Northampton School for Boys

The Nottingham Trent University

Senior Global Strategic Marketing Manager at HSBC

London, London, United Kingdom

HSBC

Senior Global Strategic Marketing Manager

Responsible for NOW TV’s CRM strategy, I have fostered a much-needed relationship with the data tech team to collaboratively optimise the customer lifecycle and launch prediction models/ test and learn CVM programmes to optimise engagement, retention and revenue opportunities across a subscriber base of 2.5M customers. •	Define business wide contact strategy with a focus on data led audience segmentation, aiming to retain and drive revenue whilst enabling NOW TV to test and learn with agility •	Build out customer lifecycle with key programmes to engage and retain and increase lifetime value of subscribers•	Manage senior stake-holders, obtaining buy-in for business cases, campaigns and work streams•	Plan and develop annual, multi-channel, CRM roadmap with a focus on optimisation and revenue•	Redefine key engagement drivers and KPIs based on data-led insight•	Manage and develop 2 direct reports  KEY ACHIEVEMENTSContact Strategy: Devised scalable framework for the business-wide contact strategy, aiming to retain and drive revenue whilst enabling NOW TV to test and learn with agility and build a customer lifecycle in expedited timelines.  Churn Models: Worked with Data Tech to deliver churn propensity models that will ladder up to an NBA model & pushed the business to adapt KPIs in line with industry standards for a subscription business: Lifetime Value & ARPU.  Personalised Recommendations: Briefed Data Tech team on the requirements for a content recommendation algorithm & led a cross-functional team. Devised, project managed and launched testing plan.  Game of Thrones: Devised revenue focussed engagement and growth campaign by segmenting customers based on their viewing behaviour, product-holding and life stage; ensuring over 60% of season 8 acquisitions were retained.

NOW TV

Senior Marketing Manager

Sitting across the Brand & CVM team, my role was created to develop and deliver the B2B marketing strategy, ensuring TTL integration of direct marketing communications and seamless messaging across B2C & B2B audiences to support ad sales/ revenue targets. ●	Define annual commercial marketing strategy & manage campaigns and marketing budget●	Manage senior stake-holders, obtaining buy-in for business cases, campaigns and work streams●	Lead cross functional teams between Marketing, Editorial, Tech and Commercial to monetise the customer base, identifying revenue opportunities and developing data led go to market strategies ●	Develop TTL B2B & B2B2C strategy for products/platforms and launches●	Line management and development of 2 direct reportsKEY ACHIEVEMENTSNews IQ - Marketing lead on business-wide data revenue project: Working in a cross-functional team, defined a more efficient data-collect strategy that is GDPR compliant, benefiting Marketing, Commercial and Editorial, in order to better drive revenue.Monetised The Times subscriber base via CRM: Led cross-functional team with data tech to create a tiered segment set based on affluence and interest.Style Beauty Awards - Relaunched and increased revenue (+60% YoY) and engagement (+100% YoY): - Developed & project managed end to end B2C & B2B direct marketing campaign, including voting site build, customer journey, advertiser comms and creative development.- Resulting in doubled voter engagement YoY from 500K votes to 1M.Relaunched two luxury supplements in The Times and Sunday Times stable (Style & LUXX): - Project managed the B2C and B2B go to market plans. - Resulting in a successful first year for LUXX, up 20% on revenue to forecast and Style’s launch issue hitting it’s £1M advertising revenue target.

News UK

Marketing Manager (CVM & Commercial)

