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Brand development & consumer engagement specialist
Michelle O'Mahoney
,
London, United Kingdom
Experience
Other titles
Skills
I'm offering
Senior Consumer Experience Mastermind specialising in building positive consumer experiences which improve both revenue and ROI. Combines incisive data insight and analytics skills with strategic creative and conceptual thinking. With 20 years plus top-level experience, has a proven record of developing and applying new working models for strategic planning enabling a 360° approach for brands. Develops integrated, through-the-line, impactful marketing communications packages to support global and specific BU marketing and business objectives.
Markets
United Kingdom
Links for more
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Language
German
Good
English
Fluently
Spanish
French
Russian
Good
Available
My experience
2017 - ?
job
Director Digital Engagment Planning
Adidas Germany.
• Established a new global seasonal planning team; worked closely with a diverse group of stakeholders to plan Adidas.com e-commerce and digital touchpoints
• Introduced new planning methods; achieved an increase of 18% in online sales in the 1st year; drove >20% volume of sales within markets.
• Co-created the digital journey with business units, e.g. Football, Originals, Running, Training for customer experience marketing within Digital Brand Commerce (DBC).
• Developed an E2E process across all omnichannel, brand and marketing functions to integrate digital planning.
• Adopted a digital-first transformative approach for the DBC and .com platform; create multiple BU engagements to drive brand visibility and improve sales.
• Investigated new methodologies, software, platforms, and best practise to deliver digital excellence.
• Introduced new planning methods; achieved an increase of 18% in online sales in the 1st year; drove >20% volume of sales within markets.
• Co-created the digital journey with business units, e.g. Football, Originals, Running, Training for customer experience marketing within Digital Brand Commerce (DBC).
• Developed an E2E process across all omnichannel, brand and marketing functions to integrate digital planning.
• Adopted a digital-first transformative approach for the DBC and .com platform; create multiple BU engagements to drive brand visibility and improve sales.
• Investigated new methodologies, software, platforms, and best practise to deliver digital excellence.
Marketing, Training, Customer experience, E-commerce, Sales, Omnichannel, Software, Planning, Online
2017 - 2017
freelance
Consultant Strategy & Planning
Hogarth WW (WPP).
• Developed digital strategies for new client acquisition for global Nestle Skin Care & Health category
• Crafted a 360-degree digital marketing strategy to reach potential customers
• Attracted 12% more traffic to brand sites with a digitally integrated cross-platform strategy.
• Crafted a 360-degree digital marketing strategy to reach potential customers
• Attracted 12% more traffic to brand sites with a digitally integrated cross-platform strategy.
Digital Marketing, Marketing, MArketing Strategy, Digital Marketing Strategy, Health
2016 - 2017
job
Director of Strategy & Planning
DVO Agency.
• Led the rebranding and remodelling of DVO from a content agency to a full-service digital agency. New business win success rate of 82% in year one, driving incremental revenue of 37%YOY
• Crafted platform and content strategy for Kleinwort Benson; launched eCommerce platform for the Russian Fashion Brand; rebrand, brand and content strategy for P&C; new publishing content platform for KB.
• Catered to clients across Travel, Fashion, Utility, Broadcast, FS, Luxury Lifestyle, including Countrywide/Hamptons, Expedia, Tui Travel Group, Veolia, Paget & Coles, Kleinwort Benson, and National Literacy.
• Crafted platform and content strategy for Kleinwort Benson; launched eCommerce platform for the Russian Fashion Brand; rebrand, brand and content strategy for P&C; new publishing content platform for KB.
• Catered to clients across Travel, Fashion, Utility, Broadcast, FS, Luxury Lifestyle, including Countrywide/Hamptons, Expedia, Tui Travel Group, Veolia, Paget & Coles, Kleinwort Benson, and National Literacy.
Ecommerce, C, Fashion, Content, Service, Russian, Content strategy, LED
2016 - 2016
freelance
Consultant Director of Strategy
AKQA.
• Lead strategist on KLM and Tommy Hilfiger & Gigi Hadid collaboration. Created new global platform positioning for female TH consumers.
• Analysed KLM B2B products, investigated and created proposition development for travel booking service platform, social and content engagement strategies.
• Both clients awarded extra projects to the agency post strategic delivery.
• Analysed KLM B2B products, investigated and created proposition development for travel booking service platform, social and content engagement strategies.
• Both clients awarded extra projects to the agency post strategic delivery.
B2B, Content, Service, Development, Booking, Social
2014 - 2016
job
Head of Strategy
Quad Content & DVO.
• Created an entire new planning department.
• Transformed the creative department to deliver digitally integrated product and innovative strategies through brand storytelling.
• Analysed and utilised the latest trends, product, content, CRM, UX/IA, social, SEO, and research; identified consumer insights that helped to influence interaction.
