Esher, England, United Kingdom
High achieving and commercially focused marketing and communications leader with vast experience across D2C and B2C. Uses clear objectives to coach and inspire internal teams and agencies to drive revenue across communities, memberships and subscriptions. Blends audience insight with creativity to deliver hyper growth and commercial success via owned, earned and paid channels. Career experience to date includes global brands (Red Bull, O2, Oakley, Virgin) all the way through to start-ups and scale-ups (Boxxer, Bike Club, Rikoset). Areas of expertise include Marketing Strategy, Digital Marketing, Content Marketing, Marketing Campaigns, Social Media, Paid Social, Paid Digital, Influencers / Athletes, PPC, SEO, Public Relations, Outdoor, Broadcast, Internal Communications, Branding, Partnerships, Affiliates and Live Experiences.
Maximised all England Rugby player appearances inc the first ever joint commercial appearance with the men and women. Managed all match day fan, influencer and media activities at Twickenham centred around the O2 Blueroom – Q&As with past and present players, social content, pitch side tours, selfies and signing sessions, games, competitions and giveaways. Other highlights - setting up a partnership between O2 Priority and Matchroom, working on a documentary with Shannon Ryan (O2 branded pro boxer) and creating content with Sophie Ellis-Bextor and Dynamo with both elite England Rugby teams.
Senior leader who managed a team of eight, marketing agencies, media partners and ticketing suppliers. Responsible for all marketing activities across paid, owned and earned channels. Core focus, to plan out and then deliver integrated marketing campaigns with the objective to sell out the Boxxer arena shows, while also building strong brand equity and affinity. Used a blend of audience insight from our various partners, along with data collected from our own channels to segment our audience groups. This was then used to create a bespoke plan for each. Managed our internal teams, freelancers and agencies to produce and distribute attention-grabbing content across a wide range of channels including paid and organic social, newsletters, PPC, print and digital media, broadcast, partnerships and outdoor. Worked with key stakeholders including our event partners, Sky, BBC and TalkSport to offer the best experience to those who attend the live events or tune in to watch / listen. Highlights included selling out the first ever all women fight night at The O2 in London, launching Boxxer’s grassroots initiative ‘Chase Your Future’, migrating across to new CRM system which immediately boosted ticket revenue and building a more efficient internal structure with Brand Pillars, Business Priorities, KPIs and individual objectives.
Key part of the senior leadership team managing the direction of the entire business. Responsible for a team of five and the strategy, budget and implementation of marketing tactics needed to deliver two core business objectives. The first, drive new member acquisition. And the second, build love and loyalty with existing members to maximise lifetime value and brand advocacy. Worked with my team to radically change the way the brand was presented by using a mix of brand building and commercial tactics to more than double the number of members. The channels used included social (paid and organic), PPC, SEO, radio, display ads, out of home, PR, influencers, partnerships, in-store activations, newsletters and door drops. Member retention was also a focus and this was achieved using a portfolio of added value content, the launch of a rewards program and referral scheme, entertaining social posts and member only newsletters. One particular highlight was modernising the whole look and feel of Bike Club, and all its channels, with a comprehensive rebrand which saw the traditional logo replaced with a more contemporary word mark and monogram.
Responsible and accountable for all the marketing activity for Threshold's portfolio of large-scale public events. Leading a team of six, supported by four agencies, the role focused on creating the right pricing strategy and marketing plan, before activating creative tactics across paid, owned and earned channels to sell out all seven major events each year. Introduced a content-focused approach to grow loyal and highly engaged communities around each of the running and cycling events. This included the creation and distribution of over 80 short form storytelling videos, a new blog, a TV section on each website, monthly editorial newsletters and a variety of unique tactics across social media. This content provided a wide range of valuable assets for both agencies - Digital and PR - which helped boost the awareness of each event and drive people down through the sales funnel to purchase. During my time at the business, we launched seven new websites - one for each event - and added a new event 'Heineken Race to the Castle' to the Threshold portfolio. The two-week teaser campaign I designed sold over 30% of the tickets in the first 24 hours. And finally, by ensuring the right data capture points were in place, we gained the ability to go beyond 'the what' and unearth 'the why'. This philosophy of continuous learning allowed us to adapt and be super targeted with our budget across both print and digital channels (owned, earned and paid).