Profit & loss accountability – complete departmental responsibility. Monitored expenses and resource allocation. Cemented business partnerships. Had control over hiring and budgets. Demonstrated strong leadership skills. Took personal responsibility for end results.

Business growth – drove business growth by working in collaboration with sales director and developed marketing strategies that were designed to improve targets and profitability and improve lead generation.

​

Change management / internal communications – developed an internal communications strategy to create a collaborative work culture to drive an internal culture change and increase employee engagement.

​

Marketing strategy – contributed to the strategic direction of the company by planning, designing and executing multiple strategies for the various divisions of the business, designed for business growth through collaboration and market research. Developed various strategies for different business units, based on their audience, products / services, micro- and macroenvironments.

 

Events and exhibitions – total responsibility for organising all types of events and exhibitions, ranging from pre-marketing to follow. Made decisions on the most beneficial events to attend. Latest exhibition was organising participation at Railtex at the NEC in Birmingham with a 60m2 stand.

​

Marketing insights – researched and analysed a variety of markets for the different divisions in order to make well-informed decisions on commercial opportunities and what the best way to target potential customers were.

​

Marketing automation – proactively sought ways to automate the marketing process of the customer’s journey, either through existing technologies or through the emergence of AI.

​

Project Management – acquired a clear understanding of the basic elements required with project management, which in turn allowed me to deliver a number of projects on time and on budget

Marketing budget – constructed and controlled numerous Marketing budgets in order to ensure marketing activities were delivered on time and within budget whilst achieving KPIs

​

Public Relations – created a PR schedule for various brands and products across the different seasons / cycles and keeping up to date with the public relations database (Vuelio). Also wrote compelling press releases, maintaining and building relationships with publishers and seeking out potential newsworthy topics for publication.

​

Marketing campaigns – planned, designed and executed innovative marketing campaigns as part of the individual marketing strategies across multiple divisions / brands – collaborated with divisional sales managers / directors. Campaigns have included using tactics in the most effective way. Channels included email marketing, traditional mail shots and exhibitions to name a few.

​

Digital Marketing – full digital marketing responsibility across a variety of social media channels (Facebook, Instagram, Twitter, LinkedIn). Oversaw all website activity; created product pages, wrote blogs and news pieces, along with driving content. Improved and maintained SEO through research and reviewing of short and longtail keywords. Managed PPC directly and most recently through an agency to maximise ROI. Developed an email marketing strategy and content plan with very lucrative ROI.

​

Branding – assisted in devising and maintaining existing brand guidelines in order to ensure that there was consistency across promotional activity and that the brands became more established in their respective fields.

​

Copy writing / Content creation – wrote copy for various channels, including: email campaigns, website, brochures, flyers – ensure that the tone was always kept appropriate for the various channels.

Agencies (PR, Website, Design, Printing) – sourced potential agencies, managed their assignments and projects on a day-to-day basis, negotiated terms and best prices.

​

CRM – acted as a CRM champion / ambassador within Marketing and company-wide to promote the correct usage and benefits of the system. Used systems to analyse and monitor sales and customer data to segment, target and promote appropriately.

​

Team Management / mentoring – mentored and managed various teams in different roles. Faced very differing personalities, which have required much different styles of management in order to bring out their full potential.

​

KPIs, analysis and reporting – designed and achieved a number of KPIs as agreed with Directors. As part of continuous improvement, a number of reports were created which ran at different frequencies in order to review the efficacy of Marketing activity, modify and calibrate accordingly. Metrics were extracted from different sources, e.g., sales figures, web clicks, open rates, etc, and worked on improving results, such as implementing split testing and personalisation.

​

Photography – cooperated with the Head of Design in order to get a brief of requirements. Staged photo shoots and selected the imagery which best represented the products.

​

Collateral management – worked alongside the Commercial Manager and Head of Design; briefed the Design team in order to create new collateral as well as curating from existing assets.

​

Competitor analysis – analysis of competitor products and activities. Monitored and deduced competitor strengths and weaknesses through product and service ranges, promotional activity and pricing, etc in order to improve our own image and service.

​

Industry and market analysis – analysed the market and identified product opportunities for new and existing products. Identified factors which influenced the market, such as customer needs, product applications, legislative drivers and incentives, installation practices and environmental issues.

​

Product development – developed and managed industry leading product technologies for the UK market.

Phase in phase out – introduced new products to market in conjunction with the Brand marketing teams and other internal departments as well as advised on what products to divest in.

​

Product life cycle – managed and monitored the product life cycle of a range of gas products. The role gave me the ability to influence major new products in addition to supporting existing product ranges in the market.

​

Sales monitoring – monitored Product sales volumes, margins and reliability performance and managed resolution of all product specification and reliability issues in the field by working closely with all internal stakeholders, group programme management, quality and R&D.