April Duffield MCIM

Experience

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  Mitsubishi Electric Automation, Inc.

  Aug 1997 - Aug 1998

  Marketing Assistant

  University placement at Mitsubishi Electric during my 4 year sandwich degree (Marketing Assistant) in their marketing department.Main duties involved creating and rolling out a marketing plan to promote the training courses for the engineering department.

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  Collisons Ltd

  Dec 2001 - Jun 2006

  Product Marketing Manager

  Key achievementsImplemented a new CRM system to support sales growth and customer retention.Helped increase exhibition stand visitors through strategic event planning.Main responsibilitiesManaged a portfolio of wedding stationery brands and seasonal cards.Developed the marketing plans for the product ranges, which included product/market fit, competitor analysis and market analysis.Worked with other stakeholders to develop a lead generation strategy and co-ordination of campaigns.Analysed the size, dynamics and behaviours of the market segments for product and revenue goals.Developed marketing collateral from concept through to print and execution.Guardian of the database Utilised copy writing skills for advertising, promotional and point of sale material for retailers.Reported on daily and monthly figures. Show less

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  AVD Marketing

  Jun 2009 - Nov 2012

  Marketing Consultant

  Freelance marketing consultant to businesses who required outsourced marketing consultancy.Created results-driven marketing plans for clients.Developed a brand new corporate identity for Workplace Translation Ltd, LSM Ltd, Protoner Ltd and The Art Scene, which included planning and developing brand new websites and creative direction. Produced content and liaised with external design agency on all client’s marketing campaigns.Developed and implemented a re-branding strategy for Multicare GB Ltd (a cleaning detergent brand). Show less

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  Leeds College of Music

  Nov 2012 - Jun 2013

  Interim Marketing Manager

  Key achievementsSuccessfully developed and rolled out a five-year strategic marketing plan for the college within a short time frame and presented it to the board of directorsDeveloped new value propositions to revive declining sales for the college's short courses, leading to renewed growth of approximately 25% uplift in sales of short courses.Main responsibilitiesInterim consultancy project to produce the College's two year UK and International marketing strategy.Responsible for developing an integrated strategic marketing plan and consumer propositions across all areas of the music college with the goal of generating awareness, prestige and commercial targets.Helped shape the building and implementation of analytical investigations and recommended outputs for strategic and tactical business decisions in key areas such as FE (Further Education) provision, undergraduates, Professional Development Courses, Saturday Music School, Concert Season and International student recruitment.Implemented creative and segmented campaigns through market research using effective methodologies.Liaised with other departments on key Information sources for data/information in areas such as student numbers, profiles and core market data available from statutory sources.Created results-driven marketing campaign planners and ensured they were scheduled with subsequent recommended course of action for the rest of the college.Managed the marketing budget.Worked closely with colleagues across the Department to define target audiences, develop campaign themes, and key messages.Built and implemented with the team integrated campaigns including print, events, PR, web, email, online advertising and social media. Show less

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  Ring (Ring Automotive Ltd)

  Jun 2013 - Nov 2015

  Senior Marketing Executive

  Key achievementsSupported the flagship brand, Xenon Ultima, with sales incentives and a national consumer holiday competition, enhanced by on-pack promotions, a dedicated landing page, and in-store POS materials, led to an increase in end consumer sales.Successfully organised the ‘Twilight Race for Life’ event sponsored by Ring (Cyba Lite torch).Main responsibilitiesOwnership of offline and online marketing retail campaigns and communications.Took the initiative and led the development of a new in-store application at Halfords to enhance customer support for Ring’s products.Campaign management-managed targeted marketing campaigns, website updates with new products, and collateral to support the overall marketing strategy.Liaised with external agencies on the creation of marketing assets to support campaigns.Event planning and management: collaborated with Ring's UK and European division on event planning and provided collateral for events across UK and Europe.Rolled out tailored marketing toolkits for UK and European sales teams to support new product launches and promotions, including case studies, PR materials, campaign packs, and presentation materials.Developed and executed all marketing support for national key retailers (Halfords and Screwfix) and independent motor retailers.Reporting-produced monthly management and marketing communications report (this involved monitoring all integrated activity such as PR published, social media, followers/campaigns, advertising, website statistics, blog activity, e-shots and customer support activity and campaign effectiveness.Established strong working relationships with key press editors and media outlets. Show less

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  Bayfields Opticians

  Nov 2015 - Jun 2018

  Marketing Manager

  Key achievementsBrand development-collaborated with brand and web design agencies on a re-branding project, including the roll out of Bayfield’s website, delivered within tight deadlines.Implemented a customer loyalty scheme to nurture existing customers, and support with recruiting new eye care clients.Successfully organised and supported at Freshers' Fairs, Career Fairs, and Practice Open Days.Main responsibilitiesLead the marketing team.Development and execution of annual marketing strategy to support company objectives.Alignment with Business Development Managers to support revenue goals.Lead on all offline and digital marketing campaigns as well as content development, web design and marketing collateral.Exhibition planning and execution (Freshers fairs, practice open days)Managed social media channels and content creation.Reporting, tracking progress, budget management and forecasting with updates to wider teams.Proposed strategic projects based on client insights, competitor information and key trends. Show less

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  EVO

  Aug 2018 - Feb 2023

  Marketing Manager

  Key achievementsEquipped the sales team with tailored content, toolkits, product training via lunch-and-learn sessions, while collaborating on sales incentives to push through sales. The "B Green" campaign saw an increase of approximately 30% in sales from our sustainability catalogue.Ownership of how Banner’s solutions were communicated to key suppliers—whether through thought-leadership campaigns, PR opportunities, or product roadshows with specific customers—all with a focus on demonstrating ROI.ResponsibilitiesLead and inspired a team of marketing professionals.Developed and executed Banner's product marketing strategic plan in line with business objectives.Demonstrable record of delivering profitable and integrated marketing campaigns to a high standard, in a fast-paced environment from initial concept to execution; to ensure return of investment, awareness, growth and sales engagement. With full reports circulated to internal and external stakeholders after each campaign. Successfully organised and co-supported EVO Live and other product roadshow events for Banner, which involved negotiating and securing sponsorship from key suppliers, creation of event collateral; using delegation skills across the team to ensure events ran smoothly.Drove the production of thought-leadership content creation and marketing materials on activities such as targeted emails, landing pages, blogs, and newsletters. As well as paid and organic social media campaigns, gated content (whitepapers) automation, digital brochures and catalogues, direct mail, and sales toolkits to support lead generation and pipeline growth.Pitched plans and campaigns to vendors/manufacturers.Worked with category managers and key suppliers to help build pipeline opportunities for BannerEffectively engaged and liaised with a wide range of internal stakeholders to understand new opportunities, marketplace trends and customer insights. Show less

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  STEM Learning UK

  Feb 2023 - now

  Marketing Operations Manager (senior marketing manager)

  Oversee the marketing and communications team, with high-level coordination of all aspects of the department’s work, continuously looking at where improvements and efficiencies can be made.Staff development: manage, coach and develop the marketing and communications team to deliver confident communications. Strategic planning: oversee the marketing processes, from planning to execution and developing solutions to overcome challenges.Manage social media channels and content creation.Data analysis and reporting: responsible for analysing data to determine the effectiveness of marketing campaigns.Campaign management: responsible for planning and overseeing the execution of marketing campaignsBudget management: overseeing the budgeting process, allocating funds for various marketing initiatives tracking the success of each campaign Show less