Digital and marketing strategy and delivery including ecommence.
As senior consultant, working on the Co-operative Group brand, I developed a commercially driven CRM marketing strategy for Food Stores, Retail Banking, Insurance, E-store, Pharmacy, Travel, Funeral care & Motor, to ultimately generate an additional £100m in revenue. The strategy included: ⢠Develop a cross sell strategy for customers to âshopâ across the Group ⢠Identify the correct store layouts by using customer data specific to the geographical location ⢠Develop proposition by channel including stores, retail banking, online & traditional media ⢠Increase the basket size of food customer through a targeted loyalty programme ⢠Develop a growth strategy to increase sales by stores and ensure uptake of digital offers ⢠Define marketing channel preference for customers ⢠Define marketing budget by channel, media & business unit to ensure commercial ROI ⢠Lead insight project
I managed the Marketing department at MWEB (largest internet service provider in South Africa) which comprised of ATL, Online, CRM, PR, Social Media and Retail â managing a team of 9. Reporting into the General Manager, I was responsible for developing and implementing the marketing and communications strategy for MWEB to ensure that the brand continued to maintain and grow through achieving sales targets and reducing churn. ⢠Relaunched the brand and repositioned it to ensure 15% in market share ⢠Established and set ROI targets for all marketing channels o Apply rigorous tracking and analysis to determine ROI ⢠Lead, develop and oversee all marketing, online strategy and plans ⢠Launched social media platform for the brand including dedicated YouTube channel, two Facebook pages, Twitter â youtube.com/mweb; facebook/mweb; facebook/freethewebSA ⢠Lead creative direction for effective marketing programmes in order to drive brand and product awareness, and sales ⢠Develop CRM strategy in order to achieve churn targets and improve up-sell, cross-sell and ARPU targets ⢠Oversee statistical analysis to assist with decision making in CRM, and database management ⢠Control marketing budget ⢠Manage all partners (agencies) ⢠Provide strong, effective and highly visible leadership to the Marketing team in order to capitalise on their full potential ⢠Manage all research
I was responsible for the consumer marketing campaigns for MSN, bing.com and Windows Live brands. I lead a team of Marketing Managers who planned, developed, executed and tracked marketing campaigns, in order to profitably drive acquisition & engagement for our product groups. I was specifically tasked to: ⢠Launched the bing.com brand with a media plan that drives usage and search queries o Set the marketing strategy for Bing ⢠Increased usage and adoption of bing.com & MSN so that it has an immediate impact on business revenue o Manage the Marketing budget to ensure ROI is reached ⢠Increase awareness and usage of Windows Live & Bing.com in order to increase market share ⢠MSN is to enhance engagement, and increase the number of page views, and time spent online per user ⢠Deliver all marketing campaigns (including media buying) by finding cost and process efficiencies (ROI focused) ⢠Establish marketing strategies that increase Microsoftâs penetration in each of the online product areas ⢠Ensure that both CRM & SEM drive innovation with the annual programme and deliver targets: o CRM - CPC of c£0.01 o SEM - CPC of c£0.05 o Display ads - CPC of C£0.50-£1.00 ⢠Manage central the Marketing budget of £20m (creative, media, PR) and relationships with agencies ⢠Drive the CRM and SEM programmes to exceed targets and ensure âworld classâ best practices ⢠Be accountable for Marketing strategy with particular emphasis on enhancing ROI ⢠Drive a sponsorship programme that increases brand awareness and indirectly ROI
I was responsible for ensuring that Direct Line, Churchill and Green Flag Brands drive commercial success and supports RBS Insuranceâs drive to hit demanding targets. RBS Insurance is a very matrix led organisation, which meant my role had to influence stakeholders at various levels including Board Executives. I also, successfully managed the launch of Direct Line for Business (commercial insurance) in the UK SME marketplace. Details of my role: ⢠Development of cut-through advertising ⢠Managed budget of £55m (media and creative) ⢠Lead a Brand team with the creation of new ATL creatives each year and focus on cost efficiency ⢠Introduced and planned customer segmentation ⢠Project managed the brand launch of Royal Bank of Scotland Insurance in USA and Canada, including agency selection, product development, brand review, advertising roll-out, media planning ⢠Developed the strategic direction for Direct Line, Churchill and Green Flag brands ⢠Manage costs, process improvements and/or efficiency to contribute to the profitability of RBS Insurance ⢠Responsible for developing & monitoring brand metrics and taking corrective action as appropriate ⢠Manage a team of 6 including 2 in-house designers ⢠Management of all agencies (creative, media and research) ⢠Manage business plans, strategies, resources and budgets to ensure profitability, efficiency and effectiveness of the team
My role involved managing above-the-line (including through the line) campaigns for various parts of the business, ie. legal services (personal injury), breakdown, finance (credit cards & loans), windscreens, BSM (retail). I also managed the relaunch of the RAC brand. My role also involves the overseeing of all direct response activity in particular generation of sales and revenue. Oversee an internal services department that strategically plans and implements all marketing communications within RACâs Consumer Division: ⢠Managed the relaunch of RAC brand including new design guidelines and logo ⢠Manage the planning, media buying, creative development, production, measurement and evaluation of all brand activity ⢠Managed brand architecture and internal alignment ⢠Manage the increase of sales/revenue directly linked with campaigns ⢠Customer segmentation & brand tracking ⢠Align the Brand in France for European motorists ⢠Develop brand and advertising objectives and strategies including on-line ⢠Develop customer propositions including New Product Development ⢠Qualitative and quantitative analysis including audience research ⢠Manage the overall marketing budget, developing annual plans for spending across all the key areas ⢠Managed the sponsorships of Surrey cricket (2004-5), Formula Zip car racing (2002-5), BTCC Championship, Disney film âCarsâ (2006), Channel 5 movies (2003)
My role is to leverage Direct Choice as an online financial services aggregator by creating and implementing a strategy that will optimise the marketing and profitability. Responsibilities include: ⢠Conceptualise and implement an appropriate product suite for the aggregator ⢠Develop and implement an effective cross selling strategy ⢠Responsible for creating and executing the marketing communications and commercial strategy for Direct Choiceâs product portfolio ⢠Develop the full range of marketing and commercial objectives across products ⢠Ensure revenue generation of c.R25m
Matriculation
Gadget & technology freak! Travelling into Africa Scuba diving
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