Digital Marketing
When I recognised You Tube’s potential in 2006 I have constantly sought ways to maximize the impact and effect of brand campaigns to reach audiences across new channels. I have cultivated a blend of technical skills and interpersonal abilities, along with relevant experience as demonstrated at all stages of my career. One aim of this portfolio is to showcase my capability to design and execute effective digital marketing strategies.
Digital Marketing Strategy
Above: A selection of SWAP creatives for Instagram, X and in-app feeds using bright college colours, snappy animations and Copy Headlines to build community and interactivity
Core Hard Skills
SEO & SEM
As Fantastec launched in 2018 it was imperative our website Fantastec.io, our app store and our app Fantastec SWAP featured copy, head lines and image captions that included keywords which would maximise our search engine optimization and increase visibility and ranking on search engines. In Spring 2019 our app was #1 in the app charts.
Content Marketing
From Ford’s Feel Football with provocative quotes from Mourinho and Gullit, Infiniti’s quirky Inspired Performers job swaps and SWAP’s NFT format featuring top football stars, I have constantly produced marketing content that has gained significant traction among target audiences through traditional and social media channels. Ford Football AVE of €10m, Shell AVE of $16m, Infiniti AVE of $ 2bn.
Data Analytics
As product lead where learning from testing and improving creative, copy or audience targeting is essential, I have become advanced with data analysis with tools like Google Analytics, Power Bi, Mixpanel, Apple Connect etc to evaluate the performance metrics and ROI of our campaigns.
Social Media Marketing
I am adept with Canva, Midjourney, ChatGBT prompt engineering and have creative experience and skills to crafting strategies for all key social media platforms (Facebook, Tiktok, Instagram, X, LinkedIn, Medium among a few) to build brand awareness and engage with the audience.
Email Marketing
A core pillar of Fantastec SWAPs sales orientated business goals, email marketing and retargeting loops were essential. Using Mailchimp and occasionally Typeform, our email campaigns were linked to our database for specific targeting around football teams and US college teams. Through automated campaigns, iterative creative and A/B testing we increased our open rate to 6% and sales conversion 4% between 2019 and 2022. Now with new AI tools like Zapier or Make the work of a team of digital marketers can be streamline and made much more efficient.
Digital Advertising
At Fantastec SWAP between 2019 and 2022 we engaged in an aggressive digital advertising campaign to help accelerate our userbase. We always used Facebook as its business management system allowed us to undertake a high volume of multivariant tests. With different headline captions, images and call to action copy lines, we were doing 1000 tests per day. This allowed us to find creative options with a 12-15% CTR, lowering our Cost of Customer Acquisition from $9 to $4.50 approx. We also used Google ads and in 2021 tested with Instagram and Twitter (X). In recent years on SWAP particularly with US College marketing we’ve found Instagram and Tiktok much more effective platforms to generate sales.
Below: SWAP’s third brand video for the US college era (2022-23) updated following data gathering and audience response analysis
Digital Marketing Skills
Core Soft Skills
Creativity
I have a proven track record in my ability to generate innovative ideas for campaigns, content, and strategies to capture the target audience's attention. Ford’s Feel Football in 2007/08 was one of the first online and Youtube series that effectively used ‘Influencers’. In 2020 at Fantastec our We Are the Collectors campaign for NFTs grew our Discord community from 800 to over 11,000.
Adaptability
I recognised that digital marketing trends and platforms evolve rapidly. My adaptability is key to keeping my clients brand campaigns ahead. As a tech specialist and futurist I can see how Gen A and Gen Z need a totally different marketing approach and use a different funnel to Generation X and even millennials. Community, trust, personal research by young consumers is far more necessary in winning brand appeal. With the dawn of web 3 approach and the internet of ‘value’ the new narrative where us as individuals should no longer should be ‘the product’, and digital marketing strategies need to recognise and adapt to position themselves for this opportunity.
Problem Solving
I have an intrinsic ability to navigate challenges and find effective solutions in campaign execution and strategy development. When Shell’s F1 presence was seen as just a logo and advertising platform, I made their engineering and technical story central to the fractions of a second that mattered in winning championships on the F1 track as showcased in omnichannel Power and the Passion documentary in 2010/11. When Land Rover needed more value from their expensive global C4 Challenge event, I turned it into a TV series. When we discovered through university research at Fantastec that college sports fans would be 50% more likely to buy NFTs if a pack contained tokens that could be redeemed for food, drink or merch, we created SWAPables - a pioneering new NFT product that gave fans true IRL value.
