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jobs
Expert in marketing and partnership strategy and implementation
Lisa Benton
,
Southampton, United Kingdom
Experience
Other titles
Skills
I'm offering
With over 10 years’ experience both in-house and agency, my expertise includes; sponsorship's and partner management, online and offline marketing strategy and delivery, advanced SEO, content and communications strategies, paid and organic media execution, audience development, product strategy and development, social media marketing, Digital OOH and analytics.
Markets
United Kingdom
Industries
Language
English
Fluently
Available
My experience
2019 - ?
job
Marketing Manager
Imperial Car Supermarket.
Southampton
Local Brand Awareness
• Negotiate new partnerships with local sports teams and athletes (relevant to our demographic) at different levels to incorporate branding and messages within their platforms which has resulted in car
sales from staff and fans.
• Partner with local businesses and charities where we worked together to help promote each other's
service. A recent example was partnering with Independent lifeboat Hamble Lifeboats to raise money
for new equipment.
• Maintain strong relationships with partners and be the day to day point of contact.
• Manage all brand activity and activations with partners including branding around grounds, player
appearances at sites, live Q&A events and promotional material.
• Devise activation plans with partners to engage with their audiences including premier league football
event (pre- and half-time activations), competitions to meet players or win merchandise.
• Improving local presence for showrooms and service centres by managing an audit and clean-up of all
online data and rolling out technology to control information across Search Engines and online
directories.
• Implementing store Facebook pages to engage with local communities, focusing the main page on
centralised brand content relevant for all audiences.
• Developing a social champion team with members from all showrooms to help curate content to use
across all channels.
• Working closely with showroom managers to promote awareness of sites through local activations and promotional material.
• Implementation of digital screens in each of the sites to align digital marketing communications in an
offline location. Content produced was hyper locally relevant as well as promoting nationwide brand
messages.
Paid and Organic Performance Marketing
• Managing 3rd party/agency relationships ensuring Search Engine and Paid Social campaigns are
optimised and scaled to drive performance whilst delivering exciting brand experiences.
• Managing internal organic social media and design team to promote brand messages, align with content
plans and increase brand awareness and reputation.
Email: lisabenton2984@gmail.com Telephone: 07921916081
• Revamping video and photography by reducing number of stock images and using owned footage
collated through central team and site social champions.
• Local SEO through improved data quality and localised content on the website and blog.
• Preparation for SEO technical and content audit to improve user experience across the website and visibility in non-brand search terms.
• Daily monitoring and analysis of performance across all marketing channels to ensure flexibility of plans,
especially during COVID-19 allowing movement of media plans to align with new trends.
Communication of performance to senior leadership on a weekly basis highlighting opportunities and trends.
• Implementing a Google Analytics clean-up on our website to allow accurate tracking plus planning for
more developed data layer implementation which will then be used for personalisation and targeted
messages across all marketing channels and website.
• Implementing new non-commercial content with weekly updated content for the blog including weekly
news and featured articles.
• Managing design team to ensure consistent branded content production including showroom POS,
digital assets, dual branded content with partners.
• Encourage development of new design ideas based on trends and data we see from social engagements.
Team Management
• Line manager for two executives (Social Media and Designer).
• Responsible for 1-2-1s, development plans and appraisals.
And not forgetting internal event organisation including a Christmas party and awards for 500 people which
coordinated events and hotel teams with the theme of Middle East!
Local Brand Awareness
• Negotiate new partnerships with local sports teams and athletes (relevant to our demographic) at different levels to incorporate branding and messages within their platforms which has resulted in car
sales from staff and fans.
• Partner with local businesses and charities where we worked together to help promote each other's
service. A recent example was partnering with Independent lifeboat Hamble Lifeboats to raise money
for new equipment.
• Maintain strong relationships with partners and be the day to day point of contact.
• Manage all brand activity and activations with partners including branding around grounds, player
appearances at sites, live Q&A events and promotional material.
• Devise activation plans with partners to engage with their audiences including premier league football
event (pre- and half-time activations), competitions to meet players or win merchandise.
• Improving local presence for showrooms and service centres by managing an audit and clean-up of all
online data and rolling out technology to control information across Search Engines and online
directories.
