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Senior Marketing Professional / Head of Marketing / Head of Brand / Head of Digital.
Geoff Bates
,
Bournemouth, United Kingdom
Experience
Other titles
Skills
I'm offering
I am a classically trained ‘T-Shaped’ senior level brand, marketing & digital leader - a consumer marketing specialist and brand ambassador with over 20 years award winning strategic experience, resulting in proven brand growth and revenue acceleration.
An experienced, results-driven brand and marketing professional with senior level success creating winning brands, delivering effective marketing strategies and delivering improved ROI.
A specialist in consumer marketing, brand architecture and proposition, creative strategy, & marketing function capability: econometrics, efficiency and effectiveness.
Digitally fluent and able to translate insight and data into digital success through: UX, Martech, CMS, SEO, content & social strategy, and performance marketing. Creating digital journeys and experiences that drive consumer acquisition and advocacy.
In summary, I am a dynamic leader and strategic problem solver, with a proven track record of building high performing teams. I offer significant experience of creating commercially focussed marketing strategies, balancing creativity with insight to drive immediate and sustainable business growth.
Experienced in commercially focussed and customer led marketing roles, I have consistently succeeded in:
• Optimising marketing budgets of up to £14m to drive £millions in sales. Managing P&L and maximising ROI through using robust KPIs, commercial focus, and insight led decision making.
• Building customer led brand, communication, and digital, marketing strategies.
• Customer acquisition and retention through creating actionable insights, effective recruitment campaigns, and optimising conversion through first class CRM.
• Mapping, profiling and researching customers, audiences and customer journeys.
• Leading change and transformation projects across marketing technologies (CMS, CRM
• Navigating and orchestrating a complex matrix of stakeholders including extensive experience at C-suite level.
• Leading, coaching and developing multi-disciplinary teams. Providing empowering, collaborative servant leadership through clarity of vision and promoting a culture of learning, growth mind-set and shared values within all the teams I lead.
• Brand specialist in creating brand strategy, overhauling design identity, and successful internal & external brand re-launches.
• Designing multi-channel insight-led solutions to enhance the customer experience across all touch points in the marketing and sales funnel.
• Leveraging data and technology to drive impactful, integrated campaigns, communications and digital targeting.
An experienced, results-driven brand and marketing professional with senior level success creating winning brands, delivering effective marketing strategies and delivering improved ROI.
A specialist in consumer marketing, brand architecture and proposition, creative strategy, & marketing function capability: econometrics, efficiency and effectiveness.
Digitally fluent and able to translate insight and data into digital success through: UX, Martech, CMS, SEO, content & social strategy, and performance marketing. Creating digital journeys and experiences that drive consumer acquisition and advocacy.
In summary, I am a dynamic leader and strategic problem solver, with a proven track record of building high performing teams. I offer significant experience of creating commercially focussed marketing strategies, balancing creativity with insight to drive immediate and sustainable business growth.
Experienced in commercially focussed and customer led marketing roles, I have consistently succeeded in:
• Optimising marketing budgets of up to £14m to drive £millions in sales. Managing P&L and maximising ROI through using robust KPIs, commercial focus, and insight led decision making.
• Building customer led brand, communication, and digital, marketing strategies.
• Customer acquisition and retention through creating actionable insights, effective recruitment campaigns, and optimising conversion through first class CRM.
• Mapping, profiling and researching customers, audiences and customer journeys.
• Leading change and transformation projects across marketing technologies (CMS, CRM
• Navigating and orchestrating a complex matrix of stakeholders including extensive experience at C-suite level.
• Leading, coaching and developing multi-disciplinary teams. Providing empowering, collaborative servant leadership through clarity of vision and promoting a culture of learning, growth mind-set and shared values within all the teams I lead.
• Brand specialist in creating brand strategy, overhauling design identity, and successful internal & external brand re-launches.
• Designing multi-channel insight-led solutions to enhance the customer experience across all touch points in the marketing and sales funnel.
• Leveraging data and technology to drive impactful, integrated campaigns, communications and digital targeting.
Markets
United Kingdom
Industries
Language
English
Fluently
Ready for
Larger project
Ongoing relation / part-time
Full time contractor
Available
My experience
2016 - 2020
job
Head of Brand & Communications / Head of Marketing
McCarthy & Stone.
