Work history
Campaign Optimisation LeadAccenture
- London, United KingdomFull Time
At Accenture, I served as the Campaign Optimisation Lead and previously as the Utilities (Global) and Resources (EMEA) Campaign Manager. In these roles, I spearheaded a global initiative to enhance marketing campaign performance through innovative strategies, including generative AI and personalisation. My responsibilities included developing comprehensive program plans, executing multi-channel marketing campaigns, and managing stakeholder relationships. I successfully improved client engagement, drove pipeline growth, and ensured regulatory compliance. My leadership skills enabled me to build and mentor high-performing teams, fostering a collaborative environment and resolving conflicts to ensure successful project delivery.
Campaign Optimisation Lead (Dec 2021 - Jan 2024)
• Promoted to lead a new test and learn function for marketing campaigns, delivering the strategy and principles including generative AI, Personalisation, and best practices to improve performance, and evaluate new tools and campaign content.
• Led and matrix-managed a project team to successfully deliver unique testing, identified and implemented best practices to be adopted at scale.
• Amplified key insights, results, and recommendations via regular stakeholder presentations and internal comms channels, serving as an SME for data-led insights and sharing best practices for recommended campaign and channel approaches.
• Established a test and learn initiative, forming a dedicated committee, pinpointing critical performance metrics, executing a test and learn strategy, and leveraging data insights to drive decisions that led to best practices and enhanced performance for all Accenture channels and campaigns.
Enhanced user engagement through continuous testing and Optimisation, achieving a +5% increase in download rates, +7% rise in page engagement, +9% deeper page scroll, +3% growth in client engagement, and a 14-second increase in active time spent on page.
Identified key insights and client behaviours which resulted in greater Personalisation, higher client views, improved SEO rankings, and a 54% reduction in the number of site pages.
Utilities (Global) and Resources (EMEA) Campaign Manager (Oct 2019 – Nov 2021)
• Managed end-to-end planning, execution, and Optimisation of global Utilities and EMEA Resources marketing campaigns, driving pipeline growth and client engagement.
• Led multiple programmes managing stakeholders and working with customer relationship marketing and alliance partnership teams to grow pipeline and drive go-to-market initiatives.
• Improved client engagement and advocacy of research campaigns by spearheading CRM leads and collaborative workflow design.
Consistently achieved engagement rates of 10%-20% above benchmark through effective test and learn strategies and refined messaging.
Pivoted marketing strategy during Covid 19, exceeding pre-pandemic forecasts.
Led process design forum to assess new and existing technology-enabled tools to improve automation and efficiency. This resulted in the development of a new in-house platform that is now being sold to clients.
Campaign Delivery Manager (Contract)Barclays
- London, United KingdomFull Time
In my role as Campaign Delivery Manager at Barclays/Barclaycard, I successfully launched the Barclaycard Entertainment proposition, managing the end-to-end planning, execution, and optimisation of multi-channel marketing campaigns. I oversaw the integration of external API feeds and the migration of comms triggers to Salesforce Marketing Cloud, ensuring seamless delivery and enhanced customer experience.
• Successfully delivered the new Barclaycard Entertainment proposition incorporating multi-channel marketing launch campaign including TV, cinema, music festival pre-sale, video on demand, out of home display, email, social, PR and website launch.
• Managed implementation of two external API feeds to pull content directly on to Barclaycard Entertainment hub and into e-newsletter.
• Migrated existing comms triggers from legacy platform to Sales Force Marketing Cloud. UAT and IP warming.
• Led Barclaycard instalment plan product launch, including go-to-market activation plan, automated customer onboarding, in-life comms and compliance (including positioning statements, agent training, digital / mobile platforms and T&C’s).
Built a pioneering dynamic automated email, delivery process enabled all content driven by 90 fields of data per customer allowing bespoke comms and events for each customer.
Reduced customer complaints by -1.8% and decreased missed/late payments by utilising data selection and hygiene to auto opt-in customers to receive key account alerts.
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Skills
- Project Management
- Product Launch
- Campaign Activation
- Customer Engagement
- Data Analytics
- Data Driven
- Optimisation
- Campaign Planning
- Strategy Development
- Campaign Execution