Zoe Vatter Email & Phone Number

Canada

Toronto, Ontario, Canada

-End-to-end management of paid media campaigns, including planning paid media strategy for universities in North America and the UK, including both domestic and international campaigns- Implementing tracking using Google Tag Manager & in-platform- GA4 event solutioning with documentation for roll-out across 20+ sites, including 2 different solutions for different web form set-ups- Execution of strategy, including working with content and design team members for ad creation, campaign set -up, execution and during & post campaign analysis- Responsible for leading the creation and management of PPC landing pages- Design and deliver experiments for a variety of different campaign elements - audience targeting, ad copy and landing page layout and copy

Toronto, Ontario, Canada

- Manage ongoing support for Google Analytics (UA and GA4) and Google Tag Manager, including reporting using Google Data Studio- Designed and implemented a GA4 implementation and migration process flow, including automation, JavaScript coding and templating the process- Delivered and wrote multiple curriculum for internal training with a focus on technical data theory and GA4 implementation - Perform technical audits across email, affiliates, paid media, and analytics- Deliver technical and front-end coding support for email, including campaign and journey set-up and deployments, using Salesforce Marketing Cloud and Alterian Email Manager- Plan and implement strategy and daily optimizations for paid media campaigns across Facebook, Google and Pinterest platforms

London, United Kingdom

- Developed a weekly & monthly reporting dashboard using PowerBI to automate marketing trade reporting to easily make optimizations based on various data sources, including Adobe Analytics and Google Ads- Implemented changes to conversion variables and dimensions using Adobe Analytics, across 2 sites to align more relevantly against a revised commercial target- Forecasted detailed marketing outlooks to be integrated into the overall commercial forecast process for the first time. This has enabled better marketing budget adjustments as impacts are better understood on overall commercial targets- Instigated a change in business case preparation and evaluation to include long-term commercial impact of brand metrics through research and leading econometric modelling- Present both tactical and strategic opportunities driven by data insights to the marketing team & agency for implementationThroughout this role I took opportunities to learn and use R and Python for data analyst and visualization as well as automation of reporting.

Staines, Surrey, United Kingdom

Working on optimising the energy & home service customer journeys to ensure that our customers have all their questions answered, before they need to ask them, and to improve their experience and relationships with the British Gas brand.My role encompassed working with teams from digital and proposition development to regulation and finance, giving me a wide breadth of knowledge of the various teams that play important roles in the journey. - Developed a new business case format using data science to fully evaluate the full end-to-end customer journey benefits and impacts to ensure project impact on customer experience can be better understood in a broader context- Worked with process design to map our processes into the journey and create clear ownership across business functions to deliver the outstanding customer experience we want every British Gas customer to have

Windsor, Berkshire, United Kingdom

Main responsibilities:- Launched 3 new sites to meet business requirements in Belgium & France, including a site in both Dutch & French. This involved content managment and translation as well as a rebrand of content from an acquired business incorporating into the Centrica Business Solutions brand.- Website reporting using Google Analytics for all regions, including actions and improvements (regional/global)- Content analysis- Content management solutions- Website Optimisation using Google Optimize - A/B testing, multi-variant testing, and introducing website personalisation for improved user journeys, including evaluating services and managing implementation from the content/business process side. - Planning and implementation of mobile first strategy across all sites - setting targets, best practices and technical requirementsTools Used: Google Analytics, Google Data Studio, Google Optimize, Hotjar, Drupal, WordPress, SharePoint

Staines-Upon-Thames, England, United Kingdom

The main focus of this placement is to introduce new digital ways of working to sales and field teams, reducing email traffic, fortifying business security and version control. - Building a SharePoint for information sharing, with segmentation for audience and product built in, with minimal additional inputs to maintain. -Working with brand strategy and customer experience to build an identity for the team and build internal and external marketing materials to increase sales and lead generation across field teams.- Using Roadmunk to change how we project manage and plan, including updating senior stakeholders in a clean, easy to understand format.- Using agile project management tools like scrum to manage project priority and commercial impact.Skills: SharePoint 2016, Microsoft Teams, Office365, stakeholder management, project management

Grande Prairie, Alberta, Canada

- Planned an annual membership marketing strategy to increase regional use of the library from <30% to >50% of the total population; an intended result is to advocate a focus on the importance of public libraries; channels used were print ads and radio- Designed a website to better respond to patron demands to increase traffic both online and in person; resulting in an increase from 6 uses over 6 months to 600 uses over a 1-month period an e-resource- Researched the barriers to entry faced by aboriginal use of public libraries to devise a strategy to increase membership; radio advertising was found to be most effective in reaching this audience- Trained public library managers on best marketing practices and social media tools using webinars and training manuals; assisted in creating marketing materials for distribution

Reading, England, United Kingdom

- Created a costing tool for minimizing campaign costs by increasing speed and ease of quote creation; this tool reduced the quote turnaround from 1-2 day to minutes, permitting real-time adjustments- Led a diverse 4 person team to manage distribution and allocation of campaign materials in Western European and UK regions; responsible for the point of sale material for 280 stores in 7 languages- Communicated with stores and print suppliers to facilitate dispatch and delivery; adapting to urgent changes in artwork or print lead time to meet critical deadlines- Daily maintenance of a website for store material requests; coordinating the print suppliers in the appropriate region and region specific artwork to satisfy a minimum of 5 requests daily for materials

Doctorate, Business Administration

Master’S Degree, Marketing, Distinction, Deans List

Activities and Societies: Marketing Manager - Imperial College Women in Business Dissertation: "Social Trust and Social Advertising.

Bachelor’S Degree, Classics, 3.8/4.3 - First Class Honours

Activities and Societies: President, and Treasurer in the Undergraduate Classics Society, Treasurer for the Dalhousie Theatre Society.