Marketing effectiveness and data driven marketing expert with deep experience across technology, publishing, financial services, automotive and subscription services. Highly motivated and commercially driven, I am a lateral thinker and practical problem solver with a proven ability to deliver profitable business growth at the intersection of data, product, tech, content and marketing teams. IPA effectiveness award-winner. Top 50 CX pro: Marketing Week. Mental health champion.
Projects credited in
- The Economist Instagram RefreshI spent a year working with The Economist as part of their fellowship scheme, creating short-form social journalism in the form of Instagram posts and Stories as well as refreshing the social feeds with a range of guidelines, templates and Adobe workshops that would allow the rest of the team to create posts on the fly in keeping with the brand.
Work history
Experience Science DirectorRAPP
- London, United KingdomFreelance
Led strategic pitch response for social commerce and influencer pitch for technology client.
Audited, and mapped improved new customer experience flows, developed measurement model and KPI framework. Proposed technology solutions to enhance experience & measurement.
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Head of Marketing Strategy, Planning & EffectivenessSamsung Electronics UK
- Chertsey, United KingdomFull Time
Chief advisor to the Marketing Director and UK leadership team; responsible for creating the strategic marketing plan across brand, channel, and partner marketing. Managing the detail with the teams to deliver upon it for Samsung’s annual £300m marketing investment.
Implemented new quarterly & annual strategic investment planning framework across business (B2C, B2B, Ireland, Channel, DTC (eCRM), Marketing, Customer and Retail), reducing time to market from 3 months to 4 weeks, aligning top-down plan with bottom-up detailed delivery – delivering improved commercial confidence in marketing.
Launched Foldables (Fold3/Flip3) Flagship driving 51% UK awareness, smashing HQ and local targets – taking foldables mainstream driving record growth in Samsung’s value market share and 300% YoY volume increase on 2020.
Led commercial and audience insight (econometrics, cross-media studies, brand trackers, market and customer research) into marketing briefings, trade marketing, and business planning; across flagship smartphone, hearables, smartwatch, tablet, PC and service categories.
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Skills
- Market Analysis
- Marketing Analytics
- Digital Marketing
- Analytics
- Research
- Channel Strategy
- Growth Strategy
- Stakeholder Management
- Optimisation
- Communication Strategy
Education
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Retention and Engagement Deep DiveReforge
- London, United Kingdom
A deep dive on how to understand, measure and improve retention through activation, engagement, and resurrection.
Retention determines category leaders. Better retention improves monetization, lowers acquisition costs, increases LTV, and gives you a competitive edge. In Retention and Engagement Deep Dive, you will learn proven frameworks that you can use throughout your career to retain, activate, engage, and resurrect users.
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BA H Business with MarketingAmerican Intercontinetal University London
- London, United Kingdom
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Awards
IPA Effectiveness AwardThe IPA (The Institute of Practitioners in Advertising)
2016 IPA Effectiveness Gold: Raising eyebrows and subscriptions. The Economist’s quality content is a given. But you still need crafted, provocative advertising to make people sit up and take notice. I led all insight, customer journey planning and proved how it all worked with a comprehensive marketing effectiveness strategy. As a team we proved how the power of content and context can deliver long-term effects for The Economist. Delivered 64k paid subscriptions with an lifetime value that was equal to a payback of £25 of revenue for every £1 invested.