Marketing Strategy & Results
Data-Driven Marketing with Measurable Impact
I specialise in translating analytics into actionable marketing strategies that drive business growth. My approach combines competitive analysis, customer insights, and performance data to optimise channel investment and improve campaign effectiveness across digital platforms.
Strategic Campaign Analysis & Budget Optimisation
Challenge: Evaluate multi-channel advertising performance to inform strategic budget allocation decisions.
Approach: Conducted comprehensive analysis comparing cost-per-acquisition metrics across traditional and digital advertising channels, examining attribution data and campaign performance over multiple months.
Impact: Developed strategic recommendations demonstrating significant cost efficiency differences between channels, providing leadership with data-backed insights to inform future marketing investment decisions.
Key Skills: Multi-channel attribution analysis, campaign performance evaluation, ROI analysis, strategic planning
AI Search Visibility & Content Strategy
Challenge: Improve organic search presence in an increasingly AI-powered search landscape for a multi-brand commercial vehicle rental company.
Approach: Developed comprehensive content strategy focused on SEO optimisation, created location-specific landing pages, comparison guides, and practical how-to content. Provided strategic recommendations for website structure improvements to enhance content discoverability.
Impact: Measurably improved AI search visibility scores through strategic content planning and technical optimisation recommendations, positioning the company for better organic reach.
Key Skills: SEO strategy, AI search optimisation, content planning, website UX consultation, competitive analysis
Email Marketing Strategy & Audience Segmentation
Challenge: Optimise email marketing performance across multiple customer segments and brands with varying engagement patterns.
Approach: Conducted detailed analysis of campaign performance across Active, Warm, and Lapsed customer segments for two distinct brands. Identified critical patterns in deliverability rates and engagement metrics that required different strategic approaches.
Impact: Developed data-informed segmentation strategy that addressed distinct B2B commercial and B2C DIY customer needs, creating foundation for improved targeting and personalisation.
Key Skills: Email marketing strategy, audience segmentation, campaign analysis, CRM platform management (Brevo), data analysis
Customer Loyalty Programme Launch
Challenge: Launch a third-party rewards programme across a nationwide network within tight timeframes.
Approach: Managed end-to-end campaign delivery including EDM design and copywriting, point-of-sale marketing materials, and coordination with 16 branch locations for successful rollout.
Impact: Successfully launched programme on schedule with complete branch adoption, creating new customer engagement channel and competitive advantage.
Key Skills: Project management, cross-functional coordination, multi-channel campaign execution, copywriting, design
Strategic Brand Marketing & Fundraising Growth
Challenge: Support organisation's transition to registered charity status through strategic marketing and brand development.
Approach: Developed comprehensive marketing strategy including new brand identity, multi-page website with donation functionality, and integrated digital campaigns.
Impact: Successfully supported charity transition, increased brand awareness, secured corporate sponsorships, and grew donor base through strategic branding and targeted outreach.
E-Commerce Growth & Social Media Strategy
Challenge: Launch e-commerce brand and build audience from zero in competitive parenting/children's retail space.
Approach: Developed complete business strategy including brand positioning, multi-channel marketing campaigns, influencer partnerships, and user-generated content strategy.
Impact: Grew combined social media following from 0 to 8,492 followers in under 18 months through data-driven content strategy and strategic influencer partnerships.