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My experience

Wolfcove

Chief Marketing Officer

Acting as a business angel, this role was offered as a share proposition. Wolfcove is a new outdoor adventure lifestyle brand in the initial start-up phase looking for a complete holistic go-to-market strategy. A diverse and broad role requiring an extensive digital background and technical knowledge in website development, user experience and website optimisation.

 

Highlights:

  • Collaborated closely with the user experience team to optimize the conversion funnel, driving engagement and purchase decisions in alignment with the overarching marketing strategy.
  • Orchestrated a comprehensive digital strategy to penetrate the national market of outdoor enthusiasts, leveraging data-driven insights and industry best practices.
  • Working across multi-platforms including meta e-commerce and 3rd party e-commerce site and website.
  • Pioneered the establishment of the sustainability proposition, aligning the brand with eco-conscious consumer preferences and market trends.
  • Implemented an ambassador program and incentivization mechanisms to amplify brand advocacy and drive customer loyalty.
  • Deployed marketing automation tools to systematically nurture leads and cultivate growth opportunities, streamlining the customer journey.
  • Crafted a social media strategy with KPI-driven metrics aligned with business objectives, strategically leveraging partnerships, affiliates, and ambassador programs for enhanced reach and engagement.
  • Ensured seamless integration of digital software to support the marketing plan’s analytical framework, enabling robust data collection and performance measurement.
  • Executed SEO optimization initiatives, driving actionable changes and meticulously tracking performance metrics to enhance search visibility and traffic.
  • Provided regular reporting to the founder, delivering key insights and performance metrics on a weekly and monthly basis to inform strategic decision-making.
  • Spearheaded the implementation of Google PPC and paid social media campaigns across Instagram, Facebook, and TikTok to amplify brand visibility and drive conversion.
  • Produced compelling user-generated content videos for product pages and social media channels, fostering authentic brand storytelling and audience engagement.
  • Leveraged GA4 analytics, heat maps, and user journey mapping to analyze data and forecast optimal user experiences, driving continuous improvement.
  • Developed and executed an advertising plan tailored to the target audience and business KPIs, maximizing conversion rates and ROI across the sales funnel.
  • Established and monitored key performance metrics benchmarking, expenditure, placement, and channel mix to optimize shopper conversion rates and drive sales through the sales funnel.
  • Formulated a robust content strategy, leveraging blogging and engaging content creation to enhance brand visibility, authority, and audience engagement.

Transcrip

Head of Marketing

As Head of Marketing, I was responsible for delivering a robust multi-channel marketing plan that strategically aligned with the wider company’s objectives of becoming a global leader in the drug development consulting sector. To operate with speed, velocity and direction during a fast growth trajectory powered by private equity investment.

Highlights:

  • Running the company’s first owned event resulting in a 3.5 million pound client lead.
    Implementing a seamless integration between two marketing teams as a result of acquisition. Identified needs and marrying skill sets to responsibilities within the department.
  • Consulting and advising at board level and investors on long-term strategic aims.
  • The strategic lead for expansion into the US; overseeing a team based in America and setting KPIs.
  • Saving over £100,000 from the creative expenditure in the first month by reviewing service level agreements and renegotiating creative briefs.
  • Evaluating and leading the implementation of the brand direction for the year setting KPIs and calculating ROI.
  • Conducting NPS reports to inform the ESG communication plans.
    Led a companywide rebrand across all assets including the launch of a new website.
    Growing the social media following by 20% in 4 months and bringing overall ranking up against competitors.
  • Integrating platforms into the CRM to automate sales and marketing teams operational process increasing efficiency and avoiding silos within teams.
  • Introducing a companywide CPD training framework to engage SMEs in the marketing strategy.
  • Implementing a new process for acquiring PR content in line with the brand identity.
  • Executing a relationship marketing strategy approach to improve customer engagement along the sales journey.
  • Introducing a new focus to the digital strategy, improving conversion rates through a multi-channelled approach.
  • Benchmarking and setting KPIs forecast for the annual congress events schedule.
    Nurturing relationships with nationally recognised industry leaders, developing alliances that improved share of voice.
  • Hosting and selecting SMEs to participate in panel discussions, round tables and webinars.
  • Spearheading a self-service platform for the BD team to book travel for congress events impacting resource savings within the marketing department by 24% on average per year.
  • Identifying the importance SEO would play in the digital strategy, a SEO team was onboarded to address PPC, Google analytics, user experience, organic search and journey tracking.
  • Tendering contracts to ensure the best value was achieved.
  • Designing a diverse mix of marketing activity including social media, email, congress events, website, SEO, printed media and video marketing.
  • Budget holder for both sales and marketing; forecasting expenditure and tracking of a £650,000 budget.
    Identifying where the departmental growing pains required further resource, assessment of procurement and staff retention.
  • Conducting a wide range of SME and BD events globally.
  • Managing staff within the marketing team, conducting appraisals, identifying CPD needs and developing processes to maintain efficiency and communication.

