Key government department responsible for attracting high value inward investment and helping UK-based businesses to ensure success in international markets. Led an end-to-end global team of 62 and £39.5 TV, digital and event budget. • Replaced UKTI brand with cross-government ‘GREAT Britain’ brand. Designed, developed and launched 18 campaigns and 5 global programmes focused on 13 priority markets. Restructured, hired and trained a global team more closely aligned with business strategy, goals and objectives. • Successfully consolidated and launched new digital platforms (email, social, web and CRM) leading to increases of 107% in visits, 106% in followers and 153% in engagement. • Increased awareness of UKTI’s services by 11% points, improved perception by 16% points and generated 7.1K high quality SME leads worth £1.2B to the UK economy in jobs and growth.
• Flawlessly planned, synchronised and delivered end to end rolling iPhone, iPad, Mac and Software launches, seasonal and sustain campaigns for all web, mobile, content, social, apps, search, affiliate, VOD, TV, POS, POP, OOH and CRM initiatives across all delivery channels (Retail, Call-Centre, Digital & Reseller) in 21 markets. • Successfully navigated role as regional brand custodian whilst at the same time incorporating regional/market needs (cultural, language, image and video). Established a new internal team and external agencies. Designed streamlined production process to support enhanced brand narrative. • Increased number of digital platforms 80%, number of languages communicated in from 3-5 and traffic from paid, owned and earned media by 214% (56M to 176M unique visitors).
GREAT Britain Campaign