Group Marketing Manager
Mackenzie Jones
مجموع سنوات الخبرة :24 years, 2 أشهر
Online and offline marketing across 4 brands within the group
RESPONSIBILITIES:
• Worked with clients across F&B, Health & Beauty, Retail industries to create a social media strategy that collaborates with marketing, offline PR and advertising campaigns, research top influencers, competitors, and trends in clients’ industries.
• Created timely and engaging content optimised for platform used and intended audience.
• Monitored sites for customer service opportunities and initiate conversations on behalf of the client.
• Analysed and report social media actions on a monthly basis for successes and new opportunities.
• Created engaging and professional visuals that reflect client and their brand objectives.
• Attended events to post live social media coverage for clients.
ACHIEVEMENTS:
• Influencer campaign #nomakeupmakeup for a Dubai-based aestheitic clinic created 270 selfies posted by women and 16% increase in Instagram followers in one month compared to an average of 5% followers.
RESPONSIBILITIES:
• Worked with B2B/B2C (Fitness, Fashion Brand, Hotel, Software industries) evaluating their digital presence and proposing changes to benefit the business.
• Reviewed social media presence ensuring the all platforms are set up correctly and troubleshooting making any required changes.
• Managed daily operations of clients across Facebook, Twitter, Instagram, Pintrest, Google+, Linkedin, YouTube, Yelp, Foursquare
• Paid advertising campaigns on Twitter, Facebook and Yelp.
• Developed strategy of custom audiences on Facebook to capture unique visitors.
• Provided customised monthly reports and analysis to clients and offer guidance for improved strategy and campaigns moving forward.
• Worked with clients to train and develop their knowledge of social media and what is required for engagement.
• Created content and blog calendar to share on social media to drive traffic and engagement with websites.
• Audited the website and Google Analytics implementing SEO tactics to improve rankings with links and web optimisation.
• Created E-newsletter and campaign emails to generate leads and client retention.
ACHIEVEMENTS:
• Designed and created content for a new personal trainer website www.morefit.co.uk where the main objective was to create a user-friendly site focussed on lead generation. Increased traffic by 56% in 3 months and reduced bounce rates by 17%. Ran a Twitter campaign to find and engage with social media influencers in the fitness industry for MoreFit resulting in online articles by fitness bloggers. Created download diet plans to grow and create an effective email marketing list. The website and social media increased the positioning the brand in the London fitness market both with search rankings, link-building and increased sales.
RESPONSIBILITIES:
• Within the Marketing team, my role supported the Service Teams as an internal agency with specific focus on Professional Engagement (B2B) within the charity.
• Coordinated monthly email marketing campaigns to different segments in the healthcare sector. Followed up with in depth report tracking KPIs.
• Developed a new Linkedin initiative to regularly post within relevant group to raise awareness.
• Marketing and promotion of the annual learning and development event for Macmillan professionals nationwide.
• Implemented effective marketing plans and campaigns for our products and services, to agreed objectives, within budget and to deadline.
• Gathered market research via SurveyMonkey to inform decision-making.
• Created customer focused content.
ACHIEVEMENTS:
• Increased email open rates by 8% with re-mailing campaign.
Part of the Group's Digital Marketing Team overseeing various brands:
THE COLOR COMPANY - High street print company
THE WREN PRESS - Luxury, hand-crafted stationery and invitations - Supplier to the Royal Family
MOTOR CAR PAGES - Automotive classified adverts in print and online
LOOT - National UK classified advertising online and in print covering 300 categories including property, motoring, travel, home & garden
LOOT RECRUIT - Recruitment classified advertising in print and online
BARGAIN PAGES, FREE ADMART - Localised classified advertising in print and online
RESPONSIBILITIES:
• Developing the quarterly marketing plans including events and strategic goals.
• Planning and implementing multi-channel campaigns.
• Directing designers creating offline promotion such as corporate literature, POS and window displays whilst adhering to the project deadlines.
• Planning and creating email campaigns including trigger and automated to retain and acquire new clients.
• Performing database management and cleansing.
• Experience of CRM - ACT and SAP.
• Engaging with fans/followers across social media platforms - Facebook, Twitter, Google+, LinkedIn.
• Planning and implementing social media campaigns for brand awareness and acquisition including promotion through Facebook Advertising.
• Managing web and blog content with hands-on experience of amending Wordpress websites.
• Liaising with UX Designer and Web Developers to rebrand and redesign all sites in the group, planned execution over the next six months.
• Researching competition and evaluate staff and customer feedback as well as meeting agreed company objectives for rebrand, better user experience and enhanced upselling features.
• Liaising with external agencies or consultants for SEO, PPC and social media.
• Reporting and analysing KPI’s from email, social media and Google Analytics.
• Measuring ROI and introducing new revenue streams in line with the company goals and objectives.
ACHIEVEMENTS:
• Built a Facebook Calendar App in December 2013 with automated data collection to the ESP. Resulted in 700% increase to loot.com compared to same period previous year. 24% increase in Facebook likes. 2900 competition entries. Upsells on the app adverts to ensure the clients’ exposure.
