Skill set
Industry fields of expertise
Dawn-Marie in a few words
I have a strong background in B2B demand generation and both inbound and outbound marketing strategies, along with a proven track record of driving lead and customer acquisition for Technology companies.
For example, I was the Marketing Manager at Fintech Week London, a fintech event company and I developed a comprehensive demand generation and customer acquisition strategy, leveraging a mix of SEO, paid LinkedIn, organic social media, email marketing, influencers, referral marketing, PR, display, and print ads. Through my and my team’s marketing efforts, we helped the company achieve a 604% increase in revenue compared to the previous year, generating over £190k in event ticket sales.
I also collaborated closely with the CEO and sales team, executing a targeted lead generation plan, adding 213 new business leads to our database and converting 11% into the sales pipeline.
In my current role as the Campaign Marketing Manager at Ten10, a technology consultancy and Academy, I orchestrate comprehensive marketing campaigns aimed at driving Marketing Qualified Leads (MQLs) and nurturing them through the sales pipeline.
I collaborate closely with key stakeholders including the Head of Cloud/DevOps and the Managing Principal, to conceptualise, design, execute, and measure various campaigns.
These initiatives span a wide range of channels including webinar events, content syndication, email marketing, LinkedIn outreach, LinkedIn ads, and Google AdWords campaigns.
Additionally, I actively engage in brand-building exercises, working alongside the Head of Marketing and external suppliers to arrange and promote external events. Our strategic approach extends to industry events where we cultivate relationships with stakeholders and prospective decision-makers, positioning Ten10 as an authority in the technology space.
Experience
- Ten10Marketing ManagerDIGITAL & ITJuly 2023 - April 2024 (9 months)Leeds, United Kingdom
- Collaborated with an external supplier, leveraging their content syndication capabilities to drive lead generation initiatives that resulted in the acquisition of 50 in-market leads within two months. Collaborated closely with the sales team to develop and implement a targeted sales plan aimed at converting the acquired leads into valuable opportunities.
- Orchestrated a lead generation campaign in collaboration with an external supplier, leveraging their expertise in LinkedIn outreach. We applied a targeted approach, engaging only with contacts demonstrating an immediate need for our services, resulting in a highly focused campaign. The outcome of this campaign is that we generated 60 in-market leads and achieved a conversion rate of 8% from MQLs to Sales Qualified Leads (SQLs).
- Conceptualised, developed, and executed a lead generation campaign utilising a multi-channel approach, including email marketing, social media, Google Ads, and cold email outreach. Designed and implemented an end-to-end lead generation funnel with the primary objective of attracting individuals interested in a free consultation call with our consultants. Successfully generated 15 consultation call leads, providing a direct channel for consultants to engage with potential clients, understand their goals, and position the consultancy as authoritative problem-solvers. Contributed to the sales pipeline by adding over £100,000 in opportunities.
- Identified a gap in the manual lead qualification process and leveraged automation to address the challenge of efficiently converting leads into Marketing Qualified Leads (MQLs). Developed and implemented a nurturing workflow that re-engaged cold leads, effectively moving them through the sales funnel. Utilised lead scoring methodologies to identify MQLs, streamlining the process and ensuring that sales teams focused on the most promising prospects. This automation generated 11 MQLs within one month of implementation, directly contributing to the enrichment of the sales pipeline.
- Key Responsibilities
- Collaborate with Business Development and Sales Managers, Consulting Partners and other Senior Stakeholders to iterate, develop and execute a demand generation and lead generation strategy.
- Conceptualised, created, and developed a comprehensive monthly campaign calendar comprising marketing initiatives. Orchestrated the end-to-end execution of all marketing campaigns with the primary goal of generating MQLs.
- Work closely with the Head of Marketing to strategise and execute networking and other in-person events aimed at showcasing our authority in the tech industry and nurturing relationships with prospective clients. Responsibilities include collaborating with the sales team for message distribution, social media and email newsletter announcements, building landing pages for interest capture, crafting follow-up communications, implementing attendee tracking to pipeline activity, and providing comprehensive event reporting.
- Collaborate closely with the content marketing manager to develop content plans including blog articles, newsletters, eBooks, case studies, sales enablement and lead generation tools as part of our strategy to drive demand generation and lead generation initiatives.
- Solely responsible for crafting and creating all marketing messages as part of executing the marketing strategy, including social media copy, landing page copy, and email marketing copy. Ensured the accuracy and relevance of content by collaborating closely with subject matter experts and stakeholders, seeking their input and approval before publishing.
- Collaborate closely with the sales team to gather feedback from client interactions, leveraging these insights to inform the development of targeted marketing campaigns and tools.
- Acted as a liaison between departments to effectively communicate and garner cooperation for marketing strategies. Took ownership of overseeing and managing the strategy implementation, ensuring alignment with organisational goals. Proactively followed up with departments post-implementation to gather feedback and assess outcomes.