Cherry White

Marketing Director

Whilst working at Cherry White I was responsible for all matters pertaining to the brand evolution. Marketing B2B. 

I was responsible for client brief taking, analysis of target audiences, the customer journey, KPI, CTR, CRO and how the UI works to support it. 

Whilst working for Cherry White we worked with brands such as HSBC, Flight Centre, Sky, Sainsburys and Vodafone to name a few. 

Cherry White is a complete design and marketing solution allowing me to work across a number of digital and print based platforms including social media, online, ecommerce, CRM, apps and design for print.

Kyocera

Events Marketing Manager

I was responsible for planning and implementing a schedule of events run by Kyocera, promoting the company as a national thought leader in green environmental policies in business. 

This was a stand-alone position where events were organised across the UK. Working with an annual budget spend of £300,000 pa events were conducted between like-minded businesses to share and learn about environmental advancements in the industry. 

Events catered for hundreds of businesses nationwide and occasionally internationally. 

Building relationships was vital to ensure strong brand positioning such as key speaker opportunities and effective brand affiliation. 

Positioning the company as a global leader in environmental policy was at the core of the brand values and as such a nationally targeted micro website was form to engage targeted brand leaders.

Ruscombe Printing

Sales & Marketing Manager

My duties at Ruscombe Printing involved targeting B2B, mostly bluechip companies, who had significant budgets in place for large volumes of printed media. 

During my time I implemented a marketing process to improve customer retention. This included website optimisation, email marketing, SEO, B2B events, actionable analytics, CRM optimisation and a forensic investigation into the customer pathways to ensure stronger ROI and KPI were met.  

JLL

Marketing Manager

Marketing a brand-new shopping center, I was fortunate to work with a number of well-known brands such as Vue cinema, Nando’s, Laura Ashley, Esprit, Next, Sports Direct, Frankie and Benny’s, Bella Italia and Gold’s Gym at a local and head office level. 

My responsibilities included obtaining resources from these brands, pitching concepts that they could be part of under the shopping center’s brand messaging. 

Creating customer loyalty amongst the general public through implementing campaigns that increased the mailing list by 350% in my 6 months. 

As the sole product owner of the website’s online presence, I developed the site through targeted content, advertisements, campaigns, SEO, brand evolution and writing engaging content. Website traffic grew by 130% in the first two months from this activity. 

Creating a busy events diary increased local awareness and built loyalty through hosted concerts, family days and charity fundraisers for thousands of local people. 

Working closely with the Town Centre Manager and local council members to support the wider regeneration scheme goals.  

My campaigns enhanced food sales by up to 30% exceeding seasonal targets whilst also 60% saving from the original creative design budget.

Cala Homes (Banner Homes)

Sales Marketing Manager

In my first year I won an award for a business idea through the company’s “Smarter Thinking” movement in 2007, I went on to win this award again in 2008 for a second business idea. 

Developing marketing strategies to increase public awareness such as hosting events, packaging offers and making media recommendations. Responsible for collating the market research and quantifying the value of various media formats. 

Managing a small team of around 1-2 employees on-site. 1st prize for “Best Business Idea” 2008 at Banner Homes. Award for “Smarter Thinking” at Banner Homes 2007. Top seller at Banner Homes for 2008.

Barrett's Homes

Sales Marketing Manager

Solely responsible for the sales and marketing of projects with a gross turnover of up to £31,000,000.

Conducting weekly marketing presentations to the board of Directors, making recommendations to enable the development of footfall and sales revenue. 

In my first year with the company I won “Development Team Of The Year” award for a site in Berkshire. The site also went on to win an accreditation for the standards of presentation, recognised by the NHBS (National House Building Society) responsible for enforcing developers build quality. 

1st place for “Development Team Of The Year” at KingsOak Homes. Top seller at KingsOak Homes across the Thames Valley region for two years running. Successfully completed the Gold Award Accreditation Scheme in responsible property selling.