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Senior Content Strategist & Copwriter
Nadia Barmada
,
London, United Kingdom
Experience
Other titles
Skills
I'm offering
A Content Strategist & Copywriter with over 15 years of international experience developing and executing user-centred content programs for globally recognised B2B and B2C brands, and maximising performance across owned, earned and paid channels. Key skills and experience include:
• Content strategy & delivery
• Copywriting & editing
• User-centred content design
• Editorial planning & campaign delivery
• SEO strategy & search optimisation
• Social media & owned channels strategy
• Video content strategy
• CMS management (AEM - Adobe Experience Manager)
• Digital analytics and reporting
• Stakeholder & Agency management
• Team leadership & development
• Content strategy & delivery
• Copywriting & editing
• User-centred content design
• Editorial planning & campaign delivery
• SEO strategy & search optimisation
• Social media & owned channels strategy
• Video content strategy
• CMS management (AEM - Adobe Experience Manager)
• Digital analytics and reporting
• Stakeholder & Agency management
• Team leadership & development
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
2019 - 2020
temp
Senior Content Strategist
Barclays UK.
Lead Content Marketing Strategist, collaborating with senior marketing and proposition owners across the Retail & Business Banking teams, working with a broad stakeholder group to create, deliver and optimize content programs that
impact on wider business objectives
• Managing content strategy development with program stakeholders and external agencies, including editorial
planning against customer segments, user research workshops and analytics to optimize channel plans, content
ideation, and delivery and publishing of assets across web, app and social channels
• Planning and delivery of content marketing plans as part of hero omni-channel campaigns, to drive targeted
behaviour (engagement, SEO metrics, increased NPS, product applications) from specific customer segments,
setting campaign content metrics and reporting results to a wide stakeholder group. Oversaw delivery of the Brexit
rapid response editorial campaign for consumer and business banking from planning to delivery and distribution,
reaching 7 million customers with key banking updates within 24 hours of the EU exit
• Identifying content performance and new editorial opportunities across the customer journey through
collaboration with Data Analytics, SEO, Proposition Marketing and Digital 360 teams to plan content against
customer segment needs
• Creation of a content measurement framework, including identifying content analytics sources and defining
measurements against objectives, and building a self serve reporting function for the content team
impact on wider business objectives
• Managing content strategy development with program stakeholders and external agencies, including editorial
planning against customer segments, user research workshops and analytics to optimize channel plans, content
ideation, and delivery and publishing of assets across web, app and social channels
• Planning and delivery of content marketing plans as part of hero omni-channel campaigns, to drive targeted
behaviour (engagement, SEO metrics, increased NPS, product applications) from specific customer segments,
setting campaign content metrics and reporting results to a wide stakeholder group. Oversaw delivery of the Brexit
rapid response editorial campaign for consumer and business banking from planning to delivery and distribution,
reaching 7 million customers with key banking updates within 24 hours of the EU exit
• Identifying content performance and new editorial opportunities across the customer journey through
collaboration with Data Analytics, SEO, Proposition Marketing and Digital 360 teams to plan content against
customer segment needs
• Creation of a content measurement framework, including identifying content analytics sources and defining
measurements against objectives, and building a self serve reporting function for the content team
Workshops, Social, Framework, Campaign, App, Web, Content strategy, Strategy development, Development, Marketing, Banking, Content, Analytics, Research, Retail, User research, Seo, Content marketing
2018 - 2019
job
Senior Content Marketing Manager
BT Consumer.
Led the Content & Digital Marketing teams for EE, responsible for the content strategy across the customer lifecycle and content design for major product launches. Also leading a team of Digital Marketing Managers, Content Designers
and SEO specialists to deliver a multichannel digital marketing operation focusing on delivering strategic digital
campaigns to drive acquisition and retention across the EE digital estate.
• Delivery and performance of the content strategy and digital marketing initiatives to create seamless customer
journeys across the website, social channels, My EE portals, and EE community for major campaigns, and managing delivery and measurement of the content strategy to drive acquisition, customer retention and brand
awareness. Led the delivery of the EE 5G digital launch, achieving a first to market position through an optimized
SEO/SEM and content strategy, and achieving acquisition of 450k new customer contacts to drive email campaigns
• Utilising analytics and user research to plan and deliver new content strategies to drive acquisition, upgrades,
brand awareness and specific customer behaviours. Also using data and insights from user testing, SEO and
analytics tools (Google/Adobe Analytics, Adobe Test & Target, Brandwatch) to drive content ideation and optimisation of customer journies to drive incremental performance and revenue
• Manage the delivery of the SEO strategy, and SEO team and agency performance to inform content ideation, and
drive organic traffic growth and brand visibility in search results. Organic traffic growth for EE website currently at
+22% YOY
• Leadership of the content marketing function and collaboration with key stakeholders across Brand, Demand
Gen, CRM and Product Marketing teams internally, and agency and product partners externally, to deliver new
content experiences to drive increased market share. Also collaboration with AEM development team to optimize
CMS performance and create new publishing features
and SEO specialists to deliver a multichannel digital marketing operation focusing on delivering strategic digital
campaigns to drive acquisition and retention across the EE digital estate.
