Marketing, Comms and Digital Freelance Consultant

Liz Murphy

*** ****** *****, ******** *****, Brindleyplace, Birmingham. B16 8AG.

079**-****** *************@*****.***

A strategic & creative marketing professional with 20+ years experience in

several markets including C2B & B2B. Business strategy & ROI at the heart

of all activities. Solution focused whatever the budget. Drives

significant change via well-developed listening & diplomacy skills.

Excellent analytical abilities with a commercial perspective. A skilled

negotiator accountable for sizable budgets.

KEY SKILLS

. Technically adept marketeer - with full range of marketing expertise

from strategic development to tactical activity, including:

advertising, media buying, marketing campaigns, CRM, complex direct

mail, telephone scripting, content management, e-communications,

market research, film production, PR, & events management on a grand

scale.

. Director level, accountable member of staff who contributes to the

strategic agenda - sound commercial awareness.

. Specialist subject - social media & digital marketing, studying to

executive education level Harvard University USA.

. Brand champion who can create, modify, nurture & maintain brands in

multiple channels to several audiences

. Understands the blend of marketing & operations to decipher customer

journeys bring a truly customer centric approach

. People person - ability to nurture & harness people's commitment to

delivery by tireless motivation.

CAREER BACKGROUND

Strategic Marketing & Communications Consultant - Freelance (June 2012-

current)

A range of clients including, a recruitment agency, holiday/leisure

company, software developer, precious metal refinery business & two

excellent universities with projects in the international office.

Projects include strategic marketing - UK, European & international plans,

acquisition & retention strategies for 500,000 active users, overseeing the

design & service innovation, creating new products, lead generation, market

analysis, market research, brand development, customer journey mapping.

Communications & Campaign planning, ad concept & creative development of TV

& press campaigns, copy writing, media planning & buying of campaigns in

excess of 300,000, social media campaigns. Digital work - Pay per click

(PPC) & behavioural web advertising, search engine optimization (SEO),

gaming development, websites both B2C & B2B. PR - events, press releases,

radio coverage with a live on air discussion, agency reviews, crisis

management. Budget with return on investment (ROI) analysis, Presentations,

one at The Institute of Engineers - outcomes a 70k investment.

Devised a new proposition & campaign for the B2B sector across multiple

channels including email campaigns, direct mail, PR, digital, local press

advertising, search engine optimisation (SEO), Pinterest, Google AdWords,

Facebook, Twitter, LinkedIn. Initial responses have been excellent. From 6

new leads per week, it has created 12 per day at its height.

Deputy Director of Marketing, Director of Student Recruitment & Outreach

UK/EU

University of Birmingham. December 2004 - May 2012 (voluntary redundancy)

The role required professional marketing skills to achieve customer

acquisition for the University supported by a department of 27+ staff &

operationally managing a 900,000 budget. Initially responsible for the UK

undergraduate recruitment. Promotion came with the additional

responsibility of post graduate & EU markets together with some

international marketing activities. The market has declined in number

since the reduction in government funding yet recruitment at the University

of Birmingham remained buoyant due to the achievements of the department

with one market up 35% on the previous year.

Key responsibilities were to develop the strategic marketing plans for a

high profile brand through multiple channels and across diverse media

platforms. Key tools used include competitor sales figures, Key Performance

Indicators (KPIs), market research & customer insight to create innovative

ways to market with appropriate, compelling marketing messages.

Key achievements

. Created strategic marketing communications plans for major markets

which were presented & accepted at Board Level.

. Directed the on-line publicity & advertising for a range of products

making them accessible internationally. Spearheaded the complete

redesign of digital product literature to capitalise on brand

strengths for a particular market segments. The two projects generated

240% more enquirers (post graduate).

. Key campaign development - conceived the marketing contact strategy

needed to communicate product benefits & 'close the sale'. Originated

a range of digital assets for 70k+ people & achieved record

'purchases'.

. Pioneered a new customer enquiry process having diagnosed failing

procedures used all over the world. Developed the ROI business case

for this 49m business & established a workable solution using a

customer enquiry management system for up to 20,000 premium customers.

Achieved board approval & funding of 276k as part of a successful

investment bid of in excess of 1m. Outcome, improved sales conversion

from 28% to 42% in the first 6 months (PhD market).

. Taught negotiating skills with original training material to peers

resulting in many beneficial commercial deals.

. Formulated 1st iPhone app in sector. Reached 5th most downloads (free)

apps in the world & received 95% satisfaction.

. Specified & evaluated a number of suppliers as part of the EU public

tendering rules resulting in quality goods at affordable prices with

positive supplier relationships.

. Achieved much peer acclaim. Won several national industry awards

including Heist 'Best Use of a Digital Platform'. 6 national awards

including 'Best PR Campaign', 'Best use of Creative Thinking'. Won 2

for CRM & public engagement.

Senior Proposition/ Communications Manager - Barclays Private Clients

(December 02 - December 04)

Acted as the customer champion to develop a new brand & communications with

responsibility for customer retention, client experience, customer journey

& call centre activities. Engaged with stock market brokers, legal

services, customer insight & business partners to develop new products &

services to agreed profit margins.

. Designed & implemented the customer journey & recruitment of 150,000

current account customers as part of a project costing 10 million

resulting in sales c250% ahead of forecast & client warmth improved

from 60% to 70%.

. Developing, owning, driving & managing the communications plan for

both external clients & internal audiences.

. Critiqued existing product literature, then redeveloped specifically

for the target audience to address. Assembled relevant product

portfolio, wrote copy & agreed photography - contributed to increase

sales.

Senior Marketing Manager, Savings Acquisition - Halifax/Birmingham

Midshires (March 02- November 02)

As product manager, designed & launched 3 million equity based products.

The post was highly commercially focused with the ultimate objective of

generating greater revenue. This was achieved by segment level propositions

using a mix of different products & channels & retail strategy with fully

integrated CRM for both customer acquisition & retention purposes.

Freelance (August 01 - February 02)

Created a detailed Channel Strategy project plan, which involved the fusion

of customer value analysis, customer profiling & segmentation. Campaign

management, PR, exhibitions, events, for a key retail account with customer

loyalty strategy.

Marketing Manager - Communications Brand & PR, Staffordshire Building

Society (November 98 - July 01)

Developed Marketing Plans and totally re-branded an outdated organisation

to make it relevant and appealing. Undertook advanced data modelling on

branch profitability and restructured the retail network as a result.

Marketing Week nominations - 'Campaign of the Year 1999' and 'Marketing

Effectiveness'.

Marketing Research Manager - Britannia Building Society, January 93 -

November 98

Marketing Communications Brand & PR Manager - Wedgwood, B2B & Retail,

October 91 - January 93

McCann Erickson (Ad Agency) - Marketing Executive, August 88 - November 90

& placement

Unilever (Batchelors Foods Ltd) - Brand Assistant, June 85 - February 86

EDUCATION

BA (Honours) Business Studies 2:1 Digital Marketing - Executive Education Harvard

University USA.

Market Research Society (lapsed) Chartered Institute of Marketing Diploma

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