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Director Level Brand, Marketing and Digital Expert
Beth Cooper
,
WILMSLOW, United Kingdom
Experience
Other titles
Skills
I'm offering
C-Level Brand, Marketing and Digital Expert with over 24 years’ experience across B2C and B2B markets operating to budgets of £20m creating circa £500m annual revenue. Passionate, innovative and performance driven. A thought leader with a proven track record in driving positive transformational change.
Specialties: Brand Strategy and Identity Development, Digital Strategy, Digital and Social Media Marketing, Content Marketing, Digital Design and Production, Marketing Strategy and CVP development, Roadmap planning and implementation.
Sector/Size: 10 years Executive leadership level experience. Experience both client and agency side. SME, ME and LE experience. Fin Services, Fintech, Telco, Travel, FMCG, Luxury Goods, Beauty, Retail, Health Insurance, IT.
Specialties: Brand Strategy and Identity Development, Digital Strategy, Digital and Social Media Marketing, Content Marketing, Digital Design and Production, Marketing Strategy and CVP development, Roadmap planning and implementation.
Sector/Size: 10 years Executive leadership level experience. Experience both client and agency side. SME, ME and LE experience. Fin Services, Fintech, Telco, Travel, FMCG, Luxury Goods, Beauty, Retail, Health Insurance, IT.
Markets
United Kingdom
Language
English
Fluently
Ready for
Larger project
Ongoing relation / part-time
Full time contractor
Available
My experience
2016 - ?
job
MANAGING DIRECTOR
BRAND LOVE CONSULTING LTD.
Owner and Managing Director of a Brand, Marketing and Digital consultancy with a focus on brand and digital strategy and execution. Proven track record working with LE, ME and SME clients and agencies to develop brand, marketing and digital strategies and compelling and successful paid advertising campaigns, unique content strategies and digital assets including websites, apps, landing pages, branding social pages and social media assets, event marketing and PR.
Social Media, Marketing, Branding, Digital Strategy, Advertising, Websites, Event, Pr, Content, Landing pages, Apps, ME, Social
2014 - 2016
job
MANAGING DIRECTOR
FLAIR CONSULTING.
Owner and Managing Director of a Brand, Marketing and Digital consultancy specialising in strategic development and support in implementation. Proven track record working with clients to develop brand, marketing and digital strategies and in developing and implementing marketing activities, digital capability and internal communications for SME's and large corporates.
Marketing, Implementation, Support, Development
2013 - 2014
job
HEAD OF STRATEGIC PLANNING
unknown.
ROLE: Lead the strategic planning team across blue-chip clients developing and implementing digital and social media strategies across leading brands Lion, Lexus, Nestle, Panasonic, Toyota Finance, Blue Scope, Sussan and Momentum Energy.
KEY ACHIEVEMENTS:
- Development of 3-5yr in depth CRM, digital and social strategies and roadmaps across numerous leading Lion alcohol brands, the Nestle Maggi brand and Toyota Finance.
- ATL/digital campaign and digital platform development for 5 Seeds "Life on the Orchard" campaign.
KEY ACHIEVEMENTS:
- Development of 3-5yr in depth CRM, digital and social strategies and roadmaps across numerous leading Lion alcohol brands, the Nestle Maggi brand and Toyota Finance.
- ATL/digital campaign and digital platform development for 5 Seeds "Life on the Orchard" campaign.
Social Media, CRM, Social media strategies, Strategic Planning, Finance, Development, Campaign, Energy, Energy, That you, Social
2012 - 2013
job
HEAD OF DIGITAL, AHM BY MEDIBANK, SOUTH SYDNEY
MEDIBANK PRIVATE LIMITED.
ROLE: Head of Digital responsible for creating and delivering the digital vision for the ahm brand. Developed the digital and social media strategy and roadmap, managing a 25+ cross-functional team across two states. Led a transformational rebrand and the design and build of a new digital capability and social presence through agile working practices delivering continuous customer value.
