About me
A senior Digital marketer and strategist with significant experience in eCommerce, online strategy development, social media, online advertising, SEO/PPC/SEM, CRM, email marketing and user-based design and development.
I understand the power of getting the set up of web analytics, data management and the technology stack right first time. Strong experience of developing practical digital marketing approaches that support long term return on investment. Board level experience.
Work history
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Head of OnlineSquare Meal
London, United KingdomFull Time
• Manage all digital presence, including strategy, commercials, social media, and technical delivery
• Collaborate with department heads, optimising digital presence, maintaining a consistent programme of on-site and competitor analysis, and implementing necessary changes
• Develop online strategies for marketing and sales teams, employing optimum user recruitment methods, and introducing messaging tactics to trigger positive responses
• Define key user profiles to maximise consistent targeted value
• Analyse competitor performance and impact on the business, using a variety of tools to conduct a detailed technical examination of competitors’ sites and making recommendations
• Undertake CRM planning for Concierge team, enabling them to identify the most valuable service users, creating an engagement programme, leading to increased revenue
• Oversee customer care functions, doubling online revenue through significant conversion rate improvements, and implementation of recommendations engine
• Identify issues regarding user requests, defining who responds to each issue, monitoring the effectiveness of this strategy
• Manage dedicated offshore development resource and onshore SEM & design agencies, delivering solutions quickly and efficiently, at reduced cost
• Manage SEO and SEM, using various tools to monitor and evaluate presence within search results, identifying content gaps and ways to generate increased traffic
• Liaise with external SEO agencies, being instrumental in selecting and managing contracts, establishing budgets and KPIs
• Liaise with developers, and designers, identifying internal skills gap and creating a brief to match requirements
Key achievements / Projects:
• Achieved significant organic traffic growth of 100%+ YoY, emanating from strategic partnership with Google
• Halved PPC CPA through enhanced retargeting strategy and tight analysis of campaign KPIs
• Implemented email lifecycle programs, reducing unsubscribe rates by 75%, and increasing active email databases by 100%
• Developed SEO and CRO campaigns, currently achieving multiple page 1 SERP results for SquareMeal, generating 10%+ organic traffic growth MoM in a highly competitive and volatile search market
• Introduced Rewards loyalty program, launching SquareMeal Gifts
• Influenced social strategy to grow social audiences up to 150,000
• Launched new Imbibe.com site, generating 67%+ traffic growth in 12 months following launch
• Restructured Sommelier Wine Awards presence, securing a 20%+ increase in entrants
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Head of DigitalGeoff Howe Marketing Communications
- London, United KingdomFull Time
• Developed a strong department of 20 people, generating £1.5m billing p.a.
• Created, defined and implemented digital strategy for clients, such as: BT, Hill’s Pet Nutrition, Danone, Papa John’s, Tetley and ABF (including Allied Bakeries & AB Agri), working to agreed client specification and creating bespoke operational plans through in-depth discussions with account management teams
• Developed international strategic partnerships with key providers, such as Experian, Sitecore and Opal Networks
• Created best practice for design, development and testing, identifying common features of all projects, ensuring design briefs consistently requested specific information through a focused set of questions
• Integrated project management / tracking software, creating a central information repository for teams to increase visibility of information and encourage feedback
• Developed customer retention strategy, delivered in 18 languages, for a premium pet food company, creating a whole communications programme, delivered via a website and email programme, successfully finding a content management system to manage multiple languages
Key Achievements / Projects:
• Designed, built and supported Papa John’s ecommerce platform, both web and mobile, developing data-acquisition and social media strategy
• Redesigned a major online B2B marketing platform for BT
• Directed content-managed website and eCRM programme for Hill’s Pet Nutrition (Colgate)
• Developed eCRM programmes targeting health care professionals for Nutricia
• Created Social media campaign for Srixon Golf
• Devised tactical website development for Tetley’s on-pack promotions
• Undertook PPC and email campaign strategy for Unite Students
• Created Wella’s salon self-service artwork platform
• Developed Pan-European instant-win website integrated with on-pack for all Sanford Brands, including Sharpie, Paper Mate, and Parker
Skills
- Marketing Strategy
- Data Analysis
- Social Media Marketing
- Strategic Planning
- Marketing
- Email Marketing
- Ecommerce
- Web Development
- Web Analytics