13 years of applied practice + postgraduate training.
I've delivered a range of objectives for B2B and B2C companies - usually working on both in the same role. I've worked on marketing sourced revenue, and I've made highly effective collaborative integrations with sales teams.
I've worked across the whole end-to-end marketing process: the foundational work of market research and converting it into marketing strategy, and the planning and execution of tactics, including integrated campaign management and multichannel marketing communications.
I've combined and optimized digital and "traditional" channels, using advertising, content, direct, events, search, and social media to deliver six-figure returns.
I've also worked on a fair few operational projects, being the marketing lead on CRM implementation and integration, attribution and reporting, and multi-year SEO initiatives to name a few.
In my last in-house role, I spent over five years leading continuous improvement initiatives alongside the full marketing process, optimizing strategy and tactics for multiple regional teams.
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.
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Experience
I've marketed...
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Products and services. Brand new ones. New ones in existing lines. Legacy ones. Newly acquired ones.
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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.
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Purely digital products, purely physical products, blended products, and products that transitioned from physical to digital.
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I've delivered...
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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.
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Continuous improvement including insight generation, procedural efficiencies, resource management, automation, channel performance, SEO, and attribution.
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Operational projects including CRM implementation and its integration with marketing automation, data architecture, channel optimization, and reporting.
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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.
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Agency relationships, started a marketing team, been a hiring manager, expanded channel mixes, and developed and implemented test-and-learn programs.
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Added extra...
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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.
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Qualifications.
Over the course of my 13 years in marketing, I've done more training courses than I can remember. I've done presentation training three times, copywriting training four times, and training in design, research, and multiple digital and "traditional" marketing channels.
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