Manchester Area, United Kingdom
A versatile, Comms and Marketing Professional with a demonstrated history in developing and delivering internal communications / digital / partnership / brand / CRM strategies to drive business performance across a number of sectors, including Rail, Retail, Healthcare, Transport & Professional Services. Passionate about the employee and customer and highly proficient in providing direction to companies across the full marketing mix. An effective and direct leader, experienced in developing lasting relationships with partners and stakeholders, ultimately to deliver commercial propositions for leading brands and businesses. Driven by pace, with a hands on collaborative style, putting the customer first and data at the heart of all actions. EXPERTISE Solid and proven ability in leading the development and execution of internal comms, digital, brand, trading, partner and product marketing strategies to drive sales, collaboration, engagement and increase market share. Strong commercial acumen with a specialism in ATL & BTL. Forging strategic & tactical partnerships across the B2B and B2C retail landscapes. Skilled in the interpretation of data and research in the development of brands and highly effective marketing retention and customer acquisition campaigns. Sound knowledge of end to end marketing content and promotion processes across all channels, creating and implementing campaigns on a large scale. Proven account / client management skills with the capability to optimise the performance of partners. Experienced in defining focused KPIs to achieve targets related to driving revenues and building brand awareness whilst managing significant P&L and commercial investment responsibilities. Leading projects / initiatives through full lifecycles in accordance with industry standards and best practice. Strong communicator, ensuring brand propositions and marketing objectives are clearly cascaded, adhered to and delivered across a wide range of stakeholders including Board level engagement. Skilled in producing detailed performance and analysis reports for management and business stakeholders on key metrics including return on investment, acquisition, conversion, optimisation and retention.
Leading the internal comms team for the Transpennine Route Upgrade West Alliance.
Defined the N Brown partnerships strategy and led a team to develop strategic & tactical relationships with brand partners including Adidas, Samsung, Fitbit, Vax, L’Oreal, Levi, Triumph, Silentnight, Playtex, Jack & Jones, Hoover, Tefal, Cello, Sony, On the beach.com, Shearings Holidays, Bloom & Wild, Glossy Box, Hotel Chocolat and Now TV. Created campaigns with brand partners across a breadth of channels including e-commerce, TV, digital sponsorship, e-mail, social media, print, outdoor and inserts – delivered over £1.5m net profit in Year 1. Responsible for all aspects of partner relationship management including instigating the initial contact, developing proposals, negotiating commercials, planning, pitching, campaign creation, development, implementation and review. Monitored partner marketing to maximise success of campaigns and ensured activities delivered against targets / KPIs. Collaborated with and influenced wider internal teams including buying, merchandising, creative, trading, legal and brand functions to drive implementation of the overall brand strategy and seasonal communication plans. Identified cost saving opportunity by developing the team to act as ‘internal agency’ to deliver partners for N Brown loyalty schemes saving the business +£500k per annum.
Planned and implemented multi channel CRM campaigns and all aspects of marketing communications across the categories of Home, Gifting and Fashion, with tangible KPI’s defined to measure performance. Analysed consumer and competitor insights to develop and adopt new product positioning / communication strategies. Improved performance, customer LTV and share of wallet by maximising response across all available channels, product ranges and services. Dynamically reacted to the market by trading to maximise profit against plans utilising the N Brown product bank, all marketing channels and customer files. Collaborated with financial services to create and develop a new Credit offer, delivering increases to LTV and profitability. Developed a customer loyalty programme to retain, reward and reactivate customers in line with targets. Translated core brand objectives into effective campaigns across channels and developed appropriate KPIs. Developed and implemented new photography styles, an e-commerce toolkit and new brand guidelines.
Devised and implemented a new brand strategy to attract new customers for a select number of key brands. Achieved revenue targets through campaigns across channels including TV, Press, Outdoor, Inserts, Radio, PPC, Affiliates, Retargeting and Telemarketing. Held annual budget responsibility of £20m and undertook effective media, PR and creative agency management.
CB Marketing was born out of a colleague asking me to help her business with 'some marketing'. From there i was recommended to others and was able to establish a new consultancy providing strategic and tactical marketing advice across the professional services, B2B, healthcare and retail sectors. Worked with clients to identify commercial aims and provide expertise on marketing strategies / plans to achieve objectives successfully. Led on the creation and development of company identities, branding and product positioning. Delivered effective 360 marketing communications activities including local and national advertising, PR, SEO & PPC, print, design and production, seminars, event exhibitions and direct marketing.