KEY ACHIEVEMENTS:
- Delivered a new market leading optimised website, social presence and content strategy in 5 months from initiation. This included four new market-leading products and a superior unique UX.
- Mobile and iPad app development.
- Delivered $1m online advertising campaign including SEM, display and retargeting, mobile and facebook.
- Delivered 25% incremental sales YOY with a 40% reduction in ad costs and 70% above target sales.
- 78% incremental Facebook likes, 72% increased social reach and 89% increased social engagement.
Budget: $3m
KEY ACHIEVEMENTS:
- Delivered a new market leading optimised website, social presence and content strategy in 5 months from initiation. This included four new market-leading products and a superior unique UX.
- Mobile and iPad app development.
- Delivered $1m online advertising campaign including SEM, display and retargeting, mobile and facebook.
- Delivered 25% incremental sales YOY with a 40% reduction in ad costs and 70% above target sales.
- 78% incremental Facebook likes, 72% increased social reach and 89% increased social engagement.
Budget: $3m
Content, Social, SEM, LED, Online, Campaign, App, Content strategy, Google retargeting, Development, Website, Social Media, Sales, SEM, Agile, Facebook, App development, Budget, UX, Advertising, Design
2011 - 2011
freelance
MARKETING CONSULTANT
WESTFIELD GROUP.
ROLE: Marketing Consultant responsible for developing and implementing marketing and business strategy for Westfield centres in line with the Westfield Group marketing strategies.
KEY ACHIEVEMENTS:
- Development of a large-scale defense strategy and activity plan targeting two new competitor centres worth over $500m.
- Initiated and launched new in-centre initiatives to drive food and fashion sales - market days/fashion shows etc.
KEY ACHIEVEMENTS:
- Development of a large-scale defense strategy and activity plan targeting two new competitor centres worth over $500m.
- Initiated and launched new in-centre initiatives to drive food and fashion sales - market days/fashion shows etc.
Marketing, Business strategy, Fashion, Sales, Development
2009 - 2011
job
GLOBAL MARKETING DIRECTOR
INIKA COSMETICS, SOUTH SYDNEY.
ROLE: Marketing Director responsible for the management of the global marketing function including the INIKA brand (luxury organic cosmetic range), the strategic management and development of its marketing and digital presence and for driving global growth and transformation.
KEY ACHIEVEMENTS:
Sales incremental of 50% year on year.
Brand and Marketing transformation through:
− Brand/product relaunch including new brand proposition, global brand guidelines and model and still life photography.
− Delivered over 40 products and colour stories to market winning numerous prestigious product awards and nominations.
− Marketing strategy and global channel strategy development including eDM, ezine, facebook, twitter, Blog, youtube, PR.
− PR and sponsorship strategy development including editorial directory, celebrity product giveaways, A-list professional makeup artistry endorsements such as Rae Morris, online PR and partnerships with likeminded eco fashion brands etc.
− Acquired four new distributors and various new client accounts.
Digital enhancements
- Sales incremental of 25% year on year, 30% increased site traffic, 3k Facebook Likes, 100k online data acquisition YOY.
- The development of 6 new global websites across 4 continents.
The development of a digital marketing strategy including SEO, SEM, social campaigns and eCRM.
- Initiated online strategic alliances with large online players Beauty Directory and Beauty Heaven to drive brand exposure.
- Development of social marketing strategy including the development of branded social platforms: INIKA Blog, Facebook, Twitter and Youtube and an innovative content strategy.
Budget: $1m
KEY ACHIEVEMENTS:
Sales incremental of 50% year on year.
Brand and Marketing transformation through:
− Brand/product relaunch including new brand proposition, global brand guidelines and model and still life photography.
− Delivered over 40 products and colour stories to market winning numerous prestigious product awards and nominations.
− Marketing strategy and global channel strategy development including eDM, ezine, facebook, twitter, Blog, youtube, PR.
− PR and sponsorship strategy development including editorial directory, celebrity product giveaways, A-list professional makeup artistry endorsements such as Rae Morris, online PR and partnerships with likeminded eco fashion brands etc.
