Planning and executing cutting-edge technical SEO and content strategies for a host of large e-commerce clients, whilst managing a team of six. Analysing data and evaluating campaign performance to align wider business KPIs, managing day-to-day activity for clients covering all aspects of SEO, leading weekly, monthly and quarterly reports to senior stakeholders, whilst informing clients on recent relevant industry trends.
Content focused role undertaking keyword/market/competitor analysis. Using Google Analytics, Majestic SearchMetrics & other tools to optimise webpages. Delivering technical SEO audits, and quantifiable link-building content campaigns. Focusing on Fashion clients, the like of New Look, Barbour, Ralph Lauren, John Lewis & Gemporia.
Working on the rebrand of Thomson to TUI, migrating the Thomson and Falcon Holidays websites to TUI and TUI Holidays respectively, rebranded Thomson Cruise to Marella Cruises and implemented HTTPS across the TUI, TUI Holidays and First Choice domains. Working with a budget of £1.2M on a number of successful cross-category content campaigns with TUI leading content marketing ideation, and delivering successful SEO and content marketing campaigns across all TUI brands. Created the Thomson SCENE campaign hub leading to 52 high quality backlinks (more than the category landing page), +500 competition entries, and driving over 30,000 visits. Focusing on providing support across technical, on-site and off-site aspects as required, ensuring campaigns drive value, whilst being cross-channel at every opportunity. Working closely with the outreach team to ensure SEO link building practices are followed. I trained the outreach teams to identify quality domains, appropriate anchor text, and put in place structure to work with PR to share contacts, resulting in a marked increase in campaign performance. I also was responsible for the management of the wider SEO content strategy, execution, analysis and best practice for ourselves and and the wider business. Liaising regularly with the PR, Photo & Video, and Digital Innovation teams for training to achieve this, leading to me delivering the Growth Strategy for YouTube.
Due to the success in my dual role as Brand Lead for Sportswear and Brand Marketing Lead for football, I was promoted to the retail and brand marketing assistant manager role. Responsible for business growth & development, managing and maintaining the marketing plan and identifying market opportunities in line with business strategy, managing weekly communications and KPI reports to key global leaders. As well as overseeing local social channels via Sprinklr.
While overlapping previous roles I was responsible for developing & executing 3 large scale marketing events, aimed at growing and retaining the target demographic, leading to a 57% increase in engagement around the brand. Building a bespoke database and leverage CRM data to monitor marketing activity and results. Producing comprehensive data driven reports, presenting them to the senior leadership teams and creating brand relevant digital content leveraging onsite, email and social, in the form of bespoke user generated content.