Construction/Retirement/Lifestyle: UK's leading builder of retirement communities, with 70% market share, selling luxury retirement apartments and lifestyle directly to consumers; £750m turnover, 3,000+ employees, FTSE 250 listed.
Defined and successfully implemented a wide range of brand, marketing, PR, and creative projects in a cross functional matrix structure, delivering continuous improvement in KPIs. Led product positioning and branding, digital and off-line strategies, promoting homeowner benefits and building salience in a market with significant latent demand. Leading 30-member multi-functional marketing team across eight regions to create cohesive, motivated, and effective operations. Managed £14m marketing budget.
• Developed and launched high profile, integrated brand activation plan designed to meet marketing and wider commercial objectives. Redeveloped brand positioning as a homeowner focussed organisation, and updated look and feel as part of successfully shifting brand scorecard metrics. Delivered above target for, increased brand awareness, and increased customer numbers and income for 120 selling developments.
• Led data analytics project to deliver econometrics and direct mail data modelling initiatives, which optimised media budget allocation and improved targeting in data selection. Improved mail response rates by 6%.
• Sponsored customer segmentation research and competitor insight project to understand the evolving retirement market and deliver actionable insights to aid successful launch of new membership services and homeowner solutions that resonate with the target audience e.g. rental and part buy/part rent.
• Won Board approval for a new five-year digital first strategy. Year 1 delivered substantial improvements and award winning enhanced user experience, mobile first redesign and brand focussed, purpose led content. Resulted in 20% year-on-year (YoY) increase in PPC volumes.
• Owned PR plans, promoting brand and "famous for" messages, using best in class content based on engaging stories, e.g. Colourful Characters, to amplify marketing campaigns, create reasons to believe, and improve consideration and familiarity.
• Developed strategy for improved PR, CRM, and social media content based on lifestyle under the "Retirement Living to the Full" banner, which utilised content on the benefits of homeownership and testimonials across printed, internal Life & Living magazine, email, and social channels.
• Marketing sponsor during implementation of Sitecore, Salesforce, and Pardot. Designing and implementing new automated and personalised CRM and engagement campaigns, which reduced cancellation rates by 10% YoY.
• Responsible for planning, budgeting and forecasting of volumes, spend and ROI, plus regular board reporting of performance against targets and actions plans to improve.
Defined and successfully implemented a wide range of brand, marketing, PR, and creative projects in a cross functional matrix structure, delivering continuous improvement in KPIs. Led product positioning and branding, digital and off-line strategies, promoting homeowner benefits and building salience in a market with significant latent demand. Leading 30-member multi-functional marketing team across eight regions to create cohesive, motivated, and effective operations. Managed £14m marketing budget.
• Developed and launched high profile, integrated brand activation plan designed to meet marketing and wider commercial objectives. Redeveloped brand positioning as a homeowner focussed organisation, and updated look and feel as part of successfully shifting brand scorecard metrics. Delivered above target for, increased brand awareness, and increased customer numbers and income for 120 selling developments.
• Led data analytics project to deliver econometrics and direct mail data modelling initiatives, which optimised media budget allocation and improved targeting in data selection. Improved mail response rates by 6%.
• Sponsored customer segmentation research and competitor insight project to understand the evolving retirement market and deliver actionable insights to aid successful launch of new membership services and homeowner solutions that resonate with the target audience e.g. rental and part buy/part rent.
• Won Board approval for a new five-year digital first strategy. Year 1 delivered substantial improvements and award winning enhanced user experience, mobile first redesign and brand focussed, purpose led content. Resulted in 20% year-on-year (YoY) increase in PPC volumes.
• Owned PR plans, promoting brand and "famous for" messages, using best in class content based on engaging stories, e.g. Colourful Characters, to amplify marketing campaigns, create reasons to believe, and improve consideration and familiarity.
• Developed strategy for improved PR, CRM, and social media content based on lifestyle under the "Retirement Living to the Full" banner, which utilised content on the benefits of homeownership and testimonials across printed, internal Life & Living magazine, email, and social channels.
