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CV, Digital Marketing Manager seeking work in Australia, PPC expertise

I am currently available for work
Serial No: 9670

List top 5 skills: digital marketing, online marketing, website
Short Bio:

An enthusiastic & passionate Digital Marketing expert with over 5 years experience in planning, managing, developing and executing online marketing campaigns & strategies, in both B2B and B2C market segments for a variety of industries from Travel to Banking. Driven and ambitious with a clear eye for detail.

Key role within current position is to manage the digital performance team, ensuring the three digital channels; PPC, SEO & 10 websites are optimised to achieve revenue targets

Current location: 

Scotland, United Kingdom - View on map

Nationality: 

British

Spoken languages: 

english

Locations I am interested in working:

Australia, United Arab Emirates, United States



EDUCATION

2010-2011 – CIM Professional Diploma in Marketing Newcastle College

2005-2008 – BA Hons Marketing, Business & Management 2: 1 University of Sunderland

RELEVANT EXPERIENCE

October 2013 – Present – Promoted to Digital Marketing Manager

DFDS Seaways (World’s leading ferry operator)

• Increased Digital responsibility of Paid Search (PPC), managing £2m UK & Eastern Europe PPC account, which includes 5 European languages (Polish, CZ, BG, SK, RO)

• Responsible to fulfil performance revenue targets for 3 online marketing channels which equates to 70% of marketing mix for the company

• The tactical and seasonal industry landscape ensures the large PPC account requires constant attention, alongside meticulous control of the large annual budget

• Responsible for budget management of SEO & PPC, tasked with increasing passenger volumes and cultivating ROI whilst reducing CPA.

• Manager to two Executives. The Search Performance Executive who is focused on Bid Optimisation, Keyword Analysis and Ad Copy Testing, as well as granular reporting as required.

• Key testing member for the development of in-house booking engine.

• Key influencer in other digital channel strategies such as Social Media & Email activity.

Main achievements:

 Restructure of PPC account to improve optimisation & also restructure of budget to increase efficiency in spending levels with optimal CTR. From these change the Polish PPC account achieved double revenue business in January & February 2014 compared to 2013.

 Increase SEO revenue in 2013 by £750,000.

 Increase SEO exposure of the company, ranking 3rd for both search terms ‘ferry’ and ‘ferries’ with a combined local monthly search volume of 26,000+

May 2012 – October 2013 – Website & SEO Manager (Reported directly to Company Director for a period of 1 year)

DFDS Seaways

• To define and deliver the way in which DFDS Seaways maximizes revenue and yield through efficient management of the UK website & SEO strategy, as well as managing directly reporting colleagues.

• Develop, manage and communicate online campaign evaluations quarterly to the Director & Departmental Heads for all marketing activities developed including clear and concise recommendations for future activity.

• Ensure all online marketing activities are budgeted & achieve the SEO and Conversion Rate targets set.

• Collaborate with online agencies & other international business colleagues to ensure, content optimisation, link building and Online PR are maximised to deliver revenue and support SEO rankings. Including writing and re-purposing releases for online syndication.

• Utilise online analytics such as Headlight, Google Analytics and Visual Web Optimiser to understand and implement improvements in all online marketing activity

• Implement and manage the monthly CRO (Conversion Rate Optimisation) plan to improve conversion rate across all routes & products.

• Manage the project development of the newly launched mobile site, optimising the customer journey.

• Project manage the testing, integration & provide improvement recommendations to new booking engine systems.

• Ensure the website delivers a best in class user experience that accurately reflects the DFDS Seaways brand and product proposition.

Main achievements:

 In response to Google Algorithm changes, over 300 new web pages content created & SEO optimised within 3 months. This included the management of an increased team size of 4 flexible resources.

 Launched new Homepage design which I created via Wireframes & created a business case presenting to Departmental Heads for approval. Design focused on increased imagery use to connect with the user, increasing the click through rate by 10%.

 Dramatically improved SEO rankings (movement of more than 15 places in search results) over the last 6 months following content, design & website navigation improvements.