− Acquired four new distributors and various new client accounts.
Digital enhancements
- Sales incremental of 25% year on year, 30% increased site traffic, 3k Facebook Likes, 100k online data acquisition YOY.
- The development of 6 new global websites across 4 continents.
The development of a digital marketing strategy including SEO, SEM, social campaigns and eCRM.
- Initiated online strategic alliances with large online players Beauty Directory and Beauty Heaven to drive brand exposure.
- Development of social marketing strategy including the development of branded social platforms: INIKA Blog, Facebook, Twitter and Youtube and an innovative content strategy.
Budget: $1m
Blog, Social, SEM, Winning, Online, Strategic Management, Sponsorship, Content strategy, Strategy development, Makeup, Development, Global Marketing, Digital Marketing Strategy, Transformation, Growth, Twitter, Digital Marketing, Youtube, Content, Sales, Management, Pr, Photography, Fashion, SEM, Facebook, Budget, Websites, MArketing Strategy, Seo, Marketing
2008 - 2009
job
HEAD OF GROWTH STRATEGY
unknown.
ROLE: Head of Growth Strategy responsible for driving growth revenue through sales to the existing base of pre and postpaid mobiles and mobile broadband across the business and consumer base.
KEY ACHIEVEMENTS:
− 20% incremental sales in 1 year.
− Analysis and strategy development for driving mobile broadband and mobile additional service sales.
− Customer value and bundled pricing propositions for driving incremental additional sales from existing customers.
− Lead capture and follow up sales programme development through the Care team in India.
Budget: $6m.
KEY ACHIEVEMENTS:
− 20% incremental sales in 1 year.
− Analysis and strategy development for driving mobile broadband and mobile additional service sales.
− Customer value and bundled pricing propositions for driving incremental additional sales from existing customers.
− Lead capture and follow up sales programme development through the Care team in India.
Budget: $6m.
Budget, Growth strategy, Sales, Service, Growth, Development, Strategy development, UP
2006 - 2008
job
HEAD OF CUSTOMER EXPERIENCE AND LIFECYCLE
unknown.
ROLE: Head of Customer Experience and Lifecycle responsible for the development and management of customer lifecycle strategy and execution in line with the 3 Mobile brand and values.
KEY ACHIEVEMENTS:
− Overall churn below 1%. CSAT @ 80%, Net Promoter @ 9, 3g service; 60% penetration.
− Development and implementation of Customer Experience and Lifecycle strategy and activity plan to drive retention, revenue and create indispensability towards the 3 brand.
− Development of business case and launch of X Series, a new market-leading product.
KEY ACHIEVEMENTS:
− Overall churn below 1%. CSAT @ 80%, Net Promoter @ 9, 3g service; 60% penetration.
− Development and implementation of Customer Experience and Lifecycle strategy and activity plan to drive retention, revenue and create indispensability towards the 3 brand.
− Development of business case and launch of X Series, a new market-leading product.
Customer experience, Management, Service, Business Case, Net, Implementation, Development, Retention
2005 - 2007
freelance
LEAD PROJECT CONSULTANT, QANTAS AMEX CARD
AMERICAN EXPRESS.
SYDNEY
LEAD PROJECT CONSULTANT, QANTAS AMEX CARD (CONTRACT)
LEAD PROJECT CONSULTANT, QANTAS AMEX CARD (CONTRACT)
2004 - 2005
job
HEAD OF CRM
PHONES 4U, THE CAUDWELL TELECOMMUNICATIONS GROUP.
ROLE: To develop and deliver a CRM, acquisition and retention strategy.
KEY ACHIEVEMENTS:
- Achieved 12% sales conversion for retention (2% sales conversion online for mobile upgrades and 8.71% sales conversion through outbound sales channel.)
- Development of new e-commerce website and online proposition and pricing with an improved shopping experience to drive increased conversion.
