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Senior Marketing Consultant with strong digital marketing skills
Laura Miller
,
Billericay, United Kingdom
Experience
Other titles
Skills
I'm offering
Driven senior marketing digital leader with strong expertise in B2B and B2C marketing across financial services, ecommerce and public sector.
Commercially astute leader, developing marketing strategies to enhance marketing performance with strong stakeholder management skills.
• Proven track record in leading cross functional internal and external teams, marketing agencies and third party suppliers to deliver marketing plans.
• A highly motivated and results orientated marketing professional with strong digital marketing skills, backed with an IDM Diploma in Digital Marketing (distinction achieved).
• Extensive experience in optimising customer online journeys to maximise leads.
• Strong Performance and Digital Marketer helping companies to continuously optimise marketing.
Commercially astute leader, developing marketing strategies to enhance marketing performance with strong stakeholder management skills.
• Proven track record in leading cross functional internal and external teams, marketing agencies and third party suppliers to deliver marketing plans.
• A highly motivated and results orientated marketing professional with strong digital marketing skills, backed with an IDM Diploma in Digital Marketing (distinction achieved).
• Extensive experience in optimising customer online journeys to maximise leads.
• Strong Performance and Digital Marketer helping companies to continuously optimise marketing.
Markets
United Kingdom
Industries
Language
English
Fluently
Spanish
Good
Ready for
Larger project
Ongoing relation / part-time
Full time contractor
Available
My experience
2019 - 2020
job
Senior Marketing Performance Manager, Global
HSBC.
(Consultant)
Devised and led strategic digital marketing performance strategies across global HSBC business marketing teams.
• Drove strategic performance projects to maximise revenue growth through conversion funnel analysis, working with agencies and internal team.
• Improved marketing effectiveness by 5% through project managing marketing econometric models across Europe and Asia, including marketing mix modelling.
• Led 1st ever cross-country online performance dashboard project, to identify ROI across marketing activities. This project identified improvement areas including 100% of pages being tagged correctly.
• Successfully project managed new marketing budget planning tool that allowed country teams to do scenario planning and led to a 5% increase in ROI.
Devised and led strategic digital marketing performance strategies across global HSBC business marketing teams.
• Drove strategic performance projects to maximise revenue growth through conversion funnel analysis, working with agencies and internal team.
• Improved marketing effectiveness by 5% through project managing marketing econometric models across Europe and Asia, including marketing mix modelling.
• Led 1st ever cross-country online performance dashboard project, to identify ROI across marketing activities. This project identified improvement areas including 100% of pages being tagged correctly.
• Successfully project managed new marketing budget planning tool that allowed country teams to do scenario planning and led to a 5% increase in ROI.
Digital Marketing, Marketing, Budget, ROI, Growth, Marketing Performance, Online, Asia, LED, Manager
2018 - 2019
job
Digital Strategy, Performance and Optimisation Lead
Barclays.
(Consultant)
Drove and led digital marketing acquisitions strategies across all online channels for an investment product - Barclays Smart Investor. Optimised commercial performance across branch and digital including SEO, PPC and email.
• Successfully oversaw Investment ISA Tax Year End marketing strategies and campaigns across digital channels, maximising customer touch points across internal and external digital channels (online and mobile).
• Led marketing commercial performance of internal and external marketing channels against targets, working with cross-functional team to achieve 400% ROI.
• Increased online lead acquisition by 10% through optimising conversion funnels, automating customer online journeys, including test and learn.
• Successfully project managed new analytical dashboards of Key Performance Indicator's (KPI's). Identified channels that were inefficient and reallocated budget to maximise revenue and reduced Cost Per Lead by 20%.
Drove and led digital marketing acquisitions strategies across all online channels for an investment product - Barclays Smart Investor. Optimised commercial performance across branch and digital including SEO, PPC and email.
• Successfully oversaw Investment ISA Tax Year End marketing strategies and campaigns across digital channels, maximising customer touch points across internal and external digital channels (online and mobile).
• Led marketing commercial performance of internal and external marketing channels against targets, working with cross-functional team to achieve 400% ROI.
• Increased online lead acquisition by 10% through optimising conversion funnels, automating customer online journeys, including test and learn.
• Successfully project managed new analytical dashboards of Key Performance Indicator's (KPI's). Identified channels that were inefficient and reallocated budget to maximise revenue and reduced Cost Per Lead by 20%.
