Areas of expertise

Creative Strategy
Innovation and development

New concepts and ideas, creative thinking, linking promotions to social events.  Competitor analysis, focus group research.  Advertising strategies based on market sector analysis.

Marketing Strategy
Industry Expertise, driving profitable growth

Ensuring a strong knowledge of management information, competitor research, market conditions, product knowledge and price positioning.  Currently working with a SOSTAC planning system to identify current situation, objectives, strategy, tactics, actions and controls.  

Brand Awareness
PR, communications, advertising, promotion and events

Creating a high brand equity to gain customer trust and positive associations.  Working toward a solution based approach.  Writing high quality content and copy for various channels including email campaigns, website, brochures, flyers, internal communications and creative briefs.  Heavily involved in creation of press releases and case studies with external agencies.

Full Event project managment from research of suitable events, planning, promotion, artwork and literature, lead generation and ROI reporting. 

Digital Presence
Digital Presence
Digital Presence
Website, SEO, PPC and Social Media

Various website re-designs from developing brief to design guidance, content written based on SEO strategy, creating and executing the promotional and communication plans following launch. 

Social media strategies created and executed dependent on social platform and target audience.  Plan includes content, imagery, key messages, promotions and paid advertising.  

PPC regularly reviewed and worked upon based on monthly Google reporting performance.  Ad campaigns linked to promotions, product launches and geographical regions.  

Data & Analysis
Segmentation, ROI reporting

Data selection through CRM and lead generation software, customer segmentation - creating and executing strategies and programs for new, retained and reactivated business.  Developing lead nurturing and generation through lifecycle communication and segmentation campaigns. 

Responsible for monthly reporting to board of directors of marketing activities and ROI acheived.  

Digital reporting on website performance through Google Analytics and Moz, Google AdWords based on performance and ROI, Social Media reporting based on engagement and success of paid advertising and Email marketing reporting measured by CTR's and engagement and also undertaking regular A/B split testing to continually improve results.  

Offline campaigns (print, direct mail, events and exhibitions) measure MQL's through CRM system.  Using ROI campaign calculators to determine suggested investment and possible outcomes of campaigns to make well informed decisions.  

To see more or discuss my experience, let's talk >>

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© 2019 by Danielle Thorpe
 

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