London, England | New York, NY | Edinburgh, Scotland
Also known as: speaktorobster
With over ten years’ experience in marketing consultancy and strategic brand planning, my experience at developing and implementing strategies for some of the leading brands in the marketplace has fuelled fresh thinking – not just within the teams and agencies I have worked in, but across these agencies’ wide breadth of clients. I have a proven track record of successful strategies – both above and below the line, underpinned by customer focus with enhanced market intelligence and sales conversion as the core output. Comfortable working with TV as much as new media and direct, my skillset allows me to develop campaigns using the best media for the objective. As such I like to think of myself as part of the new breed of Direct. With a keen eye for emerging technologies, many of the digital commissions I have led have become industry benchmarks: mform.co.uk was the first whole of market mortgage search engine in the UK; the SPT consumer site delivers travel information across a wealth of user intuitive formats; new web tools developed for Scottish Enterprise allow businesses to learn about and access support in a manner suited to their needs. Ultimately, as a strategist I appreciate the need to drive alignment with consumer demand and expectation as opposed to creative or client preference and my track record proves my ability to deliver on this. I've a strong understanding of consumers, and the expertise to effectively and efficiently identify insight and market need upon which to build strategy and combine it with appropriate technological application. I take an energetic and direct approach to my work, and I'm a strong communicator – able to listen and respond effectively through appropriate tone-of-voice and empathy. I am confident speaking in public to audience large and small – regularly delivering presentations to industry, and I have extensive experience of client contact. Specialties STRATEGY & PLANNING - audience analysis - persona specification & exploration - brand: strategy, development, evaluation & development - strategic communications planning - qualitative research: design, implementation & interpretation INTEGRATED COMMUNICATIONS STRATEGY: - pay per click - email marketing / eCRM - affiliate marketing - online advertising: planning - virals: concept, development & deployment - mobile marketing - social networks - campaign metrics & measurement
