Senior Marketing Consultant, Digital Marketing Lead at Pilote Media : 2008 – 2013
In 2008, I established Pilote Ltd as a vehicle for my digital marketing and marketing consultancy work. The strap-line for Pilote was Sport, Marketing, Technology and Pilote was chosen as a name as many of the target clients were in motorsport, yacht racing and aero-sport – all activities with pilots.
Clients included: Abarth UK, Linkdex, Terra Three (Adidas Sailing), OC Sport, Gala Coral, Ladbrokes, Senator Security, WMS, Stuart Bannatyne, Aquitude, Quiet Riots, Ruby TV, LifeHub, RocksandWaves, SB:MKTG
Several projects became full-time roles, embedded in the client’s business.
Head of Digital – Abarth UK (2011 – 2012)
In 2010, I worked as Head of Communications for the Abarth 500 Trofeo GB – a one-design motor-racing series in the UK. The role included digital communications as well as traditional Press Officer responsibilities (Press conferences, press releases, driver media management, sponsor communications). As a result of my work on the racing series, I pitched Abarth UK to run the digital program for the brand.
In 2011, Abarth UK’s only online presence was a corporate brochure-ware website with no CMS capability. I created a strategy that included the creation of a blog, social media presence and SEO with the dual goals of brand awareness and driving foot-fall into dealerships for test-drives.
In 2012, Abarth launched a Europe-wide marketing campaign called ‘Make it your Race, a kind of reality TV, talent competition. I supported this campaign through an integrated digital campaign across social media, search and print.
I was also responsible for several brand-ambassador deals for Abarth in Sailing and Aerobatics.
Interim Marketing Director – Linkdex (2010 – 2011)
Influence Finder hired me initially to advise on their brand and marketing strategy. As the company geared up for launch, the role became full-time. During my time with the company, I managed the re-branding exercise from Influence Finder to Linkdex.
Created 3 year marketing plan for the Board which included private and institutional investors.
Managed the Corporate Identity creation process including briefing designers. Produced Brand Guidelines and brand assets including stationery, office environment, trade show materials and online assets including website and promotional videos.
Collaborated with Head of Product and CTO to develop product roadmap using customer feedback, competitor and trend analysis.
Produced collateral and materials for sales team and affiliates to use online, at trade shows and exhibitions. Included print, video, podcast and webinar content.
Integrated CRM and Social Media for Customer Service team. Developed training assets including video, webinars, presentations and e-books.
Managed agency and 3rd party relationships including 2 PR agencies in the USA and UK and promotional joint-venture with Alexa.com and affiliate programmes.
Designed and Managed display and PPC online advertising campaigns for multiple audiences in multiple markets. Used micro-targeting on social platforms including advertising campaigns on Facebook, YouTube and Linkedin.
Managed the Company’s social media presence including CEO and Head of Product profiles.
Worked with bloggers, brand ambassadors and other content producers to create and distribute content on multiple platforms.
Responsible for regular reporting to management team and board using Analytics and other tools.
Publisher / Editor in Chief – Dark Blue Book (2009 – 2013)
Product Architect – Quiet Riots (2008)
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