Masters in Digital Media addressing issues in interactive design, interactive media, the internet and its applications, digital solutions for the industry and the public sector, usability design, effective digital media project management, digital audiences and audience research, digital interactive television, mobile communications, and new media ownership.
Online / Ecommerce / Aquisition
Upper Second Class Honours - 2.1
The Department of Sociology at the University of Leicester is one of the most prominent and influential in the country. One of the first departments of sociology to be established in Britain, it has a long and well-respected tradition in both teaching and research. There are few branches of the discipline in which it has not had some influence.
Digital Marketing Manager
In 2015 I joined the UK’s leading charity supporting people affected by sight loss. With the overall remit to develop and implement digital marketing strategies in-line with the overall Guide Dogs marketing and communications strategy. Ensuring all digital marketing activities promote, protect & differentiate the organisation’s brand. Protecting & improving Guide Dogs’ image & reputation online, raising its profile regionally, nationally & internationally through the development of its online presence.
One of my overriding challenges has been to start an affective audience profiling and segmentation project to identify key areas for new audience growth. Alongside implementing an ongoing paid acquisition journey, identifying key customer touch points and starting an acquisition funnel in order to identify relevant customer stages for different content and creative delivery with the primary aim of increasing our audience and increasing advertising ROI.
My major achievement in this role to date has been my set up and management of the ITV This Morning partnership with the primary goal to identify and grow a new younger audience for Guide Dogs leading taking them on a cost effective path to donation.
Acquisition via all online channels including PPC, SEO, display and display retargeting, organic and paid social media and Email.
Responsibility for all key brand social media channels.
Production and management of digital content and editorial for use across a broad range of online platforms, including outreach, online PR and onand off-site SEO.
Delivering key insights and business wide reporting to enable ongoing profitable increases in traffic whilst reducing costs.
Monitoring and advising on onsite conversion to improve online UX based on web analytics and audience research.
Research and engage with new online audiences in order to deliver long term sustainable growth within an increasingly strict third sector environment.
Contractual consultancy work for small businesses and non-profit charities with limited budgets to achieve an effective online presence. Website design and development, advising on marketing and strategy and undertaking web analytics, reporting on performance and providing insight.
Online Marketing Manager
Online Marketing Manager for the UK’s leading bed retailer, Dreams. In this role I had full responsibility for strategy, online traffic and sales acquisition, with full P&L responsibility, pivotal to the expansion and development of the Dreams business objectives of increasing online market share, improving profitability, and increasing revenue. In my time in this role I more than doubled year on year online revenue, whilst halving CPA. In 2013 online revenue in the first two weeks of January outperformed quarter one of 2012.
I was fully responsible for natural and organic search channels, including full P&L and strategy ownership, responsible for seven figure PPC budget. I was successful in rapidly increasing market share and revenue from both channels, succeeding in achieving a sub £2 CPA for organic sales.
From 2010 onwards increased the profitability of the online channel from a blended acquisition cost per sale of £130 to £30 whilst growing revenue to provide a £2M incremental revenue year on year.
Responsible for paid and organic search channels, including full budget and strategy ownership.
Renewed PPC strategy into key product areas and related ad groups, considerably increased keyword universe, identified relevant customer journeys and produced landing page and deep link strategy to significantly increase revenue and ROI from the PPC channel.
Developed and implemented natural search strategy to increase conversion and ROI and reduce expenditure by aligning and consolidating SEO, PPC, Social media and online PR as an integrated approach rather then isolated channels. Considerably increased target keyword volume and increased overall market share.
Developed Dreams affiliate strategy and re-launched affiliate channel, introduced tiered payment and reward system, introduced online voucher scheme, to maximise conversion and ROI.
Digital Project Manager
Responsible for the project management and delivery of both B2C and B2B marketing campaigns and technical projects delivered to drive revenue and increase market share within the highly competitive online dating sector. Responsible for the content management and updates of core B2C websites, covering all content and creative changes.
Delivered B2C ‘Flirt’ brand dating site www.flirtfix.com. Including full technical and creative production, implementation, customer communications, PPC, and social network launch campaign.
Reviewed, re-launched and managed the PPC campaign for B2C dating site Sinlges365, landing page testing, keyword analysis and ad copy production. Improved CPA on PPC budget by concentrating on targeted demographics and niche audiences, as opposed to expensive generic and popular keywords.
Delivered customer welcome e-mail marketing program – including discount code scheme ongoing e-Mail marketing and exclusive loyalty discount scheme. Improving return membership rates by 30%.
Managed international launch of B2B White Label Dating platform and promotional campaign, including display advertising, social media, PPC and SEO.
Website & Online Marketing Manager
Responsibility for all areas of website performance, content managment and and online marketing, creating a better customer experience of three.co.uk and three.ie to drive online sales, improve customer retention and support retail and wider brand awareness and ensure seamless integration with the wider marketing mix. Responsible for online marketing budget, SEO, PPC, affiliates, display advertising, online PR and social media.
Managed three.co.uk , ongoing site design and development, user experience, design and content development inline with wider marketing, brand and business objectives to optimize both customer acquisition and retention.
Initiated and produced 3’s first social media campaign – Facebook ‘Skype friend finder’ campaign for Skype phone launch. Resulting in 40% increase in Skype users on 3 in first two months. Produced INQ phone – ‘Gok Wan’ social media campaign. Micro site to support store visits, including blog, photo gallery, competition and e-mail alerts, Facebook and Twitter groups. 20% increase in online INQ sales against a typical handset launch.
Ongoing display advertising campaign management inline with wider ATL marketing campaigns, including micro site development and promotion and online competitions.
Managed ongoing SEO for three.co.uk and content production including onsite SEO copywriting, link building, worked with PR teams to identify ongoing article syndication, bloggers, and online press releases to maximize natural search rank.
Worked as part of a cross-functional team including business managers, customer experience team and designers to conceive, articulate, create and maintain marketing content across global sites. Including copy and content management for websites and email marketing campaigns.
• Website content production and management
• Image production and editing
• Build and management of web pages within CMS
• Performance reporting and analytics
Managed the production and launch or River Thames digital resource in association with the British Library and National Lottery New Opportunities Fund. Focus on the production and management of onsite content including image capture and digitisation, cataloguing and archiving.