Marcy Richardson

Global Brand Director

Level
Senior
Location
London, United Kingdom
Availability
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Professions
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100 Connections
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About me

I am a Marketing & Brand Director with over 15 years of experience working in senior marketing roles in luxury fashion, retail, e-commerce and media. During this time I have gained a wide range of expertise across all forms of marketing, within different industries, which has developed my in-depth understanding of how brand influences and drives marketing impact. Previous employers include: NET-A-PORTER.COM, Paul Smith, Financial Times, Urban Outfitters and ELLE Magazine. I have a proven track record in leading teams to deliver effective strategies and innovative creative campaigns that produce business results. My strength is to evaluate an organisation's marketing and/or brand strategy and optimise it, or establish a new direction to enhance and modernise the brand and customer experience, regardless of channel or platform. With a high EQ and empathetic nature, my customer-centric and data-driven approach guides my outlook from creative messaging to leading teams and agencies to deliver commercial targets. In addition to marketing, I also have experience as a creative director and am confident leading design and creative teams to produce engaging content which attracts audiences and converts them into fans and customers. I’m currently the Marketing & Brand Director of the marketing strategy agency I co-founded, BULLDOG & MAPLE, and also work as a consultant. Open to new opportunities, including consultancy and short-term contracts.

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Skills

  • Brand Campaigns
  • Marketing Strategy
  • Marketing
  • Brand Marketing
  • Digital Marketing
  • Brand Management
  • Brand Strategy
  • Creative Direction
  • Marketing Consulting
  • Fashion Marketing

Companies I’ve worked with

  • Yoox Net a Porter Group

    Yoox Net a Porter Group

    • Fashion and Textiles
  • Hearst Magazines UK

    Hearst Magazines UK

    • Publishing
  • urban outfitters

    urban outfitters

    • Retail
  • Paul Smith

    Paul Smith

    • Fashion and Textiles

Work history

Currently

Marketing Director

CEFINN

Aug 2019
  • London, United Kingdom
  • Freelance
  • Responsible for developing the marketing strategy, campaign planning and budget, team structure and recruitment, working processes and setting and achieving marketing KPIs.

Currently

Co-Founder & Director

Bulldog & Maple

Oct 2018
  • London, United Kingdom
  • Full Time
  • BULLDOG & MAPLE is an impact-focused marketing strategy agency. We are experts in developing insight-driven marketing and communications strategies with a focus on achieving business goals through community building and creative storytelling. After over 35 combined years working in senior brand, marketing and digital roles for some of the most respected brands in the world, such as, Microsoft, The Financial Times, NET-A-PORTER, Paul Smith, ELLE Magazine and Urban Outfitters, to name a few; we brought together our shared passion for storytelling and marketing impact to help the brands of the future. Our focus and passion is to use our experience to support dynamic and entrepreneurial companies to achieve their growth objectives and stand out from the crowd. We work with business leaders who need strong, unbiased direction from experienced marketers. We will help you rethink your long-term growth and marketing strategies, from how to more effectively reach and connect with your audience to scaling and optimising your lead generation and conversion initiatives.

Currently

Global Brand Director

Financial Times

Feb 2017
  • London, United Kingdom
  • Full Time
  • As a member of the Global Senior Management Group, reporting to the CCMO, my responsibilities include: • Promote and protect the FT brand and build its reputation as a leading, quality source of global journalism, extending its reach and supporting engagement • Plan and manage the brand marketing strategy and budget to best support the growth of the business • Lead, motivate and foster innovation of the global brand marketing team of senior brand managers, media partnerships, experiential marketing, creative direction and design, copywriting and retail marketing • Ensure high quality, consistent and clear brand campaigns and messaging throughout the business • Direction and production of all advertising campaigns. Our FT Weekend campaign contributed to the increase in FT Weekend readers by 19% last year. Those​ exposed to the FT Weekend campaign were 10.1% more likely to buy​ / subscribe to FT Weekend in the future, compared to those unexposed.

2016

Head of Marketing and Ecommerce

urban outfitters

May 2016 - Nov 2016
  • London, United Kingdom
  • Full Time
  • As a member of the European leadership team, reporting to the COO, my responsibilities included: • Marketing, PR and eCommerce strategy and budget • Overseeing the European eCommerce business P & L • Managing an international team of 20 across Marketing, PR and eCommerce departments • Stakeholder management globally across multiple departments with senior executive team • Establishing new working processes within the team and with other departments • Restructured the team and managing change

