced new search processes such as SEO A/B testing. Since 2020, these efforts have increased organic revenue for Samsung UK, increased YouTube views, and improved time to rank in position 1 on key product launches. I have successfully scaled SEO tests and projects from local markets to scalable solutions, establishing regional best practices and driving an increase in organic traffic and revenue growth across all European markets in 2023. As an agency leader, I inform and provide feedback on new business pitches and I manage a team of 11, achieving staff retention rates above agency and industry standards. I also act as a Diversity and Equity Leader, reporting directly to the COO and Global Board on policy creation. Some other achievements include:• Developed an AI Overviews tracking solution for the agency• Served as Digital Lead on Samsung Flip Park campaign• Shortlisted Organic Team of the Year at the Drum Awards• Published thought leader in Performance Marketing World

London, England, United Kingdom

Grew traffic by 200% year-on-year and launched four new digital channels. I was responsible for increasing charity visibility, reach, engagement, and retention among people under 25. I overhauled the organisation’s digital and marketing strategy to align with awareness and funder targets, reviewed and implemented a new paid strategy across social and Google Ads, maximising charitable grant usage and improving return on ad spend (ROAS). Additionally, I developed online user segments, identifying the lifecycle of support and informing target marketing channels. I implemented a reporting framework for charity senior leaders and partner funders, ensuring clear communication of progress and impact.I partnered with Meta to identify and prioritise new technology and features benefiting young people, leading to the creation of the keyword filter. I also authored the PR and Digital PR strategy, achieving coverage and backlinks from The Mirror, Metro, and The Sun. Furthermore. Additionally:• Secured three-year partnership with NowTV• Launched national men’s mental health campaign with Toms Shoes and James McVey

London, United Kingdom

Achieved £2M organic revenue growth year-over-year, by securing number 1 rankings for high value keywords such as ‘no win no fee’. As the Digital Marketing Manager for four national clients, I specialised in creating content aligned with brand guidelines and ambitions, to meet DTC revenue targets. Additionally, I led digital PR initiatives, including the National Accident Helpline's Future Legal Mind yearly competition, and served as the paid lead for Haart, managing hyper-local targeting and national activities.I also took on the role of technical SEO lead, performing quarterly audits using Screaming Frog, and managed two website migrations and one brand redesign. My responsibilities included conducting audience, user experience and keyword analysis using tools like GA, GSC, HotJar, Ahrefs, and SEMRush, and reporting activity against KPIs to senior external stakeholders, monthly and quarterly.

Lincoln, United Kingdom

I acted as the primary point of contact for online marketing initiatives within the College of Science. This involved overseeing the day-to-day management of all 16 social media channels, including Twitter, Facebook, Vine, and Instagram. I played a key role in communicating research advancements for both the College of Science and the University of Lincoln, crafting and distributing engaging content across various platforms to maximise audience engagement. Additionally, I managed the social calendar, supported student events and activities, and collaborated with the College Marketing Manager and Central Marketing team. I developed and optimised a reporting system to track digital progress and provide valuable insights to stakeholders to benefit research proposals and university marketing. Finally, I conducted training sessions for academic staff on social media usage, best practices, and marketing policies, ensuring alignment with organisational goals and objectives.

Lincoln, United Kingdom

I maintained strict adherence to administrative and referencing guidelines, ensuring compliance with the Data Protection Policy. I efficiently managed customer communication through both phone calls and email correspondence, providing updates on application statuses and addressing queries promptly via email and instant chat.Additionally, I conducted user acceptance testing for a new database. Pulled into a specialist team to provide in-depth testing on usability and scalability of new database software. This required working within an agile way, working with off-shore resource to report bugs and fixes, and communicating to business leadership on database status.

Lincoln, United Kingdom

I undertook the comprehensive management of the company's online presence. This included developing, maintaining, and regularly monitoring the corporate website, ensuring updates were optimised for search. I also crafted, reviewed, and distributed targeted email communications, which contributed to increased engagement and outreach. I played a key role in enhancing the company's visibility through improved SEO rankings and the establishment of social media accounts. Additionally, I participated in sales and director meetings, regularly presenting innovative marketing ideas. I was also responsible for maintaining the customer database and managing relationships with both end-user companies and customers, and suppliers.

Master Of Arts - Ma, Contemporary Literature And Culture, Merit

Ba Honours In English, English Literature, 2:1

3 A Levels, English, Sociology, History, A, A, B

Activities and Societies: Netball Team, Student Ambassador, Prefect, Teaching Volunteer