The Education and Training Foundation

• supporting the analysis and data analytics of key user journeys on the main Content Management System (CMS) website domain, sub domains and Learning Management System (LMS) using Google Analytics (GA4), Ahrefs and Microsoft Clarity 
• supporting the User Acceptance Testing (UAT) for the digital transformation programme in the developing and launching of the inclusive, web accessible and user-centred products and services
• part of the semi autonomous agile Digital Team, who work to understand customer needs, identify pain points and potential opportunities continuously improving the digital user experience (UX) using Scrum and Agile principles
• supporting the ongoing maintenance of technical SEO on the CMS and LMS platforms using Agile principles
• supporting the design and implementation of a digital experience and SEO operational plan aligning with both the data governance and new business strategy
• supporting enhancements to user experience (UX) and user interface (UI) including UX research, journey mapping and helping to implement improvements to UX/UI design, web accessibility, content, copy and navigation alongside the Digital Experience Lead
• supporting the Digital Experience Lead in providing an excellent digital user experience (UX) across the organisation using evidence, insights, analytics and analysis.

Skills: Search Engine Optimisation (SEO) · Digital Engagement · User Experience (UX) · UX writing · Digital Product Development · Web Analytics · Critical Thinking  · Data Analysis  · Digital Transformation 

Top Contributions and Achievements:
• Training the Marketing and Communications Team on how to use Google Analytics 4 (GA4)
• Reducing the occurrences of 404 Page Not Found system failures and Redirect Chains through Technical SEO audits to near zero levels.

Digital Officer (Analytics and SEO)

Work Avenue

Work Avenue Generating Employment
A 23 person social enterprise providing advice and guidance to entrepreneurs to enable them to fulfil their visions and goals utilising digital skills of Graphic Design, Web Design, Sales, IT and Digital Marketing freelancers. 
Content Marketer (on a freelance basis)
Led Marketing Strategy for Video Awareness Campaign through Email Marketing Campaign to 90 digital freelancers, selecting 10 freelancers representing a cross section of the sample developing and delivering video testimonial training and editing Video Testimonials into Marketing Campaign Videos.  

Top Contributions and Achievements: 
•	Provided SEO and drove results through video testimonial content driving £50,000 of pipeline revenue. 
•	Designed Facebook for Business Campaign driving £20,000 of pipeline revenue.

Content Marketer (on a freelance basis)

Limmud

Limmud
A 5 person educational charity focused on education, learning, inclusion and social action culminating in a 5 day Festival event in Birmingham at the end of December each year. 
Marketing and Communications Volunteer
Led onsite user generated content marketing interviewing presenters and participants about their experiences and filmed videos demonstrating participants embodying Limmud’s brand values of education and inclusion. Managed, segmented and reported on tracked keywords through Google Analytics and KeySearch. 

Top Contributions and Achievements: 
•	Produced Marketing Strategy for Demand Generation and Lead Generation, developing and executing content strategies focused on driving sales revenue for £600 per person events registrations. 
•	Designed copy for Twitter organic campaign focused on Limmud’s 40 year old Brand Trust and Loyalty.  
•	Identified target keywords using KeySearch SEO Tools focused on using most relevant Keywords and terms for Google Ads Campaign, creating and optimising top-notch content.
•	Focused on designing Young Professionals demographic Paid Search Google Ads campaign identifying trends on Google Analytics, improving search engine rankings and driving traffic. 
•	Provided Full Brand Audit on Marketing Strategies and tactics for 2022 and 2023 year long campaign.

Marketing and Communications Volunteer

Chalkline

Chalkline
A 25 person IT Managed Services and Cyber Security Provider Start Up approaching Scale Up expansion offering Cloud Based Microsoft Gold Standard services including SharePoint, Teams and full suite Cyber Security services. 

Digital Marketing Assistant (Sole and first Internal Marketing employee)
Led Marketing Strategy, Implementation, Reporting and Analytics conducting keyword research and identifying target keywords to incorporate into content supporting the Managing Director, Technical Director and Sales Manager to deliver key growth project HubSpot Cyber Security Bundle launch for 30 Cyber Security Products using keyword tracking and A/B and SEO template testing.  
Top Contributions and Achievements:
•	Developed Marketing strategy, implemented Marketing plan, developing 30 Cyber Security products Blog articles repurposed for Social Media Channels Twitter and LinkedIn developing £1M+ of pipeline revenue from sectors including Legal, Financial Services, Property Management and Creative Industries. 
•	Drove Sales Enablement Lead Generation project: 6,000 Marketing Qualified Leads 60 companies. 
•	Developed and designed 15 How To Explainer Videos for SharePoint, increasing pipeline revenue for Sales Team and Project Team by 10% by identifying target keywords and developing strategies.

