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Senior marketing strategist and leader, experience across all marketing channels and multiple sectors. Marketing and brand strategy development, rebrands and brand frameworks redefinitions.
Judith Kynaston
,
London, United Kingdom
Experience
Other titles
Skills
I'm offering
I'm a senior brand and marketing leader with deep experience of driving commercial value for businesses with a variety of strategic brand challenges and visions. Includes both global and UK brands (B2C, B2B and B2B2C), as well as digital only and Startups. Full exposure across traditional and digital channels with significant experience in brand strategy, activation frameworks and metric based brand marketing campaign delivery, including PR, enhancing brand experience for incremental growth. Unflappable, motivational leader of teams - face to face or remotely. A strong track record of developing and supporting individuals through uncertainty and ambiguity. High emotional intelligence with an ability to build strong stakeholder, peer and team relationships. http://*******.*** Email: ****@******.*** mobile: +44 (0) 7725 175717 London, United Kingdom
Industries
Language
English
Fluently
Ready for
Larger project
Ongoing relation / part-time
Full time contractor
Available
My experience
2007 - ?
freelance
Director - Interim & FTC marketing roles
GJM Marketing.
Successfully delivered a range of major transformation and BAU projects within interim and FTC Marketing leadership roles offering strategic direction and executional support. This work has been delivered during times of change, through restructures and often working remotely with multiple cross border teams and stakeholders.
I've also offered continuity, technical expertise and team development during fixed term contracts to support business as usual requirements.
Key assignments include:
• Global brand strategy and repositioning work for HSBC Commercial Banking and Invesco Group
• UK brand lead for the Aviva rebrand from Norwich Union
• Interim Leadership of global brand function for Legal & General through a major rebrand
• Leadership of all brand and marketing communications for The Open University, Leeds Building Society, Shop Direct, TD Direct Investment
• Marketing Strategy and Planning work for the Towergate Group to deliver a new Marketing structure, framework and
• The design and implementation of the HSBC Global Marketing function operating model
ROLE DETAILS
I've also offered continuity, technical expertise and team development during fixed term contracts to support business as usual requirements.
Key assignments include:
• Global brand strategy and repositioning work for HSBC Commercial Banking and Invesco Group
• UK brand lead for the Aviva rebrand from Norwich Union
• Interim Leadership of global brand function for Legal & General through a major rebrand
• Leadership of all brand and marketing communications for The Open University, Leeds Building Society, Shop Direct, TD Direct Investment
• Marketing Strategy and Planning work for the Towergate Group to deliver a new Marketing structure, framework and
• The design and implementation of the HSBC Global Marketing function operating model
ROLE DETAILS
Transformation, Framework, Interim, Direction, Planning, Team development, Development, Global Marketing, Marketing, Implementation, Support, Banking, Leadership, Contracts, Brand identity, MArketing Strategy, Design
2018 - 2020
job
Head of Brand and Marketing
WAYHOME.
Brand and Marketing Communications leader for new Prop/Fintech. Accountable for all brand strategy, brand activation, marketing communications, research & insights, brand led user experience design and testing, PR, corporate communications and digital marketing strategy, to build the brand, drive web traffic, registrations and nurture and convert prospect leads.
● Programme of digital acquisition activities (paid social, SEO, PPC, remarketing) resulting in unique home page visits of 260,000 and pre-launch registrations of 48,163
● 303 pieces of PR coverage, media reach of 25.7m and equating to £0.762m in paid media value across Sky News, The Times, Daily Telegraph, The Sun, The Mirror, Which Magazine, Talk Radio, Ideal Home and Trade Media
● Full name change executed, new Brand Strategy developed covering brand framework, values and positioning. Delivery of new visual identity, TOV and all assets, guidelines and governance across all touchpoints
● PR/media relations strategy and crisis management plan delivered
● Full budget setting and management accountability
● Programme of digital acquisition activities (paid social, SEO, PPC, remarketing) resulting in unique home page visits of 260,000 and pre-launch registrations of 48,163
● 303 pieces of PR coverage, media reach of 25.7m and equating to £0.762m in paid media value across Sky News, The Times, Daily Telegraph, The Sun, The Mirror, Which Magazine, Talk Radio, Ideal Home and Trade Media
● Full name change executed, new Brand Strategy developed covering brand framework, values and positioning. Delivery of new visual identity, TOV and all assets, guidelines and governance across all touchpoints
● PR/media relations strategy and crisis management plan delivered
● Full budget setting and management accountability
Management, LED, Social, Ideal, Framework, Web, Testing, Digital Marketing Strategy, Crisis management, Fintech, Radio, Brand activation, Digital Marketing, Pr, PPC, Budget, Research, Brand identity, User experience design, MArketing Strategy, User Experience, Seo, Design, Marketing
2017 - 2018
freelance
Group Brand Director
Legal & General.
