Alwayne Powell

I was promoted to deliver best-in-class paid strategy to deliver impact I've had regionally in my previous role for the biggest markets for the business on the back of the work I've previously delivered and the impact I've had on the business. This includes ABM GTM, efficiency improvement in our paid program to deliver cost savings and accelerating pipeline to help meet ambitious business revenue growth targets.

Key Achievements:

• Achieved a 35% increase in new business revenue and a 50% reduction in customer acquisition costs, while lowering cost per pipeline by 25%, by managing a $2M+ quarterly budget with a dedicated team of 5 in a highly competitive market. Leveraged the 6sense ABM tool to integrate ICP/TAM intent signals into digital campaigns, ensuring focus on in-market accounts. Collaborated with product marketing for precise messaging, with SDRs to drive qualified leads, and with sales to shorten mid-market and enterprise sales cycles.

In my role as Director, international Digital Marketing I head up 8x8 international digital marketing, covering direct, strategy and execution of Performance Marketing Strategy, Affiliate and lead aggregator, Paid Search, Paid Social, SEO, Content Syndication and Appointment setting.

Key Achievements:

• Got promoted to Director for the impact I had on pipeline growth at lower spend, took pipeline to new bookings ratio from 6% to 19% through better collaboration with Sales &
• BDR, key focus on quality pipeline acceleration, improve operational efficiency to improve
• BDR qualification rate to increase inbound pipeline volume, built a business case to get another BDR headcount which contributed to leads getting worked harder, drove more quality pipeline which helped to 120%+ improvement in pipe to booking ratio.

In my role as Senior Digital Marketing Manager, international I head up 8x8 international digital marketing, covering direct, strategy and execution of Performance MarketingStrategy, Affiliate and lead aggregator, Paid Search, Paid Social, SEO, Content Syndication and Appointment setting.

Key Achievements:

• Delivered 36% pipeline growth YoY at a -44% lower cost per pipeline by focusing on better digital strategy execution & put follow up process in place to educate the BDR team & hold them accountable for speed to lead follow up.

I am responsible for the pipeline revenue generated by the paid demand generation channels in the UK & EMEA and most recently US/CA and AUS (PPC, Paid Social & Display). I lead the UK & EMEA paid media team, support all account-based marketing & campaign efforts for digital, lead the onsite testing roadmap and work closely with our BDR, SDR and AE's to optimise and drive pipeline revenue efficiently.

In charge of new customer growth & gross margin across UK, EU, Australia, and US market (PPC, Paid Social, Display & Programmatic). Built a data driven performance marketing team to drive 25% of the business total online revenue.

Key Achievements:

• Oversaw a period that saw a 22% growth in demand with only a 5% increase in spend YoY whilst maintaining positive new customer gross margin - August 19 to January 2020.

Responsible for digital sales marketing (PPC, Paid Social, Display & Programmatic for core BT products, Broadband, TV and Sports. Lead specialist in the use of Paid media channels and attribution. Extensive budget & sales delivery responsibility which accounts for over £50M+ in revenue.

Key Achievements:

• Historically Paid media are usually -16% below quarterly sales target, but I was able to over deliver against target in the most competitive periods of the year by 9% at a lower CPA target.
• QoQ improvement of 14% vs targets at an improved value for business and a CPA cost savings as CPA was delivered -9% below target.

Responsible for aligning technical PPC implementation, tech and testing across 6 biggest product categories and revenue contributions for PPC

With the results achieved in my previous role I have been promoted to lead strategy for all Debenhams PPC activities and to develop the PPC team whilst overseeing deliverables against targets.

I Looked after the Paid Search account for the Womenswear division (UK & ROI) at Debenhams. My objectives were to ensure PPC best practices are being used across Search & Google shopping and budget is spent appropriately to achieve revenue and cost of sale targets for new customer acquisition. I monitored and managed a team of two direct reports.

Key Achievements:

• In the first 3 months reducing CPC by 40%, increasing sales by 135%, growing AOV by 8%, reducing cost of sale by 60% at a lower spend (Womenswear) YoY.
• In the first 3 months reducing CPC by 44%, increasing sales by 58%, increasing CVR by, increasing revenue by 44%, reducing cost of sale by 60% at -44.5% (Shoes category) spend YoY.

As a Paid Search Executive, I worked predominately alongside the sales team, directly with the client's and other internal departments to define goals, key performance indicators (KPIs), media spend and long term digital goals. Managing a portfolio of clients and budgets to deliver against the client's core objectives across multiple territories and Paid media channels.

Key Achievements:

• Integrating Paid Search with other digital channels and successfully achieving 15% YOY growth by achieving 1 million plus in total revenue (FMCG client).
• Delivered marketing qualified leads consistently at a CPA of £57, bettering initial £300 CPA target (Finance Client).

Responsible for the execution of the first ever Google price comparison product UK and Ireland. Tasked with ensuring full visibility and domination of SERP and growing market share through Search across the Google compare product portfolios, Auto Insurance, Credit Cards, Travel Insurance, Mortgages and Banking. Along with a long list of responsibilities launching a fairly new products meant I needed to spot opportunities quick, whilst educating consumers in order to improve conversion rate to product aggregators.

Key Achievements:

• Within a short period of time overall new ad groups created from generic ad group CTR have increased. New ad groups have achieved up to 21% CTR increasing from 13.71% previously. This is due to additional new keywords
• CTR/keyword volume have increased across all products in particular US Credit Cards, as well as maintaining the initial quality across the entire account for all products after optimisation. We've also seen 15% increase in traffic volume for Q4 2015 on 2014.

I worked across the marketing team to support the day to day marketing operation initiatives such as managing events calendar, updating and managing the content management system, creating internal newsletter to communicate marketing updates across the business.

Key Achievement:

• I worked across the marketing team on a variety of research pieces to support the launch of a new product, which had a strong uptake by the targeted consumer segment.