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Work Background
Smithsdale FarmContent Creator, House Renovator and SAHM
Jun. 2023
GettDirector of Marketing
Jun. 2022 - Dec. 2023Leading a team of incredibly talented Marketing professionals to deliver against quarterly OKRs and annual business targets, to achieve ambitious growth goals in the ground transportation space. Responsible for the design and execution of Gett's B2B and B2C Marketing strategies in the UK. Team structure, hiring, 7-figure budgeting, forward planning & projections, strategy, analysis, agency liaison & management, multi-department project management (web & graphic design, brand, product, sales, finance, legal), C-level & investor presentations. Gett B2B:
Helping companies adopt more effective business travel tools and processes–saving time and empowering passengers to manage their own bookings, while employers maintain control over processes, policies and budgets. Gett provides safe, reliable black cab booking and private hire vehicles for businesses of all sizes and their employees, and impacts business sustainability goals by offsetting carbon emissions from their ground travel. Gett B2C:
Providing reliable access to a fleet of fully-vetted black cab drivers, with trackable vehicle options and passenger safety features, electric cars, XL and accessible vehicle options.
GettSenior Manager, Demand Generation
Nov. 2021 - May. 2022Leading Gett's go-to-market Demand Generation strategy for the UK and US B2B markets; spanning inbound and outbound campaigns and activities across multiple channels, to reach ambition business growth goals. Leading a small team and working closely with internal and external teams and resources to deliver successful lead generation campaigns, resulting in a steady flow of high quality, high intent leads for the Sales team. Responsible for the design and development of a new end-to-end tracking and measurement solution for digital campaigns for ROI/CAC calculation.
TravelPerkPaid Marketing Manager
Mar. 2020 - Nov. 2021Developing and managing TravelPerk's global B2B strategic approach to paid advertising, including BAU, remarketing and prospecting campaigns across multiple digital advertising platforms and inbound marketing channels in the Business Travel industry. Liaising with multiple internal teams and managing stakeholders, agencies and freelancers to deliver and optimise multi-touch global campaign funnels. Designing and integrating a full end-to-end tracking and lead attribution modelling solution, to enable detailed reporting and analysis, enabled by both direct online and subsequent offline conversion tracking and measurement (Lead>MQL>SQL>Signed Customer). Managing 7-figure budgets and ambitious growth goals for "The World's Fastest Growing SaaS Company" (SaaS Mag's SaaS 1000, awarded November 2019).
TravelPerkPPC Specialist
Sep. 2019 - Mar. 2020I led the strategic development, execution and management of paid search and display campaigns on Google and Bing, throughout TravelPerk's hyper growth stage from Start-up to Scale-up. I managed a team of agencies and freelancers as well as taking a hands-on role in the implementation and optimisation of our multi-lingual global ad strategy. I planned and managed six-figure quarterly budgets, and reported performance to key stakeholders and Leadership.
algofyPPC Strategist
Jan. 2019 - Sep. 2019I managed the strategy and development of a global portfolio of PPC clients - designing, implementing and optimising their advertising across Google Ads and Bing, in alignment with their Amazon or Social campaigns where appropriate. Clients crossed a wide span of industries, from B2C e-commerce FMCG to B2B lead gen, and varied greatly in approach and budget. Specialist certifications include: Fundamentals, Search, Display, Mobile, Shopping and YouTube
GoogleGoogle Ads Account Strategist
Jan. 2018 - Jan. 2019Daily strategic management and consultancy of Digital Marketing Agencies (Google Partners Programme) and self-managed company clients in the UK & Ireland, to optimise and enhance their Google Ads Search and Display campaigns for clients in a wide range of industries/market verticals. My role also included team member mentorship, product training for clients and colleagues, sales training and book planning. Google Certifications and Specialisations:
Google Ads Fundamentals
Google Ads Search Advertising
Google Ads Display Advertising
Google Ads Mobile Advertising
Google Ads Shopping Advertising
Capital CellHead Of Marketing
Jan. 2017 - Oct. 2017I managed a small team, driving forward equity crowdfunding in the life science industry in Spain and the UK, using a vast variety of digital and traditional marketing techniques. My role involved creating and implementing the overall brand and marketing strategy for the existing Spanish division of the start-up company, as well as launching the brand into the UK market. I was responsible for a team of 4, as well as managing interns and our freelancer and agency relationships, together shaping and delivering the company's main marketing efforts to grow awareness of the brand and drive investment into the companies raising money through the equity crowdfunding platform. Day to day activities included strategic planning, management and delivery of email marketing, website content, company brochures and training materials, event organisation, digital advertising, social media management, company training, partnership negotiation and agency management. I organised several investment events designed to present new innovative opportunities in the life science sector to high profile investors and assisted in the negotiation of partnerships with Business Angel Networks and Investment Funds. I co-ordinated agency relationships to secure major press coverage in the media and online for the brand and helped steer companies through the marketing of their equity crowdfunding campaigns. www.capitalcell.co.uk
www.capitalcell.es
Empresas de España (various)Business English Tutor
Dec. 2015 - Jan. 2017I worked with contracted clients from a variety of sectors, with students at various fluency levels, as part of both group lessons and one-to-one sessions. Industries include: Food Manufacture, Aviation, Real Estate, Marketing and Advertising, Radio and TV Production, Law and Accounting.
