Product Marketing Manager

– Created go-to market strategy, established product positioning, value proposition and key messaging and several launched products: Android/iOS React Native apps, push notifications, NHS login, auto-delivery
– Used KPIs and patient feedback to evaluate projects, worked with Marketing to add segmented multi-channel messaging to key lifecycle points to maximise long-term adoption of features
– Implemented a feedback system comprised of an in-app churn survey, transactional, and relationship surveys to research our patients, discover untapped opportunities and gain insight into product use
– Managed a long-term cross-functional retention project to identify pain points, develop a retention strategy and deliver targeted improvements, resulting in a 43% reduction in attrition
– Worked with Acquisition and Data to utilise patient research, delivering a 34% boost in average basket size
– Improved educational resources for patients by updating and expanding the support section, and worked with the Product team to implement an in-app core support section

– Managed organic social: strategy, content development, delivery, performance analysis & reporting
– Supported the delivery of paid campaigns by generating ideas, structuring landing pages and copywriting
– Led content marketing by authoring industry blogs, staff interviews, product updates and business insights
– Drove SEO, achieved 16k monthly traffic via keyword analysis, competitor research, content optimisation
– Implemented and managed Phlo’s Active Campaign e-mail platform; created a system of automations that follow the patient lifecycle resulting in 27% lower onboarding drop-off, 24% higher activation, and above-average engagement rates among new patients accessing educational resources and tutorials

– Built Phlo’s organic social media from the ground up at a very early start– – Performed product, market and competitive research to inform content, positioning and messaging
– Worked with internal stakeholders to align the organic social marketing plan with business priorities
– Executed the social media plan: produced and published content, managed engagement, analysed performance, formulated reports and refined Phlo’s organic social presence

– Generated multi-platform content: infographics, copy, blog posts, organic social media posts
– Analysed student destination data and provided insights for the CEO report to the Governing Board
– Organised and chaired the International Pharmaceutical day: created an agenda, invited a guest industry speaker, delivered the event to 50 visiting prospective students

– Produced a market analysis report to support a Scottish business’ expansion plan into the Nordic countries
– Reported on projected industry growth, market trends, country-specific consumer behaviour and business environment, competitors, regional e-commerce opportunities & specialist retailers, exporting guidelines