Burley In Wharfedale, England, United Kingdom
Over 20 years consumer and business marketing experience covering the public and private sectors, using the full marketing mix both online and offline. I further extended my skills via additional voluntary training and in 2015 supplemented my Business Management degree with the CIM Diploma in Digital Marketing. Use an inclusive, coaching approach to team management, mostly by a supportive and participative leadership style. In my experience this fosters a positive, loyal team delivering high quality results. Volunteer as a Scout Leader, setting up and leading a brand new Scout Troop to help young people aged 10.5 - 14 develop skills, grow in confidence and enjoy creative, engaging activities. Quite possibly the best and most intensive people management training I've ever done!
I oversee, develop and implement the overall digital marketing strategy to drive growth, engagement and lead generation.
Reporting to the CEO, I was part of the Senior Leadership Team and worked closely with Business Development and Operational colleagues to generate referrals and enquiries for our 24 care homes across England. I was responsible for Orchard’s central marketing and communications strategy, lead generation and brand awareness activities, targeting commissioners, social workers and other professional stakeholders as well as members of the public. Managing two direct reports (Marketing Assistant and Graphic Designer) and the Marketing budget, since I joined we evolved the company’s marketing from a fragmented, traditional approach to one that was integrated, digital-led and had consistent, modern visuals and messaging across the board. A varied role utilising above- and below-the-line channels including SEO, PPC, paid and organic social media, website development, content marketing (especially video), national and local PR, email marketing, directory listings and printed collateral. I also wrote many customer communication letters during the Covid pandemic to keep relatives updated on how we were keeping their loved ones safe.
I headed-up the Digital Marketing team, leading on the digital strategy, acquisition plans, CRM, user experience, insight, content marketing and web development activity for England’s largest provider of specialist housing and care for people in later life. I oversaw the website and all digital marketing channels including PPC, SEO, Email, Social, Display and online PR. Biggest achievement in this role was delivering a new website in 2018 (which was subsequently transformed into www.anchorhanover.org.uk in Feb 2020). This was a 2-year project from initial conversations to launch that included full OJEU tender process, stakeholder engagement, requirements gathering, complete redesign, data-driven user experience, optimisation for lead generation, content structure overhaul and total hosting platform move.
Anchor is England’s largest not-for-profit provider of housing, care and support to older people. * Manage all online advertising activities and multiple agency relationships * Ensure that Anchor maintains and increases visibility in all major Search Engines * Manage and maintain analytical tools used to track and monitor activity * Responsible for production and distribution of Management Information detailing number and nature of enquiries from website and other online sources * Identifying and implementing new methods of acquiring customer online to generate enquiries and deliver ROI
Leading wine and alcoholic drinks importer, producer, bottler and distributor. Owner of major brands Silver Bay Point, The Straw Hat, Harvest Fruits, Orchards, Bali, Lixx and Simply Yours wines. Contract-basis position covering the long-term sick leave of the Marketing & Trading Controller, and also maternity leave of the Marketing Executive, I ran this busy and demanding marketing department by myself for the duration of my stay. * Major new product launch (website, social media, print advertising, product artwork and PR); * Devising, creating and executing Social Media activity; * Managing all above-the-line and below-the-line campaigns; * Point-of-sale generation and management; * Liaising with agencies/suppliers on daily basis - PR, Design, Print...
Joined as Marketing Executive, then became Product Manager 5 months later. I managed the marketing activity and editorial plan for 2 products, with marketing spend in excess of £150k, and one member of staff. Reporting to the Managing Director, I had sole responsibility for the growth, development and profitability of the products. Major responsibilities included: * Setting and executing marketing strategy and promotions to exceed pre-determined targets; * Setting and managing product budgets and P&L reports; * Running 3 Google AdWords PPC campaigns and 1 Facebook PPC campaign, identifying areas to improve conversions and reduce costs; * Managing the www.windows-secrets.co.uk SEO campaign and website (launched March 2012); * Researching and implementing email, direct mail and insert campaigns; * Analysing the performance of all marketing campaigns using Excel and Google Analytics; * Conducting market research questionnaires to find new opportunities; * Creating and launching backend products (3 launched in 2011, and 1 in 2012); * Developing and maintaining product websites (new www.windowsadvisor.co.uk website launched February 2012); * Ensuring the editorial copy stays true to the product franchise, is of benefit to the customer, proof-reading the copy to guarantee it is without error and keeping it on schedule without fail; * Creating html adverts and solus emails to send to 90,000+ email newsletter readers a week; * Managing stock levels, updating editorial content and co-ordinating with mailing house to ensure orders can always be fulfilled; * Liaising with designers, editors, copywriters, printers and other suppliers on a daily basis.