Owned all digital marketing and e-commerce activity while leading an in-house team and various agencies. Primarily focused on growing UKFD's online profile and optimising conversion. Optimised digital campaigns both strategic and tactical, including SEO, PPC, CRO, affiliates, email marketing and social media. Co-ordinated e-commerce and other content. Continuously improved UX and design using A/B and multi-variant testing.
• Successfully removed a manual Google penalty within 3 months, overcoming issues that the company and agency had been trying to resolve for the previous 12 months.
• Saved c. £20k per month in SEO, Content and PPC expenses by using cheaper resources, while removing low performing/irrelevant keywords to reduce average CPC by 50%.
• Transformed the on-site conversion rate from 0.42% to 0.52% and lead generation traction from free samples to 2.2% from 1.4%.
• Ignited the competitive advantage of the business by implementing a tool enabling analysis of competitor pricing for all ranges.
Deployed and launched a new CRM and website solution for the company (NetSuite/Celigo/Magento), along with all mobile app development.