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Peter Hay

Content and social media strategist

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  • LevelSenior
  • LocationLondon, United Kingdom
  • AvailabilityLocked Pro Plan feature
  • ProfessionsContent Strategist - Social Media Director - Communications Manager

Projects

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About me

Marketing professional and specialist in social media and PR, with experience agency-side, client-side and as a journalist, running over 13 years. Demonstrable results in delivering global campaigns that not only build brand awareness but also maximise lead generation, through the effective deployment of smart communications. Creative and intelligent approach to producing content of all types, especially written, with a passion for language and all that encompasses. Good sense of fun, balanced with professionalism and a strong work ethic.

Skills

  • Blogging
  • Content Strategy
  • Content Producer
  • Social Media Marketing
  • Copywriting
  • Digital Strategy
  • Editing
  • Arts Writing
  • Digital Marketing
  • Online Advertising

Work history

2017

Content strategist and social media manager

ThoughtWorks

May 2016 - May 2017
  • London, United Kingdom
  • Full Time

2015

PR & Social Media Manager

Sitecore

Jan 2015 - Oct 2015
  • London, United Kingdom
  • Full Time
  • The PR & Social Media Manager role at Sitecore operates on a 25/75 split respectively. Social media was in its relative infancy when I took up the role, being used solely as a tool to engage rather than a tool to create leads and drive sales. My primary role was to ensure a strategy was devised and implemented that fully integrated with the overarching marketing strategy. This also required social to permeate three additional core teams; Sales, Customer Success and Partner, as well as ensuring social was supported, from a brand perspective, across the entire organisation. As a standing start, policy documents were required, along with best practice guidelines, that supported the training and coaching needed to get this plan off the ground. This was supported by two additional team members, whom I managed, to ensure speed and quality of delivery. In order to support the growth of social media, both in terms of channel and community, a full set of analytics tools needed to be adopted as part of the monitoring, optimisation and reporting functions. As part of the wider digital marketing remit, I was responsible for revamping PPC and optimising landing pages to ensure the best possible conversion rates. For PR, managing agency time to ensure success in generating coverage, through thought leadership, comment opportunities and news hijacking, in line with campaigns and general Sitecore messaging, was key. In addition, the integration of social and PR was vital to ensure the brand's reputation was protected at all times. Key achievements: - Collectively, Marketing delivered over 220% of our targets, in respect to leads and pipeline, for the two quarters I've been at Sitecore - Revamped and re-optimised PPC strategy and landing pages resulting in a conversion rate increase of 12% - Social media strategy contributed a 7% increase in lead generation within four months - Increased community engagement by 275% - Increased media coverage by 96% over the six months

2015

Global PR & social media manager

Thunderhead

Oct 2012 - Jan 2015
  • London, United Kingdom
  • Full Time
  • This was a newly created role, giving me the opportunity to support a global communications strategy and build brand awareness, drive thought leadership and support Field Marketing with the conversion of prospects to customers. The role was split between PR and social media, where I was responsible for both Corporate communications and raising the profile of the company CEO and entrepreneur Glen Manchester. In terms of PR, I managed the alignment of three agencies across UK & Europe, North America, and Australia & New Zealand, whilst, latterly, dealing with the South Africa region; focussing on cultivating strong media relationships, creating compelling bylines, hyjacking media opportunities with effective comment, and working with our company spokespeople to ensure interviews were secured. My role in social media required devising a fully-fledged strategy that focussed not only on brand awareness but also on integrating social across the organisation, with a view to developing plans for social selling, HR support, campaign planning and delivery, and pan-organisation social media support. Key achievements: • Increased referral traffic, attributable to social media, by 33% since commencement of role, with LinkedIn sitting as top individual referral source at 22% in 2013 • Increased social media website conversions, for the longtail Engagement 3.0 campaign, from 1% of total conversions in 2012 to 13% in 2013 (target was 4%) • Increased Twitter community by 420% in 2012 with a 518% increase in engagement in the same year • Increased LinkedIn community by 647% in 2012 and 230% in 2013 • Worked directly with Content Manager and Web Experience Manager to successfully implement search and content strategy following rollout of Google’s ‘Hummingbird’ algorithm – a content-led approach to search • Worked pan-organisation to roll out social media strategy across departments, where relevant, including providing training and support, where required