• Implementing store Facebook pages to engage with local communities, focusing the main page on
centralised brand content relevant for all audiences.
• Developing a social champion team with members from all showrooms to help curate content to use
across all channels.
• Working closely with showroom managers to promote awareness of sites through local activations and promotional material.
• Implementation of digital screens in each of the sites to align digital marketing communications in an
offline location. Content produced was hyper locally relevant as well as promoting nationwide brand
messages.
Paid and Organic Performance Marketing
• Managing 3rd party/agency relationships ensuring Search Engine and Paid Social campaigns are
optimised and scaled to drive performance whilst delivering exciting brand experiences.
• Managing internal organic social media and design team to promote brand messages, align with content
plans and increase brand awareness and reputation.
Email: lisabenton2984@gmail.com Telephone: 07921916081
• Revamping video and photography by reducing number of stock images and using owned footage
collated through central team and site social champions.
• Local SEO through improved data quality and localised content on the website and blog.
• Preparation for SEO technical and content audit to improve user experience across the website and visibility in non-brand search terms.
• Daily monitoring and analysis of performance across all marketing channels to ensure flexibility of plans,
especially during COVID-19 allowing movement of media plans to align with new trends.
Communication of performance to senior leadership on a weekly basis highlighting opportunities and trends.
• Implementing a Google Analytics clean-up on our website to allow accurate tracking plus planning for
more developed data layer implementation which will then be used for personalisation and targeted
messages across all marketing channels and website.
• Implementing new non-commercial content with weekly updated content for the blog including weekly
news and featured articles.
• Managing design team to ensure consistent branded content production including showroom POS,
digital assets, dual branded content with partners.
• Encourage development of new design ideas based on trends and data we see from social engagements.
Team Management
• Line manager for two executives (Social Media and Designer).
• Responsible for 1-2-1s, development plans and appraisals.
And not forgetting internal event organisation including a Christmas party and awards for 500 people which
coordinated events and hotel teams with the theme of Middle East!
Organization, Website, Content, Data quality, Blog, Pos, Implementation, Team management, Monitoring, Development, Technology, Google, Search, Online, Production, Audit, Social, Manager, UP, Content Production, Social Media, Marketing, Design, Seo, Branding, Google analytics, User Experience, Video, Audit, Digital Marketing, Facebook, Leadership, Photography, Event, Management, Sales, Analytics, Service
2018 - 2019
job
Global Performance Marketing Manager
Trafalgar.
Forecasting and KPI measurement o Deliver a customer focused marketing programme by leading the implementation of multichannel forecasting, reporting and analysis to ensure any project and strategies
have a clear business objective and benchmark
o Responsible for calculating KPI's and comparing performance of different digital campaigns across
Paid Media, SEO, Content Marketing, Social and Email/CRM with the Head of Digital Marketing
growth targets
• Alignment of paid/organic media o Informing and aligning acquisition strategies with our Paid Media
agency to ensure a strong channel mix that supports our Brand KPI's but also allows growth with a
scalable CPA.
o Project managing the ongoing optimisation of audiences and targeting strategies through our
Paid Media with recommendations from our owned activity o Full auditing of channels including
Affiliate and PPC to review landings, assets and copy providing recommendations and implementation of best practice and new initiatives to improve overall performance
o Creating a global Affiliate strategy and roadmap including negotiation of new commercial agreement and processes with external agency
o Recruiting regional networks and changing publishers and messaging to drive incremental growth
o Creation of regional reporting to provide detailed performance analysis and action plan
• SEO lead and subject matter expert o Technical SEO lead working with project management and development teams to align roadmaps. Delivering projects: website architecture, internal linking
strategy, hreflang implementation, redirect clean up and overall website visibility to Search Engines
Email: lisabenton2984@gmail.com Telephone: 07921916081
o Working with internal & external roadmap stakeholders to drive content projects across by making
sure we offer the best possible products, content and on-site experiences to our customers
o Aligning with the web and content teams to develop a strategy that is in line with the latest industry
trends and changes and implement these accordingly
o Creating an off-page SEO strategy through outreach campaigns, and online PR working with multiple
stakeholders. Pitching for internal budget as an opportunity for new user acquisition that would be a
cheaper cost per click that traditional PPC tactics
• Feefo Lead o Roadmap and strategy development to grow customer reviews and improving NPS o
Implement campaign mechanic to grow lead generation from booking through to post-trip o Curation of UGC and development of media gallery based on customer demographic but still aligning to business
requirements
have a clear business objective and benchmark
o Responsible for calculating KPI's and comparing performance of different digital campaigns across
Paid Media, SEO, Content Marketing, Social and Email/CRM with the Head of Digital Marketing
growth targets
• Alignment of paid/organic media o Informing and aligning acquisition strategies with our Paid Media
agency to ensure a strong channel mix that supports our Brand KPI's but also allows growth with a
scalable CPA.
