Steven Cathcart

Results-driven Digital Marketing leader with a proven track record of delivering £660M in annual attributable revenue. Expertise in crafting and executing global digital marketing strategies across email, CRM, SEO, content, etc. Implementing new business technology, leading high-performing teams, and driving digital transformation. Proven ability to optimise customer journeys, increase customer lifetime value, and deliver exceptional ROI.

Jan 2021– Aug 2024: VP Global CRM & VP Digital Marketing (Jul 2022 - April 2023)

INTO Global

• Develop and execute a comprehensive CRM strategy that aligned with the overall business goals across all workstreams and all other areas of the student lifecycle globally. 
• Introduced global SEO strategy, including hiring a team, SEO agency and re-launching B2C SEO campaigns.
• Leveraging CRM data to identify trends, opportunities, and areas for improvement. 
• Ensuring all digital marketing initiatives supported sales, marketing, and customer service objectives ensuring that the end to end journey is joined up and seamless. 
• Building high performance content campaign strategies to boost engagement and SEO rankings.
• Built and lead high-performing teams, understanding their needs, driving high performance and ensuring their skills complement each other to maximise efficiency and results.
• Launched the successful implementation and optimisation of digital marketing systems. For example, spearheading the migration to Eloqua from Marketing Cloud.
• Streamled processes to enhance efficiency and productivity. 
• Ensured data quality and integrity within business systems across all areas and workstreams.
• Utilised technology to create a unified customer view (Eloqua, SalesForce, Instant Marketing etc).
• Customer Lifecycle Management: Managing the entire customer lifecycle, from lead to enrolment and beyond.
• Customer Experience: Driving initiatives to improve customer satisfaction and loyalty. Customer Segmentation: 
• Sales Enablement: Providing sales teams with the tools and insights needed to succeed - eg lead scoring, Eloqua profiler etc.

Insendi

• Spearheaded the development and implementation of comprehensive digital marketing strategies across SEO, content and email marketing.
• Led the Insendi brand relaunch - including branding, design, tone of voice and launch of a brand new website.
• Led and mentored a high-performing digital marketing team, fostering a culture of collaboration, innovation, and continuous improvement.
• Defined key performance indicators (KPIs) and implemented robust tracking mechanisms to monitor campaign effectiveness and optimize ROI.
• Successfully managed and optimized digital marketing budgets.
• Conducted in-depth market research and competitive analysis to identify trends, opportunities, and threats, informing strategic decision-making.

• Managing and developing CRM, outreach, social, SEO and all other aspects of user marketing.
• Developed and launched a successful SEO strategy that saw over 300% uplift in organic traffic.
• Ensured that the digital content strategy was aligned to the SEO strategy to push organic rankings.
• Owned the implementation of three major CRM platforms – Salesforce Marketing Cloud, Krux and Dynamic Yield.
• Introduced deeper personalisation through data driven email marketing.
• Set business objectives for the marketing team, ensuring cross team collaboration to achieve these objectives.
• Created and owned the 5 year digital marketing plan.
• Increased website engagement through personalisation.

TUI UK&I (Head Office)

• Led and developed a high-performing CRM team of 9 to deliver 15+ highly personalised automated journeys, alongside weekly campaigns for 4 major brands.
• Drove over 100% improvement in incremental revenue from 10% to over 25% increase through data-driven CRM strategies and optimisations.
• Grew total attributable CRM revenue from £110m to over £660m during my 5 year tenure.
• Successfully delivered multiple complex CRM projects, including web analytics integration, social media platform development, and mobile app enhancements.
• Collaborated with cross-functional teams to establish a single customer view database and enhance customer insights.Spearheaded the growth of CRM attributable revenue from £110m to over £660m within 5 years
• Led and expanded a high-performing CRM team of 9, delivering over 15 highly personalized automated journeys and weekly campaigns for 4 major brands
• Collaborated with cross-functional teams to develop a single customer view database and enhance customer insights
• Successfully delivered multiple complex CRM projects, including web analytics integration, social media platform development, and mobile app enhancements
• Increased incremental revenue by over 100%, from 10% to over 25%, through data-driven CRM strategies and optimizations

Bay Restaurant Group (Slug & Lettuce, La Tasca, haha bar & Grill, etc)

• Led the development and launch of six new websites and associated CRM systems across multiple restaurant brands.
• Managed and delivered comprehensive training programs to over 2000 staff members, driving user adoption and engagement.
• Launched and optimised the company's first ever CRM system, resulting in huge website traffic and database increases.
• Implemented and managed the company’s first online booking system for 200+ locations, increasing bookings by well over 500%..
• Spearheaded the ‘restaurant discount voucher craze’ driven by the 2008 ‘credit crunch’ and used as a method of data capture - growing our database from nothing to over a million.

Position: Marketing Co-ordinator

• Managed the content schedule and hit ratio of the company website, and compiled reports accordingly.
• Managed all aspects of design and maintenance for the company website.
• Project managed an average of 6 monthly e-marketing campaigns – including making key targeting decisions that would ultimately reflect the success of the campaign.
• Created and designed e-marketing campaigns, with emphasis on directing traffic back through the company website.
• Analysed campaign results, trends, and click-throughs; presenting findings to senior management in report and presentation format.
• Made recommendations for on-going campaign improvement.

EDUCATION HIGHLIGHTS

2005 – ‘07 University of Birmingham – BA (hons) Marketing Management – Upper 2nd (2:1)

2003 – ‘05 University College Birmingham – HND Business – Merit Profile

1999 – ‘02 Barnfield College Luton – National Diploma Business – Pass

1994 – ‘99 Putteridge High School – GCSE’s – 8 C and above including English Literature B, English Language B, Maths C, and Science C,C