A proven marketing professional with significant experience of developing and implementing marketing strategies that work – growing brand equity and sales, online and offline. Real ability to cut through the "corporate noise", get to the heart of a business problem and put forward credible, valuable marketing solutions in order to move organisations in the right direction. Currently a non-Executive Director of the Mountain Training Trust (Plas y Brenin) with particular interests in marketing and governance issues. A Fellow of the Chartered Institute of Marketing, a certified Project Management Professional (PMP)® and a holder of the Google advertising qualifications.
First Choice Holidays PLC As marketing and e-commerce director with First Choice Holidays Plc was responsible for opening up First Choice’s e-commerce channel – defining the strategy and carrying out the “Project Director” role for the main IT project. This ultimately became the main distribution channel for the organisation.
ACCA Carried out a major strategic branding project to research and develop ACCA’s (the global accountancy body) first differentiated and clearly articulated brand positioning - successfully introducing it via a global digital and off-line advertising campaign. The campaign resulted in a tripling in advertising engagement and significant increases in brand reputation scores across core markets. Significantly grew student numbers for ACCA by developing and running highly effective global, digital, consumer campaigns plus regionally specific campaigns for Africa, Sri Lanka, China and Pakistan. The campaigns implemented resulted in an incremental 300,000 testimonial video views and an incremental 3,000 “signups” for more information-the key performance indicator for the campaign.
BUPA Ran a campaign for BUPA international that successfully improved online lead generation activity and reversed the long term decline of the company’s key product. Online revenue increased by an incremental £45K per month – equivalent to a 6% revenue increase.