Digital Marketing, Marketing, Seo, Digital Strategy, Budget, PPC, ROI, Optimization, Test, KPI, Online, LED
2016 - 2017
job
Senior Digital Marketing Manager
Royal Mail.
(Consultant)
Developed and led annual digital marketing strategies (Royal Mail MarketReach), through cross functional teams and digital agencies. Led digital plans across all paid and organic channels including PPC, SEO, social media and email.
• Improved online lead conversions by 6% through successfully project managing new digital analytical processes and dashboards (including Adobe and Google).
• Achieved 500% ROI by leading PPC strategies and plans with digital agency.
• Project managed website digital optimisation projects including site redesign, selecting and onboarding new website development agency to achieve 200% growth in website visits from 2016.
• Developed new CRM acquisition strategy and introduced new automated email marketing programme through Eloqua.
• Increased online form submission by 300% from 2016 through optimising digital journey, improving online content and implementing SEO techniques.
Developed and led annual digital marketing strategies (Royal Mail MarketReach), through cross functional teams and digital agencies. Led digital plans across all paid and organic channels including PPC, SEO, social media and email.
• Improved online lead conversions by 6% through successfully project managing new digital analytical processes and dashboards (including Adobe and Google).
• Achieved 500% ROI by leading PPC strategies and plans with digital agency.
• Project managed website digital optimisation projects including site redesign, selecting and onboarding new website development agency to achieve 200% growth in website visits from 2016.
• Developed new CRM acquisition strategy and introduced new automated email marketing programme through Eloqua.
• Increased online form submission by 300% from 2016 through optimising digital journey, improving online content and implementing SEO techniques.
Content, Manager, LED, Processes, Social, Redesign, Online, Google, Development, Adobe, Growth, Digital Marketing, Website, Optimization, Onboarding, ROI, PPC, Email marketing, CRM, Seo, Social Media, Marketing
2015 - 2016
job
Senior Product and Marketing Manager, Tryzens
Tryzens.
Led and managed the yearly marketing plan across digital marketing, events and PR channels for Tryzens a digital commerce solutions provider. Liaised with sales team to maximise lead generation opportunities and developed product propositions.
• Increased website visits by over 8000%, twitter impressions by 900% and LinkedIn followers by 64% through new social media strategies.
• Successfully implemented first end-to-end online acquisition customer journey, with automated emails integrated to CRM.
• Achieved 300% ROI from integrated campaign launching a new all-in-one ecommerce product for online retailers.
• Generated 50 leads through managing first ever partner event with partner sales and marketing teams.
• Created new KPI dashboards across all marketing channels to optimise ROI and developed content strategy.
• Increased website visits by over 8000%, twitter impressions by 900% and LinkedIn followers by 64% through new social media strategies.
• Successfully implemented first end-to-end online acquisition customer journey, with automated emails integrated to CRM.
• Achieved 300% ROI from integrated campaign launching a new all-in-one ecommerce product for online retailers.
• Generated 50 leads through managing first ever partner event with partner sales and marketing teams.
• Created new KPI dashboards across all marketing channels to optimise ROI and developed content strategy.
Sales, Manager, LED, Social, Online, Campaign, KPI, Content strategy, Twitter, Content, Website, Digital Marketing, Pr, Event, Linkedin, Social media strategies, ROI, CRM, Ecommerce, Social Media, Marketing
2011 - 2014
job
Digital Marketing Manager EMEA
First Data Merchant Solutions.
First Data
Developed and defined digital marketing strategies for payment provider First Data Merchant Solutions (FDMS). Led marketing team, plan, oversaw budget, optimised marketing campaigns through cross-functional teams and agencies.
• Achieved 800% ROI for digital marketing activities through continuous optimisation, improving customer journeys and implemented conversion funnel tracking through CRM SalesForce.
• Improved online lead conversions by 5% through launching a new website, driving online offers, developing marketing campaigns, and establishing an email marketing automation strategy.
• Devised go to market strategies through key strategic partners, including managing a joint marketing campaign promoting online payments that generated 500% ROI with the Chamber of Commerce. Drove lead generation marketing plans through all channels including direct marketing, advertising, SEM, SMS and email campaigns to optimise ROI.