o Project managing the ongoing optimisation of audiences and targeting strategies through our
Paid Media with recommendations from our owned activity o Full auditing of channels including
Affiliate and PPC to review landings, assets and copy providing recommendations and implementation of best practice and new initiatives to improve overall performance
o Creating a global Affiliate strategy and roadmap including negotiation of new commercial agreement and processes with external agency
o Recruiting regional networks and changing publishers and messaging to drive incremental growth
o Creation of regional reporting to provide detailed performance analysis and action plan
• SEO lead and subject matter expert o Technical SEO lead working with project management and development teams to align roadmaps. Delivering projects: website architecture, internal linking
strategy, hreflang implementation, redirect clean up and overall website visibility to Search Engines
Email: lisabenton2984@gmail.com Telephone: 07921916081
o Working with internal & external roadmap stakeholders to drive content projects across by making
sure we offer the best possible products, content and on-site experiences to our customers
o Aligning with the web and content teams to develop a strategy that is in line with the latest industry
trends and changes and implement these accordingly
o Creating an off-page SEO strategy through outreach campaigns, and online PR working with multiple
stakeholders. Pitching for internal budget as an opportunity for new user acquisition that would be a
cheaper cost per click that traditional PPC tactics
• Feefo Lead o Roadmap and strategy development to grow customer reviews and improving NPS o
Implement campaign mechanic to grow lead generation from booking through to post-trip o Curation of UGC and development of media gallery based on customer demographic but still aligning to business
requirements
Implementation, UP, Manager, Processes, Social, Booking, Online, Search, Campaign, Web, Strategy development, Development, KPI, Pitching, Affiliate, Growth, Digital Marketing, Content, Architecture, Website, Management, Pr, Optimization, PPC, Forecasting, Budget, CRM, Project Management, Seo, Content marketing, Marketing
2017 - 2018
job
Owned and Earned Media Manager
STA Travel.
SEO lead o Supporting the Head of Digital Acquisition to deliver off and on page content marketing
strategies that will bring incremental revenue to the business, either on-or offline.
o Thinking outside of 'typical SEO' media, and being the Social Media lead for influencer and engagement campaigns, Local Area Marketing in a digital space and directory/review clean up
o Leading advanced strategy of landing pages including implementation of AMP pages, schema mark-
up, meta data improvements increasing conversion rates by 90%
o Providing SEO recommendations for a https migration to ensure no impact to business performance
• Social and Influencer network setup o Managing a Social Media team overhauling all social channels
based on changes to algorithms and customer behaviour. Providing flexible media plans which allowed for optimisation during campaigns to ensure maximum performance
o Aligning organic and paid Social Media activity to ensure consistent messaging and to provide
proposals on how budget can be allocated to trial new opportunities
o Tourism Thailand/Paradise Island Influencer which sent two Instagrammers to Thailand to cover a
festival reached 300K organic impressions (no cost for outreach). These influencers are now brand
loyal and have an infinity to our brand for future campaigns
o Leading outreach campaigns to support campaign commitments through integrated campaigns
utilising earned and owned channels. An example from 2017 is for a Tourism Philippines driving
video views of an exclusive video series which drove +46%pax to the destination, over 500K video
views at a CPV of £0.02 and overall engagement rate of 20% in social channels
• Digital OOH o Aligning an 80% retail business with digital tactics to drive footfall into store. Local Area
Marketing digital campaigns tailored to google my business or Facebook local driving over 30K
impressions in 1 day to support an in-store sale campaign
o Implementing and managing an online clean-up of all NAP data in online directories and improving
user experience through the launch of new store pages and reviews. Roll out across US/UK/AU and NZ markets which lead to +40% local searches YOY and +230% Google Map views
o Becoming Digital lead for retail training for social media and how it can be used as an extension of local area marketing. Launch of 55 store Facebook pages for our UK market, Local Area Marketing
social media plans and templates and daily support for any queries resulting in a 10% increase in Facebook search impressions for localised terms
• Feefo Lead o Digital lead for implementation of Feefo to improve STA Travel's global reviews
o Project Manager integrating the tool with customer services, IT, Development and Proposition
roadmaps
o Development of bespoke API Integration and managing two external teams for delivery
Email: lisabenton2984@gmail.com Telephone: 07921916081
strategies that will bring incremental revenue to the business, either on-or offline.