Analytical Thinking
I have solid skills interpreting data and analytics to make informed decisions to optimise digital campaigns and improve tech features and products. As a simple example, in early 2022, from Apple Connect analytics we could see our Fantastec SWAP app store presence and download screens were tired. They were only converting 6-8% of page visitors to downloads. Through research on motivating keywords, user testing on images and copy, we updated the app store screens to better showcase the updated design and features of the SWAP app. This resulted in significantly increasing the average download conversion from 8%- 25%.
Communication
I have ascended from account manager , to director, to creative director and have lead teams on multiple projects across the world as illustrated here in my portfolio. I have learned and honed my communication skills to be inspiring and persuasive. My written, verbal and visual delivery skills have been crucial for articulating strategies, collaborating with team members, and engaging with stakeholders. I continue to learn and adapt to new vernaculars, narratives and sensibilities that come with a new phase of empathy, understanding and acceptance.
Average conversion rate increased from 8.2% to 25.8%
Digital Marketing Strategy Skills
Above: In 2019 Fantastec launched Fantastec SWAP, the world first ever NFT platform on native mobile app with the biggest club in the world Real Madrid.
Campaign Management
I have experience in planning, executing, and managing digital marketing campaigns with an Omni channel approach. Through my creative and content producer roles, all brand campaigns comprise of digital asset tactics for paid, owned, and earned channels. These include Ford’s Feel Football, Allianz for Team Allianz London 2012, Infiniti’s Inspired Performers, Aston Martin’s launch of its DB11 and Fantastec SWAPs ‘SWAP NFT platform launch and its subsequent ‘We Are The Collectors’ campaign.
Brand Strategy Development
My portfolio demonstrates an ability to create, develop and implement brand strategies which align with my clients business goals. With Ford I created its Feel Football campaign which sought to help football fans feel Ford was one of them, helping to be front of mind and encourage test drives. With Infiniti, appointing F1 Champion Sebastian Vettel as their ‘Director of Performance’ meant potential customers could watch content and learn how the technology transfer from F1 manifested in the road cars they drive.
Project Leadership
As a former commissioned Flying officer in the Royal Air Force I developed my leadership skills at a very young age. Through my career I have led teams with my enthusiasm and conviction for a projects vision, solid strategic planning and clarity of goals and personal objectives. I know how to praise good work and help my team evaluate their performance to improve on weaknesses. I have led teams on projects all across the world under immense time and budgetary pressures. Most of the time I have delivered above and beyond expectations. I continue to look inwardly and assess where I have failed or come up short, and also seek 360 degree assessments from my team on what I can do better to lead and help them grow.
Market Research
As a creative and a technology futurist I am continuously in discovery mode. My methods are the resources of an array of industry surveys, trend reports, influencer predictions and social media chatter. I identified the potential of You Tube and Influencer comment for Ford in 2007, I researched and secured the top Olympic medal prospects for Allianz in 2010 two years ahead of the London 2012 Olympics. I discovered the potential of Blockchain technology in 2013 which led to the world’s first mobile first football NFT platform featuring the iconic Real Madrid in 2019. Behind all these pioneering initiatives is a continuous stream of credible research to identify trends, competitor strategies, and audience preferences.
ROI Improvement
As a product lead we are always in Build-Test-Learn mode. Every idea, creative concept and copy headline is tested among our target audience and broader audiences. For our digital marketing we look at all stages of the adoption funnel from non aware audiences right through to repeat customers. Each part of the funnel - outside our platform or as a user (either an ‘unengaged user, an engaged user, a customer, a repeat customer) are tracked to see how they respond to digital campaigns, then surveyed, then the campaign is adjusted to seek an improvement. This is how we knew that only one ‘in-app-notification’ per day was needed to keep users on side. It’s how we learned that Tuesdays are the worst day to push marketing messages and Fridays were the best. Lowering CAC (Customer Acquisition Cost) and increasing customer spend remained the top objects and ROI traction from digital marketing was essential.
Below: F1 Champion Sebastian Vettel pauses for thought as he assesses the performance of Infiniti’s latest performance road car