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Digital marketer and online specialist specialising in website management and analytics
Hugh Poynton
,
HIGH WYCOMBE, United Kingdom
Experience
Other titles
Skills
I'm offering
I have worked across a variety of sectors and I have a proven ability to identify what a business needs from its online presence. I can use my analytics expertise, knowledge of information architecture and UX to shape the user journey and I have the technical ability to either build via a variety of CMS including Adobe AEM, SDL Tridion, Umbraco, Wordpress, Drupal and Autonomy TeamSite.
I have experience working in agile, most recently as a product manager at Thames Water. I also have experience with improving user journeys, UX and IA, design thinking and Google design sprints so I can take a structured approach to leveraging insights from across the business to identify needs and actions.
In short, I am a flexible, adaptable, highly experienced digital marketer and I am confident I could make a positive contribution to your business.
I have experience working in agile, most recently as a product manager at Thames Water. I also have experience with improving user journeys, UX and IA, design thinking and Google design sprints so I can take a structured approach to leveraging insights from across the business to identify needs and actions.
In short, I am a flexible, adaptable, highly experienced digital marketer and I am confident I could make a positive contribution to your business.
Markets
United Kingdom
Links for more
Once you have created a company account and a job, you can access the profiles links.
Industries
Language
English
Fluently
Ready for
Larger project
Ongoing relation / part-time
Full time contractor
Available
My experience
2020 - ?
freelance
Web Delivery Manager
Sage.
• Manage creation and delivery of new content and functionality on sage.com. 20+ projects across 30 sage.com websites in multiple languages.
• Project management: coordinating work of experience design, web content management, SEO, marketing operations and localization teams to improve Sage.com websites. Stakeholder management across many different teams, many in senior management positions.
• Defining and delivering accessibility fixes across websites. Delivering accessibility training, undertaking accessibility user testing using screen readers and keyboard only (no mouse). Prioritisation and coordination of 40+ web development fixes for accessibility and content amends across hundreds of pages.
• Responsibility for Siteimprove tool: driving adoption across the business on 70+ Sage web properties. Creation of bespoke crawl schedule to ensure websites crawled on a regular basis with no 429 (too many request) errors. Coordinating with Siteimprove to switch from non-JS to JS crawler. Ensuring all sites have QA score of at least 90 and driving all to achieve accessibility score of at least 90. Delivery of regular reporting, training and consultancy. Management of all Sage Siteimprove users.
• Project management: coordinating work of experience design, web content management, SEO, marketing operations and localization teams to improve Sage.com websites. Stakeholder management across many different teams, many in senior management positions.
• Defining and delivering accessibility fixes across websites. Delivering accessibility training, undertaking accessibility user testing using screen readers and keyboard only (no mouse). Prioritisation and coordination of 40+ web development fixes for accessibility and content amends across hundreds of pages.
• Responsibility for Siteimprove tool: driving adoption across the business on 70+ Sage web properties. Creation of bespoke crawl schedule to ensure websites crawled on a regular basis with no 429 (too many request) errors. Coordinating with Siteimprove to switch from non-JS to JS crawler. Ensuring all sites have QA score of at least 90 and driving all to achieve accessibility score of at least 90. Delivery of regular reporting, training and consultancy. Management of all Sage Siteimprove users.
Stakeholder Management, Manager, Web, Accessibility, Development, Testing, Localization, Content, QA, Management, Marketing, Training, User testing, Content Management, Websites, Operations, Web content, Project Management, Seo, Design
2019 - 2020
freelance
DIGITAL SPECIALIST
Westcon-Comstor.
CONTRACT: DIGITAL SPECIALIST
(November 4th 2019 - April 6th 2020 - 5 month sabbatical cover)
Key skills used: CMS (Adobe AEM), website management, definition of new components, Google Analytics, Google Tag Manager, Google Data Studio, Hotjar, Wufoo, compliance (GDPR, PECR), JS, HTML, CSS.
Westcon-Comstor
• Set up Google Analytics for 30+ websites across EMEA and APAC.
• Leveraged the power of Google Tag Manager to add bespoke new tracking capabilities including document downloads, outbound links, scroll tracking, calculated fields to provide overview of vendor page performance. Created analytics training and introduced marketing managers to campaign tracking.
