Achievements

Below are notable achievements from my working life. Scroll down to see everything or click the links below to skip to a particular company / position.

Bluelight Analytics - CrowdRiff - Bananatag - Marie Curie - Marie Stopes - KHWS

BLUELIGHT ANALYTICS

Built an inbound engine for leads and sales

Bluelight’s marketing was pretty much a clean slate when I started in June 2020. I was tasked with shifting the company from a sales strategy that relied on in-person events (no longer possible during the pandemic), to one that’s digital-first and scalable.

I built an inbound engine from the ground up, using HubSpot as the backbone and focusing on content and growing our email database.

I used organic channels, paid social, email, partners, and influencers to distribute our content and execute the strategy. From June 2020 to May 2021, I was able to:

Increase average monthly lead volume by 5x
Reduce cost per lead by 52%

Of course, leads are nothing without sales! At the same time, I worked closely with our sales team to nurture and learn from our inbound leads and make our website informative and easy to buy from. In my time at Bluelight:

Our customer base grew 4x, from 69 to 285
Marketing could be directly attributed for 45% of all product sales

As the sole marketer at Bluelight, I was responsible for every marketing channel and wrote long-form content for our website, blog, and eBooks.

Given that the subject matter was dental curing lights, the challenge was to create content that’s both scientifically accurate and objectively interesting.

I worked closely with our Chief Scientist, Director of Customer Success, and Product Manager, to strike that balance, while optimizing any ungated content for SEO. My content strategy led to:

A 90% increase in website traffic and a 15x increase in email traffic
A 65% increase in organic search impressions and a 21% increase in clicks (via Google Search Console)

Traffic growth driven through content

CrowdRiff

Consistently growing pipeline

To hit ambitious growth targets, I worked with the rest of the demand gen team to generate qualified leads that converted to sales opportunities. This was driven by an inbound strategy that I played a key role in scaling. Together we were able to:

Increase quarterly pipeline value by 90% in 12 months
Increase average weekly demo requests by 3x and website form completions by 53%

For each marketing campaign I was typically responsible for our landing pages, email and ad channels, and for reporting on campaign performance.

Behind the scenes I set up HubSpot workflows that allowed us to gain greater insight and work more efficiently at scale. These included:

Custom funnel stage workflows that became the cornerstone of our segmentation and reporting
A new lead scoring system to trigger MQLs and ensure the quality of leads passed to sales. I later refined this to a three-tiered scoring system that gave us more reliable quality and more insight for our sales reps

I expanded CrowdRiff’s email marketing efforts and made incremental improvements in email design, copy, strategy, and segmentation. This included building various drip sequences to nurture leads at different stages of the sales cycle. These tactics resulted in:

Website traffic from email increasing by 178%, growing from 12,000 sessions in 2018 to 34,000 in 2019
Email becoming our best converting channel, averaging a 10% conversion rate overall, and 45% conversion rate for content campaigns

One of my most successful projects was a welcome email sequence I built for new leads. It was designed as a ‘pick your own adventure’ experience, which asked questions and delivered custom content depending on a recipient’s response. Reviewing this after four months, we found that:

Email open rates were 26% higher than average and click-through rates were 68% higher
Leads that interacted with the welcome sequence were 3x more likely to convert on the website and viewed 38% more pages per session

Evolving email strategy to increase traffic and conversion

I took the lead on conversion rate optimization at CrowdRiff, and strived to make experimentation part of the team’s regular workflow. Below are a few highlights from my efforts to increase conversion rates on our demo landing page and content download forms.

The conversion rate on our demo request page was low at only 7%, so I worked with our designer/developer to develop new designs and copy for the page and ran an A/B test of these vs the original. Version A converted at 12.2%, while Version B converted at 16.6%.

Switching to the winning variant B allowed us to:

Increase demo page conversion rates by more than 2x

Later I switched up the copy, replacing the page’s 3-line subtitle with a shorter, more action-orientated subtitle. This squeezed out another 2.4% uplift in demo form conversion.

In an effort to increase conversion rates on eBook landing pages, I tested our regular full-length forms vs shorter forms that allowed progressive profiling of leads. The progressive forms had fewer form fields and would capture additional information from visitors on subsequent visits

Over the course of a 2 week test, the shorter, progressive form helped us to:

Increase eBook landing page conversion rates by 5%

I ran the same test for eBook and webinar forms on our Uberflip resource hub, and saw the same 5% uplift, so this format was quickly expanded to all TOFU content forms.

