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?I am responsible for all digital marketing of Age UK’s Information and advice and campaigning activity also supporting fundraising and events activity. I also manage the digital marketing apprentice. Main focus • Responsible for Age UK’s Google grants account which gives $10k a month to spend on PPC activity. • Creating and developing information and advice and campaigns digital plans with the budgets allocated. • I am responsible for Age UK’s Google Analytics account including the management of users and setting up goals to track conversion rates and drop off points. • Setting up reports to assess effectiveness of all digital marketing campaigns using Google analytics. • Managing out website tagging account ensuring all campaigns are effectively tagged to track. • Support with SEO of the Age UK website. • Managing the relationships with our digital agencies. • Working on the A/B testing project to support in the integration of the first A/B testing software for Age UK. Starting the strategy for A/B testing recommending the process and tests to be carried out. • Managing the relationship with the provider of Age UK’s e-action campaigning software. Setting all new e-actions up for the campaigns team and setting them live on the website. • Working closely with the social media team to carry out paid for social that is tested using the correct targeting and utilising audiences that have been captured through tagging. Also setting up the appreciate pixels for the social team so that they can track more closely. • Monitoring budgets for all of my own digital marketing activity. Selected achievements: • Reducing the digital cost per acquisition and increasing conversions for our Leeds Abbey Dash and our 10k series running events through optimisation of ad copy and location targeting. With LAD we managed to reduce the CPA by 50%. With 10k we managed to increase our conversion rates by 20% and in one location we managed to reduce the CPA by 70%. • Mass information and advice dissemination through Outbrain and social media. Including Age UK’s first YouTube campaign, which is leading the way forward in changing how Age UK’s information and advice is shared and communicated helping to reach a much wider and more varied audience. • First Twitter card to generate sign ups which supported the large No one should have no one campaign (http://www.ageuk.org.uk/no-one), which had the largest digital marketing spend in Age UK’s history. • Mass sign ups campaign through change.org, Outbrain and social media with a total acquisition of 20,000 new contacts
? I was promoted in my role to specialise and focus on NCT’s digital activity. Writing and delivering various digital marketing plans for key projects to increase revenue streams for the charity. Main focus • Responsible for all NCT’s digital channels including Facebook, Twitter, Google+ and YouTube. • Creating creative and engaging digital content across the full mix of channels for web, email, video and social media for key campaigns including courses and nearly new sales. • Assessing effectiveness of digital marketing activities using Google analytics and analysing ROI. • Scheduling social media posts and monitoring activity using Hootsuite for various campaigns including courses, challenge events, fundraising and campaigning work. • Creating PPC and digital campaigns and once live monitoring daily ensuring all adverts have a high CTR and conversion rate. • Working with design to create the best performing advert sizes in various formats including GIF’s for display advertising. • Monitoring the budget for digital activity. • Maintaining SEO on the NCT website. Selected achievements: • Increase in visits to the NCT website by 70% in 2013 compared to 2012. • Developing digital adverts aiding in the increase in uptake of courses by 25%. • Successfully launching the rebrand of NCT’s antenatal courses • Implementing more monitoring processes of digital activity including conversion tracking code and analytics tracking funnels.
Writing and delivering various tactical marketing plans across the organisation to increase revenue streams for the charity. Raising brand awareness to people that are not currently engaged with NCT. Main focus • Project managing marketing plans across the whole of NCT including key fundraising activities, creating key messaging for campaigns and carefully targeting appropriate audiences. • Creating creative and engaging copy across the full mix of channels including print, web, emails and social media. • Assessing effectiveness of marketing activities and analysing ROI. Selected achievements: • Involvement of the in house development and implementation of behavioural adverts for my campaigns. • Successfully updating marketing collateral with new First 1,000 Days messaging. • Assisting community fundraising with successful recruitment for community and challenge events.