Sevenoaks, England, United Kingdom
Marketing/corporate communications professional with strategy, transformation, campaign management, education and training skills. Strong track record of achievement in building teams and defining and delivering strategy to deliver marketing and public affairs objectives. Experience gained in a number of service sectors: membership bodies; fulfilment; professional services; training/business support; financial services; higher education.
Part time tutor on Chartered Institute of Marketing Professional Diploma.
Module leader on undergraduate marketing courses. Facilitator and programme manager on Help to Grow programme for SMEs
Part time lecturer and student support tutor on Chartered Institute of Marketing Professional Diploma.
Key achievements: *Management of Institute annual business planning process, development of KPIs. Management of strategic risk register (2015-18) *Key contributor to transformation planning/new strategies for member engagement, new regional network model and chartered status promotion, sponsorship strategy *Restructured marketing team, as part of wider transformation programme, meeting requirements of new 5-year business strategy. Recruited 4 new roles, team building and process development (2018-20). *Development of member marketing strategies, undertaking research, to identify growth potential. Resulting in focused approach to product development and marketing in key sectors. 14% membership growth over 4 years to record level (8,600 to 10,000). *Research/product development for flagship product relaunch. Content development and launch communications programme (2019) *External stakeholder perception research, leading to development of external stakeholder engagement strategy/plan. *Development of conference marketing strategy, achieving 70% delegate growth (from 250 to 425 delegates) over three years, exceeding revenue surplus target by 30%; Launch of qualifications to UK market, achieving target registrations/awards (2015/16). *Oversight of e-commerce/content programmes, improving inbound marketing effectiveness for free trial memberships/conversions, and 70% members paying subscriptions online. *Development/implementation of process improvement programme, improving/automating processes (incl. e commerce and online joining). Resulting in 30% reduction in credit invoicing/ reduction in new member registration process. *Development/implementation of social media/content strategies, increasing member engagement/use of technical support resources achieving year on year increase in unique views of 13%, 22% CTR from email *Development of media relations programme (2007-2016). Editorial oversight of members’ magazine, writing opinion pieces/blogs (2009-20)
Key achievements: * With the CEO/Policy Director, developed and implemented public affairs and policy research programme on key business issues to raise profile and influence of the Institute, amongst key stakeholders and influence groups. Liaison with US/ Europe-based teams. * Developed brand communications strategy to clarify positioning of the profession, institute and value of membership. * Developed and managed stakeholder engagement programmes for creation of new sector-based internal audit codes and guidance for internal audit in the financial services sector, public sector), engaging with key government departments, Financial Reporting Council, Bank of England, Financial Services Authority. * Implemented media relations strategy to increase engagement with national business and professional media, improving quality and breadth of coverage. Writing news releases and feature pieces. * Speech writing/presentations for CEO and President. * Managed various marketing/communications/stakeholder engagement campaigns: securing above inflation subscriptions increases; multi - stakeholder campaign to secure overwhelming support for Chartered status.
Key achievements: • Developed and implemented successful stakeholder campaign to achieve Chartered status. Generated key influencer support amongst business leaders, practitioners and key government departments. Feedback from Privy Council on unprecedented level of support achieved. Chartered status launch / rebrand and member communications campaign. • Initiated and carried out market-sizing research: identified size and structure of the internal audit market, identifying key sectors for growth. • Developed and built marketing/digital team, recruitment of marketing manager and web executive, bringing website content management in-house, with web agency development support. • Established marketing communications strategy including more effective media relations programme