2016

Digital Marketing Manager

Paul Smith

Jan 2014 - May 2016
  • London, United Kingdom
  • Full Time
  • Responsibilities include: • Developing and executing a digital-first strategy for Paul Smith • Restructuring and building the marketing team in line with the new strategy • Recruit and manage of team of 10 specialists to work across advertising, media, online PR, influencer outreach, social media, content, photo shoots, CRM, email, PPC, foreign markets, affiliates and partnerships • Integrated marketing strategy for offline events, fashion shows and traditional campaigns to encourage engagement and interaction on social media, content creation and experiences • Developing the online PR strategy and influencer outreach program • Photo shoots - art direction, briefing and managing photographers, stylists and production • Content focused global digital marketing strategy and establishing a weekly content calendar • Creating and overseeing an integrated digital marketing plan in line with objectives • Recruiting and managing agencies to deliver on time, to brief and overachieve targets • Influence traditional retail channels to utilise online communication and reporting on impact • Growing the digital business through retention, optimisation and acquisition, while increasing engagement

2013

Global Marketing Manager

Yoox Net a Porter Group

Jan 2011 - Dec 2013
  • London, United Kingdom
  • Full Time
  • Responsible for increasing global brand awareness and revenue of NET-A-PORTER through advertising, global and local brand campaigns, influencer outreach, events, promotions, partnerships, search marketing and affiliates. Responsibilities include: • Budgeting (£16 million marketing budget), planning and execution of global marketing • Management and motivation of global creative, media, search and affiliate agencies; including agency pitches, contract negotiation and inter-agency communication • Motivating and developing a high performing HQ global marketing team • Localised marketing strategy and market development in the UK, US, Canada, France, Germany, Australia, Hong Kong, Singapore, Russia, Middle East • Marketing lead on the largest integrated global marketing campaign at NET-A-PORTER – a multi-channel launch of the Karl Lagerfeld collection, KARL, exclusive to NET-A-PORTER. The collection was unveiled via synchronised augmented reality window stores in NYC, London, Paris, Berlin and Sydney, resulting in the highest ever traffic to the site and 27 units per minute of KARL product being sold in the first half hour.

2011

Marketing Manager, ELLE magazine

Hearst Magazines UK

Mar 2008 - Jan 2011
  • London, United Kingdom
  • Full Time
  • Promoted from Digital Marketing Manager with the increased responsibility of developing an integrated marketing strategy for a portfolio of leading magazines: ELLE Magazine, Sugar, Inside Soap and All About Soap. Achievements: • Conceived and launched ELLE’s first integrated campaign (advertising, digital, outdoor and Facebook). Sales of ELLE magazine increased YoY in a declining market and ELLEuk.com achieved the highest visitors to date • Grew ELLEuk.com from bottom of competitive set to number 1 UK fashion magazine website • My social media strategy resulted in ELLE being the 6th largest magazine brand on Twitter, with 160,000 followers. Social media visitors supplemented previously paid for visits (PPC) to achieve consistent levels of traffic for free saving £120K on PPC the year it was implemented • Increased ELLE unique visitors by 140% within a 6 month period from 160,000 to 380,000 • Grew ELLE newsletter subscribers from 11,000 to 130,000, which account for 14% of visitors • Increased ELLE repeat visitors from 35% to 55% YoY • Increased Sugarscape unique visitors by 380% YoY and grew newsletter subscribers by 135% • Developed & managed media partnership with Channel Five for the reality-drama hybrid TV series PUSH which featured ELLE staff as part of the story in several episodes • Launched ELLE's first iPhone app, a new revenue stream with 45K downloads (Dec 10) • Delivered most cost effective magazine subscriptions ROI to date via PPC campaign

2008

Consumer Campaign Manager

Monster.com

Oct 2006 - Feb 2008
  • London, United Kingdom
  • Full Time
  • I was promoted again to Consumer Campaign Manager for Monster UK and Irelandd, responsible for the acquisition and retention of consumers via above the line advertising and online marketing. Responsibilities: • Develop annual consumer marketing plan and supporting communication strategy • Manage Monster’s £6 million UK and Ireland B2C creative and media budget • Manage media and production for brand marketing campaigns (TV, radio, online display) • CRM – launched Monster UK & Ireland’s first eCRM programme, M Word to 2 mill users • Manage creative & media agencies relationships

2006

Content Manager

Monster.com

Sep 2003 - Oct 2006
  • London, United Kingdom
  • Full Time
  • Initially joined Monster as Content Producer responsible for managing the content, communities and online communication to attract and retain consumers before being promoted to Content Manager. Responsibilities: • Produced and executed yearly content/communications plan for job seekers (consumers) • Launched and managed strategic alliances and content partnerships: MSN, AOL, Tiscali • Introduced web 2.0 into the business with podcasts and promoted with online campaign • Video Content – implemented video streaming content (paid for, revenue generating service) • Content Partners - manage content providers, contra-deals, revenue and reporting • Trained and managed content specialist - oversaw projects, providing feedback and direction • Online marketing – display advertising (banners) and email campaigns • SEO – optimising content and landing pages to increase organic search rankings • Managed journalists – commission articles, then edited to Monster style before publishing Achievements: • Launched successful web 2.0 technologies within the business • Podcast campaign reached #2 on the iTunes Business Podcast charts • Awarded Monster ‘Outstanding Achievement Award’ for introducing podcasting to Monster • Launched revenue generating opportunities via content partners

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