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Nicola Downes
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OVERVIEW - I led the Marketing and eCommerce team at Biscuiteers for 4 years, championing a customer led marketing strategy and overseeing its implementation to deliver double digit YOY business growth across .com, b2b and retail - Defining customer acquisition, retention and reactivation numbers, eCom and marketing KPIs to deliver profitable growth - Responsible for the trading of .com and 65% of business revenue KEY - .com revenue increased by 122% in 3 years and successfully met budget OVERVIEW - Started as Assistant Digital Manager for Fudge Hair, promoted internally to Digital Marketing Manager for St Tropez in 2013 - Responsible for the commercial and brand management of b2c and b2b websites and digital marketing across the UK, Australia and US - Heavily 'owned' and 'earned' marketing, focused on brand education and authority. Hands on management of content, partnerships, SEO and email - Solely responsible for Magento and Merchandising management KEY - Supporting the launch of 3 fully responsive websites across both brands, working
Markets
United Kingdom
Language
English
Fluently
Ready for
My experience
2019 - ?
job
Head of Global Marketing
FLOWERBX.
STRATEGY - Lead the development and implementation of the global marketing strategy across
the UK, Europe and New York
- Produce annual and quarterly channel plans to deliver £3.7M global eCom target
through the full marketing mix
BUDGET & KPIS - +68% YOY eCom growth, with a comparative increase of +33% marketing spend.
Improving ROI by +133% YOY.
- Responsible for annual forecasting, eCom performance and budget submission
- Devised and implemented customer Health KPIs and strategies. 'All time' repeat
rate moved +2% pts in 6 months
DIGITAL - Daily strategic and tactical management of PPC, Paid Social, Shopping, SEO,
Affiliates, Broadcast & Lifecycle email. Representing 60% of working media budget.
- Month 1 saved £17,000 paid marketing spend through keyword efficiency review
- Full data collection review to make GDPR compliant, growing database +312%
OFFLINE - Planning and delivery of OOH, Direct Mail, Inserts and Product Dispatch channels
- Increased Direct Mail volumes by +83%, reducing the overall cost per book by -27%
and improving ROI by +78%
CRM - Selected and launched an eCommerce CRM. Inclusive of customer profiles,
lifecycle marketing and a full design and content revamp across all comms
- Delivering incremental CRM sales of +172% YOY and 10% of all sales
- Strategic business lead on CRM, including eCom, b2b and offline. Owning the annual timeline, KPIs and monthly reports to the board
CAMPAIGNS & - Overhauled design and campaign briefing process to improve efficiency and CREATIVE cadence of in-house creative department
- Introduced 360 campaign and seasonal planning, review and measurement
BUSINESS - Implemented full suite of marketing planning and reporting documentation
PLANNING - Creation of job description, appraisal and personal development process for team
TEAM & - Led a team of 2 marketing and content executives in the UK
the UK, Europe and New York
- Produce annual and quarterly channel plans to deliver £3.7M global eCom target
through the full marketing mix
BUDGET & KPIS - +68% YOY eCom growth, with a comparative increase of +33% marketing spend.
Improving ROI by +133% YOY.
- Responsible for annual forecasting, eCom performance and budget submission
- Devised and implemented customer Health KPIs and strategies. 'All time' repeat
rate moved +2% pts in 6 months
DIGITAL - Daily strategic and tactical management of PPC, Paid Social, Shopping, SEO,
Affiliates, Broadcast & Lifecycle email. Representing 60% of working media budget.
- Month 1 saved £17,000 paid marketing spend through keyword efficiency review
- Full data collection review to make GDPR compliant, growing database +312%
OFFLINE - Planning and delivery of OOH, Direct Mail, Inserts and Product Dispatch channels
- Increased Direct Mail volumes by +83%, reducing the overall cost per book by -27%
and improving ROI by +78%
CRM - Selected and launched an eCommerce CRM. Inclusive of customer profiles,
lifecycle marketing and a full design and content revamp across all comms
- Delivering incremental CRM sales of +172% YOY and 10% of all sales
- Strategic business lead on CRM, including eCom, b2b and offline. Owning the annual timeline, KPIs and monthly reports to the board
CAMPAIGNS & - Overhauled design and campaign briefing process to improve efficiency and CREATIVE cadence of in-house creative department
- Introduced 360 campaign and seasonal planning, review and measurement
BUSINESS - Implemented full suite of marketing planning and reporting documentation
PLANNING - Creation of job description, appraisal and personal development process for team
TEAM & - Led a team of 2 marketing and content executives in the UK
Management, Social, LED, Campaign, Data collection, Health, Development, Global Marketing, Implementation, Growth, Marketing Planning, Content, Sales, Marketing, GDpr, ROI, Database, PPC, Forecasting, Budget, B2B, CRM, Ecommerce, MArketing Strategy, Seo, Design
? - ?
job
Head of Marketing / Biscuiteers
AGENCIES.
(Senior Digital Marketing Manager until May 2017)
£5M turnover family run gift market disruptor sending hand iced biscuits globally/ Aug 2015 - Mar 2019
£5M turnover family run gift market disruptor sending hand iced biscuits globally/ Aug 2015 - Mar 2019
Digital Marketing, Marketing, Manager
My education
2004
-
2007
Newcastle University
Bachelors, Business Management
Bachelors, Business Management
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