Head of International Marketing
Eteach International
Total years of experience :26 years, 11 Months
Head of International Marketing, Eteach International, October 2014 - current
• Devised the launch plan for Eteach International in the Middle East and Europe
• Produce and deliver brand building and tactical campaigns in line with the strategic plan
• Develop, manage and run teacher events including workshops, social events and roadshows
• Manage all communications; PR, digital marketing, direct mail, publications, radio and press advertising
• Devising and running social media campaigns in Australia, Canada and America to attract teachers
Working with companies in Dubai, US and the UK to provide marketing support, particularly focusing on business development, social media, marketing strategy and PR.
• Running events from small sales conferences to large scale exhibitions
• Assisting in the delivery of the communications plan for a ground breaking culture and arts event. Implementing the media plan and providing evaluation reports for sponsors and partners
• Devised the digital strategy for a new business including social media, SEO and PPC
• Developed sales collateral including presentations, case-studies and testimonials for a music management agency
• Conducted market research and analysis to identify new business and marketing opportunities for a major Dubai broadcaster
Head of Marketing, Myriad CEG Ltd, August 2011 - September 2013
Assisted the CEO to devise and implement the two year strategic plan. Produced the annual marketing communications plan and responsible for the marketing of three businesses, Rural Energy, Econic and Myriad Solar PV, whilst building the brand for Myriad CEG.
Key achievements
• Generated over £2.5 million in sales from marketing activity
• Responsible for securing more than £350k in PR coverage
• Oversaw an increase in quality sales leads from 40 to 160 per month
• Managed all communications: PR, digital marketing, direct mail, trade publications, social media, speaking opportunities, stakeholder engagement, shows and exhibitions
• Crisis management providing strategic advice on media relations and brand protection
• Managed a programme of award entries which resulted in Myriad CEG being chosen as finalists/shortlisted in major, prestigious industry awards, run by H&V News, Greenbuild and the Renewable Energy Association
• Devised and implemented an internal communications plan, which significantly improved the flow of key information through the business
• Managed an internal marketing team of three and a marketing budget of £300k as well as commissioning and managing additional support from outside agencies, communicating key strategies and ensuring they delivered to meet and exceed targets
• Managed three Salesforce systems and used Salesforce to monitor campaigns and for management information. Evaluated effectiveness of campaigns using robust metrics
• A member of the Executive Committee
To assist Director and Chair to develop the three year strategic plan and produce a supporting marketing strategy and annual communication plan. Manage a team of four to run events and produce marketing materials and liaise with project managers to support them to meet key objectives. Manage relationship with all suppliers and agencies.
Key Achievements:
• Produced and delivered the marketing and communications strategy to support the targets of the strategic plan
• Managed all communications; PR, digital marketing, direct mail, publications, radio and press advertising
• Devised e-marketing strategy for disseminating information to teachers and other key practitioners
• Developed concept and content for five websites and designed bespoke CMS systems
• Created a range of literature; 65 publications per annum, with corresponding exhibition displays and presentations
• Managed a marketing budget of £600k
• Ensured robust monitoring and evaluation systems were in place to measure ROI
• Conducted market research using a variety of methodology
• Ran social networking campaigns including YouTube, MySpace, Facebook and Twitter
• Devised several digital marketing campaigns utilising PPC and SEO
• Set up and ran 30 conferences, seminars and events from 20 -1, 000 people
Marketing Manager, Holland & Barrett, January 2003 - January 2004
Developed and managed the marketing strategy. Presented at Board level and secured agreement for campaigns and marketing spend, managed 22 campaigns per annum for GNC and Natures Way and produced materials for 70 stores, through concept and design to delivery. Managed and developed the GNC 'Gold Card' loyalty card which involved managing a database of 90, 000 members.
Key Achievements
• Managed the marketing for 500 H&B stores whilst the manager was on maternity leave
• Selected as part of the strategic team to manage the acquisition of GNC and provided strategic PR and media advice, which was successfully managed with no negative publicity despite 150 job loses
• Managed all marketing activity which involved campaigns, digital media, advertising, print buying, competitor analysis, store communication and managing mystery shopping
• Analysed buyer behaviour of Gold Card members to measure the effectiveness of mailings and developed strategies which led to a 13% increase in membership
• Implemented a major review of branding and store launches, which resulted in the successful introduction of own label product design and radically different promotion
• Managed a team of three with a budget of £320k
• Successfully led all online marketing campaigns for H&B and GNC
Regional Marketing Manager, Trinity Mirror Newspaper Group, Sept 2000 - January 2003
Developed a marketing strategy to launch the digital division of Trinity Mirror in the Midlands. Key responsibilities: branding, communications, online marketing and market research.
Key Achievements
• Developed and implemented marketing strategy and communication programme for the Midlands, activities included media buying, outdoor advertising, radio, press, print and liaising with key agencies
• Subsequently selected to devise and implement launch campaign for icLiverpool and icHuddersfield after the successful launch of the Midlands site
• Responsible for all sales support materials including sales packs, presentations and rate card. Also accompanying sales staff when required to present to key accounts
Graduate Marketing Executive, Northcliffe (Daily Mail and General Trust), July 1996-October 1999
Supporting the Marketing Manager with branding, product development, communications and market research. Seconded one day a week to support the marketing and development of local websites.
Key Achievements
• Worked with the Marketing Manager and Editor to redesign and rebrand the Leicester Mercury. Worked with brand consultants New Solutions
• Developed and produced all sales literature and sales presentations as required
• Conducted market research with large agencies such as RSGB and NOP
• Chartered Postgraduate Diploma in Marketing (Chartered Institute of Marketing)
BA Hons Law, Marketing and Accountancy