Charlotte Emmerson

Head of Marketing - strategy, creative, brand, innovation

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Projects

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  • Charlotte Emmerson
  • Brand Management, Advertising, integrated, social media, TV, Strategy, online media, marketing strategy, marketing

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About me

 

An inspiring marketing leader with ten years experience delivering award-winning and commercially impactful activity. I have a grounded nature and collaborate easily. I lead teams to deliver exceptional work and results, with positivity, enjoyment and first class precision. Experience both agency and client side I have a well-rounded and accomplished track record of marketing strategy, creative development, digital innovation and cross platform delivery. Working closely with partners I have a sound understanding of business challenges and proven at delivering strategic solutions. Currently working at the Guardian which is the world’s second largest English language news site with 150 million monthly unique browsers, a daily newspaper and has numerous ecommerce businesses. I support all products, as well as editorial, planning strategy and forecasting. I work with external creative and media agencies and internal teams to deliver cross-channel activity. Expert brand manager overseeing all communications along with the brand guidelines. I delivered the Cannes Lion Grand Prix and Grand Clio award-winning brand advertising campaign ‘Three Pigs’. Digital innovator working alongside the Guardian’s digital development teams and editorial to develop products to maximise performance and launch products. Keeping the Guardian at the forefront of technology by partnering with digital organisations like Apple, Google and Amazon. Supporting and developing start-ups invested in by GMG through Founders Factory. Intuitive and expert account handler having begun my career in advertising agencies. I worked on a range of clients delivering through the line activity and winning several awards. Specialities: Strategic Planning, Forecasting, Commercial Acumen, Creative Development, Brand Management, Team Leadership, Cross Channel Marketing, Digital Performance Marketing, Content Marketing, Digital Innovation, Product Development, Agency Management

Skills

 

  • Marketing
  • Strategy
  • Creative Development
  • Brand Managment
  • Digital Innovation
  • Leadership
  • Integrated Marketing
  • Cross Channel Marketing
  • Advertising
  • Digital

Work history

Currently

Head of Marketing

The Guardian

Mar 2014
  • London, UK
  • Full Time
  • Managing a team of 15 multi-disciplined marketing managers and execs to deliver marketing strategies and activity for the Guardian’s key revenue driving businesses (newspapers, membership, mobile apps, Jobs, Guardian Labs, video, events) and overall brand management: Strategy and forecasting using data and insights Cross-channel campaigns, digital performance marketing, content marketing Creative development and creative agency and internal studio management Media agency management Inspiring and motivating team leadership Working with digital development and editorial to develop and launch products Devising yearly marketing budgets; quarterly re-forecasting Supporting start-ups invested in by GMG

2014

Senior Marketing Manager

The Guardian

Oct 2012 - Mar 2014
  • London, UK
  • Full Time
  • Overseeing a team of 4 marketing managers executing activity for newspapers, mobile apps, events and social media Devised revolutionary newspaper marketing strategy moving away from one off promotions to brand and content promotion using the ‘Own the Weekend’ creative developed with BBH. Delivered sales and market share increase and won a bronze IPA Effectiveness Award. Global launch of the award-winning Guardian app currently at 5mill downloads Brand management overseeing all communications Working with editorial devised social media marketing strategies to market Guardian products and content Managed agency relationships with PHD (media) and BBH (creative)

2012

Marketing Brand Manager

The Guardian

Aug 2011 - Oct 2012
  • London, UK
  • Full Time
  • Devised and delivered multi award-winning brand advertising campaign ‘Three Pigs’ across multiple channels from agency selection, strategy and creative development to roll out. Shifted perceptions, won Cannes Lion Grand Prix and Grand Clio, shifted perceptions globally and the film currently has 2.5 million views on YouTube. Following ‘Three Pigs’ launch updated messaging and visuals on hundreds of brand assets across the organisation Devised and executed campaigns that drove key results across various Guardian products including sales of the newspaper, achieving 132K uplift in sales for the first campaign; downloads and usage of all the app products; engagement in all Guardian consumer events.

2011

Account Director

iris

Jul 2008 - Aug 2011
  • London, UK
  • Full Time
  • Account management for Sony Ericsson UK which was the biggest and most profitable account for the agency Leading a team of 4 account managers and execs Channel Marketing for Three and O2 planning and driving the channels and launching handsets Worked alongside the UK Brand Manager to strategically drive the brand and oversee global handset launch campaigns including ATL, digital, experiential, retail and trade. Launched the W995 with a €6mill spend achieving record sales. Delivered sponsorship properties for the UK Sponsorship and PR Manager including FIFA 2010 World Cup and B Boys Championships Launched the first social networking campaign on Twitter. The creative won a Silver Campaign Photography Award.

2008

Account Manager

141 Worldwide

Nov 2005 - Jul 2008
  • London, UK
  • Full Time
  • Account management for variety of clients including the Guardian, Mars and the Post Office delivering through the line activity from retail and promotional marketing to TV advertising as well as working on numerous pitches Assisted in the launch of the Guardian and Observer Berliner format including the planning and executing of a nationwide sampling and experiential campaign and the design and production of all POS. Following launch readership increased from 330K to 400K. Managed the ‘Student Subscription’ activity for the Guardian which won 2 MCCA awards for best creative direction and illustration Managed the Guardian’s ‘Win a Van’ promotion which won an IPM award for best incentive

Education

2004

BA

University of Leeds

Sep 2001 - Jul 2004
  • Leeds, UK
  • 2:1 English and History