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.