• Managed multiple country websites on Adobe AEM; helped complete migration to AEM and identified a number of new components and functionality improvements for development roadmap. Worked from stakeholder briefs to create website landing pages and content in support of vendor campaigns.
• Managed improvements to in-house newsletter and event management tool in PHP, JavaScript and MySQL.
• Worked with development agency (Verndale) and provided
strategic direction for cookie consent management.
(November 4th 2019 - April 6th 2020 - 5 month sabbatical cover)
Key skills used: CMS (Adobe AEM), website management, definition of new components, Google Analytics, Google Tag Manager, Google Data Studio, Hotjar, Wufoo, compliance (GDPR, PECR), JS, HTML, CSS.
Westcon-Comstor
• Set up Google Analytics for 30+ websites across EMEA and APAC.
• Leveraged the power of Google Tag Manager to add bespoke new tracking capabilities including document downloads, outbound links, scroll tracking, calculated fields to provide overview of vendor page performance. Created analytics training and introduced marketing managers to campaign tracking.
• Managed multiple country websites on Adobe AEM; helped complete migration to AEM and identified a number of new components and functionality improvements for development roadmap. Worked from stakeholder briefs to create website landing pages and content in support of vendor campaigns.
• Managed improvements to in-house newsletter and event management tool in PHP, JavaScript and MySQL.
• Worked with development agency (Verndale) and provided
strategic direction for cookie consent management.
Content, UP, Manager, Cookie, Direction, Hotjar, Power, Campaign, Google, Development, Adobe, Support, Landing pages, Compliance, Google Data studio, Website, Javascript, Analytics, Management, Event, GDpr, Google tag manager, Training, Websites, CMS, HTML/CSS/Javascript, Google analytics, Mysql, Php, Html, Css, Marketing
2018 - 2019
temp
GLOBAL PRODUCT MANAGER
Thames Water.
Thames Water.
Key skills used: Information architecture, business analysis, CMS (selection and component definition), user journey research, working in an agile team, Google Analytics, Decibel, design thinking, agency management, compliance (GDPR, PECR)
Thames Water
• Played key role in onboarding new digital agency.
• Worked with Head of Digital and Customer Delivery Lead and other senior stakeholders to define first 6 months of agency activity centered around redesigning the existing Thames Water website. Created briefs and helped Head of Digital manage and define first 6 months of project budget.
• Worked with agency and colleagues to define an ambitious roadmap including:
◦ An overarching exploration of the website 'as-is' encompassing creation of personas, heuristic review of pages, visualisation of customer journeys and pain points, areas of strategic focus for website rebuild. In order to get accurate data for this work I also identified key Google Analytics issues for agency partner to fix.
◦ Set the direction, and was key participant in, five Google Design Sprints; intense two-week rapid ideation, prototyping and testing sprints during which we reimagined various aspects of Thames Water's online estate. The output of these sprints set the strategic direction for a complete redesign of the Thames Water digital estate.
• Worked with stakeholders to define requirements for content management system; established rationale for choosing enterprise CMS (Sitecore) over lightweight headless CMS. Also gathered requirements and chose site search and video solution for the website.
• Took user research, Information Architecture and target sitemap to determine the leanest and most efficient group of components that could be used to create key page types across the new site.
• Drove definition of website content strategy, working with brand, social and omnichannel teams to ensure content plays a key part in helping Thames meet its long-term business goals.
• Set long-term direction for cookie consent model; challenging as Britain leaves the EU and ICO guidance continues to evolve!
• Undertook Information Architecture research activities to define the structure for the new website including open card sorting and tree testing.
Thames Water
• Played key role in onboarding new digital agency.
• Worked with Head of Digital and Customer Delivery Lead and other senior stakeholders to define first 6 months of agency activity centered around redesigning the existing Thames Water website. Created briefs and helped Head of Digital manage and define first 6 months of project budget.
• Worked with agency and colleagues to define an ambitious roadmap including:
◦ An overarching exploration of the website 'as-is' encompassing creation of personas, heuristic review of pages, visualisation of customer journeys and pain points, areas of strategic focus for website rebuild. In order to get accurate data for this work I also identified key Google Analytics issues for agency partner to fix.