• Established and embedded marketing metric analysis across all channels and stages of the acquisition funnel (from initial touch point to lead), ensuring integration with sales and product teams.
• Increase online partner leads by 5% through project managing new online portal and partner marketing campaigns.
• Launched new Merchant Cash Advance product. Defined key messages and led campaign to achieve 15% response rate.
• Integrated first ever SEM agency for FDMS, developed SEO and PPC strategies and devised content strategy.
Developed and defined digital marketing strategies for payment provider First Data Merchant Solutions (FDMS). Led marketing team, plan, oversaw budget, optimised marketing campaigns through cross-functional teams and agencies.
• Achieved 800% ROI for digital marketing activities through continuous optimisation, improving customer journeys and implemented conversion funnel tracking through CRM SalesForce.
• Improved online lead conversions by 5% through launching a new website, driving online offers, developing marketing campaigns, and establishing an email marketing automation strategy.
• Devised go to market strategies through key strategic partners, including managing a joint marketing campaign promoting online payments that generated 500% ROI with the Chamber of Commerce. Drove lead generation marketing plans through all channels including direct marketing, advertising, SEM, SMS and email campaigns to optimise ROI.
• Established and embedded marketing metric analysis across all channels and stages of the acquisition funnel (from initial touch point to lead), ensuring integration with sales and product teams.
• Increase online partner leads by 5% through project managing new online portal and partner marketing campaigns.
• Launched new Merchant Cash Advance product. Defined key messages and led campaign to achieve 15% response rate.
• Integrated first ever SEM agency for FDMS, developed SEO and PPC strategies and devised content strategy.
SEM, SEM, Manager, LED, Portal, Go, Online, Campaign, Content strategy, Embedded, Content, Website, Sales, Integration, Digital Marketing, Optimization, Direct marketing, Salesforce, Marketing Automation, Automation, ROI, PPC, Budget, Email marketing, CRM, Advertising, Seo, Marketing
2010 - 2010
freelance
Marketing and Communications Manager (Consultant)
Young People's Learning Agency.
(YPLA), Government Department
Led and developed YPLA annual marketing plans/strategies to promote government educational benefits. Managed a team to drive digital and offline annual plans.
• Planned and drove digital strategies for YPLA including social media, PPC, SEO, email, banner advertising to continuously improve results. Created propositions, key messages and ensured brand guidelines were adhered to.
• Optimised marketing channels across all customer touch points by project managing new CRM Microsoft Dynamics to achieve yearly target.
• Devised social media marketing campaigns on Twitter/Facebook and YouTube. Managed digital agency to achieve a 20% increase on number of participants at Association of Colleges event from 2009.
• Established and developed first ever monthly KPI dashboards across all marketing channels including advertising, radio, direct marketing, digital marketing and email. Reviewed marketing channels and identified savings of £100 000.
• Increased website visits by 20% through working with government partners, using a new web content strategy and managed integrated campaigns.
Led and developed YPLA annual marketing plans/strategies to promote government educational benefits. Managed a team to drive digital and offline annual plans.
• Planned and drove digital strategies for YPLA including social media, PPC, SEO, email, banner advertising to continuously improve results. Created propositions, key messages and ensured brand guidelines were adhered to.
• Optimised marketing channels across all customer touch points by project managing new CRM Microsoft Dynamics to achieve yearly target.
• Devised social media marketing campaigns on Twitter/Facebook and YouTube. Managed digital agency to achieve a 20% increase on number of participants at Association of Colleges event from 2009.
• Established and developed first ever monthly KPI dashboards across all marketing channels including advertising, radio, direct marketing, digital marketing and email. Reviewed marketing channels and identified savings of £100 000.
• Increased website visits by 20% through working with government partners, using a new web content strategy and managed integrated campaigns.
Radio, Manager, LED, Social, Web, Banner, KPI, Content strategy, Twitter, Content, Website, Youtube, Digital Marketing, Event, Direct marketing, Facebook, PPC, CRM, Web content, Advertising, Social Media Marketing, Seo, Social Media, Marketing
2008 - 2009
job
Marketing Manager
RBS Invoice Finance.