o Thinking outside of 'typical SEO' media, and being the Social Media lead for influencer and engagement campaigns, Local Area Marketing in a digital space and directory/review clean up
o Leading advanced strategy of landing pages including implementation of AMP pages, schema mark-
up, meta data improvements increasing conversion rates by 90%
o Providing SEO recommendations for a https migration to ensure no impact to business performance
• Social and Influencer network setup o Managing a Social Media team overhauling all social channels
based on changes to algorithms and customer behaviour. Providing flexible media plans which allowed for optimisation during campaigns to ensure maximum performance
o Aligning organic and paid Social Media activity to ensure consistent messaging and to provide
proposals on how budget can be allocated to trial new opportunities
o Tourism Thailand/Paradise Island Influencer which sent two Instagrammers to Thailand to cover a
festival reached 300K organic impressions (no cost for outreach). These influencers are now brand
loyal and have an infinity to our brand for future campaigns
o Leading outreach campaigns to support campaign commitments through integrated campaigns
utilising earned and owned channels. An example from 2017 is for a Tourism Philippines driving
video views of an exclusive video series which drove +46%pax to the destination, over 500K video
views at a CPV of £0.02 and overall engagement rate of 20% in social channels
• Digital OOH o Aligning an 80% retail business with digital tactics to drive footfall into store. Local Area
Marketing digital campaigns tailored to google my business or Facebook local driving over 30K
impressions in 1 day to support an in-store sale campaign
o Implementing and managing an online clean-up of all NAP data in online directories and improving
user experience through the launch of new store pages and reviews. Roll out across US/UK/AU and NZ markets which lead to +40% local searches YOY and +230% Google Map views
o Becoming Digital lead for retail training for social media and how it can be used as an extension of local area marketing. Launch of 55 store Facebook pages for our UK market, Local Area Marketing
social media plans and templates and daily support for any queries resulting in a 10% increase in Facebook search impressions for localised terms
• Feefo Lead o Digital lead for implementation of Feefo to improve STA Travel's global reviews
o Project Manager integrating the tool with customer services, IT, Development and Proposition
roadmaps
o Development of bespoke API Integration and managing two external teams for delivery
Email: lisabenton2984@gmail.com Telephone: 07921916081
Content, UP, Manager, Social, Online, Search, Campaign, Google, Loyal, Development, Festival, Support, Implementation, It, Network, Landing pages, Social Media, Algorithms, Integration, Optimization, Facebook, Training, Budget, Video, Retail, Project Manager, User Experience, API, Seo, Content marketing, Marketing
2013 - 2014
job
Search & Social Specialist
unknown.
TradePoint (B&Q)
Search, Social
2012 - 2013
job
E-Commerce Specialist
Avis Budget Group.
E-commerce
My education
2007
-
2008
Southampton Solent University
Masters, Marketing Management
Masters, Marketing Management
2002
-
2005
Southampton Solent University
Bachelors, Multimedia Design
Bachelors, Multimedia Design
1998
-
2002
BRIT School for Performing Arts and Technology
Secondary, English Literature
Secondary, English Literature
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