◦ Set the direction, and was key participant in, five Google Design Sprints; intense two-week rapid ideation, prototyping and testing sprints during which we reimagined various aspects of Thames Water's online estate. The output of these sprints set the strategic direction for a complete redesign of the Thames Water digital estate.
• Worked with stakeholders to define requirements for content management system; established rationale for choosing enterprise CMS (Sitecore) over lightweight headless CMS. Also gathered requirements and chose site search and video solution for the website.
• Took user research, Information Architecture and target sitemap to determine the leanest and most efficient group of components that could be used to create key page types across the new site.
• Drove definition of website content strategy, working with brand, social and omnichannel teams to ensure content plays a key part in helping Thames meet its long-term business goals.
• Set long-term direction for cookie consent model; challenging as Britain leaves the EU and ICO guidance continues to evolve!
• Undertook Information Architecture research activities to define the structure for the new website including open card sorting and tree testing.
Search, Content, Website, Architecture, Compliance, Testing, Omnichannel, Content Strategy, Google, Sitecore, Redesign, Information Architecture, Direction, Enterprise, Online, Cookie, Manager, Social, Budget, Google analytics, User research, Video, Prototyping, Business Analysis, CMS, Design thinking, Research, Design, Content Management, Agile, Product Manager, GDpr, Management, User journey, Onboarding, Analytics
2017 - 2018
job
EUROPEAN DIGITAL MARKETING MANAGER
Honda.
Key skills used: CMS (setting strategic direction for CMS development), working with design and UX to revitalize Honda website look and feel, business analysis, user journey research, optimization and improvement, budget management, analytics, agency management, compliance (GDPR, PECR), stakeholder management.
Honda
• Was responsible for 80+ websites in 21 languages. Websites for Automotive, Motorcycles and Power Equipment divisions. Prioritised content requests from divisions and markets in support of product launches and campaigns, managed team of content executives who built master pages and localised.
• Set digital direction for Honda group European websites; supported Honda's business goals by defining ongoing development roadmap. Defined an ongoing roadmap of CMS improvements and new functionality that benefited Honda for the long-term across departments and markets.
• Managed multi-million-pound digital platform budget and relationship with digital agencies (primarily Digitas). Helped define new ways of working ('federated development') so development teams from different agencies could better work together within Honda's governance structure.
• Undertook a wide-ranging redesign of the key modules used across the Honda website; worked with designers, UX researchers, developers and stakeholders to ensure we delivered the capabilities and functionality that would benefit the business across automobile, motorbike and power equipment divisions. Worked to establish module creation criteria that defined how and when new modules or functionality should be developed.
• Ensured customer-led thinking and design. e.g. Introduced A/B testing to ensure ongoing improvement of websites, ensured qualitative user testing undertaken to validate development roadmap activities. Key participant in design thinking and customer journey mapping workshops.
• Worked closely with development team prioritizing requests from the business into Sprints, ensuring the right mix of roadmap improvements and business as usual work was undertaken.
• Ensured platform was compliant: e.g. created development brief and documentation for GDPR compliance; onboarded OneTrust cookie consent solution. Defined digital approach for WLTP.
• Sponsor for a wide range of UX, design, analytics and development projects and initiatives (recently examples; GDPR and E-privacy compliance, redesigns for key pages such as product, divisional homepage and offer pages).
• Stakeholder management across divisions and markets.
Honda
• Was responsible for 80+ websites in 21 languages. Websites for Automotive, Motorcycles and Power Equipment divisions. Prioritised content requests from divisions and markets in support of product launches and campaigns, managed team of content executives who built master pages and localised.
• Set digital direction for Honda group European websites; supported Honda's business goals by defining ongoing development roadmap. Defined an ongoing roadmap of CMS improvements and new functionality that benefited Honda for the long-term across departments and markets.
• Managed multi-million-pound digital platform budget and relationship with digital agencies (primarily Digitas). Helped define new ways of working ('federated development') so development teams from different agencies could better work together within Honda's governance structure.
• Undertook a wide-ranging redesign of the key modules used across the Honda website; worked with designers, UX researchers, developers and stakeholders to ensure we delivered the capabilities and functionality that would benefit the business across automobile, motorbike and power equipment divisions. Worked to establish module creation criteria that defined how and when new modules or functionality should be developed.
