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Senior
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Experienced B2B Marketer | Website, Lean Strategy & Product Marketing Specialist
Andie Coupland
,
DAVENTRY, United Kingdom
Experience
Other titles
Skills
I'm offering
Marketing consultancy and services for small/growing businesses with a focus on lean strategy that delivers more value and gets more done for your budget.
I've worked as a client-side manager for 10 years, primarily in B2B software, marketing both products and services.
In a nutshell, I'm insatiably curious, data-driven and customer-focused; and there is nothing that annoys me more than a "but we've always done it that way!" mentality.
A lifelong learning self-starter with a strong focus on continuous improvement, I also have a rare mix of creative and technical skills & 4-years remote working experience.
Commercially-minded, with proven ability to operate on a strategic and operational level, I have experience of acquisitions/mergers and rebrands, at start-ups and established businesses, as well as on an international scale (both as part of global remits and via partners/regional franchises).
I've worked as a client-side manager for 10 years, primarily in B2B software, marketing both products and services.
In a nutshell, I'm insatiably curious, data-driven and customer-focused; and there is nothing that annoys me more than a "but we've always done it that way!" mentality.
A lifelong learning self-starter with a strong focus on continuous improvement, I also have a rare mix of creative and technical skills & 4-years remote working experience.
Commercially-minded, with proven ability to operate on a strategic and operational level, I have experience of acquisitions/mergers and rebrands, at start-ups and established businesses, as well as on an international scale (both as part of global remits and via partners/regional franchises).
Markets
United Kingdom
Links for more
Once you have created a company account and a job, you can access the profiles links.
Language
English
Fluently
Ready for
Larger project
Ongoing relation / part-time
Full time contractor
Available
My experience
2019 - 2020
job
PRODUCT MARKETING MANAGER
Totara Learning.
Working remotely as part of a globally dispersed marketing team to deliver key marketing initiatives aimed at driving awareness (as a challenger brand), increase new business, and reduce customer churn.
As PMM, I was responsible for all marketing activities relating to new and existing products; working with both marketing and product teams to ensure that what is being built by the development team (and product managers) is clearly communicated to internal teams, partners, and end-users (Subscribers).
I also wore a second hat of Website & SEO lead which saw me responsible for the general upkeep, development and performance of the main Totara website, with a primary focus on lead generation and ensuring a great UX for visitors.
Main areas of focus:
• Project managing full website translation to target Latin America and DACH markets
• Leading on a full content audit and update aimed at improving SEO/Search performance - including moving to a new pillar-cluster architecture, update and migration to new site architecture, and re-writing key page content (Currently achieving month-on-month increases in number and position of ranked keywords)
• Preparing website and creating sales and marketing collateral for new product release(s) in line with GTM plan
As PMM, I was responsible for all marketing activities relating to new and existing products; working with both marketing and product teams to ensure that what is being built by the development team (and product managers) is clearly communicated to internal teams, partners, and end-users (Subscribers).
I also wore a second hat of Website & SEO lead which saw me responsible for the general upkeep, development and performance of the main Totara website, with a primary focus on lead generation and ensuring a great UX for visitors.
Main areas of focus:
• Project managing full website translation to target Latin America and DACH markets
• Leading on a full content audit and update aimed at improving SEO/Search performance - including moving to a new pillar-cluster architecture, update and migration to new site architecture, and re-writing key page content (Currently achieving month-on-month increases in number and position of ranked keywords)
• Preparing website and creating sales and marketing collateral for new product release(s) in line with GTM plan
Marketing, Seo, Writing, UX, Sales, Content, Website, Websites, Digital Marketing
2018 - 2019
job
MARKETING COMMUNICATIONS MANAGER
Esteiro Business Solutions (Gold-Vision CRM).
Heading-up a growing marketing function (including line managing Senior Marketing Executives) as part of a newly created Creative Team; key stakeholder for marketing aspects of the product development roadmap.
