tastecard
successful brand, product, digital and restaurant relationship marketing strategist.
building the tastecard brand to its success during 2012/16, £20m to £140m.
the UK’s largest dining club’s heritage brand, tastecard, entitles members to 50% off or 2 for 1 discount at top restaurant brands including PizzaExpress, Ask, Zizzi, Prezzo and thousands of independent restaurants.
lead strategic senior planner and marketer of the innovative brand and marketing strategy to level up in 2015/16, and for the future 4 year growth strategy for product, relationship, engagement, loyalty marketing and lifetime optimisation.
BRAND.
responsibility of the strategic brand direction and forecasting.
insight, planning and delivery of digital and marketing.
budget management and performance ROI.
new product marketing and digital project approval and implementation.
brand innovator of tastecard+ affiliate platform.
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 by geo location.
MaRKETING.
developed the ecommerce and marketing department, from externally resourced and BAU campaigns, to internally operated by recruiting a well-structured team across all brand disciplines.
creating tactical campaigns, implementing marketing operations and internal communications at pace and scale.
planning, managing and delivering Board strategic marketing projects.
directing the marketing communications and project from concept through to creative, integration and implementation.
reporting highly effective ROI and strong profit margins.
DIGITAL.
development and optimisation across digital channels including Web, SEO, PPC, Social, Email, CRM, Mobile, SMS and Affiliates.
created tastecard+ members only loyalty platform for increased revenue.
continually reacting to marketing, tech and consumer trends for maintained high performance.
management of the creative and website teams to ensure that all digital and marketing communications are brand aligned.
enhanced member communication campaigns to promote new brand and digital product announcements.
integrated TrustPilot reviews into the website UX and digital communications, improving ratings from 1 to 7 NPS.
APP.
product owner and launch marketing for the tastecard app.
improving the UX and marketing of the app.
building engagement with the app and reporting insight of digital membership usage by members.
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 increasing usage by 30%.
EMAIL / CRM.
planning, content creation and implementation of HTML/mobile responsible email campaigns to increase the retention of existing membership data.
including newsletter, new restaurant alerts, brand partner exclusives and product communications, increasing engagement with annual and monthly members.
high visibility bespoke email campaigns to convert trial members to annual members by implementing triggered and automated programs.
developed the email marketing acquisition function through segmentation, targeting and personalisation to increase the conversion rates and ROI.
created CRM member personas, queries created by member type and engagement level, targeting by geo location and demographics.
SOCIAL / ADS.
social media activity to increase and engage with fans and followers.
tasteblog including sourcing restaurants for blogger reviews, plus guest blogging and social influencers.
brand visibility/engagement campaigns to increase trial acquisitions and conversions.
optimising and management reporting on social media paid campaigns based on a CPA/LTV model.
manage PPC, video and display advertising strategy.
building and optimising campaigns/Ad Groups to drive conversions to max CPA.
CREATIVE PR.
engaging creative content that gave an immersive experience for tastecard members.
collaborating with food influencers and VIPs.
influencers.
initial marketing leader launching the social media influencer strategy.
predicted the exponential growth of social media platform Instagram and the value to tastecard.
IRL / PR Strategy.
managing the PR agency independently, planning creative concepts and high volume AVE campaigns, achieving Tier 1 coverage consistently.
planner for brand events, the highlight being the tastecard 10th Birthday Party.
celebrating the brand success with the tastecard family and influential VIPs.
exceeding social media view expectations.
400% increase in revenue DURING
4 years, to 4m ACTIVE members.
key involvement in the business acquisition and merger.
created the dining club group brand.
successfully improved existing and implemented new marketing and digital strategies.