Northern

Senior Digital Marketing Manager

Marshalls plc

Digital Marketing Manager

Cox Automotive UK

I currently manage a team of three wonderful, hard-working Channel Marketing Executives who deliver all marketing activity across all offline and online channels.

As a team, we champion the customer and do all we can to ensure all activity is tracked and monitored while continually improving ROI.

I lead my team to develop strategic and tactical marketing plans that promote individual campaigns and the 10 UK-based automotive brands we support.

Appropriate channels are selected based upon efficiency and effectiveness, my team and I then utilise data and insights to measure results and ROI for campaigns against expectations. Plans are then implemented to continually improve performance of channels and activity for optimal results.

I oversee and drive the management and implementation of marketing campaign activity through the relevant channels, managing timescales and budgets effectively throughout each campaign.

The three Channel Marketing Executives within my team were new to digital channels and I helped them grow their knowledge by creating and executing new training programmes to teach them how to use CMS, CRM and social platforms. This training also included sharing best practice for the channels and how best to optimise and measure performance.

Marketing Manager

While managing the content across seven brand websites, through various CMS systems, I also created and managed digital campaign plans that encompassed all the digital channels and seamlessly complimented offline activity.

I focused a great deal of my time on optimising the websites for customers and search engines, specifically seeking out internal and external customer feedback and developing their responses into improvements and amends across the websites.

My favourite thing about digital marketing is the ability to track and analyse how campaigns and activity are performing – I love delving into the stats and looking for where improvements can be made and figuring out anomalies.

Previously having a strong focus on Google Analytics led me to take an Advanced Google Analytics course and getting involved in the implementation of Google Tag Manager and conversion rate optimisation.

Sharing knowledge is really important at Cox Automotive and this allowed me to create a series of best practice guides to support the department and business in understanding digital channels, activity and statistics.

Cox Automotive launched as a UK-based brand in 2016 and I was lucky enough to play a part in its launch – supporting the build, content and launch of the brand website alongside supporting content across various brand websites.

Although not a car nut before joining the business, I learnt a wealth of knowledge about vehicles and the automotive industry from an amazing marketing team filled with experts in their fields. Following the changes I implemented as Digital Marketing Executive, I was presented the opportunity to extend those skills into the role of Channel Marketing Manager. In a role that covered the offline and online channel and campaign activity for all Cox Automotive brands.

Digital Marketing Executive

Merlin Entertainments plc

Whilst in Blackpool, I managed all of the digital marketing for seven top Blackpool attractions including The Blackpool Tower, SEA LIFE Blackpool, Madame Tussauds Blackpool and The Blackpool Tower Dungeon.

Each brand I supported was completely different from the others made every day unique and I got involved in everything digital – even designing the images that feature on screens behind the admissions desks. 

Everything from websites, emails and social media to PPC and paid for adverts on tourism websites involved me adapting tone of voice between brands when creating content – from fabulous celebrities to funny frights to amazing undersea wonders and more.

Using a combination of Google Analytics data and digital agency reports, I measured and monitored the success of campaigns and the performance of the websites, to ensure growth in revenue and conversions.

As part of the annual digital marketing strategies I created, I planned out budgets and performance targets for the year – focussing on increasing revenue and visitors whilst also optimising PPC and SEO spend.

Following the success of the Blackpool email communications I was sending, I joined the Merlin Entertainments’ team that planned and created email campaigns for all of the businesses attractions across the UK and Europe.

In recognition of the work I was doing across Blackpool’s websites, I was invited to support other attractions – both in the UK and internationally – on how to use CMS systems and share best practice guidance for web activity.

Following an exhilarating few years in Blackpool, I relocated to Leeds for a new challenge and to try my hand at a B2B business in the automotive industry – taking me out of my comfort zone, but I knew there were exciting opportunities ahead.

Digital Marketing Coordinator

Based at Scarborough Sea Life Sanctuary, I managed all marketing activity for the attraction – everything from websites and social media to on-site events to promotional vouchers to handling trade client accounts and press and media communications.

Alongside developing annual marketing strategies for the attraction, which focused on growing visitors, increasing revenue and enrolling more promotional and trade partners, I coordinated resort advertising, internal and external point of sale and all PR activity. These were implemented alongside ROI reports monitoring physical voucher and ticket redemptions alongside all digital channel performance and measured against marketing budget spend.

Distributing leaflets and promotional vouchers were key to resort advertising and marketing for Scarborough Sea Life Sanctuary, and to support this I managed a friendly and energetic distributor who spent his days driving around Scarborough, Whitby, Bridlington and beyond delivering leaflets and discount vouchers wherever needed.

This role was a great starting point for my career and allowed me the opportunity to work across all marketing channel and communications for the world’s second largest global attractions provider. It was here I realised I had a true passion for digital marketing. Although I knew I found digital marketing interesting before, it was getting truly involved with the digital elements of this role that led the way for my career path. So as soon as I found out about the Digital Marketing Coordinator job in Blackpool I followed my dreams to the windy west coast of England.

Marketing Coordinator

Saint Catherine's Hospice

Within the hospice, there is a small shop selling everything from pens and trinkets to vases and jumpers, these items were also sold via an online store. Keeping the online store up to date with product availability and promotions was one of my main responsibilities. I’d also support with the packing and sending of items when sale volumes were high – mostly in the run-up to Christmas, the community loved the Hospice’s Christmas cards.

There were plenty of opportunities to use my design skills, I designed and produced advertising, print and point of sale collateral for community groups plus leading on the design of the Hospice Ball brochure – even designing adverts for some of the sponsors.

Raising awareness of the Hospice and changing people’s perceptions (specifically the fear that a Hospice is a place where people come to die when in reality it’s not) was a part of every day in my role. I focused on addressing this by undertaking PR activity and organising community events.

This role formed part of the BA in Marketing I studied, as the course included a one year industry placement in the third year, before returning to university to complete the fourth and final year of the course. Following the hard work I put into my twelve-month placement, I was offered the opportunity to continue working for the hospice while I completed my degree. Hospices are close to my heart as I’ve had family members stay and be supported by them. They are amazing places and this role allowed me to step into that world and see all the hard work that goes on behind the scenes – the staff work tirelessly and have so much love and passion for what they do and I spoke to so many patients who said the Hospice was better than any hotel they had ever stayed in.

Fundraising Assistant

Passionate and hard-working Marketing Manager with a demonstrated history in digital marketing for both the automotive and travel and tourism industries. Easily adaptable, having moved between B2C and B2B businesses and brands seamlessly, and used to working on numerous brands simultaneously. Skilled in digital marketing, with a strong work ethic and a keen eye for detail and data.

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