gourmet society
Strategic brand, digital and marketing management of the Gourmet Society product marketing following the acquisition and merger to The Dining Club Group in 2015.
the UK’s largest dining club’s classic brand, Gourmet Society, membership gives 25% off total bill including drinks at restaurants, including Café Rouge, Bella Italia and Chiquito.
lead the innovative re-brand and marketing strategy for 2015/16, and created the future 4 year growth plans for product, relationship, engagement, loyalty marketing and lifetime optimisation.
BRAND STRATEGY.
responsibility of the strategic brand direction and differentiation from tastecard.
insight, planning and delivery of digital and marketing.
budgetary management and performance ROI.
new product marketing and digital project approval and implementation.
acquisition, engagement, loyalty and retention membership campaigns.
improved the marketing relationships with key restaurant chain partners to encourage member brand loyalty.
effective A/B engagement campaigns such as 7-day validity and changing the offer to 50% Off.
MaRKETING.
increasing brand awareness across the UK using effective segmentation, targeting and communications.
including tone of voice and guidelines based on consumer insight and responsiveness.
development and optimisation of marketing channels including Web, SEO, PPC, Social, Email, CRM, Mobile, SMS and Affiliates.
reacting to marketing, digital and consumer trends for maintained high performance.
DIGITAL.
improving the UX and marketing of the brand’s app.
user behaviour tracking and encouraging digital card usage to track member spend and savings for use in CRM personas.
implemented the digital membership in app, and mobile carrier billing via Fonix Mobile solutions.
launched member communication campaigns to promote new brand and digital product announcements.
integrated TrustPilot reviews into the website UX and digital communications, improving star ratings.
SOCIAL & PR.
lead strategic decision maker for annual PR strategy.
managing the PR Agency independently.
planner for brand video content and events.
achieving Tier 1 coverage consistently.
achieving engagement KPIs for both acquisition marketing and conversion rate to members.
improving retention of memberships by effective product marketing to reduce cancellation rate.