Work history
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US EcommerceCharles and Keith
- London, United KingdomFull Time
• Advise international e-commerce fashion retailer on US growth strategy through branding and new customer acquisition, using ecommerce to optimize the online experience, and digital marketing and advertising to create relevant, targeted and engaging content to drive sales.
• Develop marketing strategies and tactics to grow brand awareness and deliver multi-channel content, paid media and communication plans.
• Use of customer data and insights to build an optimal positioning of brand.
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Head of Digital Trading (Ecommerce and Digital Marketing)Nation Gallery Company
- London, United KingdomFull Time
Head of Digital Trading
• Responsible for e-commerce and digital image licensing businesses, including P&Ls.
• Lead and upskill team of 6: Digital Trading, Digital Marketing, and Customer Service Executives, as well as external developers and IT teams.
• Transformed the customer e-commerce experience, with positive revenue growth YOY, and redefined website and marketing content, branding, marketing and communications, and customer focus for the Gallery.
Digital Trading/E-commerce
• Develop, execute and manage end-to-end ecommerce growth strategy, including creating new revenue opportunities and partnerships, pursuing international growth channels, and refining the online customer journey and customer-focused initiatives.
• Manage and improve online functionality and UX through product and project management, visual merchandising, conversion optimizations, and creative design.
• Oversee customer service, warehouse and fulfilment, and logistics systems.
• Key stakeholder in digital transformation, re-positioning, updated branding and marketing of the National Gallery.
• Keen focus on the customer using web analytics, KPIs, testing of web content and customer response (eg. Use of promotions, A/B testing, journey mapping), and reporting to shape business decisions and provide a valuable customer experience.
Digital Marketing
• Responsible for driving inbound and outbound marketing initiatives, with creative oversight on email and social media campaigns.
• Strong focus on marketing with purpose: defining the objective of a marketing and communication initiative at each customer touchpoint, and how it moves them along their journey and optimizes their engagement with the Gallery and product.
• Management of SEO, PPC and branding agencies, and Google Cultural Institute Grant.
Picture Library and Digital Image Licensing
• Oversee the growth, repositioning, licensing and commercialization of the National Gallery Company image database (2,000+ images).
• Personally negotiated largest deal to date: Louis Vuitton and Jeff Koons collaboration.
• Partner with Facebook, Google Arts & Culture, Oculus and mobile developers to create innovative AI and VR apps and creative content-led experiences.
• Digitally transformed business with new revenue channels and cross-collaboration partnerships to achieve growth in a historically stagnant business.
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Skills
- Strategy
- Marketing Strategy
- Strategic Planning
- Brand Management
- Marketing
- Brand Strategy
- Project Management
- Digital Marketing
- Production Management
Education
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Bachelor of Business ManagementThe University of Queensland
Australia
Marketing and Business Strategy