• Designed and delivered a number of brand workshops with the leadership team to establish the basis of a new set of brand guidelines, positioning and messaging ahead of new product (and website) launch
• Created, and executed on, new marketing, content and social media strategies
• Built strong relationships with new and existing product partners to support brand positioning and lead generation campaigns
• Project managed and responsible for new website delivery, including completely re-writing and repositioning product and service offerings (which resulted in increased visits, leads and average order value)
• Designed and delivered a number of brand workshops with the leadership team to establish the basis of a new set of brand guidelines, positioning and messaging ahead of new product (and website) launch
• Created, and executed on, new marketing, content and social media strategies
• Built strong relationships with new and existing product partners to support brand positioning and lead generation campaigns
• Project managed and responsible for new website delivery, including completely re-writing and repositioning product and service offerings (which resulted in increased visits, leads and average order value)
Marketing, Writing, Social media strategies, Leadership, Content, Website, Workshops, Manager, MArketing Strategy, Marketing communication, Project Management, Production of website, Wordpress
2015 - 2018
job
MARKETING MANAGER
HT2 Labs.
Leading on all aspects of marketing and communications (£150k budget), with a primary focus on websites, marketing content, sales collateral, paid advertising, and events; line manager to a Digital Marketing Executive.
• Owned a content strategy that delivered month-on-month increases in web traffic, building brand awareness
and position as industry thought leaders
• Designed and implemented a new Partner programme that brought in over £100,000 in the first month
• Successfully co-ordinated a number of events and award submissions to help grow brand awareness and support initiatives aimed at delivering and promoting excellent customer service and success
• Developed a communications plan and related resources to support the delivery of industry-leading customer satisfaction and success, including design of a new product Help Site
• Managed and developed new CRM processes to improve the lead-to-customer experience
• Owned a content strategy that delivered month-on-month increases in web traffic, building brand awareness
and position as industry thought leaders
• Designed and implemented a new Partner programme that brought in over £100,000 in the first month
• Successfully co-ordinated a number of events and award submissions to help grow brand awareness and support initiatives aimed at delivering and promoting excellent customer service and success
• Developed a communications plan and related resources to support the delivery of industry-leading customer satisfaction and success, including design of a new product Help Site
• Managed and developed new CRM processes to improve the lead-to-customer experience
Customer service, Manager, Web, Content Strategy, Content, Customer experience, Budget, Websites, CRM, Design, Marketing, Event coordination, Project Management, Email marketing, Google analytics, Wordpress, Digital Marketing, PPC
2013 - 2015
job
MARKETING MANAGER
Kineo (a City & Guilds Business).
Senior Marketer with responsibility for 'UK Tech' marketing activities and global content plans, including a £250,000 marketing budget and line-manager responsibilities for the UK team.
• Led on the integration of HubSpot as a marketing automation/lead nurturing/email marketing tool
• Worked with Senior Leadership Team to develop new service lines and messaging
• Successfully project-managed global rebrand, simultaneously with a project to redesign, develop and launch new company website
• Sourced/developed materials to ensure that content marketing efforts aligned to business goals, brand guidelines, and met deadlines and budgets
• Owned, upheld and maintained tone of voice guidelines to achieve consistency in voice across all channels, including effectively copywriting/editing sales, marketing and PR materials
• Promoted and managed brand identity to maintain presence in the minds of target audiences, internal and external stakeholders, key communities, clients and partners
• Project managed and liaised with third-party vendors; acting as in-house SEO champion and CMS expert, establishing workflows and good practice to ensure the company's global website achieved business goals
• Led on the integration of HubSpot as a marketing automation/lead nurturing/email marketing tool
• Worked with Senior Leadership Team to develop new service lines and messaging
• Successfully project-managed global rebrand, simultaneously with a project to redesign, develop and launch new company website
• Sourced/developed materials to ensure that content marketing efforts aligned to business goals, brand guidelines, and met deadlines and budgets
• Owned, upheld and maintained tone of voice guidelines to achieve consistency in voice across all channels, including effectively copywriting/editing sales, marketing and PR materials
• Promoted and managed brand identity to maintain presence in the minds of target audiences, internal and external stakeholders, key communities, clients and partners
• Project managed and liaised with third-party vendors; acting as in-house SEO champion and CMS expert, establishing workflows and good practice to ensure the company's global website achieved business goals
Manager, Hubspot, Website, Content, Integration, Marketing, Leadership, Marketing Automation, Budget, CMS, Email marketing, Copywriting, Content marketing, Online marketing
My education
2003
-
2006
Loughborough University
BSc, Human Psychology
BSc, Human Psychology
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