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Senior
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0
jobs
Natalie Addo
,
Experience
Other titles
Skills
I'm offering
Markets
United Kingdom
Language
English
Fluently
Ready for
My experience
2017 - 2018
job
Global Head of Customer Engagement
Findmypast.com.
Customer marketing lead for online genealogy subscriptions business. Key operating territories include UK, US, Australia and Ireland
Driving revenue growth through the successful design and implementation of customer marketing strategy focused on reducing customer churn and driving awareness across the Findmypast product portfolio and markets. Key areas of focus:
• Lead in driving customer engagement initiatives through product development improvements, cross channel communication and customer journey optimisation
• Lead on FY20 re branding initiative, community and UGC strategy
• Lead social and PR strategy optimisation and GTM strategies
Selected Contributions:
• Led switch from single to a multi-channel CRM approach through implementation of new marketing technology and optimisation of activity to drive product engagement. Resulted in +20% FY18 vs FY19 increase in monthly active users
• Increased CRM subscription revenue contribution by 12% through the design and implementation of behavioural targeting initiatives - FY19
• Led FY18 subscription package optimisation initiative and increased ARPU by 8%.
Stream20/CACI - San Francisco, Los Angeles, London
Driving revenue growth through the successful design and implementation of customer marketing strategy focused on reducing customer churn and driving awareness across the Findmypast product portfolio and markets. Key areas of focus:
• Lead in driving customer engagement initiatives through product development improvements, cross channel communication and customer journey optimisation
• Lead on FY20 re branding initiative, community and UGC strategy
• Lead social and PR strategy optimisation and GTM strategies
Selected Contributions:
• Led switch from single to a multi-channel CRM approach through implementation of new marketing technology and optimisation of activity to drive product engagement. Resulted in +20% FY18 vs FY19 increase in monthly active users
• Increased CRM subscription revenue contribution by 12% through the design and implementation of behavioural targeting initiatives - FY19
• Led FY18 subscription package optimisation initiative and increased ARPU by 8%.
Stream20/CACI - San Francisco, Los Angeles, London
Growth, Social, LED, Online, SAN, Marketing Technology, Community, Development, Implementation, Marketing, Technology, Optimization, Pr, CRM, Product development, MArketing Strategy, Branding, Design
2015 - 2016
freelance
Consultant, Digital Marketing
Experian North America's.
Directed digital strategy development and implementation of growth opportunities for various clients such as, Experian North America, Dow Jones, and NewsUK.
Implemented new marketing tech to focus on delivering targeted and personalised communications. Directed the development of a variety of cross channel programmes. Decreased churn rates and improved online customer experiences. Led customer management team restructure and implemented process improvements and project managed migration of ESP platform integration. Led review of digital acquisition strategy and identified opportunities for improvement. Developed mobile proposition to support new Freemium strategy. Grew acquisition traffic through optimisation of underperforming channel and improved engagement and retention of app customers through review and optimisation of app strategy.
Selected Contributions:
• Grew customer survival rates by 17% through successful launch of churn reduction programmes and predictive profiling.
• Spearheaded the transformation of Experian North America's transactional to a personalised customer-focused CRM strategy with supporting team structure.
• Delivered personalised programmes that tailored experiences based on customer life stage resulting in a monthly active user increase of 25%.
• Implemented an Omni channel CRM platform to ensure integration would support holistic driven customer relationship marketing strategy.
• Improved News UK Sunday Times app engagement strategy which resulted in 3% increase in app downloads and 6% increase in subscriptions.
Implemented new marketing tech to focus on delivering targeted and personalised communications. Directed the development of a variety of cross channel programmes. Decreased churn rates and improved online customer experiences. Led customer management team restructure and implemented process improvements and project managed migration of ESP platform integration. Led review of digital acquisition strategy and identified opportunities for improvement. Developed mobile proposition to support new Freemium strategy. Grew acquisition traffic through optimisation of underperforming channel and improved engagement and retention of app customers through review and optimisation of app strategy.
Selected Contributions:
• Grew customer survival rates by 17% through successful launch of churn reduction programmes and predictive profiling.
• Spearheaded the transformation of Experian North America's transactional to a personalised customer-focused CRM strategy with supporting team structure.
