London, England, United Kingdom
Accomplished Marketing and CRM Manager with demonstrable experience designing and implementing B2B digital marketing strategies in the professional services industry. Proficient in HubSpot CRM, HubSpot Marketing, HubSpot Sales and HubSpot Service technologies. Certified Digital Marketing Professional and Data Protection Professional. Certified AgilePM Professional. T-shaped interdisciplinary profile. Oxbridge educated. Masters from the Royal College of Art. Digital Marketing Institute, APMG, HubSpot and Google certified.
Marketing Technology, Automation Strategy & Operations - Marketing Engagement Infrastructure. Supporting the systems and processes that enable HubSpot's world-class marketing team, including role as lead consultant on significant multi-year projects of long-term strategic value to the organisation. • Subscription operations: designed email marketing subscriptions architecture for HubSpot's Media entity. Owner of all internal email marketing subscription operations infrastructure in HubSpot's GTM database • Virtual rep automation: collaborated with product and engineering teams to design and implement a localised virtual sales rep nurture automation system across each of English, French, German, Portuguese, Spanish and Japanese speaking markets • Lead monitoring strategy: conducted in-depth research and discovery exercise to investigate development of a marketing technology product capable of detecting/anticipating anomalies in demand volume and notifying appropriate stakeholders • Contact management strategy: devised a strategy for contact categorisation in order to mitigate risks to GTM database from human error, protect the company's email sending reputation and reduce exposure to email deliverability risk • Contact capture: point person person for all form create, update and optimisation requests in HubSpot’s global CRM instance • Miscellaneous marketing operations: support inbound ad-hoc service, maintenance and troubleshooting requests from the marketing function pertaining to the technology stack and its operations • Culture and DI&B: Member of the UK Culture Committee. Selected as host of London Connect4, one of 12 cities nominated globally as part of HubSpot’s strategy to scale better by fostering hybrid connection and belonging
Responsible for developing and managing the CRM marketing strategy, underpinning the lead generation function, activities and processes of all product portfolios in large tech skills, training and talent provider. • Integrations: HubSpot implementation specialist within a complex digital transformation programme entailing the integration of HubSpot solutions (CRM, Marketing, Sales and connected MarTech third parties) and Microsoft Dynamics 365. • Marketing automation: remit extends across full customer lifecycle, developing and implementing strategies for data capture, pre-sale nurture engagement campaigns and post-sale cross/up-sell campaigns. For each application, embracing omnichannel and propensity modelling to prioritise, segment and optimise toward increased conversion probability • Lead management: designed the CRM lead management process between HubSpot and D365, developing training aids and embedding process across a sales organisation of circa. 250 employees located across the UK to improve pipeline efficiency • Measurement/reporting: responsible for design and build of CRM dashboards, identifying KPIs to measure marketing and sales effectiveness across the lifecycle and providing recommendations to optimise for performance improvement to functional teams • Stakeholder engagement: familiarity communicating and engaging with Executive and Exec-1 colleagues cross-functionally • Learning and development: significant culture change dimensions to the role demanded great emphasis on the ability to build trust quickly, foster collaboration, role model behaviours, and nurture strong relationships with colleagues
Responsible for creation and implementation of marketing acquisition and retention plan in boutique change management consultancy firm to fulfil company’s commercial objectives. • CRM: lead capability building of HubSpot systems: data collection and processing, lead nurturing, 3rd party integrations, measurement and reporting, workflows and segmentation • Content marketing: oversee strategy - including line management of Content Associate - liaising with product and sales teams to develop broad range of content types for use across website, LinkedIn and CRM campaigns • Brand: decision-maker behind representation of brand across touch-points in buyers’ journey (brand personality, tone of voice, visual identity) • Partnerships: facilitate opportunities with partners in service of company’s awareness, engagement and lead generation goals • Stakeholder management: familiar communicating with various audiences within the business, including Director- level colleagues
Role change to reflect growing responsibility, encompassing customer acquisition process beyond top-of-funnel marketing activity. • Sales and marketing automation: lead the digital transformation of the business with respect to sales/marketing automation solutions and integrate with existing customer development process and CRM tools • Subject matter expertise: responsible for upskill of senior sales personnel (all previously illiterate to HubSpot technologies) with HubSpot CRM and Sales software • Targeting: charged with identifying organisation’s most valuable opportunities/buyer personas and devising routes to engage • Financials: full management and ownership of organisation’s marketing and sales budgets (circa. £150k) Key achievements FY20 (inc. Y-O-Y growth): convinced key stakeholders of the need to pivot decisively to digital sales/marketing technologies to maintain competitive advantage. Brand awareness: Website Sessions +42.94%, Website Users +36.28%. Engagement: Returning site traffic +74.65%, Email campaign KPIs surpass industry average. Leads generated: 842, of which 3 live customers within 12 months, hitting digital marketing revenue target.
Designed and implemented comprehensive omnichannel marketing strategy to build brand awareness, drive recurring engagement with target audiences and generate qualified leads for sales engagement. • Website: project lead of new WordPress website for the business, liaising with third party digital agencies • Content marketing: oversee relationships with third party content providers and agencies to develop and implement content plan on digital channels (including: blogs, articles, white papers, vlogs, testimonial films) • Digital advertising: manage PPC and display ad strategies on Google Ads and LinkedIn Marketing Solutions • Events: manage production and represent company at industry-specific events throughout the year • Materials: liaise with key stakeholders to produce various materials to compliment the buyers’ journey and facilitate sales team success. Examples include: brand merchandise, credentials presentations, case studies, leaflets, flyers (digital and print) Key achievements FY19 (Y-O-Y growth): 65% increase in user traffic to website, 83% increase in serially engaged website traffic, 56% increase organic follower growth on LinkedIn, 4 customers acquired from digital channels – surpassing acquisition target of 1.