Joanna Edwards

Experience

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  University of Essex

  Nov 2007 - Nov 2008

  Marketing Assistant
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  Arch Financial Products LLP

  Dec 2008 - May 2009

  Marketing Assistant
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  Capita

  Jun 2009 - May 2010

  Marketing Executive, Capita Conferences
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  Dennis Publishing

  May 2010 - Apr 2012

  Senior Direct Marketing Executive - The Week magazine

  ▪ Implementing and developing a new lead generation acquisition channel for B2C subscriptions. ▪ Planning and implementing external insert and display advert campaigns for national, regional, consumer and mail order publications on time and on budget. In 2011 this involved eight campaigns and more than 40 million inserts, generating a total of 20,222 subscriptions.▪ Managing acquisition and retention through digital channels including pay-per-click, search engine optimisation, banner adverts, emails, social media, online lead generation and affiliate marketing.▪ Initiating and arranging targeted and innovative contra deals and partnerships.▪ Project managing an external agency (Maxymiser) charged with multivariate testing on The Week’s subscription website and its portfolio-wide online ordering system to optimise conversion rates.▪ Planning and implementing all direct mail campaigns on time and on budget.▪ Developing and managing relationships with both internal and external suppliers. ▪ Copy writing and proofreading of marketing materials, constantly ensuring attention to detail.▪ Monitoring and analysing the success rates of all campaigns, constantly researching and testing new ideas to ensure campaigns are as effective and innovative as possible.▪ Developing and executing marketing strategies across all marketing channels to reach individual campaign subscription targets, with a wider aim of driving acquisition and retention, and ensuring circulation and revenue targets are reached and surpassed. Show less

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  Financial Times

  Apr 2012 - Dec 2013

  Marketing Manager - Personal Finance
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  Financial Times

  Apr 2014 - now

  Leadership and managementPositioned myself as a valuable member of FT Specialist’s senior management team and the FT’s SMG by building my profile and working collaboratively to achieve shared business objectives.Lead a marketing team with low staff turnover and consistently high satisfaction scores. Recruited and harnessed the potential of diverse specialisms including subscription marketing, web development and conference production.Created and implemented a comprehensive objectives framework for team performance ensuring consistency of job title, clear development plans and a structure for performance reviews.Continuously evaluate and restructure the team to ensure it is able to deliver the business strategy and achieve financial objectives. Manage poor performance with integrity and professionalism.Developed the Peakon Working Group to ensure a continued focus on D&I initiatives.Strategy and collaborationConstantly looking for, and implementing, ways to improve marketing effectiveness whilst managing costs and budgets to ensure profitability.Partner with commercial heads on business plans and ensure marketing and communication strategies are fully aligned to hit financial targets.Developed FT Specialist’s data strategy to improve the way we collect, store, utilise and analyse data and to improve the accuracy and performance of marketing and editorial campaigns.Contributed to the planning and due diligence of the strategic closure of numerous titles including the development of time sensitive and thorough communication plans. Heavily involved in the successful launch of FT Specialist’s technology resource in Sofia.New product developmentLed the marketing and communications strategy for the acquisition of GIS Planning and its expansion worldwide. Along with the editorial team and commercial head drove the development of IC Alpha including the original value proposition, scoping the audience and the marketing and communications strategy for launch. Show less ▪ Creating and developing a direct marketing strategy for Investors Chronicle and FTCM, both online and offline, across B2C subscriptions (acquisition and retention), newsstand, events and B2B activity.▪ Management of a marketing budget of over £750,000 across the Personal Finance and FTCM portfolios.▪ People management and coaching of five members of staff including line management of a Marketing Manager, a Senior Marketing Executive and Web Developer.▪ Working with the research, product and development teams to create new and develop existing products and marketing tools, to improve acquisition and renewal rates, and create sponsorship opportunities.▪ Forecasting circulation (subscriptions and newsstand) and revenue on a quarterly basis and providing the analysis, insight and commentary required to put together a three year strategic plan. Monthly monitoring of the accuracy of the forecasts and subsequent impact on Investors Chronicle’s overall P&L, informing reforecasts where necessary. ▪ Collaborating with editorial to produce joined up, content-led communications and liaising with both internal and external customer service teams to ensure that they are fully briefed on marketing activity.▪ Researching, identifying and implementing new opportunities, marketing tools and channels which can be used to increase acquisitions, improve renewals and generate delegate bookings. ▪ Continuous monitoring and reviewing of all supplier relationships and their effectiveness, replacing underperforming agencies and improving relationships where necessary. Show less

  • Marketing and Communications Director, FT Specialist

    Jun 2017 - now

  • Head of Marketing, Financial Publishing

    Jul 2015 - Jun 2017

  • Senior Marketing Manager - Personal Finance

    Jan 2014 - Jun 2015

  • Senior Marketing Manager - Personal Finance and Financial Times Career Management (Maternity Cover)

    Apr 2014 - May 2015
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  Hypnobirthing Upminster

  May 2021 - now

  Hypnobirthing Teacher