Freelance Marketing and Creative ServicesMarketing and Communication Consultant
Sep. 2015 - Aug. 2019I believe that communication, above all, is the most important tool we possess. Communicating with honesty and integrity, whilst creating engaging interactions with customers and clients should be the basis of any great marketing strategy. With around 90% of adults using at least one social media platform per day, it's never been more important for businesses to be active on social media, but activity must be authentic, on-brand and relevant. I help businesses design and implement a professional marketing strategy that's right for them and their audience, designed to improve the quality of interaction between businesses, customers and clients. Consultancy and services include: brand clarification and audience identification, marketing and advertising strategy development, social media strategy and management services, digital marketing training, content creation, etc.
SSE plcCRM Marketing Executive
Jun. 2014 - Aug. 2015My main responsibilities included the end-to-end management of BAU and campaign-led customer communications for SSE's customer loyalty sponsorship programme, SSE Reward. This involved liaising between internal departments and external agencies, to manage and progress the on-going fulfilment of SSE Reward, alongside the strategic development and creative execution of acquisition campaigns. Campaigns were developed in line with ATL brand activity, and often utilised SSE Sponsorship assets such as events held at The SSE Hydro and The SSE Arena, Wembley, as well as nationwide sponsorship partnerships like The SSE Women's FA Cup, 6 Nations Rugby, The Ashes cricket and most recently ITV's coverage of the Rugby World Cup 2015.
Largely the communications were email based, but deliverables also included direct mail communications and website content.
Strategy and forecasting were based on the learnings of previous campaigns and customer analysis provided by Marketing Insight. Results were reported and analysed to provide further insight.
Doves Farm FoodsMarketing Executive
Dec. 2013 - Jun. 2014My role continued to be largely varied. It still involved the design and creation of trade and consumer advertising, the organisation and execution of UK based and International trade and consumer food shows, the management of several social media platforms, the copy writing and proofreading of press releases, packaging and website content, among many other day-to-day activities. However, new introductions to my role included involvement in the NPD process and management of the Internship Programme.
Doves Farm FoodsMarketing and Exhibitions Coordinator
Jan. 2013 - Dec. 2013My role evolved following a promotion within the team, to integrate the planning and organisation of UK based and International trade and consumer food shows. These included exhibitions such as the BBC Good Food Show, FreeFrom and Allergy Show, Natural and Organic Products Europe, and BioFach. This involved negotiating appropriate deals for our attendance at exhibitions, the design and implementation of exhibition stands, product selection, staffing and post-show analysis.
Doves Farm FoodsMarketing Assistant
Aug. 2012 - Jan. 2013This varied role revolved around many responsibilities; regular updates to the website about the vast range of organic and gluten free food products, negotiation of trade and consumer advertising placement, copy creation of website content and press releases, proof reading of product specifications and packaging designs, management of several social media profiles, customer service assistance, as well as supporting the activities of the rest of the Marketing Team.
Progressive RecruitmentRecruitment Consultant
Jun. 2011 - Mar. 2012Working in the Engineering sector, I recruited for Electronics Engineers in the South West region. My clients included large blue chip companies, as well as SMEs. My major responsibilities included liasing with clients on recruitment opportunities, negotiating contractual terms, pre-interviewing candidates and providing CV consultation and interview preparation.
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