- Provide support to the sales team by optimising outreach cadences, offering expertise in crafting effective marketing messages, and implementing best practices for outreach and nurturing.
- Instruct external agencies, including design teams, lead data brokers and content syndication teams to develop marketing plans and campaigns, acting as the primary liaison between the company and agencies and ensuring seamless communication to achieve business objectives.
- Utilised HubSpot, Salesforce, and Salesloft to establish an inbound marketing engine which not only streamlined processes but also significantly enhanced the efficiency of lead generation efforts.
- Designed and implemented a comprehensive approach to paid advertising, organic social, email marketing, SEM, and SEO.
- Managed and coached the Marketing Assistant to assist in developing her marketing skills and in the execution of the company’s marketing operations.
- The Fintech TimesMarketing ManagerTECHJanuary 2022 - April 2023 (1 year and 4 months)London, United Kingdom
- Oversaw an account based marketing campaign for a fintech Saas client where we were given an account list of 290 companies against which we generated an extensive list of over 9000 "look-alike" companies. Executed an email campaign of the extensive list and outreach efforts to the target list which in turn generated 190 positive responses (booked demos) for our client.
- Oversaw a multi-channel campaign using LinkedIn video sponsored content ads and lead gen forms, cold email outreach and organic social media for an accounting software company to build awareness and retarget the audience, helping the client to generate 67+ high quality leads and grow the size of their pipeline 3.5x
- Oversaw a multi-channel campaign using display ads, email marketing and LinkedIn marketing for a data security tech company. Achieving a landing page conversion rate of 45% from 26% and helping the client generate 200+ MQLs. About 20% of the MQLs converted into SALs.
- Launched a focused growth plan that increased The Fintech Time’s email readership by 134%. Prior to, the business consistently generated approximately 64-109 leads per month. We implemented increased touch points on the website by adding relevant content upgrades and opt-in forms on high-trafficked articles, improved their newspaper opt-in landing page which previously converted at <10% to converting at 23.4% and increased CTAs on social media content. After implementing our plan we increased our lead acquisition to 253-310 leads per month.
- Worked with the COO of The Fintech Times to develop and manage a strategic partnership with industry associations and organised a co-hosted seminar event that attracted over 100 high-quality insurance executives and decision-makers against a target of 50 attendees, for an evening of networking and sharing industry insights.
- Implemented a 3-month inbound marketing strategy that saw 391 MQLs added to The Fintech Times’ database of which 121 were identified as SALs (our target audience were heads of and c-suites). The segmentation of 121 leads was as a result of targeted content on our digital channels, as well as email nurturing to a targeted segment of our email list.
- Designed and implemented targeted email, organic social, LinkedIn and display ads which saw increased lead generation for webinar clients. Prior to, the business generated 163 total B2B leads for client webinars. By utilising multi-channel campaigns we increased B2B lead acquisition by 136% to 385.
- Key Responsibilities
- Responsible for the group and client B2B marketing strategy for lead acquisition, client acquisition and traffic generation across various media channels, such as paid and organic social media, print, SEO, PR and digital advertising.
- Responsible and accountable for allocating and managing marketing budgets across client campaigns.
- Worked closely with my team to develop marketing content for landing pages, social media platforms, and email campaigns. Developed all marketing assets with a clear objective of generating inbound marketing leads for both clients and the business.
- Engaged in regular conversations with the sales team to gain insights from client feedback, which were then utilised to craft targeted marketing messages, creatives and content including blog articles, eBooks, whitepapers, magazines and supplements aimed at encouraging new lead generation.
- Provided support to the sales team with the necessary resources and information (audience and marketing insights) to effectively encourage and convert MQLs into sales opportunities/closed-won opportunities.
- Optimised the company website to enhance traffic generation, lead generation, and prospect engagement. Identified opportunities for improvement and implemented enhancements to maximise website performance and effectiveness.
- Responsible for hiring, managing, and overseeing the activities of three marketing executives. Provided guidance and direction to the team, including task delegation, training initiatives, and performance planning, to support individual skill improvement and ensure alignment with organisational objectives.
- Leveraged HubSpot to develop and implement email nurturing cadences tailored to inbound leads. Utilised behavioural tracking to identify key engagement indicators and prioritise the most promising leads for handoff to the sales team, ultimately contributing to the enrichment of the sales pipeline.
- Acted as the trusted marketing subject matter expert for the executive board, providing advice and insights to inform decision-making processes. Offered recommendations on marketing optimisation, tactics, and potential partnerships, guiding the board in identifying opportunities to enhance marketing effectiveness and drive business growth.
- Produce monthly reports to evaluate the effectiveness of ongoing marketing campaigns, identifying key performance indicators (KPIs), and presenting this information to the executive board.
