Victoria Caffyn

Experience

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  Avios Group Limited

  Sept 1999 - Dec 2002

  Marketing Manager

  This was a multi-channel marketing role, developing the Air Miles (now Avios) brand and communication channels ATL and BTL (including new media) and leading activities across the business to deliver commercial objectives and drive change. Responsible for:• Digital strategy including developing the website as a viable consumer alternative to the main direct-mail driven call centre operation, to drive member recruitment and account activity, improve communications effectiveness and reduce operational costs.Developing e-CRM• Commissioning market research to understand customer requirements and opinions• Monitoring and analysing web use and recommending improvements Show less

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  AHDB - Agriculture and Horticulture Development Board

  Dec 2003 - Aug 2007

  Marketing Manager

  DairyCo (now part of ADHB) was the levy board for the farmers of Great Britain. This new role aimed to improve the image of and long term demand for dairy products through managing strategic and tactical initiatives across the industry, including:- Naturally Beautiful advertising campaign targeting teenage girls to increase dairy consumption (secured £1.5m EC co-funding). • Encouraging collaboration, investment and support from commercial partners and EU by building and managing key relationships along supply chain• Defining and managing data and research requirements to bridge knowledge gaps, deliver consumer insight and define target segments to guide investment in communications• Helping to define consumer messages from new science and actively disseminate these across industry to ensure consistency• Management of trademark and licensing issues Show less

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  Isklar

  Dec 2007 - Dec 2008

  Marketing Manager

  Launching a new Norwegian bottled mineral water into the UK market. This interim role covered maternity leave and involved managing colleagues and suppliers internationally as well as in the UK.Responsible for:• Agency management to develop and deliver UK launch campaign• Sales promotion - development of trade collateral to support sales team• NPD - range development and brand architecture strategy, new SKU development

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  COI - Central Office of Information

  Jan 2009 - Mar 2010

  Senior Account Manager

  Interim role at The Central Office of Information (COI), formerly the government's marketing and communications specialist hub. The Client Account Team managed agencies on behalf of clients to deliver a wide range of marketing and communication projects. • Responsible for project management/delivery of high value integrated communication campaigns, acting as the single point of contact for the client, coordinating internal colleagues and external agencies.

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  Carphone Warehouse

  Aug 2010 - Dec 2012

  Senior Marketing Manager - Geek Squad

  • Responsible for the strategic marketing comms planning and implementation for all Geek Squad services in the UK and brand management for the UK and Europe, across retail, online and social media channels. • Line management of the brand team and matrix management of digital, email, retail and PR colleagues• Ensured FSA Compliance requirements met for all insurance-related marketing communications.

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  The Chartered Institute of Management Accountants (CIMA)

  Jun 2013 - Mar 2017

  Strategic marketing lead for commercial products and services to deliver against KPI and revenue targets.- Global marketing lead for the Certified Global Business Services Professionals programme, generating £1m incremental revenue in first year. Created marketing strategy from scratch to drive B2B/B2C awareness, acquisition & lead generation / analytics; developed customer journeys and experience across all touch points; commissioned and conducted customer research to improve product experience. Managed external agencies to develop brand identity & sales collateral/assets, negotiated & developed global event sponsorship programme; used Google Analytics and Lead Forensics to analyse and drive digital campaign performance and CRM. - managed media sales agency to optimise revenue from key assets (careers website, trade publications, thought leadership and event sponsorship) - headed internal team to audit product & service portfolio to identify opportunities for NPD / innovation to drive revenue improvement, then developed global marketing plans to support regional implementation increasing global revenues by 20% (50% for key CPD product). - led analysis of B2B customer base to identify growth opportunities and develop commercial strategy- directed development of branding, proposition and UX for new SAAS product Show less Primarily responsible for developing and executing global marketing strategy to support sales teams focused on employer and tuition provider relationships and to deliver product marketing with commercial partners to drive revenue KPIs. - Beat targets by 40% and attained £2.5M in revenue using highly segmented approach to drive record level of exam entrants. Introduced personalised content marketing using email, text and social media to engage and encourage students. - Achieved 95% awareness of new syllabus and assessment changes amongst tuition providers: organised global product launch event and two-day conference in London, which provided the template for further events in Malaysia and Sri Lanka. Followed up with regional roadshows/toolkits, supporting collateral and digital CRM. Show less

  • Commercial Marketing Manager

    Jan 2016 - Mar 2017

  • Marketing Programmes Manager

    Jun 2013 - Jan 2016
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  BMI Group (Roofing & Waterproofing)

  Oct 2017 - Oct 2021

  Senior Global Marketing Manager

  Global strategic brand lead / internal consultant, supporting the C-suite, global functions and 35+ markets across EMEA and Asia. Creating brand and marketing strategies to drive awareness, acquisition and retention across key customer segments and their influencers. Partnering, coaching and collaborating on GTM, product and service propositions and martech solutions. Uniting colleagues across our geographies through brand evangelism and culture.- Created the BMI brand strategy and architecture, rolled out visual identity, assets & guidelines creating cohesion and unity across markets helping colleagues and customers understand the new proposition. - Key partner for Group Communications ensuring internal and corporate comms were aligned to and reinforced brand values & identity. - Owned Group social & content strategies, focused on landing BMI’s values, core products and capabilities and future vision with Key Account customers and regional employees to drive brand awareness and generate sales leads. - Led development of global marketing campaigns, uncovering new insights to improve development of Group product propositions/brands.- Collaborated with Group and regional colleagues to identify and introduce new digital UX & martech solutions (CRM, DAM, UGC platform, social media monitoring tool). - ESG champion. Delivered first Group sustainability report. Founding member of Women’s Leadership Network. Supported Leonard Cheshire internship programme. Certified Mental Health First Aider. Show less

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  Arup

  May 2022 - now

  Associate - Global Marketing for Cities, Planning and Design