• Marketing sponsor during implementation of Sitecore, Salesforce, and Pardot. Designing and implementing new automated and personalised CRM and engagement campaigns, which reduced cancellation rates by 10% YoY.
• Responsible for planning, budgeting and forecasting of volumes, spend and ROI, plus regular board reporting of performance against targets and actions plans to improve.
Salesforce, Winning, LED, Social, Redesign, Banner, Organization, Implementation, Content, Sitecore, Analytics, Brand activation, Pr, Social Media, Continuous improvement, ROI, PPC, Research, Forecasting, Budget, Operations, CRM, User Experience, Branding, Marketing
2015 - 2016
job
Interim Head of Marketing
Amigo Loans.
Financial Services: Market leader in Guarantor Lending market, selling loans directly to consumers and through third parties; fast-paced business with 280 employees, lending £120m per year.
Member of the Executive team. Spearheaded refresh of the Amigo Brand and led the marketing function to deliver insight-driven, customer-focussed growth. Developed 13-person department overseeing digital marketing, third-party partnerships, and PR. Managed £15m marketing budget, including Brand, Direct, Digital (SEO, PPC, social media) PR, Above the Line (TV, Radio & Press) and Third-Party campaigns.
• Developed new brand positioning, vision, and guidelines for tone, look and feel, informed by customer insight and segmentation, leading multi-channel implementation of new brand.
• Sponsored delivery of new approach to digital content, utilising the power of "everyday stories" across PR and social media to address key brand misconceptions, improve brand positivity scores, and increase conversion rates in the call centre. Increased digital sales by 11% YoY.
• Led review of affiliate and aggregator strategy. Ensured understanding of how brand awareness and customer recommendations affect customer choice, leading to increased effectiveness in these channels.
LV=
Member of the Executive team. Spearheaded refresh of the Amigo Brand and led the marketing function to deliver insight-driven, customer-focussed growth. Developed 13-person department overseeing digital marketing, third-party partnerships, and PR. Managed £15m marketing budget, including Brand, Direct, Digital (SEO, PPC, social media) PR, Above the Line (TV, Radio & Press) and Third-Party campaigns.
• Developed new brand positioning, vision, and guidelines for tone, look and feel, informed by customer insight and segmentation, leading multi-channel implementation of new brand.
• Sponsored delivery of new approach to digital content, utilising the power of "everyday stories" across PR and social media to address key brand misconceptions, improve brand positivity scores, and increase conversion rates in the call centre. Increased digital sales by 11% YoY.
• Led review of affiliate and aggregator strategy. Ensured understanding of how brand awareness and customer recommendations affect customer choice, leading to increased effectiveness in these channels.
LV=
Content, LED, Social, Interim, Power, Affiliate, Growth, Implementation, TV, Digital Marketing, Sales, Radio, Pr, PPC, Budget, Seo, Marketing, Social Media
2011 - 2015
job
Head of Marketing & Digital
General Insurance.
Financial Services: Largest mutual organisation in UK, providing general insurance, life insurance, pensions, annuities, and investment products; General Insurance--£1.4b turnover, Life Insurance--£1.25B turnover; 5,800 employees.
Strategised, developed, and executed brand led integrated marketing strategy to promote value of membership and improve campaign ROI. Led multi-channel (digital and traditional) campaigns to deliver plan KPIs and enhance brand reputation. Managed £11m marketing budget, £500k research budget, £700k people budget, and £9m in first-year new business. Headed 13-person team.
• Gained board buy in for integrated, digital led, five-year insurance strategy, leveraging celebrity endorsements across digital and integrated comms to build brand awareness, leverage member benefits, and support brand positioning. Produced YoY growth 50% above market average.
• Utilised extensive user experience testing to redesign LV= direct 50Plus life Insurance quotation journey to deliver an easier to do business with experience, increasing form completion rates 12%.
• Substantial experience of being responsible for cross functional working with technical teams e.g. - product, technical services, sales, and claims. Led marketing teams in the co-ordination and synthesising of multiple sources of technical input to create impactful and engaging marketing and sales support materials which receive technical approval through being clear, fair and not misleading.
• Sponsored implementation of award-winning new media optimisation analytics approach, increasing ROI from marketing campaigns by 15%.
