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Work Background
Various industriesBoard advisory | Fractional CMO
Dec. 2024London Area, United KingdomI am currently board advisor and fractional CCO/CMO to small and scaling businesses. Working directly with the founder and/or CEO, I help them drive strategic goals to achieve growth. Clients include luxury beauty, media, entertainment, health and fitness to AI powered education. Skills I bring to the table as an advisor:
• Marketing Strategy
• Multi-channel campaign management and optimisation
• Brand and Creative Strategy and Development
• Product Design and Customer Experience
• Strategic Planning and Leadership
• Talent Development and Mentorship
ZopaVP, Brand Marketing and Experience at Zopa
Aug. 2018 - Dec. 2024London, England, United KingdomReporting into the CCO/CMO, with 12ms into the CEO during my maternity cover for the CMO. I performed an FCA approved Senior Manager Function and became a member of the banks Executive Committee. Responsible for:
• Marketing & branding strategies • TTL marketing campaign development & optimisation - TV, radio, out-of-home, podcasts, events, blogs & white papers, through to performance, social content & influencer marketing
• Social strategy & content creation - building branded social channels from the ground up
• Campaign management, effectiveness analytics & optimisations
• Product & proposition development, including go to market planning & implementation
• Branding & visual identity, Brand metrics, tracking & reporting, Brand architecture, Brand ToV & Governance
• UX&UI & service design • Research, customer insights & voice of the customer
• Information architecture - app & web
• All customer facing communications
• Full control of multi-million pound budget, including RoI reporting for all brand & marketing investments
• Team building & leadership of +25 high-performing individuals
• Relationships with award-winning creative, media & research agencies
• Executive Committee (12ms)
• Internal Communications (12ms) Key achievements:
• Within 12ms of activity, I grew • Overall brand awareness by +13ppt (+37%) YoY • Consideration by +1.8ppts (+14%) YoY • Brand trust by +4ppts (+6.1%) YoY
• Increased revenue • £5.9m of newly funded savings into ISA product within 10 weeks of activity from £150k media investment in 2024
• Developed best in class creative within category • 3 (of 4 developed in tenure) linear and BVOD creatives achieve top 10% scores in System 1 for Star, Spike and Fluency metrics • Consistently held position in TikTok’s top 25 creators for financial services, with content achieving average engagement rates of 1.09% (v’s ind bench 0.54% - 0.68%) & average watch time (secs) of 7.4 (v’s ind bench 2.5 - 2.8)
The Body ShopGlobal Creative Director
Aug. 2016 - Apr. 2018London, United KingdomReporting into the Global General Manager, my key objectives were to:
• Increase global Franchisee adoption of creative campaigns, driving improved consistent global brand representation
• Support global revenue growth by • Ensuring campaigns meet the strategic brief to achieve forecast sales • Ensuring campaigns cater for the specific needs of key markets with individual requirements • Enabling sales funnel expansion for profitable UK market via investments in digital channels I was responsible for:
• Marketing campaign strategy • Brand creative across all touch points - in-store PoS, visual merchandising, e-comm sites, owned & earned.
• Campaign ideation & execution across the full asset spectrum - print, digital, photography, art direction, retouching, video production, copy writing
• Strategy development for NPD launches in new & existing categories
• Product & gift packaging • Brand ambassador/influencer selection, messaging & content briefing • PR event creative
• Branding & visual identity, Brand metrics, tracking & reporting
• Creative leader in global TBS e-comm site overhaul to reduce path to purchase friction
• Full control of multi-million pound budget
• Leadership of 40+ multi-disciplinary in-house team
• Campaign presentation & buy in at all levels including the Executive Board, CEO, Zones & key Markets
• Navigated a complex organisational restructure following the sale of the business Key achievements & contributions:
• Within the 2017 12m revenue period • Campaigns contributed to a +5.7% total growth in annual revenue • I delivered the most successful Christmas campaign in the recent history, achieving; - Margin of 65% - first time in 3 years - E-com sales +6% globally - At home UK sales - +13.6% • Increased global Franchisee creative campaign adoption to 71% - a +9.7% increase YoY • UK market social channels YoY growth; +48% posts, +44% reach, +36% engagements, +49% followers
The Body ShopGlobal Head of Creative
Apr. 2015 - Jul. 2016London, United Kingdom
www.charlottewilkinsonstudio.comConsultant - Brand, Creative and Marketing
Jun. 2014London, United KingdomI provide brand, creative strategy and marketing consultancy for a small number of start ups and established clients, partnering with them to continually drive business goals forward and deliver measurable business impact. This work has formed the foundations of the Board Advisory and Fractional roles I currently undertake.
National TheatreCreative Director
Jan. 2010 - Jun. 2014London, United KingdomThroughout my tenure I was responsible for:
• Creative Marketing campaigns • Branding & visual identity of the National Theatre & all owned brands - including new brand identities for pop up theatre spaces, bars, restaurants & retail outlets
• Campaign creative across all touch points - print, digital, early social advertising & owned website • Campaign ideation & execution across the full asset spectrum - print, digital, art direction, photography & video production, copy writing
• Commission of world renown artists to create award-winning merchandising ranges
• Creative direction, inspiring leadership and mentoring of best-in-class in-house creative team Key achievements:
• Launching the brand globally through NT Live cinema broadcasts - reaching over 15m annually
• Personally crafting over 30 individual campaign creatives per year throughout tenure • Ideation and craft of the creative identity and campaign for the NT’s London 2012 Olympic programme
National TheatreDeputy Art Director
Jan. 2007 - Dec. 2009London, United Kingdom
National TheatreGraphic Designer
Aug. 2004 - Dec. 2006
Trinity LabanGraphic Designer
Jul. 2003 - Aug. 2004Greenwich, LondonWorking under a management team I was solely responsible for design and brand management of Trinity College and its sub and sister brands. Trinity is now part of the Trinity Laban Conservatoire of Music and Dance and whilst there I worked closely with external designers, Spy, to rebrand the company during the merger.
Cancer Research UKGraphic Designer
Nov. 2002 - Jul. 2003London, United KingdomWorking within a small in-house team I produced a wide range of awareness print material. Due to the size of the establishment I regularly worked on print runs from 500 up to 1 million. Working on such an internationally renowned, and publicly funded company, meant it was imperative to keep to brand guidelines and always seek out the best print quote, no matter how big or small the run.
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