Paul Strudwick

Steamer Trading is the UK's largest independent cookshop. Reporting to the CEO, I am responsible for leading the brand and CRM strategy plus the development of large scale retail programmes both online and offline. - Lead, manage and develop a high performing Marketing Team of 5 across Online, Creative, Offline Marketing & PR.  - Hold responsibility for the development of the Marketing Strategy, both direct-to-customer and in-store, whilst ensuring that the brand message is consistent across all customer touchpoints, as well as being commercially focused to drive revenues.  KEY ACHIEVEMENTS - Customer database built and insight driven CRM programme implemented. - Active customer segment grown 120% year-on-year & orders per customer increased in every customer segment. - 45k customers reactivated in 2017.  - Optimised the email channel and delivered revenue +140% year-on-year. - Loyalty scheme launched reducing number of days between purchases by 98% - Launch of multichannel customer acquisition campaigns for the first time. - Social Media Strategy implemented and monthly PR programme launched. - Development, roll out and guardianship of new brand bible.

Playing a key role in executing the global company growth plan I am responsible for the management and development of the Email and Social Marketing teams. This includes: - Planning and execution of annual marketing plans which drive email KPIs and meet the commercial requirements of the business. - Liaison with key business areas including B&M, Acquisition, Web, and Creative to ensure marketing plans are optimised to meet shared growth plans and benefit the business as a whole. - Development of social media strategy to increase customer engagement and brand equity. - Monitoring and reporting on email KPIs and ownership of our test and learn plan to ensure continual campaign optimisation. - Working with the email service provider to deliver and optimise all trigger and lifecycle email programmes. - Working closely with data agency in leveraging data modelling to ensure customers are targeted with the most relevant message. - Implementation and guardianship of the CT brand values/guidelines across email, social, and copy. - Growth of emailable database and social media contacts. KEY ACHIEVEMENTS - Launch of commercially effective personalised email programs including Welcome, After Order Care, Re-engagement and Birthday. - Roll-out of Abandon Basket triggered based campaigns to drive online conversion – delivering revenue of c£45k per month. - Test and learn programme which delivered improvements across all email KPI’s - Reduction in unsubscriber rate worth £150k per year - Substantial growth in followers and engagement across all social networks

Responsible for devising and implementing the content communication strategy and tactical marketing campaigns for Sky TV. - Planning and execution of annual marketing budget (circa £18m) to drive consideration of Sky's entertainment channels, through both on-air and off-air channels including TV, Outdoor, Digital (PPC, VOD, Display, Social), and Radio. - Thorough performance evaluation and market research to ensure customer insight was reflected and all campaigns were fully optimised. - Implementation and guardianship of the Entertainment brand values & guidelines across all routes to market. - Prioritisation and communication of all upcoming TV content to the entire business to ensure synergy in communications and leveraging the correct content that will drive desire for Pay TV. - Management of our portfolio of Partner Channels (MTV, Discovery, Disney etc) and worked in tandem to deliver effect joint branded marketing initiatives.

Reporting to the Head of Customer Sales, responsible for the planning and delivery of all product upsell and cross-sell communications to Sky’s 10m customer base. - Fixed marketing budget responsibility for £10m - Planning and execution of multichannel campaigns across Direct Mail, Press, TV, Inserts, Door Drops, and Digital (Email, PPC, Display, Affliates). - Delivering 500k annual upgrades for Sports, Movies, SkyHD and Broadband - Management of both Creative and Media agencies. - Led the team in leveraging data modelling and decisioning tools to ensure customers were targeted with the most relevant message.

As Marketing Manager within the Customer team I was responsible for maximising the value of Sky’s current customer base by increasing product holding through a variety of marketing activity. This included: - Responsibility for executing marketing communications across multiple media; DM, print ads, DRTV, outbound telemarketing, media inserts, door drops, online and email. - Creation of annual plans using prior campaign learnings around pricing, timing, audience selection and natural cyclical customer behaviour etc to effectively drive communications and sales. - Management of agencies to deliver effective creative work and optimise media plans to drive efficient cost per response and return on investment. - Management of 1 Direct Report.

As Marketing Manager within the Acquisition team I was responsible for the 2 largest direct media channels; TV and Press - Management of 2 Direct Reports - Strategic planning and budgetary control of the Broadcast Media channels to drive a high volume of cost effective sales of Sky TV, Sky Broadband, Sky Talk and Sky+/Sky+ HD - Responsibility to ensure testing strategies were in place to achieve maximised results for campaigns. Developed testing and roll-out plans for message/creative tests, new formats, channels, title/channel selections. - Measurement of results, regular communication with the senior management team and recommendations for on-going improvement and optimisation of plans - Co-ordination with Brand team and wider Acquisition team to ensure seamless communication and creative journey ATL to BTL - Management of creative agency to lead strong and innovative creative development - Management of media agency and print suppliers to ensure optimised performance across all media routes to market

- Responsible for the planning and implementation of marketing campaigns to drive sales of Sky TV, Sky Talk and Sky Broadband through a series of effective direct marketing communications with specified targets and budgets. - Responsibility for initial creative briefing through to post activity performance analysis and optimisation. Prominent responsibility includes management of national and consumer press campaigns but also media inserts, door drops, tube card, radio and outdoor advertising. - Management of national press testing schedule. The results of which form the basis of all core direct marketing activity going forward.

- Management of subscription files for 9 key titles in the women’s weekly, sport and TV markets including Now magazine and Golf Monthly. - The production and implementation of innovative subscription marketing plans on an annual basis, which reflect the strategy and budget of the magazine title. - Direct marketing activity across a host of media, including: press advertising, online, telemarketing, events, and email. - Financial analysis of each marketing activity based on ROI techniques to support the financial forecasting for each title. - Responsible for sourcing 3rd party /partnership deals to expand the subscriptions business across own titles. - Management of subscriptions stands and sales at the Vitality Show 2006 from initial concept to completion including design of both stands and the employment and management of sales staff.