Emily Ward Email and Phone Number

In December 2017 I was promoted to Product and Marketing Manager from my previous role as Digital and Direct Manager. I am now responsible for a team of 7 marketing and product professionals. My team is accountable for delivering cost effective Business to Consumer leads for the Npower’s OFGEM Energy Companies Obligation. I’m responsible for the development, management and delivery of the annual Product and Marketing Strategy to meet specific company and legislative objectives. I’m required to think and work both strategically and operationally ensuring timely delivery of supporting product, channel and operational plans. I’m held accountable for delivering and exceeding annual targets (for leads, conversions, installs, cost to acquire and cost to serve) via Digital, Direct and 3rd party channels. I enjoy managing, coordinating and motivating my team – always leading by example.

In this role I was responsible for owning and managing digital and direct channels to meet acquisition lead targets. This involved defining the digital and marketing strategy, including the existing channel growth, new channel development and delivery of initiatives and functionality to meet acquisition and conversion targets. Alongside this I'm also responsible for driving digital and marketing performance and managing and reporting on corresponding forecasts and budgets to ensure targets are consistently exceeded. I'm required to think and work both strategically and operationally, working both with a variety of stakeholders including my team, external agencies and also wider internal business units.Within this role I enjoy working as part of a team and inspiring them to achieve over and above targets and deliver exceptional digital and marketing solutions.

As Social Media Manager I was responsible for defining and delivering npower's social media strategy to support company wide business objectives (CSAT, acquisition, self service and retention). Part of this was to quickly define, deliver and manage the social CRM strategy embedding social media as a customer service channel. This involved project managing the new channel set up including the development of business cases, project plans, resourcing, procuring monitoring and engagement tools and new profile setup.Alongside this I defined, delivered and managed the digital content strategy – managing inputs from Product, Brand, Digital, PR and Customer Services. Reporting and monitoring on social media and content performance was critical part of my role and demonstrating it's success. My role involved being the company social media expert and working with a wide variety of internal stakeholders and numerous external agencies to ensure channel growth was achieved whilst managing business risk. As the company wide lead I was the social media consultant across the business offering strategic guidance where required and vital cross departmental governance.

My role here involved managing both energy and non-energy product acquisition campaigns across B2C markets with specific accountability for sales KPIs.This involved the planning and implementation of media, digital and channel strategies to ensure optimum cost per contract – both above (TV, Press, PR), digital (SEO, PPC) and below the line (DM and e-CRM)A highlight for me was the development of the Domestic Cover and Maintenance (Boiler Cover) marketing strategy, customer communication plans and budgets (in excess of £4 million). Here I was responsible for maximising customer journey conversions through new opportunities, such as offline transfer of web abandoned sales and deploying an outsource telesales channel.Within this role I also;• Owned the team development of campaign and channel insight reporting to ensure timely and valuable insights were brought to the team for online and offline activity.• Led research programmes to develop sound understanding of the customer – preferred journeys,communications responses, customer behaviours and perceptions.

I joined npower as Affinity Marketing Manager, where I was responsible for the account management and marketing via 8 Affinity Marketing partners to promote specific partner insurance propositions. After 2 years I was promoted to Campaign Manager for Motor (the largest of the insurance accounts). I was responsible for the Motor sales target and working with a team to ensure that we hit (and exceeded) our challenging forecasts. My role was varied and Planning and implementation of sales, marketing, digital and channel strategies, ensuring effectiveoptimisation of budget across all channels.• Developed motor and student copy for online and offline usage, working closely with internal stakeholders for approval and to ensure all content with FSA and TCF compliant.• Lead business project to develop an extensive marketing database tool to enable analysis and extraction of customer data for eCRM.• Responsible the delivery of creative and the team’s timely delivery of all material.• Project managed team wide test and learn marketing campaign plans.• Champion customer understanding and the application of insight into campaigns and marketing activity. Identify insight needs, via external research agencies or internal feedback mechanisms.• Own sales target and forecasting – reporting weekly performance to director level stakeholders.• Formed a strong working relationship with operational areas and sales teams – ensuring that they are fully briefed, supported and aligned to each campaign and annual enquiry generation strategy.• Manage key affinity partner relationships to support mutual strategic goals, along with agency and supplier relationships required to deliver end to end campaign activity.

• Responsible for all B2B corporate marketing, brand and communications activities; including developing coherent marketing strategies and product campaigns, appointing, briefing and liaising with PR/DM and web agencies and writing marketing literature.• Managing a number of projects including complete corporate rebrand, development of new CMS and ongoing supporting collateral, product campaigns, new product launches.• Managed a two strong marketing team (telemarketer and marketing assistant) to guide the fulfilment of marketing strategies and creation of communication materials.