London Area, United Kingdom
Marketing Campaign Lead at the Financial Conduct Authority. I lead InvestSmart, an insight-led and outcome-driven marketing campaign that forms part of the FCA’s strategic objectives for consumer investments. I work closely with advertising, earned and paid media agencies to produce marketing activations designed to change consumer behaviour. I oversee the development and implementation of both above the line and below the line marketing channels, and the production of online video and written content. This is strategically designed to help consumers become smarter investors and generate behavioural change outcomes against campaign KPIs and objectives.
Worked on the development and launch of InvestSmart, an insight-led and outcome-driven marketing campaign designed to help inexperienced investors make better-informed investment decisions. Built close relationships with advertising and media agencies to develop and execute both above the line and below the line marketing channels. This includes PR, partnerships, work with influencers, organic and paid social, as well as TV and radio advertising.
Oversaw the research, production and outreach of a range of newsworthy PR stories and content pieces, managing relationships with journalists and generating news coverage. Liaised, planned, negotiated and coordinated TotallyMoney’s partnership marketing. I also headed up TotallyMoney’s affiliate scheme, and ran all organic social media accounts. I also managed paid social, producing, optimising, analysing and deriving action-led insights from paid social activity.
Worked on promoting, marketing, planning and co-ordinating a series of events, including the NFL Draft Pick 2018 (Live from London), Jaguars UK Fan Fest, and a series American Football camps, inter-school tournaments and games. Utilised social media to further promote events and brand exposure both during, and after events, optimising the use of multimedia materials wherever possible. Engaged with individuals and institutions, generating interest and exposure via Twitter. Made connections, generating and delivering sessions in schools with a goal to ‘capture a generation’ of young people in and around London, creating interest in American Football via the JagTag programme.
Sessional Coach for the JagTag programme, working with Jacksonville Jaguars UK and the Fulham FC Foundation.
Consulted with the Marketing, Public Relations and Communications teams and conducted qualitative research, investigating the process behind issuing an academic press release at Queen Mary University of London. Conducted interviews with all members of the Public Relations and Communications teams, a series of academics and journalists in order to gain a well-rounded insight into the current press release process from all actor's perspectives. Following the completion of research, I analysed findings and summarised them in a report, with a final recommendation on best-practice moving forwards, as well a single page 'quick guide' for future new starters. Aided with day-to-day PR, marketing and social media tasks, including preparing news articles for release on the Queen Mary University of London website.