I am a CIM qualified Marketer with 5 years marketing experience and an excellent track record in planning and implementing large-scale marketing campaigns on time, on brand and to budget. The campaigns that I have worked on include direct mail campaigns, print and online advertising, sales support material, brochure production, website usability / search engine optimisation and partnership marketing campaigns.
I have experience in all aspects of planning and implementing marketing campaigns, including conducting marketing and competitor analysis and reporting on the findings to inform marketing activity; scheduling of marketing campaigns, taking into consideration key booking times, expected downturns in sales, other planned activities and available manpower; budgeting and cost negotiations with marketing agencies, printers and distribution houses; liaising with internal and external stakeholders to ensure that marketing campaigns are delivered on time, on brand and to budget; conducting focus group research to inform large-scale marketing projects; updating the management team on campaign progress, presenting new creatives, integrating the feedback given, or suggesting alternative ways of addressing the issues raised; briefing marketing agencies and design teams; management of the creative process, critical assessment of design and copy, copywriting, editing, proofreading and providing final sign-off; measuring campaign effectiveness and ROI through the use of specific call to actions, Google Analytics and Google Adwords.
Direct mail:
Producing tactical direct mail activity and branded newsletters, using database information to target individual campaigns to previous customers based on the recency, frequency and value of their past bookings. I have worked on both static and personalised direct mail and have a good understanding of off-set and variable-data printing.
Brochure production:
Responsible for the production of 9 brochure print runs a year, totalling 2 million brochures printed per annum. The brochure range included the main holiday brochure (120 pages), Irish brochure (80 pages) and late offers sales brochure (16 pages). Good understanding of off-set printing and extensive experience of brochure press passing.
Advertising: Producing tactical and brand advertising featured in trade publications, national and regional newspapers.
Sales support material:
Producing training packs, banners, ‘give-aways’, window posters and point of sale material featured in travel agencies.
Partnership marketing:
Providing final sign-off on all co-branded marketing activity; Advertising, reader offers, competitions and point of sale material.
Online marketing:
Producing email-based advertising. Excellent working knowledge of SEO / PPC and currently working with Target Tuberculosis’ web design agency to improve traffic to the website, conversion rates, website usability and search engine optimisation.
