MARKET
RESEARCH
Quantitative research
Data architecture
Segmentation
Customer profiles
Funnel building
Research creates an objective picture of the market.
It starts with data gathering, combining internal and external data to create insight into the market and customer. It reveals the dynamic between you and them, allowing you to balance the needs of the business with the needs of the customer. When it is done well it ensures customer orientation throughout strategy and tactics.
As part of research, I have also worked on the development and implementation of internal data-gathering and sharing initiatives, the integration research into wider marketing activity, and ongoing customer profiling.
MARKETING
STRATEGY
Targeting
Positioning
Objectives
Brand Management
Strategy is choosing what to focus on.
Diagnosis shows you the dynamics and identifies problems in it; strategy is choosing who you want to target, what position you want to hold, and which issues you can realistically address. Realistically address is important: trying to tackle the biggest problems rather than achievable ones has been the most common reason I’ve seen strategic objectives failed.
Another typical reason for falling short is missing practical things that impact choices, particularly operational influences such as data and systems. Other freelancers might not have dealt with marketing operations, so my experience ensures that I can factor in issues that they may miss.
MARKETING
TACTICS
Tactical planning
Tactical execution
Product Marketing
Pricing
Marketing
Communications
Tactics are the actions you take.
Covering product, pricing, distribution, and communications, they are parts of marketing that the customer sees. Each divides up into planning and execution, and every part should be approached with neutrality.
My additional experience in continuous improvement gives me a strong grounding in optimization that most freelancers won't have worked on. I have years of applied practice on CRM, SEO, channel mixes, performance marketing, attribution, and resource allocation among other things.
CAMPAIGN
MANAGEMENT
Campaign planning
Campaign execution
Campaign assessment
Single campaigns
Series of campaigns
I have managed and delivered 150+ campaigns over the past 13 years. They have supported a range of objectives including revenue, lead generation, acquisition, retention, awareness, and pipeline growth. Some have been single channel, but most mixing advertising, direct, events, social, and search to varying degrees. I’ve done digital only, but most often combining on- and offline channels.
I can support with end-to-end campaign management covering the planning and execution, or either part. Whether they are single or multichannel, digital or integrated, one-off or a series of campaigns, I can help out.