Work history
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Senior Marketing ExecutiveThe Cooperative Bank
Manchester, United KingdomFull Time
The Co-operative Bank – Senior Media Communications Executive. January 2015 – Present
• Responsible for designing and delivering the banks paid digital marketing and social media strategy for both customer acquisition and retention.
• Key stakeholder for articulating campaign performance to the business, deciphering analytics into meaningful reports.
• Managed key relationships with internal departments (Risk, Legal, Analytics, Research, UX, Product) and external agencies in the development and execution of all media campaigns.
• Designed the banks first multi-channel re-targeting strategy to improve onsite conversion.
• Proficient in the use of Crimson Hexagon, Google Ad Words, DoubleClick, Facebook Ads manager.
• Chaired bi-weekly optimisation meetings to improve purchase funnel performance.
• Responsible for devising the content strategy for the brand proposition of the bank across Facebook, Twitter, Instagram, 4OD, ITV Player, Videology, YouTube Microsoft Video Network.
• I was the lead on delivering the social media brand guidelines for the bank, devising the brand personality and establishing the tone of voice to be used across all customer communication channels across social and digital platforms.
• I was the project manager on the sponsorship of The Co-op Bank 2016 Great City Games in Manchester, utilising this opportunity to become the first UK bank to broadcast a live sporting event on Facebook.
• I was the project lead both in 2016 and 2017 on a media partnership with the Guardian newspaper. This brand led content was leveraged with programmatic acquisition activity to drive non-customer consideration.
• I was the project lead on implementing customer segmentation across our digital and social media channels. Working with PHD Media, Touchpoints and TGI to align customer pen portraits to identify how this could be translated to creating digital targeting segmentation for acquisition, retention and brand activity.
• I project led the business case for the bank to utilise custom audience segmentation tools across Facebook, Twitter, Google and YouTube, including the implementation of Facebook pixels on the website. I was recognised by the business for my work on this project and was one of 8 employees out of 4,500, that was awarded for ‘Delivering at pace’.
• Citing the importance of how crucial it was to on board a social media listening tool, I became the in-house expert responsible on delivering insight and PR crisis aversion utilising analytics software such as Crimson Hexagon to monitor brand and campaign sentiment.
• Project managed the social media campaign alongside Oxfam to communicate the charitable partnership with the bank had raised £5 million over 20 years for causes in the UK and across the globe.
The Co-operative Bank - Commercial Manager (3-month secondment January 2018 – March 2018)
• I undertook a 3-month secondment in the product exec team to gain experience and support the delivery of the banks commercial plan. The focus of this secondment was to investigate the day-today operations of the business and provide a detailed summary report of what the business was spending and how that spend was driving commercial value and supporting the over-arching business strategy.
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Social Media ManagerGatecrasher
- Birmingham, United KingdomFull Time
● I was responsible for designing and delivering the online media strategy for the business.
● I managed a team of 6 people across multiple sites to assist in the deliverance of the media plan and ensure all of our digital channels were maintained both from a customer service and content perspective.
● Manager for all social media accounts including Facebook, Twitter, YouTube and Instagram.
● Lead on delivering relevant, original, high quality content for all social platforms across multiple brands within the business.
● Optimised the SEO strategy for the business to improve rankings and drive consistency throughout communications.
● Owner of the social media content calendar for the whole business, which included 4 UK sites, 1 international venue (Ibiza) and a series of world tours.
● Led the creative process on all marketing campaigns and worked closely with the in-house and external graphic design and multi-media teams.
● Responsible for leading on projects to push innovation across digital platforms in the business including working with Google on a 360-degree visualisation experience that integrated with Google maps street view. I also led on a project to digitise our ticketing entry system to heat map large scale events to further drive efficiencies within the business.
● Worked closely with the Operations Director, Global Brand Manager and Head of Promotions to ensure a seamless customer experience on all of our online portals.
● Worked closely with high profile external stakeholders and management companies representing artists to deliver against the KPIs of the media strategy. This included representatives for international artists, commercial radio stations and global event brands.
● Highlights included driving the social platforms from 15,000 followers to over 400,000 in 3 years through a variety of paid and organic media activity.
Skills
- Social Media Marketing
- Marketing Strategy
- Brand Marketing
- Digital Marketing
- Event Organisation
- Analysing Performance
- Facebook Advertising
- PPC
- Cross-platform Media
- Google Adwords
Education
MSc Digital MarketingManchester Metropolitan University
Manchester, United Kingdom
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(honors) in Event Management (2:1)University of Birmingham
- Birmingham, United Kingdom