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Passionate marketer with over 13 years experience
Katie Roberts
,
Godalming, United Kingdom
Experience
Other titles
Skills
I'm offering
Professionally qualified, highly motivated and results orientated marketer with a proven track record of developing and implementing strategic multichannel marketing campaigns, maintaining a strong commercial focus. Successfully delivering customer growth, increased engagement and effectively capitalising on brand building opportunities. I am a team player with strong leadership skills and enthusiasm to drive excellence. My passion is to deliver targeted, effective campaigns to sustainably build a brand and engage customers.
Markets
United Kingdom
Language
English
Fluently
Ready for
Larger project
Ongoing relation / part-time
Available
My experience
2014 - 2019
job
Head of Marketing
Cannes Lions, Lions Health, Lions Innovation, Lions Entertainment, Eurobest, Cannes Lions Archive.
Brand Management & Strategy
• Working with the Marketing Director, built the marketing strategy based on the long term objectives for the brand focusing on areas of customer growth, customer experience and product development.
• Developed a deep understanding of the customers' needs and establishing brand values across the portfolio of products.
• Continually assessing and improving our ability to retain and win new customers, deepen engagement and drive loyalty.
• Communicate the brand strategy and goals with key stakeholders including senior management, sales teams & campaigns team.
• An integral part of the Marketing leadership team, balancing the business goal of ensuring a results-oriented efficient operation with the brand imperative of having creativity at the heart of all marketing output and behaviours.
Campaign Management
• Responsible for creating and implementing global strategic multi-channel marketing campaigns that achieve both revenue and customer volumes for entries, delegates and subscriptions. This includes consultations with the festival directors, entries and sponsorship teams to align efforts based on budget targets, setting weekly and monthly KPIs around MQL and developing engagement programmes to prepare for the best possible conversion.
• Work closely with the Sales Director and dedicated Archive marketing lead for the Cannes Lions Archive subscription business on a tailored strategic marketing campaign, in line with the sales strategy. Working with our marketing automation software, marketo, developing a lead scoring matrix, lead to sale funnel including an appropriate engagement programme and sales team support.
• Work with Lions in house design, digital, production and copywriting teams to ensure all activity is delivered on brand, on time and on budget.
Budget Management
• Responsible for setting annual marketing budgets and managing spend throughout the year.
Reporting & Analysis
• Working closely with the Marketing Director and marketing team to optimise how we plan, manage and measure Lions marketing activity, and to ensure that the leadership team is always informed about agreed key KPIs - performance vs target, YoY, CPA, CPR etc.
• Responsible for reporting on marketing effectiveness and providing detailed analysis per channel, throughout the campaign, to ensure enhancements and adjustments are made accordingly.
• Manage the end to end process of the brand survey's, helping to understand customer satisfaction with the product, guiding decisions on pricing models and packages, gaining a deeper understanding of the true value of the product to our customers.
People Management
• Responsible for recruiting and managing a Brand Manager and x2 Marketing Executives.
• Worked closely with Marketing Director on the integration of the new platforms within the marketing team (salesforce and Marketo) to ensure new processes are introduced to embed the platforms into the day to day workings of the marketing team.
• Working with the Marketing Director, built the marketing strategy based on the long term objectives for the brand focusing on areas of customer growth, customer experience and product development.
• Developed a deep understanding of the customers' needs and establishing brand values across the portfolio of products.
• Continually assessing and improving our ability to retain and win new customers, deepen engagement and drive loyalty.
• Communicate the brand strategy and goals with key stakeholders including senior management, sales teams & campaigns team.
• An integral part of the Marketing leadership team, balancing the business goal of ensuring a results-oriented efficient operation with the brand imperative of having creativity at the heart of all marketing output and behaviours.
Campaign Management
• Responsible for creating and implementing global strategic multi-channel marketing campaigns that achieve both revenue and customer volumes for entries, delegates and subscriptions. This includes consultations with the festival directors, entries and sponsorship teams to align efforts based on budget targets, setting weekly and monthly KPIs around MQL and developing engagement programmes to prepare for the best possible conversion.
• Work closely with the Sales Director and dedicated Archive marketing lead for the Cannes Lions Archive subscription business on a tailored strategic marketing campaign, in line with the sales strategy. Working with our marketing automation software, marketo, developing a lead scoring matrix, lead to sale funnel including an appropriate engagement programme and sales team support.
• Work with Lions in house design, digital, production and copywriting teams to ensure all activity is delivered on brand, on time and on budget.
Budget Management
• Responsible for setting annual marketing budgets and managing spend throughout the year.