Defined and developed online/offline yearly marketing acquisition strategies for Invoice Finance (IF) targeting SME, large and corporate businesses. Led cross-functional teams in managing budget, ensured implementation of plans, across the marketing mix - advertising, digital, PR, sales collateral, direct marketing, insights and events. Achievements include:
• Developed and led digital projects/strategies for Invoice Finance, including a PPC strategy that increased leads by 73%.
• Planned and developed first ever yearly campaign programme for Invoice Finance, aligned to sales targets, targeting SME's, corporate companies and intermediaries. Established and developed monthly dashboards, across the marketing channels to review KPI's and ROI, continuously improving results.
• Devised first ever cross selling strategies to promote IF to different areas of RBS through internal communication and product training. Managed the first IF prospecting campaign with the corporate division, which generated 50 business appointments and converted into £100,000 of yearly income.
• Developed partner marketing plans for key strategic partners including Federation of Small Businesses (FSB) for lead generation activity. Established new processes and developed marketing campaign strategy.
• Increased campaign ROI by 300% through implementing new marketing and sales campaign strategies, refining segmentation strategies and establishing new processes with telemarketing agency.
• Developed and led digital projects/strategies for Invoice Finance, including a PPC strategy that increased leads by 73%.
• Planned and developed first ever yearly campaign programme for Invoice Finance, aligned to sales targets, targeting SME's, corporate companies and intermediaries. Established and developed monthly dashboards, across the marketing channels to review KPI's and ROI, continuously improving results.
• Devised first ever cross selling strategies to promote IF to different areas of RBS through internal communication and product training. Managed the first IF prospecting campaign with the corporate division, which generated 50 business appointments and converted into £100,000 of yearly income.
• Developed partner marketing plans for key strategic partners including Federation of Small Businesses (FSB) for lead generation activity. Established new processes and developed marketing campaign strategy.
• Increased campaign ROI by 300% through implementing new marketing and sales campaign strategies, refining segmentation strategies and establishing new processes with telemarketing agency.
Finance, Manager, LED, Processes, Online, Campaign, KPI, Implementation, Sales, Telemarketing, Marketing, Pr, Direct marketing, Marketing and sales, ROI, PPC, Training, Budget, Advertising
2004 - 2008
job
Senior Marketing Campaign Executive
GE Money.
Led and developed yearly marketing acquisition and retention strategies for retailers' credit and store card (Monsoon/Laura Ashley). Managed marketing plans across offline and online channels.
• Devised go to market strategies for new product launches including the rollout of Laura Ashley MasterCard/Store Card,
across all consumer touch points. Developed proposition, key messages, contact strategies and devised integrated marketing campaigns to achieve 600% ROI.
• Increased ROI by 20% for all Monsoon cardholder events by successfully implementing targeted segmentation strategies through recency, frequency and monetary analysis (RFM). Identified customers most likely to attend events through developing ROI driven marketing campaigns including direct marketing.
• Launched Laura Ashley first ever card website, increasing card applications by 15% within 6 months. Developed first online acquisition strategies ensuring integration with CRM and operations to develop ROI driven marketing campaigns.
• Established monthly dashboards for campaigns, customer insights and competitor activity to drive acquisition and retention strategies.
• Devised go to market strategies for new product launches including the rollout of Laura Ashley MasterCard/Store Card,
across all consumer touch points. Developed proposition, key messages, contact strategies and devised integrated marketing campaigns to achieve 600% ROI.
• Increased ROI by 20% for all Monsoon cardholder events by successfully implementing targeted segmentation strategies through recency, frequency and monetary analysis (RFM). Identified customers most likely to attend events through developing ROI driven marketing campaigns including direct marketing.
• Launched Laura Ashley first ever card website, increasing card applications by 15% within 6 months. Developed first online acquisition strategies ensuring integration with CRM and operations to develop ROI driven marketing campaigns.
• Established monthly dashboards for campaigns, customer insights and competitor activity to drive acquisition and retention strategies.
Marketing, CRM, Operations, ROI, Direct marketing, Integration, Website, Retention, Campaign, Online, Go, LED
My education
2000
-
2003
n/a
Somepostgraduate, Marketing and CIM Advanced Marketing
Somepostgraduate, Marketing and CIM Advanced Marketing
1995
-
1999
n/a
Bachelors, International Business Studies
Bachelors, International Business Studies
?
-
2010
n/a
Unspecified, Digital Marketing
Unspecified, Digital Marketing
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