Alaina Roberts - DipM CIM

Experience

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  Spin

  Sept 2001 - Apr 2002

  Account Manager

  This was a start up full service agency with no client list. I had to acquire and develop a client portfolio from scratch. During my time I managed to secure a variety of clients which included a national outdoor clothing wear client and an opticians chain.

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  Foresters Friendly Society

  Jun 2002 - Jun 2005

  Assistant Marketing Manager

  During my role at this not for profit, membership based, mutual financial services organisation I was promoted from Marketing Communications Officer to Assistant Marketing Manager.During my post I undertook a major project in which I managed the production of all marketing communications for a new product launch within tight deadlines, this included the production of a direct response TV commercial, brochure literature and direct mail packs. I also had responsibility for website management.Responsibilities included:• Top-level management responsibilities for the organisation’s marketing communications and to oversee their effectiveness and cost efficiency.• To formally act as the Marketing Manager’s deputy at all times.• To manage and oversee the production of marketing communications that were needed to meet the organisation’s marketing objectives including DRTV, direct mail and website.• To manage targeted mailing campaigns by extracting carefully selected information from the database, writing to the targeted customers and analysing the success of the campaign.• To ensure that all marketing communications produced meets established branding guidelines and FSA compliance rules.• Third party partnership marketing liaison to launch a jointly branded product.• Liaising with advertising agencies, PR agencies, media buyers, designers and web designers.• Managing project based budgets such as the membership magazine budget of £90,000 pa.• To oversee the day-to-day management of the activities carried out by the Marketing Administrator.• Performance tracking of the existing marketing campaigns Show less

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  Careys Manor Hotel & Senspa

  Jul 2005 - Sept 2012

  Marketing Manager

  Manage the marketing and communications strategy and implementation for this luxury 4 star hotel and spa brand. From 2008, I focused on hospitality marketing for the SenSpa brand.Key competences include:•Strategic marketing planning and implementation for two Hotels including 5 restaurants, conferences and weddings, plus the spa complex including spa days and health club membership.•Website and e-commerce management from planning stage to implementation and regular updating.•Digital Marketing including Search Engine Optimisation (SEO), Content Management, Analytics Reporting, Social Media and Blog Management.•Manage the production of all national and local advertising campaigns, direct mail, brochures and email marketing campaigns from initial concept to final implementation.•New Product Development•Budget Management•Marketing Database Management•Customer Profiling •PR Management•Photography Management•Design Management•Line Manager for Marketing Exec and PR Assistant. Show less

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  The Chartered Institute of Marketing

  Sept 2012 - Feb 2015

  CAM Portfolio Manager

  Strategic marketing planning and tactical communications implementation for the portfolio of CAM digital marketing and marketing communications qualifications and awards. The products are accredited by The Chartered Institute of Marketing, the professional body and membership organisation for marketers.Responsibilities included:- Developing and managing end-to-end integrated marketing campaigns to drive lead generation.- Digital Marketing, including Website Management, SEO, Social Media, Content Marketing and Blogging, combined with offline marketing techniques, to increase brand awareness and online visibility.- Managing and improving the customer journey to help facilitate sales conversion.- Undertaking strategic research initiatives to enable informed propositions development.- Liaising with suppliers to deliver digital, design and print requirements. Show less

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  Willow Organic Beauty

  Oct 2012 - May 2013

  Marketing Consultant

  Strategic and tactical marketing advice to help increase awareness of the existing Willow Organic range and launch the new Willow Organic Skincare range.Digital Marketing including blog writing, SEO and email marketing.

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  IDGateway Limited

  Mar 2015 - Aug 2016

  Head of Marketing

  At IDGateway I was responsible for the management of the brand and stakeholder communications strategies for this leading Airport ID security SaaS provider. Clients include Heathrow, Southampton, Glasgow and Aberdeen Airports. Responsibilities included:Website management - Email marketing - SEO - Social media - Marketing collaterals

