Manchester United
Global/UK marketing and digital strategy season 2018/19.
Insight, planning and implementation of this strategy for the Matchday VIP dining, Executive Club membership and Unicef Gala / Player of the Year Awards for the prestigious football Club brand.
QBR performance identified issues and proposed opportunities for building the Matchday VIP brand identity, for increasing revenue in target audiences and territories.
Leading and delivering brand marketing, digital and media through effective venue marketing team and agency management, in collaboration with Club directors, Ole Gunnar Solskjær and players, brand relationship and Old Trafford stadium teams.
BRAND STRATEGIC PROJECTS.
performance analysis of Season 2017/18 digital and marketing to create optimisation strategy for comms including;
email/CRM, web/mobile, SMS, social media, PPC/Display, affiliates, creative and IRL.
strategic planning and delivery of digital / marketing campaigns for Season 2018/19.
from Premier League fixtures launch and games throughout the season, optimising existing BAU tactics to drive Global reach, engagement and retention for highly effective ROI.
Man Utd consumer interest research, brand awareness, and planning for Kohler sponsorship agreement.
MatCHDAY VIP DIGITAL.
ecommerce optimisation project for Matchday VIP & Executive Club products.
integration of independent product websites into the Man Utd website.
ticketmaster CRO/UX project increased conversion rate of VIP package revenue.
increased Global data capture through acquisition digital marketing.
effective CRM and email marketing conversion user journey, to maximise ROI using automation and behavioural email/web interaction for increased engagement.
performance improved and ecommerce increased conversion rate by 50%.
MatCHDAY VIP CREATIVE.
brand identity and product marketing analysis.
to optimise the Matchday VIP creative strategy, and content marketing.
brand planning for tactical and localised campaigns by Fixture, and strategically by celebration, campaign or player.
this included video and photography strategy, shot in restaurants or during Premier Leagues games, with VIPs experiencing the dining in No.7.
created experiential proposals for bespoke Matchday VIP experiences by demand games and for the Player of the Year awards.
launched the social media marketing and social influencer strategy for Matchday VIP.
SOCIAL STRATEGY.
implemented social media strategy (paid and organic) for driving conversions.
Man Utd board approved social influencer strategic proposal for increasing Matchday VIP brand awareness.
marketing / content / creative lead for content collaboration with Global & UK celebrities, sports players and influencers attending games and experiencing No. 7 restaurant.
a first for the Club’s Matchday VIP product, this strategy increased revenue by 12%.
this strategy had succession into season 2019/20.
IRL / MEDIA PROJECT.
collaborating with Steven Bartlett, the founder of Social Chain and Global Influencer, for Channel 4’s the Secret Teacher screened project.
