Bethan Lang

• Managed PPC campaigns across Google and LinkedIn to generate high quality leads from ICP prospects.
• Created various pieces of sales collateral across products to improve funnel metrics from prospect>demo and post discovery>closed won.
• Analysed historical and present marketing data to strategise future value channels in the business after VC backing.

• Responsible for end to end client campaign set up. Including strategy mapping and implementation of tech stack- google tag manager pulling through to google ads.
• Created an MVP lead generation tool for MSP client which increased leads coming from organic traffic by 13% and paid acquisition by 18%.
• Collaborated and formed relationships with potential referral sources. Ie- latestfreestuff to drive new opportunities for consumer product led clients.
• Consulted and implemented Hubspot CRM for multiple clients and Kee Digital Media to improve lead and pipeline visibility.
• Developed client ICP by looking at past sales funnels and created targeted email and ads campaigns from the data to optimise the funnel for best chance of converting leads. Thus improving funnel volume as a push towards revenue goal.
• Developed persona specific messaging pushing into product and service features and benefits.

• Same as below with additional responsibilities.
• Grew customer base in target verticals by average of 30% with the use of multi-channel campaigns.
• Managed the development of key sales content such as platform demo's/brochures, product related one-pagers and case studies.
• Worked with sales teams to implement new cold outbound lead strategies which increased meetings booked by 9%.

• Managed 6 figure marketing budget and decided on the channels in which the budget would be spent.
• Managed the hiring, training and performance evaluations of marketing staff and the management of web development, content and wrap-around service agencies.
• Lead the implementation of HubSpot marketing hub . Performed key data hygiene and segmentation tasks to improve marketing efforts.
• Created and implemented MVP guided selling tool to aid in the pre-sales process - this increased top of the funnel lead volume by 20%
• Scoped and implemented new lead generation methods.

• Lead and executed paid media campaigns across paid search channels Google and Bing: planning and managing monthly/annual budget.
• Identified high converting target keywords and planned and implemented SEO and content strategy.
• Spearheaded multi-market strategies in performance marketing, focusing on high-growth markets across the UK, European and North American markets.
• Reduced cost per conversion spend by 91% and increased number of high intent inbound leads by over 101% per month.
• Increased average pipeline value add from average of £3000 to £18,000.
• Ran targeted brand awareness ads across LinkedIn and increased lead volume by 32%.
• Reduced time to closed won by average of 13 days by implementing key email sequences and marketing touch points.

• Successfully ran campaigns across paid search, Instagram and Facebook with attributed revenue of over £60,000
• Integrated campaign tracking in to each channel and reported back to the MD with recommendations and data trends.
• Worked with local business' to create co-marketing campaigns and generate further opportunity.
• Grew Tik Tok following from zero to 8k followers and over 45k likes

Key projects and successes include:

• Worked with the NHS to increase vaccine related keyword visibility and page ranking by up to 10%.
• Increased average order value by 72% for a fresh produce e-commerce company by optimising user experience. Furthermore, running a paid search campaign for their Christmas hamper gifting that produced an attributed £9000 in revenue.
• Created an MVP website for a Scottish leading wedding dress designer that increased enquiries by 17%. Also ran paid search campaigns that directly attributed to £42,000 in revenue.
• Designed LinkedIn Ads and landing pages for a boutique recruitment firm that increased job applications for key roles by 15%.
• Created email campaign for equine services company that up-sold appointments by 30%.
• Ran social campaign for property management company that increased off-peak season bookings by 45%.

• Researched and identified new customer segments and target audiences within the business ICP that would serve as a basis for targeted product ads.
• Created key product related content to be served in an ABM capacity to target accounts.
• Scoped out customer touch points and implemented key marketing activities to improve the sales process and time to closed won deals.

• Worked with key stakeholders in UWS and Business Gateway to scope out requirements for the self-service enterprise incubator website.
• Managed build of the website from start to finish including site-mapping, key messaging strategy and content.
• Implemented SEO best practices to optimise website visibility.
• Managed plugins to allow for self-service portal to access UWS key resources that integrated with existing UWS systems.

• Scoped out appropriate goals and metrics and a method of campaign tracking that integrated with existing UWS systems.
• Created a mix of written, photographic and video content for a multi-channel campaign aimed at driving brand and project awareness.
• Presented KPI reports back to the project leader, outlining achievements and improvement pathways.

• Managed multiple social accounts such as Youtube, Facebook, Instagram and Snapchat.
• Created multi-channel content aimed at driving brand awareness and increasing sponsorship subscriptions.
• Worked with key stakeholders in the business to shape key messaging and tell stories that reinforced the ethos of the brand.