• Delivery and performance of the content strategy and digital marketing initiatives to create seamless customer
journeys across the website, social channels, My EE portals, and EE community for major campaigns, and managing delivery and measurement of the content strategy to drive acquisition, customer retention and brand
awareness. Led the delivery of the EE 5G digital launch, achieving a first to market position through an optimized
SEO/SEM and content strategy, and achieving acquisition of 450k new customer contacts to drive email campaigns
• Utilising analytics and user research to plan and deliver new content strategies to drive acquisition, upgrades,
brand awareness and specific customer behaviours. Also using data and insights from user testing, SEO and
analytics tools (Google/Adobe Analytics, Adobe Test & Target, Brandwatch) to drive content ideation and optimisation of customer journies to drive incremental performance and revenue
• Manage the delivery of the SEO strategy, and SEO team and agency performance to inform content ideation, and
drive organic traffic growth and brand visibility in search results. Organic traffic growth for EE website currently at
+22% YOY
• Leadership of the content marketing function and collaboration with key stakeholders across Brand, Demand
Gen, CRM and Product Marketing teams internally, and agency and product partners externally, to deliver new
content experiences to drive increased market share. Also collaboration with AEM development team to optimize
CMS performance and create new publishing features
Website, SEM, Manager, LED, Social, Search, Google, Content design, Adobe analytics, Content strategy, Retention, Community, Testing, Development, Adobe, Growth, Digital Marketing, Content, Test, Analytics, Optimization, Leadership, SEM, User testing, Research, CMS, CRM, User research, Seo, Design, Content marketing, Marketing
2017 - 2018
job
Senior Content Strategist - Samsung
Cheil Worldwide.
Lead Content Strategist, working with Samsung Global and Europe HQ and partner agencies, to deliver the customer
growth strategy and content marketing plan for the Samsung Members loyalty and retention program. Overseeing the roll out of the content strategy across Europe, ensuring the marketing plan is delivered across 17 European markets.
• Creation of the digital acquisition and content strategy for the Samsung Members program, launched in April 2017 across 17 European markets, as a key customer contact tool for driving customer loyalty and retention. Grew
member acquisition to 7+ million by December 2017 through a strategic CRM program, aligned with content and rewards plans and an optimized customer contact strategy to drive reach and conversion
• Delivery of user-centred content design through translating complex campaign and product messaging into
easily consumable and engaging content to grow reach and engagement measured by monthly active users, and customer data acquisition. Also executed a customer email and push notification strategy to grow monthly active
users to 39% of total app audience
• Analysis of content and campaign performance (including app analytics, SEO, NPS results and user research) to inform quarterly content planning and identify customer touchpoint opportunities to reach and influence audience
behaviour throughout the customer lifecycle. The app strategy and user experience delivered an increase in customer satisfaction and loyalty indicated by a +7 point increase in NPS measurement during 2017
• Collaboration with senior stakeholders to deliver strategic improvements to content delivery, user experience
and CMS, including Samsung Europe, Global HQ and regional Samsung marketing leaders. Also lead and manage a
three person central content team and dotted line responsibility for 17 local content managers across Europe
growth strategy and content marketing plan for the Samsung Members loyalty and retention program. Overseeing the roll out of the content strategy across Europe, ensuring the marketing plan is delivered across 17 European markets.
• Creation of the digital acquisition and content strategy for the Samsung Members program, launched in April 2017 across 17 European markets, as a key customer contact tool for driving customer loyalty and retention. Grew
member acquisition to 7+ million by December 2017 through a strategic CRM program, aligned with content and rewards plans and an optimized customer contact strategy to drive reach and conversion
• Delivery of user-centred content design through translating complex campaign and product messaging into
easily consumable and engaging content to grow reach and engagement measured by monthly active users, and customer data acquisition. Also executed a customer email and push notification strategy to grow monthly active
users to 39% of total app audience
• Analysis of content and campaign performance (including app analytics, SEO, NPS results and user research) to inform quarterly content planning and identify customer touchpoint opportunities to reach and influence audience
behaviour throughout the customer lifecycle. The app strategy and user experience delivered an increase in customer satisfaction and loyalty indicated by a +7 point increase in NPS measurement during 2017
• Collaboration with senior stakeholders to deliver strategic improvements to content delivery, user experience
and CMS, including Samsung Europe, Global HQ and regional Samsung marketing leaders. Also lead and manage a
three person central content team and dotted line responsibility for 17 local content managers across Europe
Growth strategy, Planning, Campaign, App, Content design, Content Strategy, Retention, Growth, Content, Analytics, Marketing, Research, CMS, CRM, User research, User Experience, Seo, Design, Content marketing
2015 - 2017
job
Content Director
Found Agency.
