MY EXPERTISE
13 years of applied practice + postgraduate training.
I've worked in not-for-profit and global private companies, covering brand building and performance marketing across B2B and B2C. I've designed and delivered research, developed strategy, created and executed tactical plans, and been a marketing lead on cross functional operations projects.
Education
I am postgraduate qualified in the overall disciplines of marketing and brand management, along with localised training in digital marketing, copywriting, presenting, and many other things. I have MBA-level training in research, strategy, and tactical execution that covers everything from brand building through strategy to communications at the very end.
Experience
I've marketed...
Products and services. Brand new ones. New ones in existing lines. Legacy ones. Newly acquired ones.
In teams that were directly responsible for driving revenue from individual purchase and account-based marketing through to teams that secured high ticket sales by supporting consultative selling.
Purely digital products, purely physical products, blended products, and products that transitioned from physical to digital.
I've delivered...
On a variety of objectives, ranging from brand awareness at the top of the funnel to commercial returns at the bottom. Lead generation to acquisition and retention. Growing market share to unit sales through distribution channels.
Continuous improvement including insight generation, procedural efficiencies, resource management, automation, channel performance, SEO, and attribution.
Operational projects including CRM implementation and its integration with marketing automation, data architecture, channel optimization, and reporting.
Cross-functional projects, including several business-critical ones. I've been involved in website creation, launches, and management; legal projects around data; and new products and packages that brought in highly profitable eight-figure revenue streams.
Agency relationships, started a marketing team, been a hiring manager, expanded channel mixes, and developed and implemented test-and-learn programs.
Added extra...
I can situate marketing in a business conversation, building trust and confidence in marketing's work. I chose MBA training because it situates marketing in business operations. It covers its practical contribution to businesses as well as the theoretical ones, which other training options neglect. With this combination of experience and education I can draw the lines between marketing and business performance in a way that is credible to other functions, which other freelancers can struggle with.