In-depth understanding of identifying opportunities to devise strategic programmes/targeted campaigns with a view to deepening customer engagement & loyalty - in turn reducing churn.Key responsibilities:In-depth understanding of behavioural marketing, identifying opportunities to develop strategic programmes/ targeted campaigns with a view to deepening customer engagement and loyalty - in turn driving revenue & reducing churn.●	Planning and managing the delivery of engagement programmes and campaigns●	Identify and optimise churn reducing/revenue driving opportunities in the customer lifecycle●	Analyse and report on results/ KPIs to the business●	Manage budgets ensuring that plans are executed within the annual budget●	Manage relationships with agencies and suppliersAchievements: Cross Sell - Identified cross sell opportunities to maximise revenue through behaviourally targeted campaigns generating incremental revenue and reducing churn Price Migrations - Managed & delivered two price migrations, moving customers to new price points. Resulting in £9.3m in additional revenue for the business.Launch of TNL’s new website and SP apps - Ensured marketing comms & touch points provided guidance & a smooth transition with minimal disruption to the subscriber experience. Through a behaviourally targeted campaign, drove an incremental 20% of the target audience to download or experience the new site/ apps.Content Recommendation Programme- Developed programmatic communications plan for algorithm based content recommendations. Liaising with Tech, Editorial and Analytics to brief the algorithm, campaign build and content taxonomy.

CRM Executive

Devise, plan and run marketing campaigns , with an annual budget of £2million with a view to engage both new and existing audiences. Subsequently driving new footfall/sign-ups and increasing incremental visits whilst raising brand awareness.Train and manage operational team to successfully deliver marketing operations.Devise plan and run VIP PROGRAMME events.Responsibility for all social media External and internal communications.Management of film / production of media projects.Statistical analysis and marketing reports.Charity relations project management.

Aspers Group

Marketing Executive

Key Projects:-Creatively led and managed national brand profile raising competition based around Rank's 75th anniversary, generating coverage in 5 national titles and over 40 pieces of coverage in regional titles. Managed the PR strategy and internal communications for two £1m refurbishments & relaunches.Organised the logistics of and managed the £18,000 budget for a national fundraising activity (100 Runners from across The Rank Group estate) to run in the GNR for The Rank Group’s charity partner- Marie Curie Cancer Care, raising approx. £55,000 and ensuring that the Rank group hit its target of raising £1m by Dec 2012.General Responsibilities:-Manage budgets Manage PR agencies throughout projectsCrisis managementDeal with the press daily CSR requests/ photoshoots/events management and assistance Liaise with suppliers for relevant projectsGenerate new and innovative profile raising ideas Monthly CEO report on coverage Create and update coverage analysis charts Worked on Rank brand book and heritage at HQ Distribute the press cuttings daily Manage and update key news stories on RON and distribute weekly news Approve and invoice for filming requests across the estate Written and submitted awards entries Managed Rank social media platforms Managed department interns General department administration.

Rank Group

Communications Assistant

Create and send out emailers/press releases/event invites.Plan and oversee all brand events.Liaise with international media contacts to secure editorial and PR coverage.Liaise with celebrity agents for possible media coverage.Maintain PR calendar and meetings diary.Create and send out weekly PR reports for clients.Maintain client social media platforms.Proactively promote all clients to media contacts.

She Is PR

Freelance PR for Matching Models and She Is PR

Create and send out emailers and press releases.Liaise with media contacts to secure editorial and PR coverage.Create and send out monthly PR reports for clients.Maintain PR calendar and meetings diary.Liaise with celebrity agents for possible media coverage.Proactively promote new products/brands to media contacts.

instinct pr

Freelance PR

Internal communications between buying office and stores.Send out lookbooks and PK folders to store.Brief store staff on SS12 lines and trends.Check orders on a weekly basis.

Armani

Freelance

Responsibilities: Send out samples and sample images. - Liaise with journalists and buyers. - Provide weekly PR reports. - Arrange couriers. - Write press releases including trend forecasting. - Brief designers on SS12 press lookbook. - Pick samples for SS12 press lookbook. - Monitor and create social network report. - Visualise internal communications, digitally and physically. - Visualise brands' business award entries.

Signet

Freelance PR Assistant

Liase with buyers and press, send out SS12 Lookbook and press invites.Obtain editorial for SS12 line through press contacts.

Studio Nicholson

Marketing & PR Assistant

Responsibilities: Development of a 5 year marketing plan. Redesign of the brand’s website, merchandising, adverts and in-store literature, which involved liaising with printers, website coders and the advertising department of both local and regional publications. As a result of the rebrand (specifically the website) Vogue approached Berties and offered the brand a promotional feature, in the ‘most desirable.com’ segment, in the September 2011 issue.

Elena McMurdo

Elena McMurdo