Strategy.
On this page, I showcase the strategic elements of my skillset. From creating and communicating a comprehensive marketing strategy, to developing and executing an effective plan; from refining a brand’s positioning and messaging, to delivering a complete rebrand.
I align the needs of the business with internal capabilities and creativity and the possibilities of available channels and technologies to deliver measurable impact and tangible returns. I have developed strategies from the ground up that transformed brands and delivered customer engagement, acquisition, and advocacy.
Strategies
Creating marketing strategies that align organisational goals with diverse regional priorities, whilst optimising capabilities, resources and budget and simultaneously remaining true to organisational values of innovation, integrity and purpose.
Below are some examples: note that branding and IP has been removed and dates and names have been changed.
Selected slides from a presentation to the Senior Leadership Team, outlining the concept, research, and key elements behind the marketing strategy for the upcoming year. Click to enlarge.
Selected pages from a Marketing Plan – evidencing how the business objectives and detailed research fed into the strategic and tactical marketing mix. Click to enlarge.
Marketing plans
Executing the strategy effectively can require a different skillset depending on the organisational circumstances. In situations where I have been the sole marketing resource, it has meant effectively managing my time, the suppliers, and the subject matter experts, as well as the ability to prioritise and proactively adapt.
When I have been managing a team, the key skills become effective communication, delegation, and collaboration, ensuring the team are focused and supported to achieve the goals, whilst also monitoring and adapting based not only on the campaign performance, but potentially changes in the organisational strategy and goals.
Marketing Plan that I developed and translated onto Monday.com to manage execution and monitor performance. The principles are fully transferable to other workflow platforms. Based around a three-tiered approach focusing on Foundational Brand Elements, Lead Gen Campaigns, and Thought Leadership. The plan exceeded targets by 71%.
Below are screengrabs of the main board. Click to enlarge
An exaple of another Marketing plan that I developed, created and presented.
Below are screengrabs of the presentation that was made to the Senior Leadership Team and subsequently used as a high level plan to communicate to the team and wider organisation. Click to enlarge
Branding and Messaging
I have been involved in several branding exercises, working with external agencies on full rebrands and messaging renewal exercises, and also developing new sub-brands internally. I have assisted in the development of Value Propositions, been instrumental in developing Brand Voice, a key part of a collaborative rebrand, and developed multiple marketing messages on my own and with a team.
Below are some examples: note that branding and IP has been removed and dates and names have been changed.
Selected slides from a presentation to the organisation, outlining the concept, research, and key elements involved during a Messaging Refresh project. Click to enlarge.
A Comms Plan developed as part of a Rebrand project that included a renaming, complete messaging overhaul, brand identity refresh and an acquisition announcement.
Below are screengrabs of a presentation that was made to the Senior Leadership Team and subsequently used as a high level plan to communicate to the team and wider organisation. Click to enlarge