 Newly designed via the CMS using HTML landing pages for each product category, reducing the bounce rate by 5% and increasing click through rates by 3%.

2011 March – May 2012 – Digital Marketing Executive

Culpitt (UK’s largest Wholesaler of Cake Decorations)

• Project manager for the development of a fully transactional e-commerce B2B website with an external agency, ensuring the website fully integrates within existing CRM & Sage systems and meets the commercial needs of the business.

• Effective management of the Online Marketing budget in liaison with the Marketing Manager and Commercial Director.

• Present and train all appropriate business areas including the US Vice President and Boards of Directors on the new B2B website, to ensure its successful launch.

• Plan and execute the Launch plan of the new website including; communication to customers of their login details, website guide booklet and incentive offers i.e. £10 off first online order

• Day to day management and scheduling of flexible resources to manage workloads to meet deadlines.

• Manage content including SEO, design templates, XHTML templates and usability of the new website to ensure an optimised user experience.

• Ensure all content complies with Licensing and Food Standards Agency legislations and work with the Directors and Legal department to finalise the Escrow agreement.

• Define and execute the two sister companies, Culpitt’s and Sugarfayre’s digital communication strategies integrating social media.

Main achievements:

 Project managed a £250,000 website project from start to finish on time and to budget. www.culpitt.com.

 Restructured and improved the efficiency of the CRM database which is used for core daily business activities.

 Re-categorised all products into new segments to enhance the customer journey both online and offline.

2010 March –March 2011– E-Commerce Savings & Investments Website Manager, Marketing

Northern Rock (Now Virgin Money)

• Project manager for the agile development and design of a new innovative Savings & Investments website which included a new Content Management System (CMS), whilst managing relationships with internal stakeholders and external suppliers.

• Plan, develop and execute online marketing campaigns and email marketing campaigns, using SEO, social media, PPC and creating product specific landing pages from affiliate banner advertisements to increase conversation rates.

• Provide innovative ways to improve online campaigns whilst supporting offline campaigns to acquire new customers.

• Enhance the online customer journey and conversion rates by using insight from analytics such as Tealeaf and Google Analytics.

• Work with the online media agency to ensure efficient link building and online PR are maximised to deliver revenue, support new product launches and SEO rankings.

• Achieve commercial sales targets for service and online conversation, with 50% of all sales originating online.

• Manage the dedicated website IT team’s work schedule, to support the promotion and sale of Savings & Investment products.

• Ensure all product content and work of E-Commerce Team is fully compliant with legal & regulatory requirements.

Main achievements:

 Exceed online sales targets by over 400% due to online marketing campaigns.

 70% conversion rate for new online product as a result of web page improvements and enhancements to SEO.

 28% increase in downloaded application forms for a Savings product due to new banner ads.

 Reduced bounce rates by 10% on Savings web pages.

2009 January- March 2010- Marketing Manager

Access2 (Architectural Ironmongers)

• Ownership and management of marketing campaign strategies for both B2B and B2C segments using all elements of the marketing mix including email marketing, online content management, direct mail, literature/brochure production, advertising and PR.

• Proactively identifying, validating and tracking business opportunities/leads through extensive market research; providing support to the sales team.

• Responsible for £50,000 budget and ROI of all marketing campaigns.

• Ownership of customer facing data within CRM including content development and authoring.

• PR and events organisation to promote product launches.

• Key account management to develop business opportunities.

• Editing and developing the website using HTML & CSS software; www.access2.com.

Main achievements:

 5 % increase in market share in a new market.

 40% increase in e-marketing opening and click through rate.

 22 new customers including 9 from new target market; Locksmiths such Timpson’s.

 Visits to the website increased from 166 to 973 due to marketing campaigns.

Computer skills are advanced

• Using several word processing packages including Microsoft Word, Excel spreadsheets and databases, Power Point, Photoshop, Flash, Version One, CSS & HTML website software, Visual Website Optimiser, Basecamp, Microsoft Sharepoint 7 CMS, Google analytics, Google Adwords, email marketing, usability best practice experience, digital copywriting experience, CRM, Sage and the Internet.