Head of Marketing

Mercia Group (Wilmington PLC) - Leicester 

July 2019 to August 2020  


  • Led a team of 8 digital marketing professionals 

  • Created a strategic digital marketing plan that focused on utilising online marketing for customer acquisition to meet commercial growth objectives

  • The strategic plan included new approaches for all of the main channel. These included Email, Social Media, SEO, UX (using Hotjar) and PPC (Google Ads)

  • Trained existing team members on how to use tools like Facebook Business Manager, Google Analytics, Ads, Hotjar, and SEM rush to support their development plans and broaden the understanding of digital marketing within the team

  • Collaborated with Wilmington to develop a plan on how marketing automation (Marketo/Salesforce) can be implemented

Key Achievements: 

  • 45% YOY increase in online website enquiries 

  • 224% YOY increase in online website traffic 

SENIOR Digital Marketing Manager 

Jewson (Saint Gobain PLC) - Coventry 

January 2018 to July 2019


  • Responsible for all digital marketing activity for the brand across all online channels, and websites

  • Managed numerous agency partners (£500k annual budgetary spend) across PPC, Social Media and SEO

  • Directed the development team’s workload to ensure efficient usage of time and available resource

  • Collaborated with internal stakeholders across the group to champion the value digital marketing offers to the business

  • Worked alongside a UX and CX design agency to feed into a brand new 20,000 product transaction website

  • Significantly improved online customer experience by improving website aesthetics, and ensuring that customers were presented with the right information at each stage of the journey

  • Pivotal in the procurement of a new email marketing system that required buy-in from 30+ key stakeholders across the group

Key Achievements: 

  • Reduced the cost per each result of social campaigns by an average of 90%

  • Surpassed all expectations by achieving 37% YOY growth in revenue on tool hire services, a key business objective for 2018

  • Utilised CRO which resulted in a 3440%+ YOY increase in customer registrations for the Jewson national trade exhibition at the NEC (Jewson Live) 

Digital Marketing Manager

Keypath Education (Aston and Exeter Universities) - Coventry

January 2017 to January 2018 


  • Oversaw planning, and implementation of digital marketing campaigns globally (EMEA) for two UK partners (Aston and Exeter University).

  • Produced a channel strategy for the key digital marketing channels such as SEO, Social Media, Email and Google Ads. 

  • Developed, and presented high-level strategic marketing plans directly to the chief operating officer

  • Managed, and provided strategic direction to a team of multi-disciplinary marketing managers

  • Performed analysis of performance, and fed back the results to all stakeholders with clear recommendations on what improvements could be made to increase ROI

  • Responsible for an annual budget of £2m+. Invested in the highest performing channels to ensure maximum ROI   

  • Implemented a new fully automated email marketing campaign with a direct focus on lead nurturing.  This was integrated with the CRM (Dynamics) and resulted in a dramatic increase in lead conversion rates. Obtained a CTR of over 50%

Key Achievements:

  • Increased organic leads by 480% YOY whilst reducing spend by 32%.

  • Orchestrated social campaigns with a weekly reach of 500,000+. Social made a significant contribution to the overall target generating over 900 leads for the university partner

  • Generated 7,000+ new student enquiries for each partner, above the set target


Digital Marketing Director/Founder

R1se Digital Marketing - Kenilworth 

January 2015 to January 2017


  • Built a client base of 27 customers through word of mouth, and utilising target marketing.

  • Services offered included digital marketing services such as SEO, PPC, website development, social media management, event support, and email marketing

  • Managed budgets and filing of accounts ensuring the business met all legal obligations

  • Hired several contractors, and third-party vendors to assist with larger projects

  • Produced numerous email marketing campaigns. With one client seeing a 22% increase in sales on the back of a campaign

  • Selected as the marketing partner for a leading emergency vehicle fleet exhibition 

  • Gained Google partner status for PPC advertising

  • Developed a variety of websites for several established corporate clients. Many clients reported a significant increase in both local, and national enquiries


Senior Marketing Manager

Woodway Automotive Engineering - Coventry 

January 2013 to January 2015


  • Working with an external agency I project managed the creation of a brand-new e-commerce website for 6000+ SKUs

  • Responsible for development, and implementation of the entire digital and offline marketing strategy across all channels and utilising the full marketing mix to ensure that business objectives were met, and a significant ROI was generated

  • Worked directly with European distributors to ensure compliance with branding guidelines, assisted with the promotion within their territory, and translation of collateral

  • Promoted, and managed numerous campaigns aimed at improving awareness of NASCAR Whelen Euro series in the UK

  • Worked with vehicle suppliers to align marketing efforts and ensure consistency across all marketing collateral. This included BMW, Millbrook Vauxhall (OEM), Honda, Kawasaki, and Yamaha.

  • Produced, and project managed numerous exhibitions stands for trade shows in both the UK, and Europe.

  • Obtained sponsorship with MSV (Motorsport Vision) as the official supplier of warning equipment. This resulted in brand exposure at key events such as British Superbikes, and the British Touring Car Championship, which were both screened live on TV.

  • Helped reinvent the company as a modern, forward-thinking organisation. Through my tenacity, leadership, and strategic planning, the business is now positioned as a market leader, and sets the standard for competitors to follow


Further Experience


Prior to working within marketing, I worked within a variety of different areas. Although this was some time ago it assists in me understanding both sales and customer services functions


  • The University of Warwick - Business Development Consultant 2008 to 2013

  • Industrial Temporaries - Recruitment Consultant 2006 to 2008

  • NTL - Inbound Sales Representative 2003 to 2006

  • BT - Customer Service Advisor 2001 to 2003

Jewson Logo
Keypath Education Logo
R1se Digital Marketing Kenilworth
Woodway Engineering
Wilmington PLC logo