Optimizing landing pages and form conversion

Bananatag

Optimizing lead generation campaigns

Bananatag regularly produces educational webinars, which act as a key source for generating new leads. I built landing pages, created and managed ads, and set up email automation that accounted for:

Average webinar conversions increasing by 123%
Conversions from paid sources increasing by 74% with CPA reduced by 29%
Landing page visitors increasing by 128% with on-page conversion rate going up 20%

Nurturing and converting leads through email automation

I built out various marketing automation programs at Bananatag. This included fully automating requests for our Pro and Teams products, and developing drip campaigns that target different stages of the customer journey for our internal comms audience.

These were successful both in terms of direct email engagement and conversion.

Our welcome drip for new internal comms leads achieved:

Email open and click rates that were 31% and 69% above averages for other content marketing emails

Revisiting this one year later, I was able to restructure the drip and incorporate greater personalization, which achieved:

A further 40% increase in website traffic from drip emails, and a 100% increase in high value conversions

One of the drip campaigns I developed for Bananatag Pro was also featured in this article, This is How to Create a User Activation Drip Campaign, (as a good example of one!)

Increasing website traffic from email and paid search

Over the course of 2 years, I expanded Bananatag’s email marketing function, built out email automations, and restructured and optimized our Google Ads campaigns. The results were to:

Increase website traffic from email by 340%
Increase website traffic from paid search by 57%, with only a 26% increase in overall spend

Creating successful content

While my role focused on demand generation, I took an active role in content creation too, writing and editing blogs, hosting webinars and creating resources. Highlights included:

Co-hosting Bananatag’s highest performing webinar, which generated 800+ new leads and influenced over $750,000 in sales opportunities
Writing a blog on employee pulse surveys that ranks first for high traffic keywords such as ‘pulse survey questions’, and which has received over 6,000 visitors from organic search
Creating an interactive and downloadable Excel template to help internal communicators to visualize their email data and analyze their engagement. This was downloaded 160 times within the first 2 weeks of being published

Marie Curie

Email campaigns that hit fundraising goals

As Email Marketing Manager I managed the production process for (and personally built) a huge quantity of marketing emails. Notable successes include:

Best-ever engagement rates for the London Marathon email campaign, resulting in an uplift in fundraising, which totalled £250,000
Exceeded year-on-year targets for fundraising revenue captured through the Spring and Autumn appeal email campaigns
Implemented a new reporting framework for all organizational emails and presented this to senior managers. This report enabled teams to benchmark and forecast their campaign performance

Marie STOPES

Growing social media influence

As Digital Communications Advisor, I took sole responsibility for the Marie Stopes International (MSI) Twitter account, which was a key communication channel for engaging with supporters and the sexual and reproductive health community. I was able to:

Consistently grow MSI’s Twitter follower, increasing it by 55% between 2013 and 2015

Building websites to promote Marie Stopes globally

I worked with teams around the world to launch websites that helped promote MSI to customers, partners and stakeholders and our products. Notable projects included:

Launching MSI’s first-ever product marketing websites, Mariprist and Misoclear. This was a particularly challenging project due to the complications of marketing a restricted drug, and specific requirements for accessibility, multiple languages, and distinct professional and consumer audiences.
Launching websites for 6 international MSI teams (Bangladesh, Yemen, Papua New Guinea, Uganda, Malawi and Cambodia), each with customized local content

KHWS

Relaunching a high profile client website and driving 6x traffic

I took a leading role in developing the content and site structure for a completely overhauled ExxonMobil Marine website. Once launched, this achieved a:

6x increase in monthly website traffic to the ExxonMobil Marine website

Rolling out successful UK campaigns across Europe

Working with ExxonMobil UK, I helped develop several pilot campaigns that promoted Mobil 1 engine oil to B2C audiences. These were highly successful and repeated and expanded upon in subsequent years. My involvement included:

Project managing the creation of the Mobil 1 oil service locator tool, which was rolled out to other European markets following its UK success
Implementing and promoting a Mobil 1 fuel economy competition, which captured over 2,000 qualified leads