Farah Mulla MCIM

Experience

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  Royal Borough of Kensington and Chelsea, Library

  Sept 1996 - May 2009

  Library Assistant

  Saturday job that fueled passion for books and publishing. Gained invaluable customer service experience.

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  Science Museum

  Oct 2002 - Jul 2004

  Publications Sales and Marketing Assistant

  Contributed to the overall marketing strategy for NMSI publications, to promote through the group of museums, and bookshops. • Responsible for redesigning and updating the catalogue and overseeing its production and mailingArranging the production and placement of leaflets, advertisements and other promotional material.• Successful organisation of public and press book launches.Primary point of contact for sales enquiries and catalogue requests.• Liasing with NMSI staff, and external clients and suppliers regarding orders and promotion of titles. Show less

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  Nicholas Brealey Publishing

  Jul 2004 - Mar 2005

  Sales and Marketing Assistant

  A varied role, including assisting with, production, editorial, rights and publicity of books along with PA support to the Managing Director.• Responsible for the preparation and distribution of advance information sheets and press releases to sales agents and distributors worldwide; the main point of contact for export sales agents, distributors and trade customers.• Organising publicity for books, copywriting for promotional material and co-ordinating media coverage of books and authors.• Organisation of author launch events, and bookshop events. Show less

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  Legalease

  Mar 2005 - Feb 2007

  Marketing Executive

  Managed end-to-end book and journal campaigns, including design, distribution, and budget control, with a focus on post-campaign analysis.• Created diverse marketing materials for B2B and B2C markets, from press releases to direct mail.• Established and maintained relationships with booksellers, agents, and bibliographic services.• Collaborated with web designers to launch and troubleshoot a new website.• Negotiated contra deals for effective book promotions with relevant organizations.• Executed direct marketing campaigns across multiple channels.• Provided detailed briefs to internal teams for telesales and subscription efforts.• Conducted research to source targeted lists for campaigns.• Managed budgets for promotional activities and monitored competitor analysis.• Reported monthly on sales results and campaign effectiveness for future planning Show less

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  Euromoney Institutional Investor

  Apr 2007 - Jul 2013

  Marketing Manager

  Managed high-end subscriptions in the financial and legal market, and managed the marketing team, with full responsibility of the £250k budget, forecasting, reporting and multi-channel marketing. Working closely with various sales teams to grow subscriptions revenue. Highlights:• Spearheaded the conception and execution of integrated direct marketing campaigns across online and offline channels. Leveraging database marketing, email outreach, SEO, PPC, data capture, social media, direct mail, and other print collateral.• Conducted comprehensive post-campaign analysis to assess ROI and LTV, making recommendations for future campaigns• Formulated acquisition and retention tactics, and created a 12-month renewal strategy• Led redesign initiative for renewal series and customer communication, enhancing brand resonance and customer engagement• Collaborated seamlessly with circulation and sales teams to surpass targets, crafting tailored key account strategies to increase sales through up-sell and cross-sell efforts• Executed compelling marketing collateral for promotions and events, amplifying brand visibility and engagement• Increased cross-sale opportunities across channels and products.• Oversaw User Acceptance Testing (UAT) for multiple website developments, ensuring seamless user experiences and optimal functionality.• Managed hiring, training, and progress reviews for junior team members.• Project-managing successful new product launches, developing comprehensive go-to-market plans for impactful market entry• Cultivating a high-performance team through strategic hiring, targeted training, and ongoing progress reviews, fostering a culture of excellence and collaboration Show less

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  G-Tec Distribution Ltd

  Oct 2013 - May 2014

  Marketing Manager

  Marketing Lead for security products, I was accountable for driving the growth of the reseller program on both national and international fronts. My responsibilities spanned across tradeshow marketing, social media engagement, and the cultivation of brand awareness and recognition.• Managed team, led marketing efforts, and achieved positive ROI• Developed effective tradeshow strategies, leading to orders within 6 weeks and expanded into export markets within through reseller programme• Secured press coverage and launched successful PR campaigns• Led website development of the new company website • Working closely with sales teams to define strategies for sales growth, achieving a 33% increase in sales within the first quarter• Implemented cost-saving measures and monitored market trends.• Conducting gap analysis and research into vertical markets, leading to database growth and increased lead generation• Managed social media and oversaw new product launches• Collaborated with in-house designers to oversee the creation of new branding for a product line, successfully registered as a trademark Show less

