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)