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  AeroProfessional Limited

  Mar 2015 - Aug 2016

  Head of Marketing

  "Alaina is a highly-skilled marketer who successfully rebranded 2 of our companies and repositioned them in their respective markets. With limited resources and total autonomy, Alaina works with energy and determination to achieve the best outcome for her brands. She blends solid marketing foundations with a detailed understanding of digital marketing techniques, enabling her to operate with ease across all channels (old and new). We have no hesitation in recommending Alaina to future clients." Nick Trollope, DirectorAt AeroProfessional I was responsible for leading a strategic marketing programme to reposition the brand from being perceived as 'just a recruitment agency' to becoming a 'strategic HR partner in aviation'. New brand philosophy and identity launched in September 2015.Responsibilities included:Brand management - Website management - Inbound Marketing - Content Marketing - SEO - Social Media - Marketing automation - Email campaigns - Direct Mail campaigns - Copywriting - Creative agency management - PR management - Event management - Sales support - Hubspot managementTo promote conversation in the industry I ran a research project to investigate the shortage of pilot skills and issues around recruiting the next generation of pilots for the growing aviation industry. Show less

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  DotLabel Ltd Digital UX Agency

  Aug 2016 - Nov 2019

  Marketing Manager

  Established the agency's first marketing dept and led a strategic repositioning to establish DotLabel as a top UX agency. Key achievements included growing inbound leads and gaining new clients including Airbus (£100k pa UX contract) plus ATPI and MDL Marinas.- Developed a content-led marketing strategy to engage new prospects and build reputation.- Spearheaded the content marketing strategy and creative content creation to communicate the importance of user experience in website and app design and reiterate thought-leadership positioning.- Managed social media to improve online awareness and engagement.- Led new UX-optimised website development and launch to increase online impact.- Worked with a public relations agency to create newsworthy PR stories.Responsibilities include: Brand management - Digital Marketing - Content Marketing - SEO - Social Media - PR ManagementUser Experience (UX) is about creating an easy and intuitive online experience for the user. If the consumer finds a task simple, they are more likely to repeat it, which means conversion rates can be transformed with UX insights.DotLabel's services include Digital Strategy, Insights and UX, Creative, Development and Support.Our clients include The Balvenie, Hendricks Gin, Anthony Nolan, Licence Bureau, SDL, CSL, XQ Digital Resilience, Speak Serve and MDL Marinas Show less

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  VetsDigital

  Sept 2018 - Aug 2020

  VetsDigital is a fast growing digital agency uniquely supporting businesses in the veterinary industry with websites, social media, SEO, Live chat and content marketing. In addition to this B2B business, VetHelpDirect is also the UK's number one dedicated vet reviews platform and provides pet owners with a symptom checker.My role as Marketing Manager was to take the agency brand to the next level and help drive new business through strategic and tactical marketing activities.When I started at VetHelpDirect, the brand was trying to serve two very different markets, pet owners and vets. The communications and proposition were confused and as a result the digital agency wasn’t effectively positioned. I made the strategic recommendation to rebrand the B2B side of the business, which in turn attracted investment to both sides of the business, this then led the businesses to separate and I subsequently managed the marketing for both companies.Responsibilities in this role: -Management and implementation of the strategic and tactical marketing activities -Establishing a brand identity for VetsDigital and creating all of the online and offline collateral-Project management of the new VetsDigital Wordpress website and maintenance-Content creation including blog writing, ebooks, case studies, infographics and web content-Social media management-SEO management-Email campaign management using Campaign Monitor, Customer IO and Active Campaigns-Creating and managing using Survey Monkey-Use Canva to create visual assets-Work with designers and videographers to manage artwork and video production-Event management-Lead and launched the new company CRM implementation Show less

  • Marketing Director

    Jan 2020 - Aug 2020

  • Marketing Manager

    Sept 2018 - Jan 2020
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  VetHelpDirect.com Ltd

  Sept 2018 - Mar 2021

  Marketing Manager

  I was part of the core product development team for the new SaaS video consultation platform and undertake the copywriting for the platform messaging including automated email comms via Customer.ioI managed and executed the online communications strategy including B2B Lead generation campaigns and client relationship marketing I worked closely with the Sales Director to refine marketing messages based on client and prospect feedback.

