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Highly experienced digital marketer with over 12 years experience in the iGaming industry. Strong all round marketing from strategy to paid media.
Erica Larkins
,
BEDFORD, United Kingdom
Experience
Other titles
Skills
I'm offering
Creative out of the box thinker, highly analytical with a full business view.
Markets
United Kingdom
Language
English
Fluently
Ready for
Larger project
Ongoing relation / part-time
Full time contractor
Available
My experience
2018 - ?
job
Head of Acquisition
Dazzletag Entertainment LTD.
Begame Digital
• Responsible for the company's brand guidelines and digital marketing strategy: Affiliate, Media, SEO and PPC activities (online and offline) All ATL and BTL Marketing.
• Key member of the Operational team setting strategy.
• Responsible for negotiating, seeking out and finalising deals for affiliates and media partners to develop the acquisition budget.
• Working with external resources and agencies to execute the digital marketing mix and regular reporting on performance of all market activity.
• Working with the retention team, to ensure all acquisitions were "retention" based acquisitions.
• Optimising campaigns based on effective ROI and KPI's
• Management of the Marketing team
• Integral to process improvement during my time with the company - Introducing HR systems, and quarterly performance review documents.
• Operating a multi-brand strategy, Managing Acquisition budget for 8 brands.
• Creating go-to-market plans for all new Casino brand releases over the next 12 months.
• Strong management and leadership skills to inspire, motivate and grow teams.
• Weekly and Monthly reporting to CEO and Commercial Director.
• Working in a fast-paced environment
• Responsible for the company's brand guidelines and digital marketing strategy: Affiliate, Media, SEO and PPC activities (online and offline) All ATL and BTL Marketing.
• Key member of the Operational team setting strategy.
• Responsible for negotiating, seeking out and finalising deals for affiliates and media partners to develop the acquisition budget.
• Working with external resources and agencies to execute the digital marketing mix and regular reporting on performance of all market activity.
• Working with the retention team, to ensure all acquisitions were "retention" based acquisitions.
• Optimising campaigns based on effective ROI and KPI's
• Management of the Marketing team
• Integral to process improvement during my time with the company - Introducing HR systems, and quarterly performance review documents.
• Operating a multi-brand strategy, Managing Acquisition budget for 8 brands.
• Creating go-to-market plans for all new Casino brand releases over the next 12 months.
• Strong management and leadership skills to inspire, motivate and grow teams.
• Weekly and Monthly reporting to CEO and Commercial Director.
• Working in a fast-paced environment
Digital Marketing Strategy, Brand identity, Go, That you, Online, Retention, KPI, Ceo, Affiliate, Digital Marketing, Management, ROI, Leadership, Budget, PPC, MArketing Strategy, Seo, Marketing
2016 - 2018
job
Senior Marketing Manager
BGO Entertainment.
• Develop goals and KPIs for UK and international markets to meet and exceed the company's strategy and objectives.
• Proactively seek out partnerships and marketing opportunities that will help grow and benefit the business.
• Monitor and analyse KPIs and metrics, react quickly to under performance and optimise activity accordingly.
• Responsible for presenting monthly performance reviews to Chief Marketing Officer & Senior Management.
• Work with stakeholders to ensure acquisition & retention initiatives perform, optimising to ensure maximum ROI.
• Develop, manage and drive the multichannel marketing strategy across digital and offline
• Work with the brand marketing team to develop a relevant strategy for the brand.
• Work with promotion and retention teams to ensure that each phase of the player lifecycle is optimised.
• Optimisation of the various customer journeys that exist across all platforms.
• Management of organic and paid social media campaigns.
• Management of external agencies and partnerships.
• Conducting competitive analysis studies on client competitors.
• Website content management including copy writing and some HTML within the CMS
• Management of Digital Advertising including Acquisition, Affiliate, PPC, Retargeting and Online Display Advertising
• Managing Mobile App Marketing campaigns.
