Katia Rabine

Experience

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  London Borough of Ealing

  Mar 1999 - Jul 2000

  Marketing Manager, Halls & Events

  Implemented the marketing strategy of the Halls and Events Department.• Organised the promotional campaign of various events, especially the Ealing Summer Festival (Music and Arts Festival attracting 50,000 people during two weeks in Ealing) and the Ealing Children's Festival.• Built a sales and marketing strategy establishing the historical newly restored Ealing Town Hall as a Conference & Banqueting Centre.• Instrumental in securing major corporate sponsor and advertising to fund events organised by the Borough. Show less

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  Reader's Digest Association

  Oct 2000 - Mar 2017

  Managed the Books Product Line and coordinated the digital marketing activity. Includes EDM retention and acquisition campaigns, trigger emails, microsites, e-newsletters, paid and organic search and social media.Ran DRTV and telemarketing acquisition campaign to boost Reader’s Digest brand image and acquire new names.• Achieved a 50% increase in product sale through moving from static images to producing promotional product videos.• Improved organic search by adding relevant tagging information to online shop content. • Grew website revenue by identifying better positioning of promotional banners, ads and editorial content using Google Analytics tools. Show less Led the direct marketing catalogue strategy across 7 markets (Australia, New Zealand, South Africa, Malaysia, Singapore, Philippines & Thailand). Developed and managed engagement, loyalty and retention programs designed to win-back, reward, and retain customers.Implemented promotional and product testing to identify gaps in the market and generate new revenue streams.Became the knowledge expert for direct marketing techniques & the Catalogue Product Line.• Achieved a 2.5% catalogue profit increase leading to AU$6.6 millions total profit.• Catalogue high revenue and customer retention led to the doubling of catalogue activity.• Contributed to a 40% saving in overheads and considerably increased efficiency through heading the marketing transition of catalogue activity from Asian offices to Australian hub.• Developed and launched a new product line (stationery) in collaboration with the Editorial Department, which then made up 70% of the published material of the company.• Successfully led projects to automate numerous internal systems, increasing speed and efficiency (i.e. campaign management, inventory management).• Created the training manual for the marketing department and set up a mentoring programme for new Assistant Product Managers. Show less Managed end-to-end direct mail catalogue campaigns with a yearly revenue of $15 millions.Responsible for budgets of over $1 million for each campaign, including promotional cost, direct cost expenditure, P&Ls reviews for campaign profitability and key results reporting.Co-ordinated purchasing of an average of 150 published products per annum.Took ownership of the catalogue testing programme and transformed the business into a catalogue-driven entity offering customers lower prices whilst maintaining profit margins.Became the marketing expert for the inventory management model.• Successfully tested and developed promotional packages that increased response rate by 10-30% (e.g. new promotional flyers, new catalogue designs).• Increased profit margin by 5% in optimising standard book purchase price through effective negotiation and revision of freight terms with suppliers.• Improved inventory management with providing forecast estimates to within 80% accuracy and reduced book delays by 15%.• Exceeded revenue targets every year Show less Implemented multi-market direct marketing campaigns across Australia and New Zealand, including customer retention, new customer acquisition stream and welcome programme.Breadth of responsibilities: brief preparation (to creative teams, data analysts, printer and mail house), cost management, artwork proofing, implementation, supervision and results reporting.• Improved customer response by implementing new marketing techniques (eg targeted copy). • Increased revenue by building a promotion to acknowledge a customer change of address.• Reduced stock levels by developing effective inventory disposal techniques (EDMs, RD Yahoo Shopping, warehouse sale catalogues, surprise packs). • Diversified the product range through establishing a royalty contract with Disney.• Successfully implemented the first digital catalogue promotions. Show less

  • Marketing Product Manager, Books and Digital, APAC

    Jan 2016 - Mar 2017

  • Books Catalogue Manager, Marketing, Asia Pacific

    May 2007 - Dec 2015

  • Catalogue Acquisitions Manager, Books Marketing, AU/NZ

    Jul 2004 - Apr 2007

  • Assistant Product Manager, General Books, AU/NZ

    Oct 2000 - Jun 2004
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  World Animal Protection Australia

  Apr 2017 - Dec 2021

  Acquisitions Manager, Fundraising, Australia and New Zealand

  Managed the Regular Giving and Single Giving donor acquisition via all channels:- Telemarketing (two-step lead to RG conversion and RG reactivation campaigns)- Social Media (Facebook, Instagram, YouTube)- DRTV - Face to Face - Paid search and Google Grant- Emails (World Animal Gifts eCards shop)• Exceeded RG acquisition targets 3 years in a row in Australia.• Initiated, produced and launched a new stream of campaign actions that not only delivered the highest telemarketing performing leads but also became a significant Single Gift acquisition tool and a reliable source of bequest leads.• Successfully pivoted the acquisition sources mix at the start of Covid lockdowns, generating more revenue and RGs in 2020, and a lower cost per RG than budgeted.• Diversified the offering of donation landing pages, opening up new revenue avenues.• Co-led a highly successful fundraising elephant trek in Thailand which was budgeted as a loss and generated revenue. Show less

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  FOUR PAWS

  Jan 2022 - May 2024

  Regular Giving Manager

  Leading the acquisition and retention of regular donors through telemarketing, DRTV and digital channels.- Telemarketing campaigns: lead to RG conversion, declines, upgrades, reactivation, cash to RG conversion, thank you calling, at risk calling.- Donor retention initiatives introduced: welcome pack, welcome email journeys, thank you calling, nurturing fortnightly emails, donor-centric communication at all levels.• Established DRTV as new Regular Giving acquisition channel, achieving one of the lowest costs per RG of charities on air in 2023.• Launched the testing of digital as a channel for SG and RG acquisition.• Introduced all retention best practice initiatives to the Regular Giving program. Show less

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  Royal Flying Doctor Service South Eastern Section

  Jun 2024 - now

  Retention & Development Coordinator