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  Better Never Stops

  Jun 2020 - Dec 2020

  Marketing Manager

  In this role I managed end-to-end online and offline marketing communications activities for this business advice/ coaching business. Responsibilities includes:Content marketingEmail marketingMarketing automation Visual asset creationSocial media management Blog writingCampaign managementOffline communications

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  Virtual Impact UK

  Sept 2020 - Jul 2021

  Freelance Marketing Manager

  Helping business owners who want to revitalise their marketing to gain competitive advantage and increase revenue, but don't have the resources to employ a full-time experienced marketing manager.Starting with the foundations in marketing, I'll work with you to develop your higher level marketing strategy (which includes targeting, positioning and branding) which then feeds into the tactical communications plans (your messages and comms channels). Once established, I'll set up the structure so you can either manage the ongoing marketing yourself, I can support you or connect you with others, to ensure sustainable marketing success.Clients included:VetHelpDirectBetter Never StopsJTF MarketingBOPP Show less

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  BOPP Payments

  Oct 2020 - Jun 2021

  Marketing Manager

  BOPP is a Fintech start up which offers an app which will transform how British businesses and Not for profit organisations receive payments from clients. Forget card transaction fees and waiting days for funds to clear. Thanks to open banking rules, BOPP let's you send a secure paylink via email or messaging app, or display a unique QR code which includes the payment details. So, with just a few taps, a client can make an instant and secure bank-to-bank digital payment.At BOPP I managed the hands-on tactical marketing activities and worked closely with the Sales Director to identify and target new audiences. I also undertook extensive GDPR training. Show less

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  JTF Marketing

  Nov 2020 - Apr 2021

  Marketing Manager

  JTF Marketing are an agency of talented Marketo experts who provide implementation, consultancy and training on the Adobe Marketo Marketing Automation platform. I helped JTF increase their brand awareness and grow leads through digital campaigns.

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  Bright

  Jul 2021 - Feb 2023

  Senior Marketing Manager

  I took the lead on client projects, formulating marketing strategies with a focus on delivering tangible outcomes. I led a specialist hub team to execute hands-on implementations to achieve overarching business goals including lead generation, brand awareness and social connections. My portfolio included diverse client accounts, ranging from a digital transformation consultancy and SaaS, to Reg Tech and Prop Tech, as well as a global leadership development company and the British Medical Association.Responsibilities and key achievements:-As an agile marketing practitioner, I leveraged sprint cycles, reviews and retros, data-driven insights and experimentation to drive short term wins and support long term success.-I directed hub teams in aligning with agile marketing principles, employing data-led, insight-driven experimentation to continually test, learn, and iterate to meet client marketing objectives. This encompassed strategic planning and tactical implementation of digital marketing initiatives aimed at amplifying brand awareness and generating leads.-My responsibilities extended to effective account management and engaging stakeholders, ensuring a seamless integration of strategies and actions to meet and exceed client expectations.Responsibilities included:-Marketing strategy-ICP/Persona development-Developing insight-driven marketing campaigns-Managing multi-channel MQL demand generation and brand awareness campaigns-Website management-Experimentation activities-Working with internal teams and external partners to ensure projects delivered on-time, on-brand, on-brief and on-budget-Reporting and data management (Hubspot)-Stakeholder management Show less

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  Merchant Agency

  Mar 2023 - Nov 2023

  Marketing Manager

  I took leadership of the strategic rebrand to elevate Merchant as a strategic growth consultancy, driving awareness and lead generation as a result of a new marketing strategy and tactical implementation.Responsibilities and key achievements:-Developing a compelling new company proposition and executing a transformative rebrand, including the launch of an impactful new website within 3 months.-Crafting and executing demand generation campaigns driving over 80 B2B content downloads within 2 weeks.-Executing social selling campaigns to drive 190% increase in LinkedIn connections.-Establishing a streamlined Hubspot CRM system and associated processes.-Increased engagement from the management of thought leadership content creation, social media, social selling and marketing automation.-Working with the sales team to identify prospects and support outreach. Show less

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  Bright

  Dec 2023 - now

  Head of Marketing

  Leading Bright's marketing to drive brand awareness and growth.

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  Hybrid Legal

  Jan 2024 - now

  Marketing Consultant

  Helping disruptive law firm Hybrid Legal to reach and support more marketing and tech agencies, so that when the time comes to sell, agency owners can secure the highest potential value.