• Managing CRM and Direct Mail campaigns.
• Proactively seek out partnerships and marketing opportunities that will help grow and benefit the business.
• Monitor and analyse KPIs and metrics, react quickly to under performance and optimise activity accordingly.
• Responsible for presenting monthly performance reviews to Chief Marketing Officer & Senior Management.
• Work with stakeholders to ensure acquisition & retention initiatives perform, optimising to ensure maximum ROI.
• Develop, manage and drive the multichannel marketing strategy across digital and offline
• Work with the brand marketing team to develop a relevant strategy for the brand.
• Work with promotion and retention teams to ensure that each phase of the player lifecycle is optimised.
• Optimisation of the various customer journeys that exist across all platforms.
• Management of organic and paid social media campaigns.
• Management of external agencies and partnerships.
• Conducting competitive analysis studies on client competitors.
• Website content management including copy writing and some HTML within the CMS
• Management of Digital Advertising including Acquisition, Affiliate, PPC, Retargeting and Online Display Advertising
• Managing Mobile App Marketing campaigns.
• Managing CRM and Direct Mail campaigns.
ROI, Social, Manager, Online, International, App, Google retargeting, Retention, Presenting, Affiliate, Website, Optimization, Content, Management, Social Media, Content Management, SoMe, PPC, CMS, CRM, HTML/CSS/Javascript, Writing, Advertising, MArketing Strategy, React, Html, Marketing
2014 - 2016
job
Head of Social Media, PR & Communications
LeoVegas Gaming International.
As a Head of Social Media, PR & Communications I manage a rapidly expanding a social media team. Responsible for controlling, managing and continuously optimizing different social media channels. I continuously develop and control social media projects as well as analysing and improving campaigns. Alongside role as managing Social Media, working within a small team my position encompasses all aspects of digital marketing.
• Creating, implementing and managing the Social Media Marketing, Communications and PR Strategies for LeoVegas; focusing on Twitter, Facebook, YouTube, LinkedIn and Blogs as well as traditional channels.
• Execution and management and delegation of all social media activities & promotions calendar.
• Successful acquisition and retention strategy.
• Creation and Implementing of SEO tactics aligned with our LeoVegas keyword and SEO strategies.
• Monitoring trends in Social Media tools, applications, channels, design and strategy.
• Identifying threats and opportunities in user generated content surrounding the business.
• Analysing campaigns and translate anecdotal or qualitative data into recommendations and plans for revising marketing campaigns.
• Monitoring effective benchmarks (best practices) for measuring the impact of marketing campaigns.
• Analyse, review, and reporting on effectiveness of campaigns thus maximising results.
• Responsible for external PR & Marketing events and maximising opportunities for communications activity.
• Management of external agencies and partnerships.
• Conducting competitive analysis studies on client competitors, including digital footprint analysis and customer lifecycle.
• Website content management including copy writing and some HTML within the CMS
• Negotiation of sponsorship deals.
• Plan and oversell TV advertising production and media buying.
• Managing Affiliate deals.
• Digital Advertising including PPC, Retargeting and Online Display Advertising
• Managing Mobile App Marketing campaigns.
• Managing CRM and Direct Mail campaigns.
• Creating, implementing and managing the Social Media Marketing, Communications and PR Strategies for LeoVegas; focusing on Twitter, Facebook, YouTube, LinkedIn and Blogs as well as traditional channels.
• Execution and management and delegation of all social media activities & promotions calendar.
• Successful acquisition and retention strategy.
• Creation and Implementing of SEO tactics aligned with our LeoVegas keyword and SEO strategies.
• Monitoring trends in Social Media tools, applications, channels, design and strategy.
• Identifying threats and opportunities in user generated content surrounding the business.
• Analysing campaigns and translate anecdotal or qualitative data into recommendations and plans for revising marketing campaigns.
• Monitoring effective benchmarks (best practices) for measuring the impact of marketing campaigns.
