Adam Kennedy

Experience

• 

  Healthy Direct

  Nov 2004 - May 2008

  Oversaw a site overhaul with incremental, fundamental site improvements thereafter (i.e. search tool tip, mini-basket, add-to-basket pop-ups, out-of-stock messages). Continued to ensure best practice across disciplines with regular conference, seminar and exhibition attendance and constant testing, analysing, tweaking and re-testing. (i.e. PPC day-parting, trialling incentive schemes and offers for affiliates, landing page testing etc) Managed and maintained Healthy Direct’s website and online marketing channels using the CMS and relationships with suppliers in various fields (i.e. PPC, SEO, affiliate, site development, emails, and analytics ). This unique, integrated role covered both on- and offline marketing activity including: copy-writing for catalogues, emails, OTP adverts, websites; liaising with external agencies (PPC, affiliate, SEO, email, catalogue design, print buyers) and reporting on these channels where applicable. In this year alone, the company's online sales grew from 4% of the business to 25%.

  • Ecommerce Manager

    Jul 2007 - May 2008

  • Marketing Executive

    Sept 2005 - Jul 2007

  • Marketing Assistant

    Nov 2004 - Sept 2005
• 

  Healthspan

  May 2008 - Mar 2010

  - Maintenance of main Healthspan website along with three sub-brand sites (Nurture, VetVits and Healthy Direct – now absorbed). - Continued site improvements (concentrating on usability to cater for 55yrs+ target market). - Management of acquisition (search, affiliate, social) and retention (email, social) campaigns in an integrated and co-ordinated approach with offline activity (i.e. catalogues and press). - Recruiting, building and re-structuring the team of five direct reports, applying existing resources more effectively; - Orchestrating quarterly supplier ‘e-summits/think tanks’; - Collating reports and analysing and sharing insights (across all online disciplines and Healthspan brands) with the Board, other depts. and suppliers. Mostrar menos

  • Head of Digital Marketing

    Nov 2009 - Mar 2010

  • Ecommerce/Digital Marketing Manager

    May 2008 - Nov 2009
• 

  Syncro Health Limited

  May 2011 - Feb 2012

  Digital Director

  - Reported directly to CEO/Board with site KPI reports (sales value, sales volumes, conversions, bounce rates, unique/total visits, clickthrough rates); - Digital marketing and nutritional supplements industry authority;- Hands-on role (as sole Guernsey-based employee), responsible for all aspects of the site and online comms i.e.o Email marketing schedule (for weekly transactional and monthly newsletters), copy-writing, template layout and ultimate sign-off;o Maintained and managed site, website copy/SEO, blog;o Managed relationships with India-based designer and UK-based CRM, SEM, display and web development agencies;• Disposable annual budget of £750,000+ (weighted towards paid search, CRM/email marketing, site development and display). Mostrar menos

• 

  Genting Alderney

  Jan 2014 - Jan 2015

  Acquisitions Manager

  Key Responsibilities:Reporting to Head of Marketing with weekly/monthly site KPI reports (registrations, deposits, reg-to-deps, cost per deposit); Managed a team of three across social media, affiliate and search marketing; Managed the relationship with our UK-based paid search agency.Achievements:Kick-started PPC for our sportsbook product with a successful campaign around the Cheltenham Festival. Facilitated a new multi-channel acquisition offer with only a few days notice. Launched a new project to improve the website reg-to-dep conversion funnel. Mostrar menos

• 

  IEB Trading Limited

  Mar 2015 - Jan 2015

  Customer Acquisition Manager

  Key Responsibilities:Paid search (PPC and Product Listing Ads - PLAs), affiliates, marketplaces (eBay and Amazon);Two direct reports;Creating and distributing daily acquisition dashboard covering core site and acquisition KPIs (new customer sessions, orders, CPAs, revenue etc broken down by device and product categories); Weekly trading presentations with senior management team. Achievements: Oversaw the pitch process for and appointment of a new SEO agency; Sourced a Google partner to help us improve our PLA performance (key outcomes being reduced ad disapprovals and implementing merchant promos); Trialing Gmail Sponsored Promotions;Introduced Facebook Advertising Mostrar menos

• 

  Healthspan

  Jan 2016 - Sept 2018

  Key Responsibilities: 6 direct reports; technical SEO provision (working with UK based agency); online copywriting; content strategy champion; digital insight reports; campaign execution (supporting print material, emails, social, PR and PPC activity); on-site enhancements to address ailing conversion issues; addressing pain points with the site and proposing and overseeing improvement projects. Achievements: Overseeing all content mapping, transfer and provision in time for new site launch despite a short time frame, limited resource and in lieu of a CDO; on-boarded a content strategy agency; multiple multi-channel campaign executions over two years, including facilitating the digital elements to support the launch promotion for NutriCoach (suite of products for personalised nutrition). Mostrar menos Key Responsibilities: Returned to Healthspan to oversee/facilitate transition of Healthspan's digital office in Bristol to the Guernsey headquarters.Worked with multiple digital partners across key channels to maintain digital output in lieu of available staff/skills.Now largely responsible for online content and SEO - working with a UK-based agency to deliver on technical SEO, link aquisition and ongoing content strategy.Achievements:Upon closure of Bristol office, lead the transition of Healthspan’s digital department from Bristol to Guernsey; integral in growing the local digital team from 1 person to 10+; Domain Authority grew from 44 - 51 in under 6 months through SEO/content strategy,Continued organic traffic growth YoY (up 38% at time of writing - March 2017). Mostrar menos

  • Head of ECommerce

    May 2017 - Sept 2018

  • Ecommerce Manager

    Jan 2016 - May 2017
• 

  Specsavers

  Oct 2018 - now

  • Senior Digital Experience Manager

    Jan 2022 - now

  • Web Content & UX Lead

    Oct 2018 - Mar 2022