Skill set (15)
Sarah in a few words
I am marketing manager with experience developing marketing campaigns and strategies with proven success. Key campaigns have focused on audiences in Europe, Asia and North America in industries such as cosmetics, aviation and energy supply. Covering such a broad scope has allowed me to really appreciate the benefit of communication, language choice, managing stakeholders, teamwork and, most importantly, understanding customers’ data and insights.
Experience
- Reed ExhibitionsMarketing ManagerAVIATION & AEROSPACEJune 2019 - December 2020 (1 year and 7 months)Richmond upon Thames, United KingdomDeveloped and implemented the marketing plan for world’s leading aircraft cabin and passenger experience exhibition and conference. Targeted 16,000 attendees and supported the sales team to achieve 600 exhibitors however, we were unable to run the exhibition due to Covid-19.- Planning and delivery of the marketing plan working within a matrix marketing team structure. Ensuring all teams were well briefed and that all marketing campaigns were on brand and cohesive across all social media, email, digital, advertising, press and print channels. Regularly monitoring campaign performance against KPIs and preparing reports for senior management.- Working within a matrix structure required excellent communication and forward planning to ensure the executives were able to meet targets with the highest quality work. Open communication was key to ensure that executives were receiving a variety of tasks with the lead time required to develop their skills.- Supported the Exhibition Director and Head of Marketing with crisis communications relating to the cancellation of the exhibition and conference. Ensured all supporting digital, campaign, copywriting and PR teams were clearly briefed, on message and able to deliver on time.- Managed annual marketing budget. Operated with a zero-based budget.- +6% growth of the exhibitor database (project was ongoing as of departure from company). Oversaw and directed a team to conduct desk-based research and data sourcing to complement digital advertising activity. Supported the international sales team with lead generation.- Coached and supported the Content and Community Executive with the growth of our social network achieving 343% increase in engagement, 34% growth in audience and 164% increase in link clicks compared year-to-year across Twitter, LinkedIn, Facebook and Instagram channels.- 41% increase in conversions sourced from email following implementation of automated and behavioral email campaign (Stat compared to previous year).- New product development as the business’s focus moved from the face-to-face exhibition to digital products during the Covid-19 pandemic to generate revenue and find solutions to allow our customers to continue to reach their audience.- Launched a blog/news site. Developed the content plan and schedule. Worked with journalists, PR agency and conference speakers to support in-house content production. Managed collaboration between cross-functional teams to ensure successful launch.I left Reed Exhibitions taking voluntary redundancy during the pandemic. I returned to Reed Exhibitions on a maternity cover contract June 2021 - Dec 2021.
- Reed ExhibitionsMarketing ExecutiveFASHION & COSMETICSFebruary 2016 - June 2019 (3 years and 4 months)Richmond upon Thames, United KingdomWebsite management• SEO review and implementation of measures to improve where necessary.• Analysed customer journey and proposed recommendations to the marketing manager, implementing agreed recommendations.• Used Google Analytics to prepare reports and monitor success of campaigns.Content production• Prepared copy for all social, email, website and printed materials.• Monitored success of copy and adjusted style where necessary throughout the campaign.Relationship management• Prepared creative briefs for designers and, where necessary, translators to produce material in English, Chinese, Korean and Thai.• Negotiated media partnership barter agreements to secure advertising in key industry publications.• Managed relationships with many external agencies and suppliers, ensuring they were able to meet deadlines.
Recommendations
Education
- CIM Diploma in Professional Marketing Level 6Chartered Institute of Marketing2020The three modules were titled Mastering Metrics, Strategic Marketing and Digital Strategy.
- Civil Engineering: BEngUniversity of Liverpool2009While studying engineering developed skills across a wide range of subjects beneficial in the marketing field including management practices, problem solving, mathematics and analytics.