- Developed and implemented a CRM strategy and culture into Phones 4u from database initiation to segmentation and analysis to the delivery of a multi-channel activity plan including TVC's, Radio, Outdoor, Ambient and online.
Budget: £10m.
KEY ACHIEVEMENTS:
- Achieved 12% sales conversion for retention (2% sales conversion online for mobile upgrades and 8.71% sales conversion through outbound sales channel.)
- Development of new e-commerce website and online proposition and pricing with an improved shopping experience to drive increased conversion.
- Developed and implemented a CRM strategy and culture into Phones 4u from database initiation to segmentation and analysis to the delivery of a multi-channel activity plan including TVC's, Radio, Outdoor, Ambient and online.
Budget: £10m.
CRM, Budget, E-commerce, Database, Sales, Radio, Website, Development, Retention, Online, Ambient
2003 - 2004
job
SENIOR MARKETING MANAGER
BARCLAYS BANK.
CONTRACT
ROLE: Senior Marketing Manager responsible for acquisition and retention activity and driving sales and ROI for their personal loan portfolio in the Consumer Finance division.
KEY ACHIEVEMENTS:
- Achieved 3.5% sales conversion rate for acquisition and 8% sales conversion rate for retention.
- Improved ROI through refocusing the acquisition and retention strategy; simplification, customer centricity, innovative targeting and a new creative 'look and feel' across all communications.
- Delivered new secured lending product to market.
Budget: £8m.
ROLE: Senior Marketing Manager responsible for acquisition and retention activity and driving sales and ROI for their personal loan portfolio in the Consumer Finance division.
KEY ACHIEVEMENTS:
- Achieved 3.5% sales conversion rate for acquisition and 8% sales conversion rate for retention.
- Improved ROI through refocusing the acquisition and retention strategy; simplification, customer centricity, innovative targeting and a new creative 'look and feel' across all communications.
- Delivered new secured lending product to market.
Budget: £8m.
Marketing, Budget, ROI, Finance, Sales, Retention, Manager
2002 - 2003
job
SENIOR MARKETING MANAGER
WESTPAC BANKING CORPORATION.
CONTRACT
ROLE: Responsible for the acquisition and retention of the Westpac credit card portfolio including own brand, loyalty and co-brand cards to drive positive ROI including the development of a strategic marketing activity plan.
KEY KPI'S: New credit card and personal loan accounts, retention, loyalty, loyalty partner revenue.
KEY ACHIEVEMENTS:
− Achieved 7.3% application rate for acquisition and 31% application rate for retention. Delivered above target sales, achieved a 10% response rate across all channels from one acquisition campaign. 25% incremental accounts booked, attrition reduced by 0.5%, $1.5m savings in costs over 1 year.
− Developed contact strategy for credit cards and personal loans outlining revenue generating opportunities.
− Launched the Virgin credit card in Australian market.
Budget: $8m.
ROLE: Responsible for the acquisition and retention of the Westpac credit card portfolio including own brand, loyalty and co-brand cards to drive positive ROI including the development of a strategic marketing activity plan.
KEY KPI'S: New credit card and personal loan accounts, retention, loyalty, loyalty partner revenue.
KEY ACHIEVEMENTS:
− Achieved 7.3% application rate for acquisition and 31% application rate for retention. Delivered above target sales, achieved a 10% response rate across all channels from one acquisition campaign. 25% incremental accounts booked, attrition reduced by 0.5%, $1.5m savings in costs over 1 year.
− Developed contact strategy for credit cards and personal loans outlining revenue generating opportunities.
− Launched the Virgin credit card in Australian market.
Budget: $8m.
Marketing, Budget, ROI, Sales, Strategic Marketing, Development, KPI, Retention, Campaign, Manager
1999 - 2001
job
BRAND MARKETING MANAGER
TUI UK.
Marketing, Manager
1998 - 1999
job
PRODUCT MARKETING MANAGER, RETENTION
CITIBANK.
Marketing, Retention, Manager
My education
n/a
Bachelors, Business Administration
Bachelors, Business Administration
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