Annie Tokatlian MCIM

I am currently providing consultancy services to the Freelancer and Contractor Services Association (FCSA), Oskar, Bridj, and Spectre.

Deliverables include:

• Conducted segmentation and customer research to guide communications and product development.
• Developed and delivered member-focused growth and retention strategies.
• Introduced CRM-led engagement approaches that improved user journeys and conversion rates.
• Optimised membership value propositions across UK and international markets.
  
  

Spotlight is a membership organisation with over 80,000 customers, connecting professional performers with global casting opportunities. I led all brand, communications, digital and public engagement strategies with a £1.5M budget.

Responsible for:

• Digital marketing: I delivered 6-9% year on year growth through creative digital marketing initiatives
• Campaign management: I oversaw all customer acquisition campaigns, and set up automated programmes to reduce customer churn by 15% over three years
• Performance reporting and analysis: I determined performance goals, providing crucial feedback on methods to reach milestones and significantly improve ROI
• Partnerships and business development: I introduced additional revenue streams to the company though new commercial partnerships resulting in an additional £172K revenue per annum
• Customer research and competitor intelligence: I created a deep understanding of customer personae, maximising ROI on activities

Key achievements:

• Led global marketing and membership strategy, delivering £1.89M in new revenue and 20% over target acquisition.
• Developed digital-first contact and engagement model, automating lifecycle communications and reducing churn by 15%.
• Implemented insight-led improvements in onboarding and renewals, enhancing NPS and member satisfaction.
• Led internal collaboration across product, customer service, and tech teams to continuously refine member offer.

I provided marketing support on projects for Channel 4 and ITV.

The Association of Independent Professionals and the Self-Employed Ltd, is the membership organisation for UK contractors.

Responsible for:

• Marketing and communications strategy: I led the organisation's marketing strategy, and managed a £500K budget line
• KPIs: I reported to the executive team, aligning KPIs with strategic objectives and delivering engagement via cross-channel campaigns
• Brand management: I acted as brand guardian and managed the company's major rebrand
• Advertising: I consistently delivered ROI of at least 200%
• Event development: I delivered all events, and the sales of sponsorship packages for the prestigious annual awards, and determined the benefits of IPSE's presence at third-party events
• New product development: I project managed the research, development, deployment and launch of two new products
• Commercial relationship management: I developed and led the strategic commercial partnership programme
• Campaign management: I created, evaluated and A/B tested membership growth campaigns, resulting in highly performing initiatives

Key achievements:

• Designed and executed UK-wide membership and communications strategy for 70,000 members.
• Grew membership by 30% year-on-year through audience-specific propositions and segmented campaigns.
• Worked closely with member committees and regional groups to launch tailored engagement programmes.
• Managed flagship events including National Freelancers Day, winner of Trade Association Forum Award.
• Oversaw CRM and data reporting to senior leadership, helping shape retention strategy and performance KPIs.

DG is the leading global multiscreen advertising distribution platform, enabling campaign management across TV and online.

Key achievements:

• Developed B2B lead generation campaigns, brand relaunches, and high-profile event marketing.
• Delivered strategic content across digital, print, and PR channels.
• Project managed CRM upgrades and introduced performance dashboards to improve reporting accuracy.

Following my redundancy from my previous position due to a merger, I completed copywriting assignments whilst searching for my next position.

Recruited as Marketing Assistant, I was promoted to Executive then Senior Executive swiftly as I demonstrated dedication to achieve results. My role focused on marketing planning and events management, with budget management of £180K.

Responsible for:

• Lead generation: I coordinated the design of online and offline DM campaigns, and measured ROI of online campaigns
• Event management: I managed over twenty client events each year
• Brand management: I created and developed brand management strategies and ensured consistency of corporate brand messaging
• Online marketing: I created website content and managed social media
• Copywriting: I produced press releases, newsletters, thought pieces and articles, with some articles published in Brand Republic
• Agency management: I managed a PPC and SEO agency
• Sales support: I coordinated the design, editing and printing of external marketing materials for campaigns, case studies and presentations

Key achievements:

• I project managed the launch of a new research service, which made £40K profit within four months
• I successfully managed the launch of a new brand identity
• I managed a high-profile event that was run with the Tony Blair Faith Foundation with Tony Blair as the speaker, which resulted in the setting up of ten key client meetings