Jan 1999- Feb 2005 

Marketing Communications Manager, Inchcape UK (http://www.inchcape.co.uk)

A senior role reporting to the Marketing Director for Inchcape UK working across a number of centralised marketing initiatives and with specific responsibilities for marketing sales via the internet and managing a core team.  Inchcape is an international automotive services group representing multiple manufacturer partners, offering a choice of channels to market and products for its retail customers, and a range of business services for its corporate customers.  Inchcape UK comprises Inchcape Retail, Autobytel, Inchcape Personal Finance and Inchcape Fleet Solutions.   

Key responsibilities:

• Defining customer proposition and brand management
• Setting marketing strategy 
• Campaign planning, management, and tracking
• Customer acquisition and retention 
• Budget management
• Agency management – website tracking, 3^rd party advertising, media buying
• Website development and management
• Overseeing Inchcape UK PR
• Team management – 7 inhouse agency,  1 PR executive, 1 marketing assistant 

Key achievements:

•  Project managed Customer Experience Programme to identify key moments of trust on car buying and ownership journey for Inchcape Retail.  Recommended series of changes to board to enhance customer experience; implemented customer satisfaction programme to establish baseline before changes put in and measure the impact afterwards. 
• Took Autobytel website (http://www.autobytel.co.uk) from start up to launch in 4 months.
• Increased online sales enquires for Autobytel by conducting extensive website usability study, analysing customer behaviour patterns and instigating prioritised programme of change.
• Developed ongoing customer acquisition and retention programme for Autobytel through on site registration, “refer-a-friend” scheme, email newsletter, regular competitions and surveys.
• Under affinity and affiliate programme set up microsites for The AA, AutoExpress and a bespoke white labelled website for Barclaycard.
• Created in-house studio to meet marketing needs of 60 franchised Inchcape Retail dealerships across the UK.  Delivered to plan in 6 weeks, including all hardware, software, departmental policy and procedure, recruitment, training, office restructure and advertising template set up. Significant cost savings to group.
• Established media code capture in call centre management software to assess R.O.I by channel in relation to enquiries received, leads referred and conversion to sale.
• Redesigned several Inchcape websites including Inchcape UK (http://www.inchcape.co.uk), Inchcape Retail (http://www.ir.inchcape.co.uk), in-drive (http://www.in-drive.co.uk) to market the business offering more effectively to consumers, and maintain Inchcape brand integrity 

May 1996- Dec 1998

Internet Product Marketing Manager, Addison Wesley Longman Publishing Group Ltd          

Responsible for setting up, developing and managing online marketing activities for all Higher Education division products. 

Key responsibilities:

• Worked closely with senior management to determine strategic development of Internet presence, providing strong editorial and marketing direction and policy.
• Training of marketing, production and editorial departments on marketing database.
• Regular reports relating to effectiveness of campaigns and developments to date. 
• Budget management 

Key achievements: 

•  Developed full brief for external web developers, designers, and database developers, and managed team to deliver 30 subject catalogues online within budget and on time. 
• Delivered supplementary material online, including development of companion websites for key list titles. 
• Creation of dynamic and timely magazine style web pages to support traditional marketing campaigns and supplement online catalogues. 
• Critical evaluation of existing interfaces on an ongoing basis.  Commissioned and project managed further development work on website including setting up of electronic mailing lists for all subject areas, conferences, exhibitions and booksellers databases to keep website updated. 

July 1994- April 1996

Marketing Executive and Medical Rights Executive, Longman Publishing Group Ltd

Planned and implemented the promotion and sale of rights in medical titles to appropriate licensees in designated markets abroad.  Directly responsible for one member of staff.  Initiated and co-ordinated marketing activities for Pitman Advanced Mathematics list and Longman journals, within Higher Education division.  Responsibilities included copywriting, proof-reading, briefing designers, production of leaflets, catalogues and advertisements, researching and buying appropriate mailing lists, management of budget, representing company at conferences and exhibitions, and making presentations at sales conferences. 

Key achievements:

• Increased subscriber base of all journals through successful marketing campaigns.
• Project managed web developers and designers during pilot project to establish internet presence featuring the first ever online catalogue for the division and Addison Wesley Longman Europe as a whole. 

Sept 1990- Sept 1993        

Teaching English as a Foreign Language

Worked in Spain and England for Inlingua, The British School and Kent Language and Activity Courses 

EDUCATION AND QUALIFICATIONS 

Sept 1993-June 1994       

Distinction:  Postgraduate Diploma in European Business Administration, University of the West of England       

 Key modules:  Marketing, European Strategic Management, European Business Environment and specialised French/Spanish

1986-1990                

2.1 BA Honours Degree, English Literature and French (Philosophy subsidiary), University of Wales College of Cardiff

1986, GCE A Levels, Chosen Hill School, Churchdown, GLOS: 

English Literature (B), French (B), Art/History of Architecture (A)

1984, GCE O Levels, Kesteven and Sleaford High School For Girls, LINCS:                       

German (B), French (A), History (B), Physics (B), Mathematics (B), Art (A), Biology (A), English Language (C), English Literature (C)  

ADDITIONAL SKILLS AND QUALIFICATIONS 

• Technical skills: Microsoft Office, Quark XPress 5.0, MAC 9.2, MAC OS X, hand coded HTML, Adobe Photoshop, Fireworks, Adobe Acrobat, FTP, Principles of Project Management (Learning Tree International), Microsoft Project, Joomla content management system, Zencart
• Fluent written and spoken French and very good command of the Spanish language. 
• Full, clean driving licence. 
• Holder of the Philip Tylerstown Philosophy Scholarship (awarded as an undergraduate).