Royal Tunbridge Wells, England, United Kingdom
As a scientist at heart, I stumbled across marketing and developed a passion for the science behind it. From the ability to plan, implement and analyse media tests, to the behavioral science needed to understand consumers and how to influence them. Media is one large experiment and I strive to be at the heart of it! I am a digital specialist with twelve years’ hands-on experience planning, buying and leading large digital performance teams working across some of the largest UK, EMEA and Global companies. I am fuelled by a motivation to better myself in the industry, to absorb, create and share knowledge. I know the value of people and how to get the best out of them and look to build lasting and effective relationships with both team members, internal teams, clients and suppliers. I have a passion for my work which I encourage in both those I am responsible for and those I collaborate with. I work well under pressure and am committed to looking for new and innovative ways to drive digital marketing forward. • Extremely competent in Paid Search, Programmatic Display, Social Media, Amazon Marketing, Attribution, Tracking and Tagging • Strong working knowledge in Affiliates, SEO & Content management as well as Offline Media channels • Leadership – Led a team of 70+ digital performance specialists at Maxus and a team of over 100 in my time at Essence • Working with media spends from £20K to £180m, launching brands, helping expand into new markets and driving significant growth in established businesses • Very comfortable chatting the complexities of media with channel experts or simplifying complex topics for non-specialists • Development of processes and Tools to drive workflow and media efficiencies
• Leading 100+ people in the Essence Activation team covering Paid Search, Social Media, SEO, Programmatic and offline/traditional media across EMEA with 3 direct reports • Responsible for integrating the activation teams and creation of new client activation leads to assist with this process • On-boarding and active management of the L’Oréal PPC and Ecommerce accounts while a specialist team was built out • Leading projects to improve performance on L’Oréal, using lifetime value and profitability analysis rather than transactions as the core optimisation metric • Leading a Marketing Maturity Framework project to assess where there is room for improvement across our client base • Collaborating with Client Services, Planning, Strategy, Analytics, Media Activation Technology (MAT) and Data Strategy to ensure all departments work together seamlessly • Developing and rolling out MAT tools to automate basic tasks and free up time in the teams • Working to ensure workloads were actively managed across the team • Conducted an eight-month DSP audit for the BT Group to assist in their move to a fully programmatic display media approach • Taking over ownership of the PPC and Organic Performance (SEO) teams as interim VP of Search with both the head of Organic Performance and head of PPC reporting into me. (Maternity Cover)
• Leading the Maxus Performance Marketing team of 70+ people covering Paid Search, Social Media and Programmatic marketing with eight direct reports • Helping to drive 20%+ agency growth per annum for four years • Working with team leads to ensure personalised development plans were in place for every member of the team that played to their individual strengths. This in turn kept them motivated and maintain the lowest staff turnover rate in GroupM • Resource management to ensure that workloads were balanced across the teams • Monthly team meetings to keep the team informed of key wider company, team and industry information as well as an opportunity to publicly show appreciation for great work by individuals • Audit, negotiation and implementation of marketing technologies to improve efficiency or performance of the team and accounts • Leading media owner and supplier relationships • Collaborating with Planning, Technology and Analytics teams to ensure that teams work seamlessly together and that insights are surfaced, shared and actionable. • Development of a “Performance Only” proposition to bring in more profitable clients who needed specialist performance marketing support. New clients brought into this proposition generated £500K profit for the company in the first year • Development of a profitability framework to ensure that client teams remained profitable when working with larger clients in the agency • Driving a team focus on automation to reduce team time on admin tasks and allow this time to be re-invested into driving performance for clients
• Responsibility of running the BT digital business, one of the UK’s largest digital accounts (£50m+), which I have been able to develop and grow over this time • Leading the BT Biddable Team, including BT Consumer, BT Business and Plusnet, working with the Client Services Director to ensure well-rounded client servicing is provided • Integrating into the team at BT's to ensure that we were an extension of their team and not just their agency • Identifying new ways in which client objectives can be achieved • Taking full responsibility for overseeing the development and successful implementation of digital strategies and campaigns • Nurturing strong relationships with key senior clients within BT media team and marketing teams, as well as creative and partnering Affiliate agencies • Maintaining an open and collaborative relationship among key channel leads, ensuring a regular dialogue is created for discussion of weekly trends, campaign updates and new ideas • Managing the internal integration of both PPC and SEO accounts across the BT Consumer and BT Business accounts • Championing industry leading innovation in both branding and DR, giving me the ability to drive forward the category. A global first linking Google Analytics to DBM for audience insights and targeting (common place in today's market). • Within DR, I grew media spend 25-fold while maintaining cost per sale targets over 10 years. • Working with the in-house data team I have been heavily involved in econometrics, online attribution and audience insight projects, giving me the tools to further develop the client’s knowledge and confidence of the digital ecosystem