Built and led the content team at Found digital performance agency, managing the creation, delivery and performance of effective long-term digital and content marketing strategies for B2B and B2C clients, from thought leadership
through to SEO performance and conversion. Also part of the senior leadership team pitching to potential clients for
new business.
• Responsible for creation of multi-channel digital content strategies for Found's key clients, utilizing analytics and audience insights to craft and deliver content plans across client's digital marketing channels. An onsite and earned acquisition strategy for a major recruitment client delivered YOY 20% traffic growth, 30% increase in organic
visibility and 31% growth in conversion
• Delivered innovation in content strategy and execution across all digital customer touchpoints, integrating content assets into all points on the customer journey, and driving acquisition through lead gen (Hubspot), social, SEO and paid channels. Launched Randstad's Workpocket World online HR tool, driving 1500+ registrations in 3
months
• Optimised client digital channel strategies across owned, earned and paid activity to drive performance against targets, and continually optimize channel activity to grow acquisition and conversion. Targeted remarketing and paid social strategy for a key travel client drove a 13% increase in direct bookings to priority properties during peak
season
• Led a team of Content Strategists, Digital Marketing specialists and Creatives, and worked in collaboration with other Directors to create effective multichannel strategies for key client accounts. Also acted in a client relationship and stakeholder management capacity to build and maintain relationships, and as a point of escalation to resolve
any client or campaign issues
through to SEO performance and conversion. Also part of the senior leadership team pitching to potential clients for
new business.
• Responsible for creation of multi-channel digital content strategies for Found's key clients, utilizing analytics and audience insights to craft and deliver content plans across client's digital marketing channels. An onsite and earned acquisition strategy for a major recruitment client delivered YOY 20% traffic growth, 30% increase in organic
visibility and 31% growth in conversion
• Delivered innovation in content strategy and execution across all digital customer touchpoints, integrating content assets into all points on the customer journey, and driving acquisition through lead gen (Hubspot), social, SEO and paid channels. Launched Randstad's Workpocket World online HR tool, driving 1500+ registrations in 3
months
• Optimised client digital channel strategies across owned, earned and paid activity to drive performance against targets, and continually optimize channel activity to grow acquisition and conversion. Targeted remarketing and paid social strategy for a key travel client drove a 13% increase in direct bookings to priority properties during peak
season
• Led a team of Content Strategists, Digital Marketing specialists and Creatives, and worked in collaboration with other Directors to create effective multichannel strategies for key client accounts. Also acted in a client relationship and stakeholder management capacity to build and maintain relationships, and as a point of escalation to resolve
any client or campaign issues
Analytics, LED, Social, Online, Campaign, Content Strategy, Pitching, Growth, Hubspot, Recruitment, Content, Digital Marketing, Management, Leadership, Stakeholder Management, B2C, Innovation, B2B, Seo, Content marketing, Marketing
2010 - 2015
job
Senior Content Marketing Manager
Getty Images.
Created and delivered the global content marketing strategy to position Getty Images as the premium supplier of visual
content worldwide. Led the content team to deliver a multi-channel content strategy and regular calendar of high
quality written and visual content to drive engagement, brand awareness and loyalty from a global B2B audience. Also
developed lead generation strategies, developing content journeys and contact strategies to deliver leads to the sales
teams.
• Produced and executed a global content strategy based on audience segmentation, customer sales trends, search
data and keyword analysis with content localized into 6 languages and distributed in 22 regions.
• Piloted the first content marketing and lead generation strategy with the launch of the Oracle Eloqua marketing
automation program, driving a 17% YOY increase in referring traffic to content from email. Also built a regular visual
trends webinar program with an audience of 20,000+ subscribers
• Executed content-based social media strategies, including social assets, influencer outreach for content creation,
community development and paid social campaigns. Utilising visual social media assets and partnerships to build
social audiences to over 1 million across Facebook, Twitter, LinkedIn, Instagram, Tumblr and Youtube
• Led a multi-functional team (internal & agency partners) to produce inspiring visual content in digital, video and print formats for owned channels and key social media platforms, including managing editorial guidelines
• Developed strategic content distribution partnerships with partner brands, to grow audience and influence,
including with LeanIn.org resulting in increased revenue of 20% YOY, as well as content campaigns with BBC Motion
Gallery, Pantone, Tumblr, D&AD, Cannes Lions Festival, Newscred & Percolate
content worldwide. Led the content team to deliver a multi-channel content strategy and regular calendar of high
quality written and visual content to drive engagement, brand awareness and loyalty from a global B2B audience. Also
developed lead generation strategies, developing content journeys and contact strategies to deliver leads to the sales
teams.
