Top 20 Marketing Team 2009 Employee of the Year 2004
DDB – Freelance AM - Virgin Media
October 2011 – May 2011 (8 months)
Managed high-level DM launch for new product, Virgin Media TiVo. DM pack featured personalised remote
control with URL linking to onilne video - exclusive for existing VIP customers.
Worked closely with online and media production teams to produce TiVo online demo video.
Managed TiVo Priority Order emails sent out to those who registered to be one of the first to buy.
Drove product engagement of TiVo with strategic behavioural communicaiton emails.
Managed upsell and cross sell DM to drive sales for TV, broadband and bundle packages and integrate with
ABL Speedy Gonzales broadband national campaign.
Managed Price Rise DM with 2-fold objectives – one, inform customers of a price increase and two, drive
brand loyalty both within a design and cost challenge.
Reviewed client briefs and wrote creative briefs for upsell and cross sell TV and broadband campaigns.
Updated timings on a daily basis and attended weekly production status to ensure deadlines were met.
Presented concepts, attended weekly client status, involved in TiVo product demo and research sessions.
Managed campaign finance and PO tracker sheet to monitor income and payment.
Efficient and smooth delivery of exclusive launch TiVo Invite DM - drove consumers online to view product
demonstration - generated sales response rate of 6.3%. Creative entered into Cannes Lion awards.
TiVo Priority Order emails to 52k customers achieved sales of 5,386 v 3,500 target – 40% sales conversion.
April TV cross sell ‘unleash’ insert achieved 2% uplift on February – same message with new creative format
November upsell DM ‘VIP50 Heavy Bundle’ new concept generated 3% net response rate. Client used the
pack in an internal presentation as a successful example of balance between creativity and product offer.
TMW - Freelance AM - first direct & Financial Times
April 2010 – October 2010 (7 months)
Managed day to day running of direct and digital campaigns for first direct and Financial Times.
Managed first direct bespoke CRM Welcome Pack – worked closely with planning, design and production on
Produced creative briefs for a large volume of acquisition and retention Financial Times campaigns – press
adverts, inserts, emails and banners adverts.
Built effective relationship with planning, creatives, design and studio.
Updated and lead weekly client status reports including weekly market news and product updates.
Managed client day to day finance and campaign monthly forecasts.
Successfully managed and mailed first direct annual award winning DM ‘Harmonica’ pack.
Generated 6 new campaigns as a result of a Financial Times retention planning brainstorm.
Represented TMW at the annual NABS 5k run.
COI (Central Office of Information) – Campaign Manager
November 2009 – March 2010 (5 months)
Managed multiple integrated direct marketing campaigns for clients within the Department of Health.
Acted as a Marketing Consultant for clients advising on best marketing practice and ways to add value.
Managed DM for national Dementia Campaign including email, fulfilment and direct response lines.
Worked closely with internal creative, data and research teams and ensure analysis reports are completed.
Successfully managed mailings to hit planned mailing dates and supported national Chlamydia campaign
with a response rate of 1.5% v target 0.75%
Met clients needs at all times with a 100% satisfaction rate.
Bourne Leisure Group – Campaign & Retention Marketing Manager
March 2009 – October 2009 (8 months)
Managed Butlins direct marketing plan for seasonal and tactical campaigns.
Managed the creative process from creative brief to final approval – worked closely with an internal studio.
Managed and refreshed the ‘Premier Club’ loyalty scheme to retain and upgrade existing guests.
Successfully redesigned ‘Welcome Home’ tactical DM and teaser email to retain customer loyalty. DM
achieved 3.9% response / £68k tariff. Email achieved 6% response / £110k tariff.
Successfully re-branded ‘Premier Club’ loyalty fulfilment items and material for all 3 Resorts.
‘Recommend a Friend’ incentive generated 250 responses – 1.5% response rate.
Cobra Group plc Marketing Agency – Temporary Account Manager
January – February 2009
Events research for Sky and Irish Charity clients.
Liaised with Promotional Marketing agencies in order to implement client events in key venues.
Managed client F.R (Field Representatives) and monitored performance in order to maximise ROI.
NatWest and RBS Student, Teen and Package Accounts - Acquisition Direct Marketing Manager
July 2007 – November 2008
Delivered Package Account Re-Price DM to 2 million existing customers and retain customer base.
Managed strategic plan for Student and Teen Acquisition DM campaigns and delivered retention targets.
Worked closely with online and brand teams and ensured campaigns were fully integrated.
Successfully delivered high-level Re-Price DM to 2m existing customers and 7 Package Accounts within a
budget of £1.8m and managed key stakeholder expectations.
Successfully mailed Student Acquisition DM to 140k non-customers – 24% up on 2007. NW remained No.1.
Chaired ‘Wash-Up’ meetings to review campaigns – presented results and learning’s to team and agency.
NatWest and RBS Child Trust Fund – Assistant Marketing Communications Manager
January 2005 – June 2007
Supported the development of Child Trust Fund strategic acquisition launch campaign and proposition.
Managed the complete above and below the line campaign process alongside planning strategy.
Identified CTF cross sell and upsell opportunities - to save costs and helped to achieve end of year targets.
CTF DM response rates: Recruitment 2.38% and Conversion to direct debit 3.89% - increase of 16%.
Introduced incentives for CTF direct mail – uplift of 1.2% for acquisition and 1.8% for conversion.
Managed national press and magazine adverts to drive awareness – online applications increased by 120%.
Represented CTF at the HMRC CTF meetings to review current market, share learning’s and ideas.
NatWest and RBS Home and Car Insurance – Marketing Executive
July 2002 - December 2004
Assisted marketing manager with the implementation of all NatWest Home and Car Insurance acquisition
direct marketing – then given additional responsibility to manage RBS.
Implemented new branding for NatWest – working closely with agency and brand team.
Home Insurance acquisition achieved an uplift of 0.39% - from 0.71% during Sep 2003 to 1.10% during Sep
2004 – due to working closely with data to create new customer segments and tailored messages.
Identified opportunity within HomeLife magazine > capturing 9,854 new Car Insurance renewal dates.
Media Works Ltd Advertising Agency – Account Exec – Whitehall Garden Centre / Sexton Car Retail
December 2000 – June 2002
Day-to-day management of through-the-line briefs for retail, leisure and automotive brands.
Managed national re-branding campaign for Sextons Car Accessories.
Managed and edited 36-page CRM magazine for Whitehall Garden Centre and organised customer events.
Involved in creative brainstorming, media buying for national press, magazine and radio.
CIM (Advanced Level) Filton College, Bristol 2001
BA (Hons) Advertising – 2:1 Southampton Institute 1999 – 2000
HND Design Communication (Inc Copywriting & Marketing) Southampton Institute 1997 – 1999
A-Levels - Art, Design Technology & Communication Filton College, Bristol 1994 – 1997
Skills and Achievements
Completed ‘Creative Writes’ copywriting course – July 2011
Attended Social Media Course and Mobile Marketing Course at TMW - 2010
Project Management Course - January 2004
Running, photography, music and yoga. Photography blog – http://reeniebeenie.tumblr.com/
Travelled India during December 2008, Italy in 2005 and America during 2001.