Campaign Management and Lead Generation

From B2C to B2B, I have been responsible for the planning, media buying, managing and delivery of many regional and national campaigns. Taking an omnichannel approach to the media mix, integrating online and offline, influenced by data, UX and route-to-market strategy.

Portfolio: Award-winning postgraduate campaign

Working alongside a creative agency partner, a new approach and focus were required to grow postgraduate recruitment.

Concentrating on the reasons for undertaking a master’s and the values of the institution, we created a campaign to influence a new perspective. Encouraging all that interacted with it to find the big picture in the fine detail.

Utilising market insight from the Digital Project a new, thought-provoking creative was devised to tackle the issues facing society and the wider global zeitgeist. Empowering and inspiring individuals through storytelling.

Designed to work on multiple media channels, the creative was designed to stand out from the usual campaigns created in the sector.

With only 2 weeks to deliver, working with our creative partner, I oversaw the market research, project management, and media buying for the campaign.

Together, we were able to increase brand awareness and applications for postgraduate courses. Achieving a significant ROI.

The project was submitted and won Gold at the 2017 Heist Awards for the best Postgraduate Recruitment Campaign (pictured).

Portfolio: Lead generation

Rebuilding customer journeys for premium retailers, increasing applications for courses, or generating interest for new product launches, I have taken the route-to-market approach for maximising lead generation.

Analysing past performances, targets, campaigns creatives and media mix, I have successfully grown leads in a number of industries. Whether this was from optimising the content on webpages, to devising a new sales approach at exhibitions.

For the Clearing 2020 campaign, through an integrated, data-driven, approach, the campaign achieved a 2.46% increase in UK applications compared to the previous cycle, and this is within the context of a lower age demographic. Continuing this success in 2021, instigating a brand-led approach contributed towards a 15% increase in undergraduate applications (nearly 9% more compared to the sector) and a 49% increase for postgraduate.

What can you do for me?

If you’re looking for a campaign manager, or for someone to help inspire a new creative direction, get in touch. Don’t just take my word, check out my LinkedIn recommendations.