• Produced and executed a global content strategy based on audience segmentation, customer sales trends, search
data and keyword analysis with content localized into 6 languages and distributed in 22 regions.
• Piloted the first content marketing and lead generation strategy with the launch of the Oracle Eloqua marketing
automation program, driving a 17% YOY increase in referring traffic to content from email. Also built a regular visual
trends webinar program with an audience of 20,000+ subscribers
• Executed content-based social media strategies, including social assets, influencer outreach for content creation,
community development and paid social campaigns. Utilising visual social media assets and partnerships to build
social audiences to over 1 million across Facebook, Twitter, LinkedIn, Instagram, Tumblr and Youtube
• Led a multi-functional team (internal & agency partners) to produce inspiring visual content in digital, video and print formats for owned channels and key social media platforms, including managing editorial guidelines
• Developed strategic content distribution partnerships with partner brands, to grow audience and influence,
including with LeanIn.org resulting in increased revenue of 20% YOY, as well as content campaigns with BBC Motion
Gallery, Pantone, Tumblr, D&AD, Cannes Lions Festival, Newscred & Percolate
Linkedin, Manager, LED, Social, Search, Content strategy, Community, Development, Festival, Twitter, Youtube, Content, Sales, Social Media, Print, Automation, Social media strategies, Facebook, Instagram, B2B, Oracle, Video, Content creation, MArketing Strategy, Content marketing, Marketing
2008 - 2010
job
Digital Marketing Strategy Manager
The Post Office.
Managed digital strategy for Post Office travel products online, from overseeing the digital marketing campaign
implementation through to multivariate testing and content optimization to drive SEO rankings and conversion.
• Strategic management of digital marketing campaigns (display, PPC, affiliates, aggregators and Digital PR) for travel
insurance and foreign currency products, with year on year online sales growth of 59% for foreign currency and 24% for travel insurance sales during 2009/2010, despite the challenging economic climate
Managed the multi-variate landing page testing strategy across the Post Office website to optimize onsite
conversion through contextual, behavioural and geo-targeting. Using HP Optimost technology, the MVT program
delivered over £400,000 in incremental revenue from launch in October 2008 until 2010
• Financial management of digital marketing mix and management of multiple agency relationships across media
planning, creative, SEM and digital PR to ensure campaigns were delivered on time and budget
• Utilised strategic partnerships, social media and SEO/SEM to relaunch the Post Office® Travel Money Card,
achieving a card application uplift of 35% YOY throughout the 2009 summer campaign
implementation through to multivariate testing and content optimization to drive SEO rankings and conversion.
• Strategic management of digital marketing campaigns (display, PPC, affiliates, aggregators and Digital PR) for travel
insurance and foreign currency products, with year on year online sales growth of 59% for foreign currency and 24% for travel insurance sales during 2009/2010, despite the challenging economic climate
Managed the multi-variate landing page testing strategy across the Post Office website to optimize onsite
conversion through contextual, behavioural and geo-targeting. Using HP Optimost technology, the MVT program
delivered over £400,000 in incremental revenue from launch in October 2008 until 2010
• Financial management of digital marketing mix and management of multiple agency relationships across media
planning, creative, SEM and digital PR to ensure campaigns were delivered on time and budget
• Utilised strategic partnerships, social media and SEO/SEM to relaunch the Post Office® Travel Money Card,
achieving a card application uplift of 35% YOY throughout the 2009 summer campaign
Technology, SEM, Manager, Social, Online, Campaign, Strategic Management, Office, Testing, Insurance, Digital Marketing Strategy, Growth, Implementation, Website, Digital Marketing, Content, Sales, Management, Pr, SEM, PPC, Budget, MArketing Strategy, Digital Strategy, Seo, Marketing, Social Media
2007 - 2008
job
Ecommerce Manager
NIKE.
Ecommerce, Manager
2004 - 2007
job
Ecommerce Product & Marketing Manager
STA TRAVEL.
Marketing, Ecommerce, Manager
2001 - 2004
job
STEM Marketing Manager
CAMBRIDGE UNIVERSITY PRESS.
Marketing, Manager
My education
University of South Australia
Certification, N/a
Certification, N/a
University of Adelaide
Bachelors, Economics
Bachelors, Economics
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