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  EMAP

  Jul 2014 - Aug 2014

  Marketing Contractor: Campaign Strategy & Management, Branding, Subscriptions

  As the lead marketer on a short-term contract for architecture at EMAP, responsibilities included:• Developing, executing, and analysing tactical marketing activities aligned with brand standards and ROI goals.• Strategising acquisition campaigns for Architecture Journal and Architectural Review, meeting monthly forecast targets.• Collaborating with the design team to create fresh marketing collateral, such as print ads and subscription mail shots.• Providing weekly reports on campaign results to the managing director/publisher Show less

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  Dods Group PLC

  Aug 2014 - Jun 2015

  Marketing Manager, Publishing and Events

  Led strategic marketing efforts for the publishing and events arm of the business across three divisions: public sector UK Political Engagement and EU Political Engagement.Highlights:• Devised and executed comprehensive go-to-market plans for new website launches, • Supported and equipped sales teams with tailored marketing assets, resulting in £108K in orders for a key health event.• Orchestrated strategic media partnerships, with influential national and trade press for maximum press coverage and audience engagement outlets facilitating broader reach and, amplifying brand visibility and market presence• Created meticulous marketing plans for key events, earning approval from the NHS England and the Cabinet Office• Set-up media partnerships between key national and trade press• Delivered detailed monthly reports, highlighting key achievements and successes, providing invaluable insights for strategic refinement and decision-making.• Spearheaded successful marketing strategies, supporting revenue growth and brand promotion for Dods' publications. Show less

• 

  Maternity Leave

  Jun 2015 - Mar 2017

  Marketing Professional
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  Outsourced Events Ltd

  Apr 2017 - now

  Collaborating closely with senior leadership, I set sales and marketing targets, analyse industry trends, and contribute to revenue growth through innovative marketing strategies. Highlights:• Led the successful relaunch of Outsourced Events' website, migrating the website to a new CMS, with an optimisied website architecture, UX, and UI • Orchestrated industry award submissions and marketing plans, resulting in multiple award wins and nominations in 2022, enhancing credibility and competitive positioning• Developed a comprehensive content marketing strategy to establish thought leadership and enhance brand awareness across multiple channels, including the website, newsletters, social media, podcasts, and membership organisations• Formulated a social media strategy, leveraging team members as brand ambassadors to maximise reach• Launched a suite of services under a new division, devising a go-to-market plan and developing a separate website• Cultivated relationships with membership bodies, securing accreditation and preferred supplier status• Oversaw a re-branding project following the website relaunch, encompassing the creation of assets, setting the brand tone and personality• Working with the senior leadership team launched a series of hospitality and learning events as part of the key account programme Show less Joined Outsourced Events as the sole marketer within the organisation and played a pivotal role in expanding the marketing function. Took ownership of developing and executing comprehensive marketing plans aimed at boosting brand visibility and driving lead generation efforts.Highlights:• Skillfully adapted to industry shifts during the COVID-19 pandemic, pivoting marketing efforts towards virtual events.• Developed and maximised the company’s tradeshow investments by creating an events calendar, negotiating exhibition and sponsorship deals, crafting marketing programmes, and establishing KPIs.• Acted as a brand ambassador, overseeing internal and external brand delivery, and collaborating with senior leadership to implement brand strategy.• Managed social media and digital marketing, creating and executing campaigns to enhance online presence.• Oversaw the company website, including the development and successful launch of a new site, ensuring continuous updates and the publication of engaging, SEO-optimised content.• Improved website performance through optimisation, resulting in increased traffic and a rise in inbound inquiries.• Implemented a new contact database and CRM system, improving lead generation campaigns and optimising sales allocation.• Ensured compliance with GDPR regulations and data protection alongside the Operations Director. Show less

  • Head of Marketing

    Jul 2021 - now

  • Marketing Manager

    Apr 2017 - Jul 2021