Lucy Wilkinson Email & Phone Number

Lincoln, England, United Kingdom

London, United Kingdom

Responsible for managing marketing campaigns for Avis and Budget Rent a Car to maximise revenue and brand strategy. Initial part time secondment led to permanent position in June 2010.• Managed multi channel campaigns to achieve brand, revenue, and tactical requirements for both Avis and Budget• Implemented Avis UK’s first integrated campaign using TV, radio, press, outdoor and online to increase brand awareness and drive incremental sales• Delivered a PR campaign that resulted in 29 pieces of positive coverage, including a feature on BBC Breakfast News, resulting in a combined reach of over 33 million • Developed the social media strategy for both brands which involved the setup of WOM monitoring, community management, tracking/reporting and content creation for all social channels• Improved the performance of the online display programme by using a live feed to display dynamic price and destination details relevant on the audience’s behaviour• Project managed the delivery of three major pan-euro campaigns using PPC, online display, email, affiliates, social & PR resulting in £6.6m of revenue • Developed suite of new POS materials that resulted in 35% YOY increase in ancillary sales across multiple sites• Used customer insight from market research to make eCRM communications more relevant, thus improving engagement rates• Responsible for delivering marketing plans for online display, PR, e-CRM, social, and retail POS• Worked collaboratively with creative, media, digital, PR and social agencies to ensure successful project delivery• Managed direct reports

Hoxton, London

Digital Account Manager for clients including Avis, Octopus Travel and Southern Railway, coinciding with a part time secondment at Avis as the Brand and Advertising Manager.• Managed the implementation of digital marketing activity to meet clients’ requirements• Developed a social media strategy for Avis which delivered incremental revenue, SEO benefits, and customer insight• Negotiated an exclusive deal with 118 118, taking advantage of a new opportunity that resulted in cost efficient sales and increase in share of voice• Monitored performance data and market trends to report on key metrics • Project managed brand research (using a Dynamic Logic study) to understand Avis’ online position• Prepared campaign briefs, cost estimates, project plans and status reports• Invited by Avis to join the marketing team on a part time secondment, helping the agency to strengthen relations and become an important partner• Grew the commercial value of accounts through proactively identifying new opportunities that would benefit clients’ business

London, United Kingdom

• Delivered strategic and creative media planning for clients such as the NSPCC, National Trust, Tiscali, Budget Insurance & Electrolux • Responsible for clients’ channel mix and allocation of annual budgets• Used planning tools and research data to identify audience insights for the National Trust and develop the 2009 integrated media plan, encompassing press, digital, outdoor, radio, sponsorship and brand partnerships• Planned, implemented and evaluated a campaign for the NSPCC which was nominated for various awards and received substantial publicity as the first UK charity to use ‘in game’ digital advertising

London, United Kingdom

- Planned and managed integrated advertising campaigns for clients in the Education sector including the University of London, University of Hull, Colchester Institute.- Planned and bought media across a range of channels: press (national, local & trade), outdoor, radio, online display, PPC and social media.- Managed full creative process from brief to production- Coordinated market research projects (qualitative and quantitative)

Lincoln, United Kingdom

• Key support for Sales and Marketing team, responsible for various aspects of internal and external communication.• Implementation of marketing initiatives to generate leads for the sales team providing business process outsourcing services to the public sector

2.1 Ba Hons, Public Relations

Achieved a first class honours for final year dissertation.

A Levels, Gcses

A levels: English Literature (B), General Studies (B), Business Studies (C), Sociology (C) GCSE’s: 10 at Grades A – C (including Maths.