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Work Background
Motorway Head Of Product Marketing
Jun. 2022 - Jun. 2023London, England, United Kingdom- Set-up of product marketing function across business
- Development and delivery of 3yr product marketing strategy including new feature launches, seasonal acquisition campaigns, and adoption-driving programmes
- Management of product value proposition and messaging frameworks, including user testing for naming and brand architecture
- Responsible for increasing internal product visibility through lunch-and-learns, product index and workshopping
- Partnering with cross-functional senior leadership and strategy steercos to identify user needs and sharpen product offering based on the competitive landscape and customer feedback
- Design and development of new, and existing, marketing programmes (e.g. sales documentation, product videos, merch etc.) to articulate the benefits of our products and features
- Agile working in fast-paced, founder-led start-up/growth environment
TrainlineGrowth Principal, UK & Sustainability
Mar. 2022 - May. 2022London, England, United Kingdom- Design, development, and implementation of communication programs - Develops and evaluates pricing strategies and structures within the marketing budget
- Design and maintenance of campaigns to promote Trainline's products through online growth channels
- Establish and manage the cross-functional relationships to ensure marketing stays strategically aligned with the businesses digital goals
- Tracks usage trends across app and web, including number and quality of visitors and advertising campaign impact
- Ensure Trainline app and website provide up-to-date and comprehensive product/service information that is easily available to existing and potential customers
TrainlineHead Of Product Marketing
Sep. 2020 - Mar. 2022London, England, United Kingdom- Develop Trainline’s product go-to-market strategy including briefings to marketing teams, development of product narratives and the design and delivery of effective cross-channel marketing campaigns - Ensure understanding of our key market, customers, and competition to inform the strategic direction of both marketing and product ideas and development
- Work with senior Product and Research teams and operational leads to improve understanding of our customer experience through product education and adoption strategies
- Own the product positioning for each customer segment/journey type (eg: leisure, business, commuter) - Manage marketing channel programmes (eg: SEO, PPC, Display, Video, CRM), effectively partnering with performance channels to drive demand for our products
- Communicate the value of the new products to the team and excite them with clear product narratives, in collaboration with the Product, Analytics, Commercial and Brand teams
- Own product marketing plan by market and, using customer insights, deliver country-specific plan as required
- Ensure we have the right content to market our product in line with our target audience behaviour. - Deliver briefs for creative content production for all marketing channels (eg: App, blog, digital video, display and outdoor etc.)
- Ensure we have the right marketing strategy to market our product in line with our target audience behaviour. Deliver briefs for media and comms planning for all marketing channels - Work with Analytic and Research teams to implement a measurement and tracking framework to manage performance/adoption on a proactive basis
TrainlineSenior Global Marketing Manager
Mar. 2020 - Sep. 2020London, United Kingdom- Define and execute go-to-market strategies and organisational coordination for new feature launches. - Oversee positioning, naming, external communications, competitive analysis and feature prioritisation in the marketing mix. - Communicate the value proposition of products and features within the product roadmap to channel leads, and wider business, and recommend effective product positioning that will attract and retain customers, to ensure adequate representation in overall marketing strategy.
- Understand the market, customers and competition to inform strategic direction of product marketing from discovery to GTM and beyond. - Use data-driven growth marketing methods to test the marketing mix, and ensure ongoing optimization for product features. - Develop actionable, data-driven insights to inform product and marketing strategy. E.g. Closing the feedback loop from customers
- Partner with commercial team to determine and ensure return on investment for projects.
- Orchestrate across a cross-functional team including marketing, comms, commercial, legal, operations and exec to successfully test and deliver new product features to market.
- Ensure we have the right content to market our product in line with our target audience behaviour. Deliver high-quality briefs for creative content production for all marketing channels (eg: App, blog, digital video, display and outdoor etc.)
TrainlineSenior Social Media Marketing Manager, Global
Mar. 2018 - Mar. 2020London, United KingdomGlobal social media lead, developing and managing social media strategy for brand and growth; new market activation, and social lead for product marketing. - Devise and lead global social media strategy with market by market localisation
- New market activation - Responsible for and manage the social media channels, their growth and day to day maintenance
- Lead and manage social media/content managers (3 people)
- Reporting for the social media channels, providing regular feedback on metrics and optimization to meet agreed KPIs and strategy
- Collaborate across Trainline on innovative marketing campaigns for all products and feature launches
- Work with the leadership team and senior stakeholders to develop their social media presence against corporate objectives
- Work closely with other areas of the business as the in-house social media expert and advise on marketing, content, platforms and channels as required.
TrainlineSocial Media Manager
Mar. 2016 - Mar. 2018London, United KingdomAs Social Media Manager I manage Trainline’s social media channels, developing owned and paid social strategy and managing the rollout of a new pan-European social media strategy; and project leading integrating marketing campaigns against commercial KPIs. - Devise and lead UK and European social media strategy
- Responsible for and manage the social media channels, their growth and day to day maintenance
- Reporting for the social media channels, providing regular feedback on metrics and optimization to meet agreed KPIs and strategy
- Collaborate across Trainline on innovative marketing campaigns for all products and feature launches
- Work closely with other areas of the business as the in-house social media expert and advise on marketing, content, platforms and channels as required.
OUI.sncfSenior Social Media Specialist
Jan. 2015 - Mar. 2016Kings Hill, KentCollaborate with in-house teams and external agencies to manage and coordinate promotions on social media and offline channels, ensuring the quality and relevance (sales channels and promotional communications) in order to meet sales volume and customer satisfaction targets. Key activities: - Business lead on social media strategy for 11 European markets, inc. UK
- Development and implementation of social media growth strategy for across markets as part of 2015 and 2016 Key Programmes
- Multi-market multi-channel community management via Facebook, Twitter, Instagram, Google and Pinterest
- Competitor analysis and gap analysis
- Lead time, product and customer analysis
- Social Media Merchandising in line with commercial objectives
- Project management
- Sales commentaries Notable achievements: - Increase in social media sales revenue - 56% budget savings due to introduction of efficiency practices - Project lead for in-house chat forum launch, an in-website customer self-help forum
Freelance Social Media and Content Marketing Consultant
Jan. 2012 - Mar. 2015London, United KingdomResponsible for delivering and supporting a range of digital initiatives for a variety of companies as a freelance consultant. This includes working with a client’s internal team and other internal & external teams/agents to deliver digital marketing projects, campaigns and content into digital channels. Key activities:
- Manage delivery of digital marketing activities to support sales, events and marketing campaigns
- Coordinate with specialist agencies (production, search, dev.) to support initiatives
- Expert knowledge of social media; all main platforms, strategy, development, testing and measurement - Writing and delivery of training courses, introductory to advanced level social media for business
Hidden BritainMarketing Officer
Sep. 2011 - Mar. 2015Godstone, SurreyCompany e-newsletter, case study press packs, social media updates, video analysis
House of CommonsAssistant Constituency Director (Gravesham)
Jan. 2011 - Mar. 2012GravesendI worked alongside local MP acting as his as eyes an ears in the constituency. This gave me a fantastic opportunity to meet with other local people and work through issues that were facing the community. - Case Work
- Acting as Representative
- Online Audit
- Public Relations
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