• Ensured customer-led thinking and design. e.g. Introduced A/B testing to ensure ongoing improvement of websites, ensured qualitative user testing undertaken to validate development roadmap activities. Key participant in design thinking and customer journey mapping workshops.
• Worked closely with development team prioritizing requests from the business into Sprints, ensuring the right mix of roadmap improvements and business as usual work was undertaken.
• Ensured platform was compliant: e.g. created development brief and documentation for GDPR compliance; onboarded OneTrust cookie consent solution. Defined digital approach for WLTP.
• Sponsor for a wide range of UX, design, analytics and development projects and initiatives (recently examples; GDPR and E-privacy compliance, redesigns for key pages such as product, divisional homepage and offer pages).
• Stakeholder management across divisions and markets.
User journey, Manager, LED, Cookie, Direction, Redesign, Power, Development, Testing, Support, Workshops, Compliance, Website, Content, Analytics, Digital Marketing, Management, GDPR Compliance, GDpr, Stakeholder Management, User testing, Budget, Research, Websites, Design thinking, CMS, UX, Business Analysis, Design, Marketing
2011 - 2017
job
EMEA SENIOR MANAGER HTC.COM
HTC and VIVE.
Key skills used: CMS (super user of CMS, managed team of content managers), working as part of agile team, stakeholder management, ecommerce and campaigns, analytics, design, content migration, analytics, localization, SEM and CRM.
HTC
• Responsible for 50+ websites in 22 languages. Websites with 620m combined page views per year; in particular htc.com (smartphones and health products) and vive.com (Virtual Reality)
• Expert CMS user; trained staff in both HTC.com and Vive.com CMS.
• Trained, hired, built and ran a team of content managers across the globe (a team with a very low employee churn rate).
• Managed high volume of website requests by putting in place tools such as JIRA, Confluence and Kanban.
• Launched 80+ devices across HTC.com and related websites (including very high profile flagship launches).
• Coordinated the digital activation of 100+ campaigns, competitions and initiatives (from global and large scale to local 'boutique' campaigns for individual countries).
• Aligned global digital direction, projects and initiatives with EMEA activities and business needs.
• Helped roll out ecommerce and sales campaigns across EMEA; defined tracking rules to ensure best possible measure of effectiveness of digital channels.
• Mastered Business Intelligence suites such as Google Data Studio and Grow.com, building dashboards and empowering local markets with essential website and ecommerce data.
• Key role in selecting new CMS for Virtual Reality (Vive) business unit.
• Coordinated SEM and CRM while Head of Digital EMEA (2011-2013); also managed local translation and digital agencies. Moved to a global role as company centralized.
• Managed content migration from Ektron to TeamSite CMS; coordinated site manager work for projects such as responsive website redesign, ecommerce platform onboarding.
• Coordinated localization with agencies (Lionbridge and Freedman)
HTC
• Responsible for 50+ websites in 22 languages. Websites with 620m combined page views per year; in particular htc.com (smartphones and health products) and vive.com (Virtual Reality)
• Expert CMS user; trained staff in both HTC.com and Vive.com CMS.
• Trained, hired, built and ran a team of content managers across the globe (a team with a very low employee churn rate).
• Managed high volume of website requests by putting in place tools such as JIRA, Confluence and Kanban.
• Launched 80+ devices across HTC.com and related websites (including very high profile flagship launches).
• Coordinated the digital activation of 100+ campaigns, competitions and initiatives (from global and large scale to local 'boutique' campaigns for individual countries).
• Aligned global digital direction, projects and initiatives with EMEA activities and business needs.
• Helped roll out ecommerce and sales campaigns across EMEA; defined tracking rules to ensure best possible measure of effectiveness of digital channels.
• Mastered Business Intelligence suites such as Google Data Studio and Grow.com, building dashboards and empowering local markets with essential website and ecommerce data.
• Key role in selecting new CMS for Virtual Reality (Vive) business unit.
• Coordinated SEM and CRM while Head of Digital EMEA (2011-2013); also managed local translation and digital agencies. Moved to a global role as company centralized.
