Account Director (Ford of Britain Performance Marketing Team) at VML (2024-05 – Present)
Working within the Performance Marketing team, specialising in CRM, and supporting Ford of Britain's CRM stakeholders.
- Producing the CRM plan for local activity to help support lead and sale targets across passenger and commercial vehicles.
- Briefing in the creative teams and producing targeted data strategies on all local email activity, with the aim to match or increase key email KPI's.
- Key achievements include increasing open rate and click rates, with some campaigns reaching over 70% open rate and over 5% click rate.
- Producing end of campaign evaluations to review performance and provide recommendations for future activity. Example of key finding was improving open rate from 13% to over 80% based on campaign learnings.
- Expanding channel reach to include direct mail, from initial proposal, data strategy with the inclusion of propensity models and coordinated creative from design stage to proofs. The campaign had a 4.7% lead to sale conversion.
- Creating proposals to help find solutions to increase lead targets and nurture consumers through the sales funnel.
- Collaborating closely with the central teams from Ford and within VML to help implement new CRM ideas and solutions.
- Mentoring and upskilling other colleagues within the CRM pillar.
Account Director (Honda and Hammerson) at Transform UK (2022-10 – 2024-05)
- Developing accounts commercially, generating increased profit and revenue above and beyond set retainers
- Leading data driven strategies and vision support for CRM activity
- Leading large-scale data driven projects such as predictive modelling, retention, ESP migration projects and microsites implementation
- Working closely with analytical teams to provide insight from previous campaigns and projects to offer better solutions in future CRM strategies
- Building lasting and transparent relationships with all stakeholders
- Optimising marketing capabilities with continual test and learn
- Line management of 1 direct report
- Key achievements include increasing open rate by 20% overall, with one campaign reaching 90% open rate
Senior Account Manager (Honda, Toyota and Financial Services) at Transform UK (2019-10 – 2022-10)
- Key contact for the client on BAU and project deliverables
- End to end responsibility for all email campaigns from solus sends to triggered journeys; from briefing data development team through to effective management of email team and ultimate quality control; responsible for providing written recommendations on the data selection
- Producing accurate and detailed weekly status report on client campaigns, presenting findings from Excel data in a commercial and simple way to relevant stakeholders
- Responsible for meticulous forecasting and invoicing monthly retainer as well as projects
- Scheduling work with the analytics team and working closely with them to ensure SLAs and KPIs have been reached
- Checking and distributing of KPI reports to the client on a weekly and monthly basis
- Running and extracting email engagement reports from Salesforce Marketing Cloud and Actito
- Ensuring that revenue targets are achieved or exceeded
- Producing and presenting quarterly Business Reviews
- Responsibility for collaboratively establishing and developing data strategy, shaping model launch activity for the client
- Line management of 1 direct report
- Contributing to the presentation of end of campaign analysis decks
- Key achievements to include doubling target client spend for Financial Spend; target = 50k, revenue achieved = £100k
Account Manager at Paragon Customer Communications (2017-05 – 2019-10)
Paragon Customer Communications is an agency that delivers responsive and meaningful engagements that support clients and their customer journeys.
- Managing multiple clients: Direct Line; Hyundai; Bupa Dentalcare
- Key contact for the client on BAU and project deliverables
- Managing SCV databases, implementing data feeds, extract data via excel to produce reports and briefing in changes to the SCV tables
- Managing multi-channel campaigns to include gathering requirement, briefing, scheduling and quality control
- Producing weekly status report which includes a detailed list of all the clients jobs and responsible for providing the latest status.
- Responsible for forecasting and invoicing monthly retainer and projects
- Producing monthly Service Reports which track month end performance, with any issues or queries
- Briefing and QA of reports produced within Tableau
- Organising and conducting client face to face and telephone meetings and circulating meeting minutes and actions
- Being responsible for two of the monthly mailing campaigns which involves, briefing in the data extracts, creative amends, HTML build or amends, producing an email brief for build or amends as well as direct mail.
Account Manager at Merkle (previously DBG) (2015-08 – 2017-04)
Merkle | DBG is an agency that provides database solutions, campaign management, data visualisation tools, data intelligence and consulting services.
- Managing and liaising with four key clients within the travel, leisure, telecoms and retail industry: TalkTalk; The Works; East Midlands Trains
- Organising and conducting client face to face and telephone meetings and circulating meeting minutes and actions
- Managing client projects involving building a SCV database, implementing data feeds, campaign management, managing a prospect pool and liaising with a third-party data provider
- Key contributor to CRM project which involved implementing segmentation, segment tracker, KPI tracker and exploring customer value
- Business acceptance testing of certain projects
- First point of call for all client queries and issues
- Producing weekly client trackers which report on database load times, tracking of projects, queries, budgeting and invoices
- Scheduling work for the operations and data intelligence department
- Monthly and quarterly reporting
- Extensive forecasting
Account Manager at Greenstone Data Solutions (2014-02 – 2015-08)
Greenstone is a marketing service provider which offers data cleansing, data enhancement, database solutions and prospects pools.
- Client liaison, managing four key multi-sector accounts: Multiyork; Mum and Baby; Transactis
- Data cleansing, updating and database hosting
- Scheduling work for the production department
- Structure and process invoices
Account Executive at Greenstone Data Solutions (2012-12 – 2014-02)
- Running Transactis account; deputy key on other accounts
- Working to tight deadlines and to KPIs
- Data capture
- Quality control of all the above processes