- Fintech Week LondonMarketing ManagerHOSPITALITYJanuary 2022 - April 2023 (1 year and 4 months)London, United Kingdom
- Developed a demand generation and customer acquisition marketing strategy for a fintech event company utilising SEO, paid LinkedIn, organic social, email marketing, influencers, referral marketing, PR, display and print ads. Generated revenue of £193378.06 in Y2. An increase of 604% when compared to Y1 revenue (£27435.03)
- Developed a focused growth plan utilising partnerships, organic social and display ads that increased the business’ email database by 86% from 365 in Y1 to 680 in Y2 attracting fintech executives and professionals.
- Launched an extensive awareness campaign integrating thought leadership content with LinkedIn lead gen forms, LinkedIn sponsored content and email and LinkedIn message outreach to generate 94+ high quality fintech executive leads. Utilised email nurturing, lead segmentation and lead scoring to move leads towards exhibitor bookings leads in the sales pipeline.
- Optimised Fintech Week London’s website using Google Analytics UA to gather insights into through-traffic and drop offs. Using that data to decrease home page drop offs by 59% (from 52.3% to 21.4%) and driving through traffic to funnel completion increasing the ecommerce conversion rate from 1.3% to 2.7%
- Worked with the CEO and sales team to execute an in-person event lead generation marketing plan which added 213 new business leads to the database; then executed a nurturing campaign to convert 11% of those leads into the sales pipeline.
- Key Responsibilities
- Hired and managed a team of three marketing executives to assist in the execution of the company’s marketing operations.
- Responsible for hitting revenue goals and company lead acquisition and pipeline goals in collaboration with the sales team.
- Spearheaded the creation and development of the digital marketing strategy for the company's conference, leveraging a mix of paid and organic social media, print, SEO, PR, referral marketing, media partnerships, influencer marketing, and digital advertising, engaging and attracting fintech professionals and executives.
- Spearheaded the research and identification of media partners to enhance brand awareness for the event. Initiated outreach efforts to gauge their interest and participation, negotiating mutually beneficial partnership terms. Upon securing partnerships, developed and implemented a comprehensive media partner workflow to maintain regular communication and provide updates on partner requirements, ensuring alignment with branding objectives and maximising brand exposure.
- Orchestrated and managed an influencer marketing campaign for the event, from identifying suitable influencers to establishing partnership agreements and ensuring their adherence to the agreed-upon plan. Selected influencers who aligned with the event's target audience, negotiated partnership terms, and oversaw the execution of the campaign to drive awareness and conversions.
- Supported the development and optimisation of the event website to streamline the registration process and enhance user experience. Utilised analytics tools such as Google Analytics funnel mapping and Hotjar to pinpoint bottlenecks in the registration process, identifying areas where traffic was dropping off. Implemented adjustments to the website to facilitate smoother navigation and encourage completion of the registration process.
- Collaborated with a PR agency to orchestrate and execute a PR campaign, serving as the primary liaison between the agency and the company. Responsibilities included drafting comprehensive briefs, identifying PR opportunities for the CEO, and mainstream and broadcast publication opportunities for outreach. Conducted post-event analysis to assess the effectiveness of the PR campaign.
- Managed and optimised the company's LinkedIn and Twitter platforms to bolster their online presence and engagement. Implemented advertising campaigns on both platforms, utilising a combination of organic and retargeting ads to drive lead and customer acquisition.
- Produce daily reports to evaluate the effectiveness of ongoing marketing campaigns, identifying key performance indicators (KPIs), and presenting this information to the executive board.
2 recommendations
JA
JS
Juliet Allen and 1 other person have recommended Dawn-Marie
02/07/2023
I was an intern when I met Dawn-Marie at Not A CV. I witnessed her remarkable contributions to the marketing team especially when she took a hands-on approach, actively leading and running campaigns while simultaneously coaching and mentoring a team of executives to do the same. She gave me a truly transformative experience, encouraging me to step outside my comfort zone and take on multiple marketing initiatives. She's really an inspiration and supports others to grow and excel. Her dedication, leadership, and commitment to fostering growth within the team make them an invaluable asset and she would make a great addition to any team.
02/07/2023
I had the pleasure of working with Dawn-Marie when she helped us with our GTM strategy to bring our latest product to market. She really has a brilliant strategic approach and understands her niche and was able to recommend so many actions that we could take that we had not thought of. In fact, thanks to her diligent efforts, our campaign achieved outstanding results, yielding a remarkable 2500% return on investment. The quality of leads that she brought to the business was never before seen and we used an agency before her. She really consistently demonstrated her ability to understand our target audience, create really great messaging, and improve our marketing efforts for maximum impact. Attention to detail A1, analytical skills A1, and dedication to achieving tangible results A1. All of these make her an invaluable asset to any business, and we would certainly recommend her.
Education
- Masters in LawLeeds Metropolitan University2008Law
- VariousSelf TaughtSelf Study and Digital Marketing Online Mentoring + Coaching, Continued Professional Development