Reporting & Analysis
• Working closely with the Marketing Director and marketing team to optimise how we plan, manage and measure Lions marketing activity, and to ensure that the leadership team is always informed about agreed key KPIs - performance vs target, YoY, CPA, CPR etc.
• Responsible for reporting on marketing effectiveness and providing detailed analysis per channel, throughout the campaign, to ensure enhancements and adjustments are made accordingly.
• Manage the end to end process of the brand survey's, helping to understand customer satisfaction with the product, guiding decisions on pricing models and packages, gaining a deeper understanding of the true value of the product to our customers.
People Management
• Responsible for recruiting and managing a Brand Manager and x2 Marketing Executives.
• Worked closely with Marketing Director on the integration of the new platforms within the marketing team (salesforce and Marketo) to ensure new processes are introduced to embed the platforms into the day to day workings of the marketing team.
Strategic Marketing, Brand identity, Processes, Manager, Marketo, Production, Creativity, Campaign, Sponsorship, Software, Development, Festival, Support, Growth, People management, Marketing, Sales, Integration, Management, Leadership, Salesforce, Marketing Automation, Automation, Customer experience, Budget, Product development, MArketing Strategy, Copywriting, Design
2011 - 2014
job
lead generation
i2i Events Group.
Brand Manager: Fashion & Jewellery Portfolio
Brand Management & Strategy
• Create brand objectives, owning the brand identity, including creative, messaging, proposition and brand guidelines.
• Create and manage multichannel marketing campaigns driving awareness, engagement, lead generation, conversion and loyalty/advocacy within UK and International markets.
• Work with the sales team to create effective acquisition & retention plans and pipeline management.
• Database analysis optimising in-house and researched data including cancelled and lost opportunities, lapsed and new prospects, creating bespoke behavioural lead management campaigns for each group.
• Commercial focus driving and meeting weekly and monthly revenue targets. Provide weekly and monthly reporting of KPI performance vs. target.
Digital & Social
• Effective management of web based leads and traffic to lead conversion through A/B testing & retargeting.
• Development of the Pure London app enhancing the visitor experience and increased year round engagement.
• Relevant, targeted social media campaigns increasing SOV and engagement.
Budget Management
• Manage the marketing budgets for the portfolio, ensuring the required commercial results and ROI are delivered.
Reporting & Analysis
• Utilise tools such as Google Analytics, Sprout Social, Exact Target, Sales Force (lead dashboard) to analyse campaigns.
• Continuous analysis of campaign performance enabling development and improvement, and informing conversations with the sales team on lead conversion.
Brand Management & Strategy
• Create brand objectives, owning the brand identity, including creative, messaging, proposition and brand guidelines.
• Create and manage multichannel marketing campaigns driving awareness, engagement, lead generation, conversion and loyalty/advocacy within UK and International markets.
• Work with the sales team to create effective acquisition & retention plans and pipeline management.
• Database analysis optimising in-house and researched data including cancelled and lost opportunities, lapsed and new prospects, creating bespoke behavioural lead management campaigns for each group.
• Commercial focus driving and meeting weekly and monthly revenue targets. Provide weekly and monthly reporting of KPI performance vs. target.
Digital & Social
• Effective management of web based leads and traffic to lead conversion through A/B testing & retargeting.
• Development of the Pure London app enhancing the visitor experience and increased year round engagement.
• Relevant, targeted social media campaigns increasing SOV and engagement.
Budget Management
• Manage the marketing budgets for the portfolio, ensuring the required commercial results and ROI are delivered.
Reporting & Analysis
• Utilise tools such as Google Analytics, Sprout Social, Exact Target, Sales Force (lead dashboard) to analyse campaigns.
• Continuous analysis of campaign performance enabling development and improvement, and informing conversations with the sales team on lead conversion.
KPI, Social, Manager, Lead Management, Campaign, Google, International, App, Web, Google retargeting, Retention, Development, Social Media, Testing, Analytics, Sales, Management, Fashion, ROI, Database, Budget, Google analytics, Marketing
2009 - 2011
job
Marketing Executive
Monomax Ltd.
Marketing
2007 - 2009
job
Marketing Executive
Reed Exhibitions.
Marketing
2006 - 2007
job
Marketing Assistant
Hazlewoods LLP.
Marketing
2004 - 2005
job
Marketing Assistant
Wilkinson Sword.
Marketing
My education
University of Gloucestershire
Bachelors, Marketing Management
Bachelors, Marketing Management
n/a
Secondary, Business Studies, Photography, Travel & Tourism
Secondary, Business Studies, Photography, Travel & Tourism
Teign School
Secondary, A-C grades including (Minor in English)
Secondary, A-C grades including (Minor in English)
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