Summary

A senior B2B/B2C marketing specialist with fourteen years’ experience across multiple sectors and disciplines, and a proven track of record of implementing marketing strategies that deliver profitable growth.

A commercially-focused digital strategist - passionate about brand, UX and CRO - I’m used to leading teams that obsess about customer engagement.

Skills

Direct and Channel Marketing Strategies | Integrated Digital Marketing | Brand Marketing | Marketing Automation | Lead Nurture | E-commerce | CRO | UX & Design | Customer Segmentation | Marketing Analytics | Agile Project Management | Budget & Cost Control | Revenue Forecasting | Market Research | Marketing Infrastructure | Team Development

Work History

Work History
Apr 2015 - Present

Head of Digital Marketing

BrightHR (Manchester)

As one of the company's Operational Heads I'm responsible for creating and delivering a SaaS business plan and direct and channel marketing strategies that deliver on far-reaching commercial goals. It's the role of my team to embed and optimise a digital marketing ecosystem that integrates web, content, PPC, SEO, social media and marketing automation, alongside our offline communications. Presiding over all of this are our two core passions: UX and CRO.

BrightHR is a tech start-up (a cloud-based HR solution specifically for SMEs) backed financially by Peter Done. It's been my responsibility to recruit, install and develop a digital marketing function that is fully integrated with the Brand, Channel, Commercial, Sales, Services and R&D teams.

Jan 2015 - Apr 2015

Head of Marketing

Sage UK Limited (Manchester)

Seconded into the role of Head of Marketing, I was responsible for the marketing output of Sage Accountants Division in the UK & Ireland (the most profitable and in-growth segment). I led acquisition, retention and reactivation strategies for the Product, Channel and Digital teams. 

Reporting into the UKI Marketing Director I used this interim role to develop and embed shared processes for strategy & planning, campaign management and MI & reporting. I also focused on developing closer alignment with all UK segments, working on the Digital Steering Committee to help centralise all plans and budgets to drive cost efficiencies and improve ROI.

Jan 2013 - Dec 2014

Digital Marketing Manager

Sage UK Limited (Manchester)

Led the digital marketing function for Sage Accountants Division (UK & Ireland), overseeing all core elements of the digital strategy plus the Data & Analytics function. My team delivered contemporary digital  plans to support the Product and Channel marketing teams, in alignment with all other UKI segments (including SME and MME).

On joining Sage in 2013 there wasn't a dedicated digital marketing function with the Accountants Division; it was my role to recruit and integrate a digital team, creating a 3-year digital strategy to support the company's shift from desktop to Cloud software.

Oct 2012 - Dec 2012

Marketing Manager

BPP Professional Education (Manchester)

Responsible for planning and implementing integrated, TTL acquisition and conversion marketing plans for BPP’s Professional Qualifications (Accountancy, Tax, FS).

With the company relocating from London to Manchester I was responsible for embedding a new marketing team, ensuring a smooth transition whilst hitting company KPIs.

Feb 2009 - Sep 2012

Marketing Campaign Manager

Sage UK Limited (Manchester)

Led the planning, development and execution of the strategic (largely compliance-led) marketing campaigns for Sage Accountants' Division - supporting a product portfolio worth over £35m revenue per year.

I was also Editor of the division’s website and flagship magazine, Sage Exchange.

2006 - 2009

Account Manager

McCann Erickson (Cheshire)

Managed pan-European, multi-language B2B/B2C projects for a broad range of clients – including UPS, Clarks, Sage and ConAgra.

2004 - 2006

Marketing Executive

JD Williams
2002 - 2004

Marketing Coordinator

First Direct

University Education

Education
Sep 1998 - Jun 2001

BA Honours: English & Writing

Manchester Metropolitan University

Achieved 2:1

Key Achievements


As Digital Marketing Manager at Sage I launched 'Accountants Business Cloud': a solution for accountants wanting to partner Sage and re-sell our products. I negotiated a commercial partnership with dotMailer, providing white-labelled email client software exclusively for accountants. Through this service accountants could access a range of pre-loaded, personalisable marketing material to refer Sage software to SMEs, opening new revenue streams for Sage and its customers. After a successful Beta programme, the service attracted over 20 partners in the first three months.


As Digital Marketing Manager at Sage I implemented E-commerce and attribution modelling twelve months ahead of schedule. This was to address an imbalance in acquisition vs. cross-/up-sell, resolving a static active customer number and decline in new business revenue. 

This involved working with a key strategic team to agree fixed pricing and align to all internal systems/processes, boosting web traffic and ultimately enhancing the customer journey to deliver a vital new revenue source.