I am a marketing professional with an entrepreneurial spirit! I have extensive knowledge in marketing project management, CRM systems, email marketing and social media strategy. Experience working in a range of industries and different sized businesses such as FMCG conglomerates, SaaS FinTech, and Consultancy. I am now looking to take the next step in my career with an amazing company!Locked Pro Plan feature
Estée Lauder Companies (ELC) is one of the world's biggest FMCG luxury cosmetics companies, bringing in $14.86BN sales globally. I oversaw and executed the CRM and Database marketing programme for the Estée Lauder brand, ELC's best-performing subsidiary in their biggest regional market - UK and ROI. Planned, directed and executed over 35+ high-value CRM projects for the UK & ROI market, liaising with cross-functional stakeholders including, Product Marketing, Online and Consumer Engagement, both locally and globally to bolster our #1 position across our cosmetics portfolio. This included engineering a project management system, mapping all the necessary stages to ensure all CRM activities are delivered efficiently and on time. This led to the successful execution of 35+ CRM activations over a 3-month timeframe. Drove the CRM strategy with a true Omni-Channel approach. Realigned the CRM team with multiple cross-functional teams such as the Online team and Consumer engagement team, ensuring that our consumers receive the Best-in-class customer experience. This included A. Utilising and manipulating the data of 500M+ consumers to make campaigns hyper-targeted B. Ensuring all CRM activities are relevant and engaging by modifying globally led content and leveraging social content from the Consumer Engagement team. This resulted in Estée Lauder brand surpassing CRM activity metrics by 20% against ELC's global portfolio of 28 brands. Successfully headed and oversaw Estée Lauder's migration to the Salesforce Marketing Cloud (SFMC) platform. This included a major redesign of the internal CRM email process and the onboarding of multiple stakeholders such as the online team, internal designers and the Gift with Purchase team. Completed our first CRM activities via the SFMC platform with little to no major blockers.
PayDashboard is a B2B FinTech SaaS Startup that delivers digital payslips to accounting firms, payroll bureaus and direct employers. Customers include BDO LLP, Mazars and The Perfume Shop. Strategised and launched multiple drip campaigns for Q3 and Q4 using marketing automation tools. This included lead list building, campaign setup, creating new email content, sales team follow up scripts, issue resolution, A/B testing, maintenance and campaign evaluation. These combined efforts lead to an average campaign open rate of >25% and an increase of leads converting to opportunities. Analysed, audited and authored a report on our lead nurturing email campaign. In the report, I found our best performing emails, compared our metrics to internal metrics and industry benchmarks, assessed our email content, re-drafted email copy and discovered why certain stages aren't as effective in converting prospects into sales qualified leads. This report gave PayDashboard a more precise strategic direction for Q4. Created social media collateral and templates as part of our inbound marketing efforts. The content was specifically curated for our LinkedIn audience. It included customer testimonials, informative white papers and event promotions. I also populated the social media calendar for Q4 with content that falls in line with our ongoing campaigns.
Watson Growth is my personal digital marketing blog, created from the ground up. I am active in the digital marketing community, keeping up to date on the latest marketing trends, technologies and strategies. Designed, built, grew and maintained my CMS (Webflow) website's traffic to 1000 monthly visits, building a mailing list and authoring engaging website copy. Developed a Social media strategy and off-site SEO strategy to improve my blogs overall reach and my personal brand. Staying active on social media, producing micro-content of value to my audience and actively attending marketing events. These factors significantly improved my blogs traffic and Search Engine Ranking.