• Analyse, review, and reporting on effectiveness of campaigns thus maximising results.
• Responsible for external PR & Marketing events and maximising opportunities for communications activity.
• Management of external agencies and partnerships.
• Conducting competitive analysis studies on client competitors, including digital footprint analysis and customer lifecycle.
• Website content management including copy writing and some HTML within the CMS
• Negotiation of sponsorship deals.
• Plan and oversell TV advertising production and media buying.
• Managing Affiliate deals.
• Digital Advertising including PPC, Retargeting and Online Display Advertising
• Managing Mobile App Marketing campaigns.
• Managing CRM and Direct Mail campaigns.
Affiliate, Pr, Management, Content, Website, Youtube, TV, Twitter, Blogs, Linkedin, Monitoring, Retention, Google retargeting, App, Sponsorship, Production, Online, Social, HTML/CSS/Javascript, Social Media, Marketing, Design, Html, Seo, Social Media Marketing, Advertising, Writing, Digital Marketing, CRM, CMS, Facebook, PPC, SoMe, Content Management, Controlling
2012 - 2014
freelance
Freelance Marketing Executive
unknown.
Highly experienced marketer offering a wide range of freelance marketing services, including:
Marketing - B2B (trade) and B2C (consumer)
SEO Marketing
● SEO content for web and blogs
● Blogging - managing, updating and creating engaging content for blogs
● Design - website building, flyers, brochures and business cards
● PR campaigns
● Social media management - Twitter, Facebook, LinkedIn, Myspace, Pinterest & Vine etc.
● Email marketing & campaigns / eshots
● Creative services - brainstorming, promotions & marketing/PR ideas
● Feature writing and reportage services
● Photography
● Advertising - arranging advertising & design service
● PPC management
● Google Analytics
● Newsletters
● Events management and bookings
● Wide range of contacts and databases to tap into
● Promotional video / Presentation videos
Marketing - B2B (trade) and B2C (consumer)
SEO Marketing
● SEO content for web and blogs
● Blogging - managing, updating and creating engaging content for blogs
● Design - website building, flyers, brochures and business cards
● PR campaigns
● Social media management - Twitter, Facebook, LinkedIn, Myspace, Pinterest & Vine etc.
● Email marketing & campaigns / eshots
● Creative services - brainstorming, promotions & marketing/PR ideas
● Feature writing and reportage services
● Photography
● Advertising - arranging advertising & design service
● PPC management
● Google Analytics
● Newsletters
● Events management and bookings
● Wide range of contacts and databases to tap into
● Promotional video / Presentation videos
Linkedin, Social, Feature, Web, Google, Brainstorming, Pinterest, Reportage, Blogs, Twitter, Website, Service, Analytics, Content, Management, Pr, Social Media, Photography, B2C, PPC, Facebook, Social media management, B2B, Blogging, Email marketing, Writing, Video, Advertising, Google analytics, Seo, Design, Marketing
2012 - 2013
job
Marketing Executive - Garden Lodges
SIPTEK.
Marketing Executive based in Sandy, overseeing a full marketing role for Garden Lodges, the most experienced installers of SIP panelled buildings
Duties Included:
• Concept, creation and completion of new eCommerce Website.
• Writing all marketing content across 4 different brands - Garden Lodges, Granny Annexe, Home Extensions Company & Hilton Garden Studios, including blog posts, brochures & websites.
• Overseeing various product and brand launches.
• Managing social media - Pinterest, Facebook, and LinkedIn & Twitter.
• Design & construction of all sales materials including brochures, leaflets, websites, external marketing material, uniforms, vehicle signage etc.
• Trade show and events preparation and organisation. e.g. Grand Designs Live.
• Reporting, Analysis, budget control
• Creation and management of TV Advertising campaigns
• PR and Advertising
• SEO and PPC Campaigns
Programs used: Adobe suite (Indesign, Photoshop, Illustrator, Dreamweaver) Microsoft Office, Google analytics, Microsoft Dynamic CRM, Sketchup.
