Iain Noakes
Available

Iain Noakes

MarketerUnited Kingdom
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Tom Blackshire
Paul McCallum
Christopher Shadrick
Iain Noakes
Available

Iain Noakes

MarketerUnited Kingdom
About me
IPA effectiveness award-winner. Marketing effectiveness and data driven marketing expert with deep experience across media / publishing, financial services, automotive, subscription services and telecom sectors. Highly motivated lateral thinker and practical problem solver with a proven ability to deliver business growth at the intersection of data, product, tech, content and marketing teams. Named Top 50 Customer Experience professional in 2018. Mental health champion.
Projects credited in
  • The Economist Instagram Refresh
    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.
  • The Economist : Special Reports and TQ pages
    The Economist : Special Reports and TQ pagesThe Economist Special Reports and Technologies Quarterly needed a landing page and a home for these publications. You can see them live here: https://www.economist.com/reports/
  • The Economist
    The EconomistFor an article in the weekly edition of The Economist about the discovery of more water on the moon than we thought. AD: Matt Withers
Work history
    The Economist logo
    The Economist logo
    VP Marketing Effectiveness and OptimisationThe Economist
     - United KingdomFull Time
    Responsible for leading marketing growth and performance, joining the dots on the customer journey from acquisition through retention and winback, to drive incremental return from £35m global marketing spend. Reported into EVP Circulation Managing Director and Chief Marketing Officer. Instrumental in transforming established thinking, gaining the respect and confidence of key stakeholders (finance, product, BI, data, editorial) and external agency partners. Key stakeholder in weekly trading performance, monthly / quarterly / annual planning cycles to set the optimal strategic plan for our marketing expenditure. Drove more effective acquisition of subscribers who were more likely to retain by fundamentally evolving The Economist’s marketing strategy by leading media mix modelling, multi-touch digital attribution and advanced analytics to prove which channels and audiences delivered sustainable business growth. Doubled revenue from trialist subscribers through smarter pricing and offer deployment through rigorous test and measurement framework collaborating with internal (products / channel owners) and external stakeholders (agencies). Led development of global segmentation and subsequent subscriber surveys to inform decision making across the organization. Doubled trialist retention rate, increasing LTV which tripled global ROAS over the last 12 months despite uncertain economic environment and a 35% reduction in global marketing investment.
    The Economist logo
    The Economist logo
    Chief Customer Journey OfficerThe Economist
     - London, United KingdomFull Time
    Responsible for leading marketing growth and performance, joining the dots on the customer journey from acquisition through retention and winback, to drive incremental return from £35m global marketing spend. Reported into EVP Circulation Managing Director and Chief Marketing Officer. Instrumental in transforming established thinking, gaining the respect and confidence of key stakeholders (finance, product, BI, data, editorial) and external agency partners. Key stakeholder in weekly trading performance, monthly / quarterly / annual planning cycles to set the optimal strategic plan for our marketing expenditure. Added 400k new subscribers across owned, earned and paid touchpoints (social, search, programmatic display, tv, email, direct mail, affiliates, experiential, inserts, podcasts, website, eCommerce and apps), evolving audience treatment across the customer journey. Drove more effective acquisition of subscribers who were more likely to retain by fundamentally evolving The Economist’s marketing strategy by leading media mix modelling, multi-touch digital attribution and advanced analytics to prove which channels and audiences delivered sustainable business growth. Identified PPC cost savings of over £1million annually. Improved early trialist engagement and likelihood to retain by 15% having overhauled subscriber onboarding experience informed by quant and qual audience research to foster early routine and habits.
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Skills
  • Market Analysis
  • Marketing Analytics
  • Digital Marketing
  • Analytics
  • Research
  • Channel Strategy
  • Growth Strategy
  • Stakeholder Management
  • Optimisation
  • Communication Strategy
Education
    R
    R
    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.
    A
    A
    BA H Business with MarketingAmerican Intercontinetal University London
     - London, United Kingdom
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Awards
    The IPA (The Institute of Practitioners in Advertising) logo
    The IPA (The Institute of Practitioners in Advertising) logo
    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.