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Work Background
BurberryPerformance Media Director
Nov. 2018London, United Kingdom• Lead all Performance Media marketing programmes globally
• Develop and manage a data led approach, continually evolving testing, monitoring and measurement capabilities
• Omnichannel, O2O and attribution responsibility
• Own all global relationships with key digital partners
• Full P&L responsibility with ownership of media budget
• Manage an internal team plus various external agencies
HealthspanDigital Marketing Director
Oct. 2016 - Oct. 2018London, United Kingdom• Responsible for the full funnel media program in the EMEA markets as well as expansions into the US.
• Launched the programmatic program in-house.
• Increased PPC revenue by 15%.
• Owner of all tagging, advertising data policies and attribution rules.
• Improved SEO revenue by 20%.
• Member of the senior management team.
• Responsible for an annual budget of £12m with full P&L responsibility.
• Increased affiliate revenue by 25% with a 10% drop in CPA.
• Manage a team of four as well as a digital agency.
• Ownership of the digital marketing calendar.
Ryanair - Europe's Favourite AirlineHead of Digital Marketing
Dec. 2014 - Sep. 2016County Dublin, Ireland• Responsible for the full funnel media strategy, including all Paid Search, SEO, CRM, display, social, price comparison, affiliates and content across all markets.
• Manage an integrated search and display programmatic program across various networks.
• Launched the affiliate program and brought the entire search and programmatic programs in-house.
• Part of the senior management team.
• Manage the full content strategy across all platforms, in all EMEA markets.
• Created the Ryanair Blog and the social strategy for Ryanair Stories.
• Developed incremental program to improve CPA’s by 15%.
• Manage an in-house team of seven.
Hilton WorldwideSenior Digital Acquisition Manager
Feb. 2014 - Nov. 2014Watford, United Kingdom• Responsible for multilingual cross channel strategies for all hotels in International markets, including programmatic, PPC and affiliates.
• Manage a team of seven internally plus multiple agencies in Singapore, London and New York.
• Increased revenue for London properties by 35%.
• Increased conversion rates by 25%.
• Managed annual budget of £18m with full P&L responsibility.
• Responsible for cross channel promotional campaign and attribution reporting to senior management.
• Integrated attribution model across all digital acquisition channels.
• Responsible for promotional strategies within PPC, display, affiliate and social media.
• Responsible for cross channel multilingual onsite testing across 171 markets and 54 languages.
• Presented on mobile digital strategies at the 2014 Mobile World Congress in Barcelona.
• Presented on the competitive online travel marketplace at the 2012 Travel Distribution Summit in London.
Hilton WorldwideSearch Marketing Manager
Oct. 2011 - Jan. 2014Watford, United Kingdom• Responsible for multilingual PPC strategies for all hotels in International markets.
• Manage the paid search program across 6 brands and 3,000+ hotels.
• Developed PPC campaigns in 171 markets, 54 languages and 10 search engines across 25m+ keywords.
• Manage a team of three internally plus three agency teams in Singapore, London and New York.
• Created and implemented cross affiliate and PPC strategies for the UK and MEA portfolio.
• Manage APAC specific products such as Naver Brandsearch, Baidu Brandzone and the Naver Blog.
• Established relationships with engines such as Google, Yahoo, Baidu, Naver, Daum, Yandex and Seznam.
• Managed annual budget of £12.5m with full P&L responsibility.
• Key stakeholder for eCommerce teams in EMEA, APAC and the US.
• Responsible for cross channel multilingual onsite testing across 171 markets and 54 languages.
• Promoted from managing the international properties only to a US hotel remit in international markets.
British AirwaysGlobal Search Marketing Manager
Jun. 2009 - Sep. 2011London, United Kingdom• Responsible for global SEO and PPC strategy development and implementation.
• Surpassed revenue targets by 10% in 09/10 and 26% in 10/11.
• Managed a team of three.
• Increased global traffic by 23%, whilst improving conversion by 10% and revenue by 48%.
• Designed cross channel reporting for senior leadership.
• Managed three separate agencies.
• Developed forecasting methodologies alongside revenue management. • Managed annual budget of £7m.
• Created cross channel strategies for new innovations such as Metrotwin and London 2012.
• Responsible for cross channel attribution reporting using multiple analytics packages.
• Budget management responsibility across multiple channels.
• Promoted from solely managing the UK, to the UK & US and then to a global remit.
• Worked on multiple cross channel initiatives, taking the lead on various affiliate and display projects.
British AirwaysSearch Marketing Manager, UK & US
Sep. 2008 - Jun. 2009London, United Kingdom• Responsible for SEO and PPC strategy development and implementation in the UK and US markets.
• Surpassed revenue target by 15% in 08/09.
• Managed a PPC and SEO agency.
• SEO consultant for all online projects.
• Managed annual budget of £5m.
• Budget management responsibility across all search channels.
Connected Media LtdDigital Marketing Manager
Apr. 2008 - Aug. 2008Whitstable, Kent• Responsible for developing online to offline synergies for insurance clients.
• Managed PPC and SEO campaigns for all clients.
• Created cross channel attribution reporting methodologies.
• Developed cross channel online and offline strategies against client budgets and objectives.
Neo@OgilvySearch Marketing Executive
May. 2007 - Mar. 2008London, United Kingdom• Managed Pan EMEA PPC campaigns for Sony, Kodak, Lovefilm, American Express and Littlewoods.
• Forged strong relationships with Google, Yahoo, Bing and their platforms.
• Responsible for creating multilingual campaign strategies against client objectives.
• Strong cross client budget and financial management.
• Responsible for regularly presenting market insights and new products into the agency from the industry.
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