Interim global group role to lead a group-wide programme of change to re-energise and revive the L&G brand across all markets and channels. Specific objectives and accountability to create a strong brand platform and brand voice to support specific business growth in the UK and the US.
● New visual identity, brand assets and TOV training to support adoption throughout the Group
● Definition of brand measurement strategy and methodologies in support of Group wide business plans
● Global brand activation strategy and campaign framework for all scale communications and sponsorships, including the identification of key assets and guidance for implementation across the markets
● All product marketing communication activities aligned to the brand framework
● Group Brand Team structure and role definitions
● New visual identity, brand assets and TOV training to support adoption throughout the Group
● Definition of brand measurement strategy and methodologies in support of Group wide business plans
● Global brand activation strategy and campaign framework for all scale communications and sponsorships, including the identification of key assets and guidance for implementation across the markets
● All product marketing communication activities aligned to the brand framework
● Group Brand Team structure and role definitions
Marketing, Training, Brand activation, Growth, Support, Implementation, Campaign, Interim, Framework
2016 - 2017
freelance
Head of Brand and Marketing
Leeds Building Society.
● Brand Strategy and Brand Activation Plans to support the Society's growth ambitions 2017 - 2020.
● Activation of 2 key sports sponsorships - Park Run & Leeds Rhinos - across all channels and targeting customers and IFAs
● Record acquisition levels for new savings balances and mortgage lending in 2016; Target for new Society members exceeded
● Member of the Leadership Team with 4 direct reports and team of 14 indirect reports working across branch and local marketing, broadcast and online advertising, display, PPC, search, SEO, affiliates, content, social, events, PR and thought leadership activities.
● Restructured and improved agency relationships to introduce better strategic planning support, move to 'always on' digital media activities and increase value from agency spend.
● Activation of 2 key sports sponsorships - Park Run & Leeds Rhinos - across all channels and targeting customers and IFAs
● Record acquisition levels for new savings balances and mortgage lending in 2016; Target for new Society members exceeded
● Member of the Leadership Team with 4 direct reports and team of 14 indirect reports working across branch and local marketing, broadcast and online advertising, display, PPC, search, SEO, affiliates, content, social, events, PR and thought leadership activities.
● Restructured and improved agency relationships to introduce better strategic planning support, move to 'always on' digital media activities and increase value from agency spend.
Marketing, Seo, Advertising, Brand identity, PPC, Strategic Planning, Leadership, Pr, Brand activation, Content, Growth, Support, Search, Online, Planning, Social
2015 - 2016
freelance
Head of Acquisition and Brand
OPEN UNIVERSITY.
Interim B2C role with accountability for activating new brand strategy to generate new student enquirer numbers across all offline and digital channels. Reporting to the Marketing Director and member of the Senior Leadership Team:
● Brand 'refresh' to modernise the campaign creative expression and visual identity
● All marketing communication activities to drive awareness, consideration and engagement across all channels, including TV, OOH, radio, PR, content creation & activation and amplification.
● Leadership a team of 14 marketers across different UK locations.
● Recruitment and rebuild of the Acquisition and Brand Team from 3 to 14
● Agency support redefined to reduce costs and duplication, with PR agency appointed to support Jan - July campaign activities.
● Based on audience analysis the identification of a major media branded content partnership (Huffington Post/Aol) and programme of activities to drive consideration.
● Display and Search strategy redeveloped to optimise spend, with budget savings redistributed. Display performance increased by 25%, with Search showing a 33% improvement.
● Revised digital 'always on' activity plan with refreshed creative assets and test and learn objectives.
● 2014/15 new enquirer target exceeded (for enrolment date Oct 15). 15/16 target exceeded (for enrolment date Feb 16). Prospect pool target volume for 15/16 on track.
● Brand 'refresh' to modernise the campaign creative expression and visual identity
● All marketing communication activities to drive awareness, consideration and engagement across all channels, including TV, OOH, radio, PR, content creation & activation and amplification.