2012

Director of digital

Liberty Communications

Mar 2012 - Oct 2012
  • London, United Kingdom
  • Full Time
  • The Director of Digital role was newly created and strategy driven, planning and overseeing digital work carried out across a number of agency clients, which included subsequent employer Thunderhead.com. Whilst there, it was my responsibility to implement a core social media training programme in order to integrate digital skills within all of the teams, as well as write and educate all employees on policies and guidelines, to safeguard the organisation, and its clients, and ensure best practices were adhered to. Additionally, in response to the growth in importance of content, the website was completely redesigned, which I oversaw and project managed. Key achievements: - Project managed redesign of content-led, agency website, on budget and to deadline - Wrote and implemented social media policy and best practice guidelines - Developed, managed and oversaw implementation of digital strategy across all account teams - Worked on successful new-business pitches, including Thunderhead.com and BazaarVoice - Hired by Liberty client, Thunderhead.com, based on quality of service being provided

2010

Digital editor & technology reporter, PRWeek

Haymarket Publishing

Jun 2008 - Dec 2010
  • London, United Kingdom
  • Full Time
  • At PRWeek I had a diverse role, managing and editing the magazine’s website, writing news and features, alongside the production of two bulletins, whilst assisting on commercial projects for the brand. Creating a social media strategy that took into account the PRWeek community, whilst bringing in new members, was also a key component of the role; exploring new channels, engaging with new and existing network members, and creating relevant and interesting content to share. In addition, it was vital to work closely with the editorial team to ensure that they were equipped with the tools and skills required to keep ahead of the digital trends; writing effectively for the online space, creating social-friendly content, and ensuring that copy was created to maximise search position. Key achievements: - Developed social media strategy, resulting in a 50% increase in site traffic within three months and a 300% increase to 75,000 unique users within six months - Unique user figure peaked at 90,000 during my time at the magazine, a near 400% increase in just over two years - Project managed the redesign of the PRWeek website on budget and to deadline - Responsible for PRWeek’s community management, including commissioning specialist bloggers and monitoring forums - Implemented headline reformat on the site, pushing stories from pages two and three of Google search to page one

2006

Network Officer

Mentoring & Befriending Foundation, London

Apr 2004 - Feb 2006
  • London, United Kingdom
  • Full Time
  • - Copywriting, proofing and editing of all marketing/promotion materials including bulletins and brochures - Project manager for the planning and implementation of the annual conference - Handler of press enquiries for the London office - Project manager and copywriter for the London region’s website

2004

Publicity assistant

Harper Collins Publishers Ltd

Aug 2003 - Feb 2004
  • London, United Kingdom
  • Freelance
  • - Assistant to the press team on book launches for David Beckham, Chris Eubank and Martine McCutcheon - Handler of general press enquiries and administrative duties

2002

Press office assistant

Epsom & Ewell Borough Council

Jul 2002 - Nov 2002
  • Epsom, United Kingdom
  • Freelance
  • - Assistant in organising local events - Writing short pieces for the local borough magazine - Compiling a media database - Handling of general press enquiries and administrative duties

2002

Press & marketing assistant

Roland Mouret Designs Ltd

Dec 2001 - Apr 2002
  • London, United Kingdom
  • Internship
  • - Working for a season on the press and marketing side, handling media queries and writing relevant materials - Assistant in planning the Autumn/Winter 2002 show - Compilation of media database

Education

2016

MA History of Art

Birkbeck College, University of London

Sep 2015 - Oct 2016
  • London, United Kingdom

2010

MA History of Art

University of York

Sep 2007 - Jun 2010
  • York, United Kingdom

2003

Sep 2000 - Jun 2003
  • Epsom, United Kingdom

1999

BSc(Hons) Genetics

University of Edinburgh

Sep 1996 - Jun 1999
  • Edinburgh, United Kingdom