Glasgow, Scotland, United Kingdom
Marketing Manager with a focus on all things digital from a diverse background of 10 years' experience across various companies (large & small), industries, markets and audiences. My expertise facilitates the development of high-performing, action-oriented content across digital presences geared to improve brand awareness, generate leads and maximise sales/ROI. I build marketing functions from the ground up with strategies and campaigns delivered through the full spectrum of digital channels to succeed commercial objectives. I specialise in the design, launch and management of digital ecosystems that connect high-performing websites and optimised channels with conversion-driven content that generates qualified leads to deliver consistent, scalable growth.
I joined Sphere 6 on a subcontractor basis shortly after it’s launch as a startup that helps SME companies break into the public sector by managing their bidding strategies and bid/tender execution. The role focused on the development of a marketing strategy and content bank to roll out over the next 1-3 years as the business gains traction, which was implemented and handed over at the time of exit. I managed strategic initiatives such as market analysis, audience profiling & persona building, GTM strategy, launch of a webinar function and evergreen asset development such as lead magnets & landing/pillar pages for the company website; as well as business-as-usual marketing activities including development of brochures/flyers, social media graphics & videos, LinkedIn optimisation & outreach, continual SEO optimisation, CRM management (HubSpot), stakeholder/partner management, email marketing and events planning & promotion.
Outlier AI is a global platform for training advanced AI systems engaged in B2B applications. This role offered the opportunity to test and analyse the performance of the most advanced written and visual generative AI systems in the world. The role required an expert-level understanding of Marketing Analytics to analyse AI models' accuracy and 'stump' models for inconsistencies in field-specific generated content and prompt responses. This role facilitated an in-depth understanding of generative AI and how it can be used to streamline workflows/inform content development.
I managed the Marketing department for Innova Drilling & Intervention - provider of turnkey drilling & engineering software solutions to the global Oil & Gas industry. I spearheaded the development of the marketing strategy and revolutionized the company's brand during a period of exponential growth - which included targeting new markets, regions and customer bases. Duties involved recruitment & management of an external team of designers & web developers; full-scale website development, launch & SEO management; content development including blogs, guides, landing pages, videos/animations, editorials, presentations/pitch decks etc.; social media management; PPC including Google & Linkedin ads platforms; events planning & management including webinars and in-person conferences/technology showcases; marketing material creation including brochures, banners, posters etc.; demand generation & conversion rate optimisation (CRO); and running end-to-end marketing campaigns to raise awareness and generate qualified leads for senior management to engage and close.
I researched, planned, created and delivered content for the ‘Active Impact Community’ (AIC). The AIC was a closed membership community that invited internal & external stakeholders with a vested interest in managing financial portfolios with the aim of helping members become more responsible with their investments with reference to sustainability and ESG issues. Involved inspiring & nurturing positive levels of engagement through the publishing of relevant, thought-provoking content and by impartially guiding discussion on the platform.
Three-phase SEO project for an SME manufacturer engaged in the Energy industry across the Southern states of USA that involved analysing the market, gaining a thorough understanding of the business and developing a full-scope SEO database. I conducted a thorough competitor analysis, developed USPs & value propositions, facilitated keyword and backlink benchmarking and mapped buyer personas as part of phase one (research phase). Phase 2 focused on the planning of high-performing content (such as landing pages and blogs with corresponding touchpoints i.e. social media) to maximise visibility and drive web traffic. Phase 3 involved developing a plan to optimise the website to become a fully-fledged lead generation tool by creating a catalogue of gated, downloadable assets (guides etc.) mapped against a buyer journey from awareness to purchase levels. The ultimate goal was to provide the client guidance on how to successfully create a regular stream of warm leads to the sales team for follow-up & closure.