● Leadership a team of 14 marketers across different UK locations.
● Recruitment and rebuild of the Acquisition and Brand Team from 3 to 14
● Agency support redefined to reduce costs and duplication, with PR agency appointed to support Jan - July campaign activities.
● Based on audience analysis the identification of a major media branded content partnership (Huffington Post/Aol) and programme of activities to drive consideration.
● Display and Search strategy redeveloped to optimise spend, with budget savings redistributed. Display performance increased by 25%, with Search showing a 33% improvement.
● Revised digital 'always on' activity plan with refreshed creative assets and test and learn objectives.
● 2014/15 new enquirer target exceeded (for enrolment date Oct 15). 15/16 target exceeded (for enrolment date Feb 16). Prospect pool target volume for 15/16 on track.
Marketing, Content creation, Brand identity, Budget, B2C, Leadership, Pr, Test, Radio, Content, Recruitment, TV, Support, Search, Campaign, Interim
2014 - 2015
job
Head of Brand and Communications
TD DIRECT INVESTING.
Maternity cover B2C FTC with full accountability for all Product Marketing Communications and CRM activities, PR, Social Media and Brand activities:
● 3-year brand strategy to increase brand awareness from 3% to 20% by end 2017.
● Strategy development and implementation 'always on' product marketing activities across online and offline channels. This resulted in a 10% reduction in media costs which was then available for reinvestment for tactical opportunities.
● New PR and Social strategy, focusing on the integration of campaign and BAU media relations activities, to provide a consistent brand narrative that TD could uniquely own.
● 3-year brand strategy to increase brand awareness from 3% to 20% by end 2017.
● Strategy development and implementation 'always on' product marketing activities across online and offline channels. This resulted in a 10% reduction in media costs which was then available for reinvestment for tactical opportunities.
● New PR and Social strategy, focusing on the integration of campaign and BAU media relations activities, to provide a consistent brand narrative that TD could uniquely own.
Social Media, Marketing, CRM, B2C, Pr, Integration, Implementation, Development, Strategy development, Campaign, Online, Social, Brand identity
2013 - 2014
freelance
Group Head of Brand and Planning
TOWERGATE INSURANCE.
Consultancy role reporting directly to the Group Marketing Director, part of the leadership team accountable for establishing and embedding the first Group Marketing Function for the Towergate Group.
● Delivery of the rebrand strategy and plan to reduce over 120 brands within the Group, down to 9 trading brands resulting in a sustainable saving of £0.976m
● Launch of a new planning process for Towergate brands
● Led the programme of activities to deliver a new control framework for the development of financial promotions and campaigns and trained all Towergate marketing team members in line with FCA requirements.
● Delivered relaunch marketing communications strategy and supporting CSR activities for the Towergate Foundation, enabling use an external brand asset as well as internal engagement.
● Delivery of the rebrand strategy and plan to reduce over 120 brands within the Group, down to 9 trading brands resulting in a sustainable saving of £0.976m
● Launch of a new planning process for Towergate brands
● Led the programme of activities to deliver a new control framework for the development of financial promotions and campaigns and trained all Towergate marketing team members in line with FCA requirements.
● Delivered relaunch marketing communications strategy and supporting CSR activities for the Towergate Foundation, enabling use an external brand asset as well as internal engagement.
Marketing, Leadership, CSR, Development, Planning, Framework, LED
2013 - 2013
freelance
Head of Marketing Communications Fin. Services
SHOPDIRECT GROUP.
Interim B2C role to support the FS Marketing Director during a period of recruitment, developed the FS product marketing strategy and marketing communications plan for all FS products. Led the delivery of product marketing campaigns and CRM communications during a period of significant business transformation. In addition to 'business as usual' marketing communication accountabilities:
● Part of the leadership project team to shape and manage key change projects to increase data usage and customer insights across the business, launch new products and increase customer education and engagement.
● New team structure and revised roles and processes to improve team and campaign effectiveness
● Part of the leadership project team to shape and manage key change projects to increase data usage and customer insights across the business, launch new products and increase customer education and engagement.
● New team structure and revised roles and processes to improve team and campaign effectiveness
Marketing, MArketing Strategy, CRM, B2C, Business transformation, Leadership, Recruitment, Support, Transformation, Campaign, Interim, Processes, LED
My education
Notre Dame High School Manchester
Secondary, N/a
Secondary, N/a
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