$$$
{{ $t($store.state.user.experience_value_in_dollars) }}
Senior
{{ $t($store.state.user.experience_search_name) }}
0
jobs
Experienced digital marketer specialising in financial services
Lachlan Shaw Stewart
,
London, United Kingdom
Experience
Other titles
Skills
I'm offering
I have 9 years work experience in digital marketing in the financial services industry.I have worked both agency-side with WPP and client side with Newton Investment Management. During that time I have worked on all aspects of content marketing: SEO, Content marketing, data driven content strategy, content creation, social media management, paid social campaigns, PPC campaigns, website data analytics, email marketing and digital communications strategy.
I am excited by the huge amount of disruption underway in the financial services industry and the key role that digital marketing will play in making that transformation a reality.
I am excited by the huge amount of disruption underway in the financial services industry and the key role that digital marketing will play in making that transformation a reality.
Markets
United Kingdom
Industries
Language
English
Fluently
Italian
Good
Ready for
Larger project
Ongoing relation / part-time
Full time contractor
Available
My experience
2018 - 2020
job
Digital Marketing Strategist
Newton Investment Management.
• SEO and content marketing:
◦ Remit to manage search visibility and analytics data for new website launched in late 2018.
◦ Implemented keyword and Google knowledge graph optimisation strategy for key terms including "ESG investment" and "responsible investment".
◦ Performed full technical SEO site audit, keyword landscape construction and backlink profile audit. Tools used: SEMrush, ahrefs, Google Search Console
◦ Used analytics data to show effectiveness of the Newton blog - prompting renewed resource allocation.
◦ Content performance analysis using time on page and page scroll data. Recommendations fed back to in house content team. Managed implementation of page scroll tagging in Google tag manager.
◦ Site traffic flow analysis used to demonstrate need for site navigation update.
◦ Implementation of OneTrust cookie management in Tag Manager.
◦ Implementation of Floodlight tags in Tag Manager for DCM.
• Design and build of digital marketing data analytics framework:
◦ Reporting to synthesize multiple data sources from multiple marketing channels, showing channel effectiveness metrics and allowing for strategic planning of marketing budgets.
◦ Use of historic data to reveal how different publishers, formats and ad units perform different functions in the consumer journey and how they can be used together more effectively.
◦ Advanced excel functions used in the reporting framework build.
• Social media strategy [annual budget £100K]:
◦ Proposed built and ran the firm's first ever paid social media campaign on LinkedIn in December 2018.
◦ Owned and managed entire content creation process, including writing copy.
◦ Externally trained in FS social media and working within the boundaries of FCA rules surrounding financial promotions on social media.
◦ Proposed and launched short form content series Thematic Snippets and Macro bites.
◦ In 2020, 10% of the annual marketing budget was allocated to social media (2018 0%, 2019 5%). Brought LinkedIn campaign management in house leading to large agency cost saving. Owned and managed production of all organic and paid social media content.
◦ Generated click through rates in excess of 5% on several occasions with sponsored updates LinkedIn.
◦ Social spend brought generating CPCs of around £3 in comparison to content partnerships which averages at around £30. Ten times more efficient, targeted spend.
◦ Grew Newton's LinkedIn follower base from under 6,000 in April 2019 to 9,000 in April 2020 - a 50% increase.
◦ In Q1 2020, social traffic accounted for 20% of traffic to pages with engagement content, up from 6% in 2019 and 2% in 2018.
• Managing PPC campaigns [annual budget £20k]:
◦ Leveraging SEO experience to build keyword set.
◦ Demonstrated efficiency of this channel as a traffic driver. Average CPC £5; six times better value than media partnerships in place.
◦ Ad copy creation.
◦ In campaign optimisation.
• Audience research [Grist project budget 70k]:
◦ Improved audience research insights by reworking data back from Grist audience survey data. Collated and manipulated data in excel to provide actionable insights for marketing team stakeholders.
◦ Identified and created audiences for social media targeting based on job titles, demographic data, skills and interests.
◦ Created and ran Newton internal social media survey project, providing insight into level of firm adoption.
• Working with the CRM system (Salesforce):
◦ Instigated implementation of digital marketing data feed for prospects, which gathered interaction data across all website, social and email channels.
◦ Remit to manage search visibility and analytics data for new website launched in late 2018.
◦ Implemented keyword and Google knowledge graph optimisation strategy for key terms including "ESG investment" and "responsible investment".
◦ Performed full technical SEO site audit, keyword landscape construction and backlink profile audit. Tools used: SEMrush, ahrefs, Google Search Console
◦ Used analytics data to show effectiveness of the Newton blog - prompting renewed resource allocation.
◦ Content performance analysis using time on page and page scroll data. Recommendations fed back to in house content team. Managed implementation of page scroll tagging in Google tag manager.
◦ Site traffic flow analysis used to demonstrate need for site navigation update.
◦ Implementation of OneTrust cookie management in Tag Manager.
◦ Implementation of Floodlight tags in Tag Manager for DCM.
• Design and build of digital marketing data analytics framework:
◦ Reporting to synthesize multiple data sources from multiple marketing channels, showing channel effectiveness metrics and allowing for strategic planning of marketing budgets.