Selected Additional Experience 2000 - 2009 Financial Services
Strategised, developed, and executed brand led integrated marketing strategy to promote value of membership and improve campaign ROI. Led multi-channel (digital and traditional) campaigns to deliver plan KPIs and enhance brand reputation. Managed £11m marketing budget, £500k research budget, £700k people budget, and £9m in first-year new business. Headed 13-person team.
• Gained board buy in for integrated, digital led, five-year insurance strategy, leveraging celebrity endorsements across digital and integrated comms to build brand awareness, leverage member benefits, and support brand positioning. Produced YoY growth 50% above market average.
• Utilised extensive user experience testing to redesign LV= direct 50Plus life Insurance quotation journey to deliver an easier to do business with experience, increasing form completion rates 12%.
• Substantial experience of being responsible for cross functional working with technical teams e.g. - product, technical services, sales, and claims. Led marketing teams in the co-ordination and synthesising of multiple sources of technical input to create impactful and engaging marketing and sales support materials which receive technical approval through being clear, fair and not misleading.
• Sponsored implementation of award-winning new media optimisation analytics approach, increasing ROI from marketing campaigns by 15%.
Selected Additional Experience 2000 - 2009 Financial Services
Implementation, Winning, LED, Redesign, Campaign, Organization, Testing, Insurance, Support, Growth, Marketing, Analytics, Sales, Optimization, Marketing and sales, ROI, Research, Budget, User Experience, MArketing Strategy
2009 - 2011
job
Head of Consumer Marketing & Brand
LV.
Designed, developed, and executed marketing and brand plans in multiple channels, leading off-line and digital marketing, brand, and sales teams. Spearheaded seamless operations through intense period of company change and formation of new division. Marketing lead on proposition project to "make membership meaningful", delivering refreshed member benefits. Handled £11m marketing budget - including digital, research, brand and marketing campaigns. Grew digital campaign activity for Life Insurance business, increasing sales by 12%.
LV=, Marketing Manager/Brand Manager/Product Marketing Manager - Insurance and Life products
Acted as a brand guardian for marketing communications during company rebrand from Liverpool Victoria to LV=. Managed aggregator relationships for insurance and banking products. Developed brand guidelines and ensured consistent look and feel of all materials. Responsible for production of TV adverts and supporting integration across ATL, BTL and Digital channels. Managed teams from 6 to 20, and accountable for significant marketing budgets.
Technical
Experienced at strategy, implementation, and usage of key technologies and channels:
• TV (DRTV & Brand) • Google Analytics • Sitecore
• Media Trained • PPC • Social Media
• Press Advertising • SEO • Email Management Systems
• Direct Mail
• Econometrics
• Press
• Salesforce
• PR
• Hootsuit/Hubspot
LV=, Marketing Manager/Brand Manager/Product Marketing Manager - Insurance and Life products
Acted as a brand guardian for marketing communications during company rebrand from Liverpool Victoria to LV=. Managed aggregator relationships for insurance and banking products. Developed brand guidelines and ensured consistent look and feel of all materials. Responsible for production of TV adverts and supporting integration across ATL, BTL and Digital channels. Managed teams from 6 to 20, and accountable for significant marketing budgets.
Technical
Experienced at strategy, implementation, and usage of key technologies and channels:
• TV (DRTV & Brand) • Google Analytics • Sitecore
• Media Trained • PPC • Social Media
• Press Advertising • SEO • Email Management Systems
• Direct Mail
• Econometrics
• Press
• Salesforce
• PR
• Hootsuit/Hubspot
Sales, That you, Manager, Brand manager, Social, Production, Campaign, Google, Insurance, Implementation, Hubspot, TV, Banking, Sitecore, Analytics, Digital Marketing, Integration, Management, Pr, Salesforce, PPC, Research, Budget, Operations, Advertising, Google analytics, Seo, Marketing, Social Media
My education
2002
-
2003
Chartered Institute of Marketing University of Bournemouth
Post Graduate Diploma, Marketing
Post Graduate Diploma, Marketing
1996
-
2000
University of Plymouth
Bachelors, Business Studies
Bachelors, Business Studies
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