• Delivered personalised programmes that tailored experiences based on customer life stage resulting in a monthly active user increase of 25%.
• Implemented an Omni channel CRM platform to ensure integration would support holistic driven customer relationship marketing strategy.
• Improved News UK Sunday Times app engagement strategy which resulted in 3% increase in app downloads and 6% increase in subscriptions.
Support, LED, Online, App, Strategy development, Retention, Development, Transformation, Implementation, Digital Marketing, Growth, Optimization, Management, Integration, CRM, MArketing Strategy, Digital Strategy, Marketing
2014 - 2015
job
Head of Customer Engagement
Movies & TV.
Improved customer engagement and value through the development of effective engagement strategy delivered across paid, owned, and earned media.
Directed team of five CRM and social media specialists. Increased customer value through proposition development and the implementation of innovative campaign activity. Improved overall effectiveness of communication touch points through development of an effective content strategy. Utilised data segmentation and service features to deliver unique customer experiences. Increased customer purchase frequency and loyalty through the delivery of online and in store (Tesco) campaign activity. Applied knowledge of Adobe Campaign to scale and improve effectiveness of email campaign activity. Led paid social and display retargeting initiatives.
Selected Contributions:
• Achieved 28% increase YOY in retained customers through the implementation of various campaigns and strategies.
• Achieved a 7.8% increase in average revenue per customer.
• Led customer segmentation initiative and introduced predictive targeting strategies
Directed team of five CRM and social media specialists. Increased customer value through proposition development and the implementation of innovative campaign activity. Improved overall effectiveness of communication touch points through development of an effective content strategy. Utilised data segmentation and service features to deliver unique customer experiences. Increased customer purchase frequency and loyalty through the delivery of online and in store (Tesco) campaign activity. Applied knowledge of Adobe Campaign to scale and improve effectiveness of email campaign activity. Led paid social and display retargeting initiatives.
Selected Contributions:
• Achieved 28% increase YOY in retained customers through the implementation of various campaigns and strategies.
• Achieved a 7.8% increase in average revenue per customer.
• Led customer segmentation initiative and introduced predictive targeting strategies
Social Media, CRM, Content, Service, Implementation, Adobe, Development, Content strategy, Google retargeting, Campaign, Online, LED, Social
2011 - 2013
job
Global Senior CRM Manager
Betfair.
Reduced customer churn and increased overall customer lifetime value through the development and implementation of cross channel, digital marketing activities.
Defined and delivered a global, multi-channel, retention marketing strategy. Directed the day to day activities for nine-person team of CRM managers and executives to ensure effective strategy implementation. Drove improvements in differentiated service strategy (via customer services) to target high-value customer base. Developed and implemented customer contact strategy. Launched app push messaging capability with the assistance of tech teams and 3rd party partner. Implemented new tools, budget and campaign operations to assist with process improvements.
Selected Contributions:
• Reduced new customer churn rates by 15%
• Increased lifetime value of Arcade customers by 8%.
Additional experience:
Head of CRM/Consultant at Open Vantage, betNOW, and Ladbrokes
Senior Marketing Manager at PartyGaming (Gibraltar)
On Network Marketing Manager at Yahoo! Europe.
Defined and delivered a global, multi-channel, retention marketing strategy. Directed the day to day activities for nine-person team of CRM managers and executives to ensure effective strategy implementation. Drove improvements in differentiated service strategy (via customer services) to target high-value customer base. Developed and implemented customer contact strategy. Launched app push messaging capability with the assistance of tech teams and 3rd party partner. Implemented new tools, budget and campaign operations to assist with process improvements.
Selected Contributions:
• Reduced new customer churn rates by 15%
• Increased lifetime value of Arcade customers by 8%.
Additional experience:
Head of CRM/Consultant at Open Vantage, betNOW, and Ladbrokes
Senior Marketing Manager at PartyGaming (Gibraltar)
On Network Marketing Manager at Yahoo! Europe.
Digital Marketing, Marketing, MArketing Strategy, CRM, Budget, Service, Network, Implementation, Development, Retention, App, Campaign, Manager
My education
University of the West England
Bachelors, Information Systems & Politics
Bachelors, Information Systems & Politics
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