• Managed content migration from Ektron to TeamSite CMS; coordinated site manager work for projects such as responsive website redesign, ecommerce platform onboarding.
• Coordinated localization with agencies (Lionbridge and Freedman)
Sales, Manager, Direction, Redesign, Responsive, Google, Site manager, Health, Localization, Confluence, Google Data studio, Website, Content, Analytics, Design, Kanban, Onboarding, Virtual reality, Management, SEM, Stakeholder Management, Agile, Websites, CMS, Jira, CRM, Ecommerce, Business Intelligence
2009 - 2011
job
GLOBAL WEB MANAGER
SDL INTERNATIONAL.
Key skills used: CMS (super user of CMS, matrix managed team of content managers), working as part of agile team, stakeholder management, campaigns, analytics, design, analytics, localization.
SDL INTERNATIONAL
● Matrix managed 30+ marketers across 7 key markets.
● Managed multiple website redesigns and migration of sites onto SDL.com as company acquired other businesses.
● Worked closely with Agile development team to extend and enhance the functionality of SDL.com and the CMS that drove it.
● Conducted usability testing, cognitive walkthroughs, executive interviews to determine future direction of website.
● Acted as digital subject matter expert and evangelist; built a blog and got senior SDL decision makers and executives to demonstrate thought leadership and build brand through blogging
SDL INTERNATIONAL
● Matrix managed 30+ marketers across 7 key markets.
● Managed multiple website redesigns and migration of sites onto SDL.com as company acquired other businesses.
● Worked closely with Agile development team to extend and enhance the functionality of SDL.com and the CMS that drove it.
● Conducted usability testing, cognitive walkthroughs, executive interviews to determine future direction of website.
● Acted as digital subject matter expert and evangelist; built a blog and got senior SDL decision makers and executives to demonstrate thought leadership and build brand through blogging
Website, Manager, Direction, International, Web, Development, Testing, Usability & UX, Localization, It, Blog, Design, Content, Analytics, Management, Leadership, Stakeholder Management, Usability, Agile, Agile development, Blogging, CMS
2008 - 2009
job
SENIOR SEARCH ANALYST
SAPIENT.
● Defined and oversaw implementation of Search Engine Optimisation (SEO) for major clients including a number of major international banks, a leading FMCG company and a world renown scientific publisher.
● Was very client facing (and got great feedback from clients!): Undertook pitches, delivered staff training, presentations etc.
● Was very client facing (and got great feedback from clients!): Undertook pitches, delivered staff training, presentations etc.
Seo, Training, Optimization, Implementation, FMCG, Analyst, International, Search
2005 - 2008
job
DIRECTOR AND OWNER
SAILFISH MEDIA.
/ VS19
● Built and maintained websites for a variety of clients and across a range of industries (Ask.com, Sapient, legal consultancy, publishing, wealth management fund); created brands (online and offline), employed freelance developers. Undertook SEO work for Sapient
● Built and maintained websites for a variety of clients and across a range of industries (Ask.com, Sapient, legal consultancy, publishing, wealth management fund); created brands (online and offline), employed freelance developers. Undertook SEO work for Sapient
Seo, Websites, Management, Online
2000 - 2004
job
KNOWLEDGE ENGINEER
ASK.COM.
● Was one of the first people working for Ask.com in EMEA (employee number 9!). Ran a team of four editors building out the 'answerlink' content that at one point generated a huge proportion of Ask.com revenues. Involved working very closely with sales team, major clients and colleagues in San Francisco.
● Became expert user in Ask.com bespoke CMS and the SQL tools that underpinned it.
● Became expert user in Ask.com bespoke CMS and the SQL tools that underpinned it.
Sql, CMS, Sales, Content, It, SAN
1998 - 2000
job
WEBSITE EDITOR
DENNIS PUBLISHING.
Managed the websites for MacWorld, PC Pro, Computer Shopper and Computer Buyer. Wrote features, technology and business news for the four websites on a daily basis.
Websites, Website, Technology, PC
My education
1993
-
1996
UNIVERSITY OF WALES
Bachelors, HISTORY AND INTERNATIONAL POLITICS
Bachelors, HISTORY AND INTERNATIONAL POLITICS
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