◦ Use of historic data to reveal how different publishers, formats and ad units perform different functions in the consumer journey and how they can be used together more effectively.
◦ Advanced excel functions used in the reporting framework build.
• Social media strategy [annual budget £100K]:
◦ Proposed built and ran the firm's first ever paid social media campaign on LinkedIn in December 2018.
◦ Owned and managed entire content creation process, including writing copy.
◦ Externally trained in FS social media and working within the boundaries of FCA rules surrounding financial promotions on social media.
◦ Proposed and launched short form content series Thematic Snippets and Macro bites.
◦ In 2020, 10% of the annual marketing budget was allocated to social media (2018 0%, 2019 5%). Brought LinkedIn campaign management in house leading to large agency cost saving. Owned and managed production of all organic and paid social media content.
◦ Generated click through rates in excess of 5% on several occasions with sponsored updates LinkedIn.
◦ Social spend brought generating CPCs of around £3 in comparison to content partnerships which averages at around £30. Ten times more efficient, targeted spend.
◦ Grew Newton's LinkedIn follower base from under 6,000 in April 2019 to 9,000 in April 2020 - a 50% increase.
◦ In Q1 2020, social traffic accounted for 20% of traffic to pages with engagement content, up from 6% in 2019 and 2% in 2018.
• Managing PPC campaigns [annual budget £20k]:
◦ Leveraging SEO experience to build keyword set.
◦ Demonstrated efficiency of this channel as a traffic driver. Average CPC £5; six times better value than media partnerships in place.
◦ Ad copy creation.
◦ In campaign optimisation.
• Audience research [Grist project budget 70k]:
◦ Improved audience research insights by reworking data back from Grist audience survey data. Collated and manipulated data in excel to provide actionable insights for marketing team stakeholders.
◦ Identified and created audiences for social media targeting based on job titles, demographic data, skills and interests.
◦ Created and ran Newton internal social media survey project, providing insight into level of firm adoption.
• Working with the CRM system (Salesforce):
◦ Instigated implementation of digital marketing data feed for prospects, which gathered interaction data across all website, social and email channels.
Production, Google search console, Analytics, Website, Content, Blog, Implementation, Google, Campaign, Search, Management, Ahrefs, Planning, Framework, Social, Cookie, Manager, UP, Budget, Social Media, Marketing, Content marketing, Design, Seo, Excel, Content creation, Writing, CRM, Digital Marketing, Research, Audit, PPC, Strategic Planning, Salesforce, Google tag manager, Linkedin, Optimization
2014 - 2018
job
Account Manager - SEO & Content Marketing
Mindshare UK.
• Managed Legal & General insurance products account [annual budget £1.3 million]:
◦ Product suite: Life Insurance, Home Insurance, Landlord, Over 50s, Pet Insurance.
◦ Planned and executed a data driven content strategy, ultimately achieving #1 ranking for the primary keyword - "life insurance".
◦ Content strategy split into product content and engagement focussed content.
◦ Search demand led, product landing page copy creation - L&G still use my copy and the page ranks #1 in Google search for the high-volume term "life insurance". Copy optimised for keyword and knowledge graph visibility.
◦ Close integration with client PPC partner (Merkle) to formulate product landing page strategy.
◦ Wrote copy for user engagement content hubs. Managed the Mindshare in-house creative team in development of further content for user engagement content hubs.
◦ Monthly organic traffic & organic visibility reporting (GA, Omniture and Google Search Console)
◦ Managed technical SEO audits, technical support for ad hoc client requests.
◦ Implementation of Reevoo platform.
• Managed 2 account executives. Active role in their training and professional development.
• Selected as a Mindshare Future leader in 2015
◦ Product suite: Life Insurance, Home Insurance, Landlord, Over 50s, Pet Insurance.
◦ Planned and executed a data driven content strategy, ultimately achieving #1 ranking for the primary keyword - "life insurance".
◦ Content strategy split into product content and engagement focussed content.
◦ Search demand led, product landing page copy creation - L&G still use my copy and the page ranks #1 in Google search for the high-volume term "life insurance". Copy optimised for keyword and knowledge graph visibility.
◦ Close integration with client PPC partner (Merkle) to formulate product landing page strategy.
◦ Wrote copy for user engagement content hubs. Managed the Mindshare in-house creative team in development of further content for user engagement content hubs.
◦ Monthly organic traffic & organic visibility reporting (GA, Omniture and Google Search Console)
◦ Managed technical SEO audits, technical support for ad hoc client requests.
◦ Implementation of Reevoo platform.
• Managed 2 account executives. Active role in their training and professional development.
• Selected as a Mindshare Future leader in 2015
Content, LED, Manager, Search, Google, Content strategy, Development, Insurance, Support, Implementation, Marketing, Google search console, Integration, PPC, Training, Account Manager, Budget, Seo, Content marketing
My education
University of Edinburgh
Masters, Italian & European History
Masters, Italian & European History
Lachlan's reviews
Lachlan has not received any reviews on Worksome.
Contact Lachlan Shaw Stewart
Worksome removes the expensive intermediaries and gives you direct contact with relevant talent.
Create a login and get the opportunity to write to Lachlan directly in Worksome.
are ready to help you
and get specific bids from skilled talent in Denmark