Role

• Managing a content team of writers, video editors, designers, website specialists and paid social experts, establishing operational excellence.
• Create a central content plan that drives marketing activity for IGD’s retail, shopper, supply chain, healthy eating and learning programmes.  Work with the business unit teams to develop the annual content calendar throughout the key programmes.
• Ensure all content is on-brand, consistent in terms of style, quality and tone of voice and optimised for search and user experience for all channels of content including online, media, email, mobile, video etc.
• Work closely with the Communications teams and the Communications Director, in particular, to ensure corporate and stakeholder engagement content is politically sensitive.
• Develop standards, systems and best practices for content creation, distribution, and repurposing.
• The ultimate guardian of the IGD brandbook, covering both look and feel and tone of voice, across all customer touchpoints including websites.

Results

Expand new marketing channels to customer to drive incremental volume demand and sales for IGD events and other products
New marketing channels made up 21% of the campaign click throughs to the events webpages. But on many events it’s significantly higher.
Created a route to purchase from news stories across our subscription sites to events.

Social Media

Campaign led paid and organic social media – drove 3182 clicks to events pages
Average increase from 2016 – 2017 across both LinkedIn and Twitter: 191.26%
(LinkedIn Full month December 2016 against 1-19 Dec 2017
Twitter 91 day comparison – Sep 19 – Dec 18 in both years)
All social media learnings shared throughout business, at fortnightly online surgery meeting
Social media consolidated, strategy researched and devised. Monitoring and reporting set up. Campaign reviewed to ensure efficiencies maintained throughout the year.
Social media strategy and processes defined for IGD across owned and staff personal accounts on LinkedIn and Twitter.

Workflow efficiencies 
Developed an annual marketing content plan and calendar across all areas of the business to help improve the success and impact of all marketing activities and programmes.
Develop and launch a Content team workflow management tracker. Teamwork launched and developed with much success.

“I find Teamwork incredibly valuable. It helps me assign jobs to team members, keep track of deadlines and collate all the instructions and content we need in one place. For organisation and efficiency, it’s worth its weight in gold.“

Team Management – survey results
I generally enjoy coming to work each day 100% (Up 24%)
My line manager is someone I can trust 100% (Up 25%)
My line manager seems to care about me as a person 100%
I am clear about what is expected of me in my job 100%
My manager listens to and properly considers my ideas / suggestions 100%
Also undertaken the line management of PPC and paid social manager

Technology – website launch
Successfully launched new versions of IGD.com plus three subscription
sites : Retail Analysis, Shoppervista and Supply Chain Analysis by agreed deadlines.
Ensured relevant, up to date web site content, fully signed off by all stakeholders and loaded onto all online subscription sites and IGD.com by agreed launch deadlines.
Customer satisfaction rates on new website launches met all targets:
IGD.com General look and feel 80% (previously 77%)
IGD has a unified look and feel 82%  (previously 78%)
Content on IGD.com is easy to understand 8.3
Subscription sites:
ShopperVista – General look and feel 81% (previously 77%)
Supply Chain Analysis – General look and feel 83% (previously 77%)
Retail Analysis – General look and feel 80% (previously 77%)

Weekly tech and content meetings and fortnightly Online Surgery meetings ensured user feedback and acted on it. Worked closely with tech team sprints were supported with content for new deployments, including new Food to Go site, Datacentre,
Regularly review web site metrics with Digital Insight Manager and Tech team to assess impact of new online user experience and content on customer satisfaction and Marketing objectives.
Monthly analysis of SEO and Keyword analysis has allowed us to create content based on what customer wants

Improved CRM marketing
Email open rates increase from 22% average to 25% average, and
click thru rates increase from 2% average to 3.5%
(eConsultancy industry averages 2016: Opens: 25% CTR: 3.4%)