• Coordinated Motor Car Pages stand at Autosport International exhibition. This included directing the design of the stand and corporate literature coupled with marketing such as editorials, surveys and competitions for acquisition. The £5k spend was within budget and generated leads sales that turned into advert sales of over £20k with this figure rising each quarter with renewals.
• Developed email lifecycle marketing strategy for the impending launch of the rebranded loot.com
RESPONSIBILITIES:
• Designed for clients across 8 branches for print, digital and email marketing. Projects included brochures, POS, direct mail to exhibition graphics.
• Designed and implemented integrated marketing campaigns internally and for clients.
• Account management and building client relationships.
• Copy writing and content creation across the website, blog and email marketing including managing the SEO and keywords on the website.
• Photographed product samples for social media and the websites.
• Increased social media engagement through Facebook, Twitter, Google+, Foursquare
• Reported and analysed KPI’s from social media, email campaigns and department revenue.
• Introduced preference-based newsletter subscriptions to develop a programme of dynamic content emails.
ACHIEVEMENTS:
• Set up, developed and managed the Design and Marketing Studio within the print company growing sales to £120k annual revenue within 1.5 years.
RESPONSIBILITIES:
• Managed a team of 6 people in a high street print store.
• Attended client sales meetings and negotiated prices to win business.
• Managed and ensured production deadlines were met.
• Negotiated costs with external suppliers to gain maximum profit.
ACHIEVEMENTS:
• Regularly achieved monthly targets between £80-100k per month.
Graphic Response is the licensee for printing.com London area, , a pioneer in B2B print solutions for SMEs with 5 branch offices and a combined annual
turnover of £3 million.
RESPONSIBILITIES:
• Developed and implemented processes for customer retention and service level improvement.
• Improved recruitment, staff training, retention and advancement through formalised means.
• Updated KPI’s on a monthly basis indicating areas that required improvement and implemented new systems accordingly.
• Developed a monthly marketing plan for the team to follow.
• Included sales calls, POS, mail-shots, e-shots, targeted marketing, and exhibitions at major London centres.
• Supported the MD in expanding the territory by selling more franchises in Central London through data collation and presentations to prospectives on the potential of printing.com.
• Conducted weekly team meetings to coach in new developments.
• Contributed towards printing.com’s product development, features, requirements, interface.
ACHIEVEMENTS:
• Developed new lead generation programme resulting in doubling the turnover and increasing the gross margin at the London flagship store.
• Won ‘Service Superstar Award’ four times (internal national award nominated by customers).
Following a part take-over of The Color Company, continued to develop 2 central London print stores with an annual turnover of £350k.
RESPONSIBILITIES:
• Implemented processes to manage workflow and job allocation on a daily basis to ensure deadlines are met.
• Recruited and trained teams in sales process and customer service to push the business forward.
• Maintained strong supplier management skills for outsourced jobs.
• Reported internal sales figures on a monthly basis indicating areas for improvement and success.
ACHIEVEMENTS:
• Grew the Soho franchise, supported 4 print stores and opened 1 new site. Combined total of 10 employees and in excess of 600k annual turnover.
• Developed new lead generation programme increasing sales by 400% in 3 months.
• Commended with ‘Strategic Merit Award’ for excelling in the company.
• Set up a new business division increasing revenue and raising the printing.com profile within Glasgow.
• Achieved a turnover of £192k in year one rising to 340k in year two.
• Handling inbound sales enquiries and lead generation.
• Member of a BNI (Business Network International) chapter involving weekly business breakfasts.
RESPONSIBILITIES:
• Set up a new business division increasing revenue and raising the printing.com profile within Glasgow.
• Handling inbound sales enquiries and lead generation.
• Attended weekly business networking breakfasts as a Member of BNI (Business Network International).
ACHIEVEMENTS:
• Achieved a turnover of £192k in year one rising to 340k in year two.
MODULES: 1) The opportunities of digital marketing 2) Understanding the online marketplace 3) Digital marketing strategy development 4) Financial analysis and performance development 5) Using digital channels to add value to brands 6) Gaining customer knowledge and insight 7) Developing relevant customer communications 8) Managing integrated marketing communications 9) Campaign control and coordination 10) Digital channel management 11) The digital future landscape and trends.
MODULES 1) Strategic Decisions in the Fashion Marketplace 2) Consumer Led Fashion Marketing 3) Digital Fashion Branding and Delivery 4) Global Strategy; Challenges and Choices 5) Contemporary Issues 6) Personal and Professional Development
4 A LEVELs: Art & Design (Grade A) English Literature (Grade C) Mathematics with Statistics (Grade D) General Studies (Grade E)
9 GCSEs: Art & Design (Grade A) English Language (Grade A) English Literature (Grade B) Spanish (Grade B) French (Grade B) Mathematics (Grade B) Geography (Grade B) History (Grade C) Biology (Grade C)