• Transformed the creative department to deliver digitally integrated product and innovative strategies through brand storytelling.
• Analysed and utilised the latest trends, product, content, CRM, UX/IA, social, SEO, and research; identified consumer insights that helped to influence interaction.
Seo, CRM, UX, Research, Storytelling, Content, Social
2013 - 2014
job
Director Strategy & Planning, London/ Russia
Handmade Digital.
• Won four new global accounts with £5m with B2C/B2B digital transformation strategies: BAT Russia, Switzerland and Korea, Lilly Oncology accumulative financial wins of $5Mn.
• Developed new planning and creative team with ECD.
• Achieved business growth of 33% from new business wins.
• Developed new planning and creative team with ECD.
• Achieved business growth of 33% from new business wins.
B2B, Digital transformation, B2C, Growth, Transformation
2011 - 2013
freelance
Brand & Planning Consultant
Stratosplan Ltd.
• Created digital planning and UX/IA teams to deliver and support strategic output. Involved in recruiting, coaching, developing and mentoring teams.
• Increased website traffic by 89% over 12 months for Kleinwort Benson via new digital strategy.
• Increased engagement via editorial content for Expedia; achieved an uplift in 20% of shared content.
• Launched new consumer reward credit card; developed digital experience, propositions, and user app/ products.
• Crafted strategies for:
E&Y: Developed new segments eCRM and digitally integrated platform experiences.
Bacardi: Digital strategy development with the focus on social media, content creation and calendar.
M&S: Digital Strategy with a social commerce focus recommending Facebook, Mobile, Twitter and Pinterest.
House of Fraser: Social content strategy driving traffic to a website from Twitter and Facebook.
Hunter Boots: Facebook and iPhone app to engage new and segmented youth audiences.
• Increased website traffic by 89% over 12 months for Kleinwort Benson via new digital strategy.
• Increased engagement via editorial content for Expedia; achieved an uplift in 20% of shared content.
• Launched new consumer reward credit card; developed digital experience, propositions, and user app/ products.
• Crafted strategies for:
E&Y: Developed new segments eCRM and digitally integrated platform experiences.
Bacardi: Digital strategy development with the focus on social media, content creation and calendar.
M&S: Digital Strategy with a social commerce focus recommending Facebook, Mobile, Twitter and Pinterest.
House of Fraser: Social content strategy driving traffic to a website from Twitter and Facebook.
Hunter Boots: Facebook and iPhone app to engage new and segmented youth audiences.
Website, Social, App, Strategy development, Content strategy, Pinterest, Development, Support, Twitter, Social Media, Content, Mentoring, Facebook, UX, Content creation, Coaching, Digital Strategy
2010 - 2011
job
Full Service Digital Agency Planning Director, NYC
Huge Inc.
• Created a digital communications planning team. Led user-centric communication strategies, NPD, user research, insight mining, social media, E-commerce across all digital devices.
• Won three global categories from Unilever's portfolio; grew their digital footprint throughout emerging markets with annual budget of up to $6 - $8Mn.
• Developed iPad application for Top Shop staff; increased sales by 7%.
• Developed digital across emerging markets, i.e., China, India, Russia, and LATAM, CEE, WEE, EMEA, AMET.
PREVIOUS EMPLOYMENT ENGAGEMENTS
• Won three global categories from Unilever's portfolio; grew their digital footprint throughout emerging markets with annual budget of up to $6 - $8Mn.
• Developed iPad application for Top Shop staff; increased sales by 7%.
• Developed digital across emerging markets, i.e., China, India, Russia, and LATAM, CEE, WEE, EMEA, AMET.
PREVIOUS EMPLOYMENT ENGAGEMENTS
Social Media, User research, Research, Budget, E-commerce, Sales, Service, Npd, China, UP, LED, Social
2009 - 2010
job
Planning Director, Digitas, London & Zurich
unknown.
2007 - 2009
job
Digital Planning Strategist
JWT.
2005 - 2007
freelance
Senior Planning Consultant
Agency.com.
2004 - 2005
job
Senior Communication & Experience Planner, Orange, London
unknown.
Winner of Orange Weds DMA award for Orange Wednesdays, one of the best-known mobile marketing campaigns; estimated use 14Mn times by Orange customers; achieved savings of £30Mn; resulted in 3Mn additional annual visits to UK cinema.
Marketing, Mobile marketing
1999 - 2004
freelance
Strategic Marketing and Planning Consultant
Various Agencies.
Marketing, Strategic Marketing
1998 - 1998
job
Client Service Director, Beatwax Youth Communications
London MMM.
MMM 1998 Client Service Manager, Abbott Mead Vickers BBDO, London MMM 1995 - MMM 1995
Service, Service Manager, Manager
My education
University College of London
Certification, N/a
Certification, N/a
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