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A senior digital marketing expert with extensive knowledge and experience using paid, owned and earned media, content and targeting to deliver commercial business value within the pet category. Experienced working in UK & European roles across channels, with demonstrable strategic & hands-on experience in CRM, SEM, On & Offline Media, Measurement and Digital Products as well the technology & tools behind them.
A passionate leader and coach who has built high performing teams of diverse subject-matter experts, leading members through complexity to deliver success.
Establish opportunities to grow and optimise B2B2C channel offering personalised pet food (food and communication materials) through partnerships within the Vet & Petcare community.
European Digital Leader – Conceived, executed and optimised the European digital & loyalty strategy to acquire and retain pet-owners via increased presence in organic search and quality pet owner 1st party data across 25+ markets.
Accelerated the integration of consumer centric media and digital communications and best practices, for 12+ brands, across the full customer journey delivering data-led best practice creative and media campaigns.
Steered the data driven brand advocacy platforms – BzzAgent & The Orchard at Tesco – to drive engagement and Word of Mouth. Using Clubcard & social data used to select quality audiences to test & try products as part of loyalty programmes and share insightful experiences.
Directed brand digital media activation and properties. Liaising with internal teams and external agencies to define yearly digital strategies to maintain brand equity.
Owned P&L and strategy for Sanctuary.com D2C operation. Part of a x-func team to deliver growth by managing base business and identifying new opportunities to increase online sales.
Implementation of targeted email, paid search, ongoing SEO and increased social activity. Results: Website Visits +8%. Purchases +6%. Revenue +4%.
Digital marketing and media lead for UK & Ireland confectionery portfolio. Embedded into brand teams, to lead ‘game changing’ brand campaigns including the return of Wispa, Glass & A Half Full Productions: Gorilla, Trucks and Eyebrows and Cadbury’s Olympic sponsorship of London 2012.