November 2010 - December 2012 - Maternity Leave
Duties Included:
• Concept, creation and completion of new eCommerce Website.
• Writing all marketing content across 4 different brands - Garden Lodges, Granny Annexe, Home Extensions Company & Hilton Garden Studios, including blog posts, brochures & websites.
• Overseeing various product and brand launches.
• Managing social media - Pinterest, Facebook, and LinkedIn & Twitter.
• Design & construction of all sales materials including brochures, leaflets, websites, external marketing material, uniforms, vehicle signage etc.
• Trade show and events preparation and organisation. e.g. Grand Designs Live.
• Reporting, Analysis, budget control
• Creation and management of TV Advertising campaigns
• PR and Advertising
• SEO and PPC Campaigns
Programs used: Adobe suite (Indesign, Photoshop, Illustrator, Dreamweaver) Microsoft Office, Google analytics, Microsoft Dynamic CRM, Sketchup.
November 2010 - December 2012 - Maternity Leave
Twitter, Management, Content, Analytics, Sales, Adobe Suite, Website, Blog, TV, Sketchup, Microsoft Dynamic CRM, Adobe, Office, Pinterest, Organization, Google, SIP, Social, Websites, Marketing, Design, Seo, Google analytics, Advertising, Writing, Ecommerce, CRM, Social Media, Illustrator, Indesign, Facebook, PPC, Budget, Linkedin, Pr
2008 - 2010
job
CRM Marketing Executive
Betfair.com.
Duties included:
• Liaising and networking with a range of stakeholders, e.g. customers, colleague's suppliers and partner organisations.
• Communicating with target audiences and managing customer
• relationships.
• Writing and proofreading copy; liaising with designers and printers.
• Conducting market research such as customer questionnaires and focus
• groups.
• Contributing to and developing marketing plans and strategies; managing budgets;
• Evaluating marketing campaigns; monitoring competitor activity; supporting the marketing manager and other colleagues.
• Producing initial concept design for email, SMS and telephone marketing.
• Assisting in sales duties
• Reporting, Analysis, budget control
• Coding HTML, creating web pages.
• Reporting and Analysis
• Designing direct mail campaigns.
Programs used: Dreamweaver, Excel, Word, Photoshop, PowerPoint, Pivotal and internal systems.
• Liaising and networking with a range of stakeholders, e.g. customers, colleague's suppliers and partner organisations.
• Communicating with target audiences and managing customer
• relationships.
• Writing and proofreading copy; liaising with designers and printers.
• Conducting market research such as customer questionnaires and focus
• groups.
• Contributing to and developing marketing plans and strategies; managing budgets;
• Evaluating marketing campaigns; monitoring competitor activity; supporting the marketing manager and other colleagues.
• Producing initial concept design for email, SMS and telephone marketing.
• Assisting in sales duties
• Reporting, Analysis, budget control
• Coding HTML, creating web pages.
• Reporting and Analysis
• Designing direct mail campaigns.
Programs used: Dreamweaver, Excel, Word, Photoshop, PowerPoint, Pivotal and internal systems.
Market research, Manager, Web, Monitoring, Sales, Proofreading, Word, Networking, Budget, Marketing, Powerpoint, Research, CRM, HTML/CSS/Javascript, Writing, Excel, Html, Design
2005 - 2006
job
Proactive sales/ Customer care
A W ANDES BATHROOMS LTD.
Sales
2004 - 2005
job
Food & Beverage Supervisor/Restaurant Manager
Corus Hotel Bedford.
Manager
2003 - 2004
temp
Senior waitress/supervisor 2002- 2003 Market Place Restaurant (Part-Time) Waitress
Menzies Flitwick Manor.
(Full-Time) (Two AA rosette restaurant) - Senior waitress/supervisor 2002- 2003 Market Place Restaurant (Part-Time) Waitress
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