Digital Marketing Assistant (Sole and first Internal Marketing employee)

Axco Insurance Information

Axco, Wilmington Group Plc
A 634 person Global Publishing Company that provides Insurance Market Intelligence and analysis through a bespoke Software as a Service (SaaS) platform build on top of a dynamic data lake data infrastructure, providing instant up to date information and analysis to every major Global Financial Institution and Insurance Company.
Global Information Analyst
Skilled writer provided Market Intelligence for 69 reports covering EMEA, Asia, North America and LATAM regions, keyword research, keyword clustering, copywriting and data analysis skills, generated data insights, creating and optimising high-quality, engaging SEO-optimised and SEO-friendly content translating performance into clear, actionable insights on-page SEO enabling sales revenue and clear narrative for senior business leaders. 


 Top Contributions and Achievements: 
•	Produced Keyword and SEO searches for SEO trends in the International Employee Benefits sector generating Market Intelligence worth £10M+ in revenue. 
•	Identified opportunities for Demand Generation Thought Leadership articles increasing engagement.

Global Information Analyst

Institution of Mechanical Engineers

Institution of Mechanical Engineers
A 681 person Professional Engineering Trade Association that provides networking, professional qualifications and event services to professionally qualified engineers and people interested in professional development.
Membership Executive Assistant (managing Worldwide, North West England and Northern Ireland Interviews) 
Developed marketing strategy, implementation and content for EMEA, Asia, LATAM and North America Interview Centres, North West of England and Northern Ireland Interview Centres developing prospective Members and Fellow and pipelining Incorporated Engineers through to Chartered Engineer status.
Top Contributions and Achievements:  
•	Reduced costs for Northern Ireland Regional Interview Centres from £130 per interview centre to Zero.
•	Increased North West of England Interview Centres capacity by 50% per month.

Membership Executive Assistant (managing Worldwide and selective UK Interview Centres)

Institution of Civil Engineers (ICE)

Institution of Civil Engineers 
A 1,028 person Professional Engineering Trade Association that provides networking, professional qualifications and event services to professionally qualified engineers and people interested in professional development.
Membership Executive (managing Worldwide and UK Initial Professional Development and CPD)
Led Worldwide and UK Initial Professional Development activities including Graduate Training Schemes, Experienced Engineers Career Appraisals and CPD Audit. 
Top Contributions and Achievements: 
•	Led Continuing Professional Development (CPD) Audit including Email Marketing Campaign with a 68% participation engagement rate in the CPD Audit.
•	Coordinated Initial Professional Development Online Upgrade Project with 25% uplift in applications. 
•	Developed and implemented the Membership Upgrade Pipelining Project increasing uplift in Incorporated Engineers qualifying as Chartered Engineers by 15%.
•	Produced Web Design Copywriting for the Digital Transformation Project increasing Demand Generation for Membership applications by 15%.

Membership Executive (managing Worldwide and UK Initial Professional Development and CPD)

HSBC

HSBC Actuaries and Consultants Ltd (acquired by JLT Benefit Solutions in 2009)
Top Contributions and Achievements:  
•	Project leadership on key reforms to departmental operations at annual departmental conference.
•	Winner of Employee of the Month Award for efficiency.

Group Risk Administrator 

With experience in SEO, analytics, and content marketing, I am passionate about telling stories with data and delivering high-quality user experiences (UX). As a Digital Officer at The Education and Training Foundation (ETF), I provide SEO and analytics services to support the UK's further education and training sector.

I have experience using CMS, LMS, and CRM systems such as Google Analytics 4 (GA4), Ahrefs, Microsoft Clarity, Google Search Console, HubSpot, and Salesforce to conduct keyword research, optimising web content, monitoring website performance, and generating actionable insights. 

I also have experience creating and executing content strategies that drive traffic, engagement, and conversions, optimising video testimonials, email marketing, and social media platforms. 

I currently enjoy collaborating with internal and external stakeholders to align SEO and analytics goals with the ETF's vision and values.

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