Marketing / Web / E-commerce Specialist
I’ve been a web professional for over 15 years and specialise in several areas of digital marketing.
Social Media
Using my creativity and wider digital marketing experience, I am able to create impactful contributions to social media projects. In my previous role, I created the content for numerous campaigns, and for platforms including Facebook, Twitter, YouTube, Reddit, LinkedIn, and email.
At Love Brewing we used a mixture of outsourced Social Media agencies, and later this was fully in-house. As part of the management team we collectively decided on strategy, and I would create the concepts, text content and often the graphics. I fully owned the YouTube channel, and filmed / edited their various promotional videos, shown further down.
Example Campaign: ‘Spiritworks Artisan Flavouring’ Products Launch
These flavourings are an own brand product. I created the product labels, conceived the idea of a gift box, worked with a supplier and once prepared, took and edited the photos for the website. This included several landing pages to promote on our socials.
For the promotion, we filmed a video, which I edited and posted on YouTube (shown in the video section below).
Our brand new range of gin flavourings is here!
Simply add these great flavourings to the base spirit you’ve created, and it will create a delicious gin. Give it a whirl and liven up your gin making experience.
https://shorturl.at/zVX47
#ginflavourings #ginbrewing #ginlovers #homebrewing
Give the gift of Christmas Spirit with our new gin gift boxes!
Each box comes with five flavourings to try. Choose from fruity mix, classic mix, vodka mix, and get creative!
https://shorturl.at/zVX47
#homebrewing #ginlovers #christmasgifts
Email Marketing
At my previous role at Love Brewing I handled all aspects of the email marketing to a database of over 100,000 customers. This audience would receive a mixture of newsletters, promotions and special offers. To achieve this I setup a number of automated flows to create audience segments, and send emails automatically based on their behaviour and specific metrics. For example, a customer who bought X would receive a cross sale promotion after Y days. Conditions were added to avoid excessive emails being sent, also using the software’s built in ‘smart send’ feature and checking if they had already received the email before, and that they were not suppressed, etc.
These flows created a lot of good quality returning visitor traffic, on top of that created by our one-off campaigns that would go to a wider, less targeted audience of subscribers. Klaviyo was the software used, but I have also worked with Mailchimp, Campaign Monitor, and handled email marketing for several of my previous employers, for clients such as St. Tropez, Menzies Hotels, and a number of Trade Associations.
Web Design / Development
My entry to web development was via Adobe Flash. I enjoyed creating animations and motion graphics. I moved into front-end web development for about 10 years. I was an early adopter of responsive websites, and at the forefront of this emerging technology, before it became the standard way to ensure a good experience across all devices.
Front-end work allowed me to use my creativity, and focus on the user experience and interface, rather than the data. I worked closely with other designers, marketing and the clients themselves. This helped me to understand websites from every angle, and how to create content that works best for the visitors, and optimised for bots, crawlers and general SEO best practices.
I also use this background to communicate effectively with developers of the sites I work on, and to make realistic requests, to make efficient use of their time.
Before and After
One of my first tasks at Love Brewing was to appraise and start to improve the website. At the time it was outdated, unattractive, hard to use and full of bugs. It also did not work well on phone or tablet. My web background helped me to quickly identify the main issue to address, and improvements that could be made. Subsequently we replaced the website with a new one, and I was key in setting this up using modern standards, working closely with outside developers and our account managers. This was achieved on-time and just before covid lockdown, which was boom time in the industry, which we were able to capitalise on.
Graphics and Content
I’ve use a wide variety of software to create web graphics, and occasionally for print. I primarily use the Adobe Suite and my knowledge of web standards to create different formats for things like banners, promotions and adverts. I am also an effective copy writer, and was recently graded as ‘highly proficient’ by Indeed’s language / grammar test.
For Love Brewing I was responsible for all website copy and content, including landing pages, promotions and communications.
For the below I created the graphics, but also designed the packaging.
E-Commerce
I have used many platforms, and handled all aspects of e-commerce. I have built sites from scratch using Shopify, and extensively with Magento. I have managed every aspect of administering products, categories and promotions. This includes product images, data, sales, related products and cross selling, landing pages, and creating engaging product copy.
For Love Brewing I also created a new section for the site which was FAQs. This covered off the questions people had with the site, products and ordering. Creating this reduced the amount of queries we would need to manage via our ticketing system, and removed many barriers to ordering.
Project Management
My extremely well organised nature, and attention to detail makes me an excellent project manager. I have been given this responsibility for numerous business critical projects. I have used several planning software programs including Basecamp, Monday and Jira.
- The migration of a Magento 1 website to Magento 2
- The integration and setup of a new affiliate marketing program
- Upgrading the WordPress site and its extensions
- Overall management of the website, bug fixes and planned work
Advertising
At Love Brewing, we brought the advertising in-house from an agency. This was to reduce costs and because I felt I could improve on what had been created.
I spent a week or so auditing the existing adverts, groups, budgets and settings. I then implemented an improved strategy by:
- Writing engaging advert copy and headlines
- Using the new responsive advert types to let algorithms create the best combinations
- Setting up dynamic adverts to create them based on existing website content and landing pages
- Adding carefully chosen keywords, negative keywords and keyword matching types. This also avoided wasted advertising spend.
- Added a third party CSS instead of Google’s own (changing a percentage based cost into a flat fee)
- Reduced PPC costs by eliminated an error where they were bidding against themselves by having two feeds with similar products
- Setup and managed the shopping channel, setting the best strategies.
- Setup various display campaigns, again using responsive / adaptive tools and testing alternative graphics.
For all of the above I constantly monitored, reported and tweaked the content and settings to maximise our sales, further reduce costs per acquisition, and get the best possible return on investment.
As well as Google, I setup and managed in a similar way, the Facebook adverts, Microsoft Ads, and the affiliate program mentioned elsewhere.
Video Production
I have used the Adobe suit of products for many years, and have filmed and edited many videos, including those below. I also recorded and edited the audio, including the voice overs and background music. I am familiar in modern video techniques, emphasising engaging content with minimal introductions and can match video formats to platform specifications. For Love Brewing, I owned and improved the YouTube channel, and increased its subscribers from around 8K to 14k.
I am a musician, and I make regular use my audio production skills. For videos, and for music projects. Two of my songs have been played on BBC Introducing, and one of my orchestral pieces was recently used in an independent short film about climate change.
Thanks for reading my portfolio.
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