Bianca Thompson
Head Of Marketing / Marketing Director
London
Summary
A goal-oriented marketing leader with experience in developing and implementing successful cross-channel strategies, driving profits, increasing market share and strengthening customer dominance. Hardworking, performance-oriented leader offering proven expertise in project development, team leadership and campaign optimisation. Prepared to bring 10+ years of progressive experience and take on a challenging position with the opportunity to make a lasting impact on company and customer success.
Overview
12
12
years of professional experience
4
4
years of post-secondary education
Work History
Head of Marketing
Fenwick
London, United Kingdom
08.2023 - Current
- Lead the strategic planning and execution of end-to-end marketing campaigns across multiple categories, ensuring alignment with overall business objectives
- Develop and implement comprehensive media strategies, overseeing both paid and owned channel teams to drive customer acquisition and retention
- Manage a high-performing marketing team of 10, fostering collaboration and driving team development
- Act as the guardian of the brand, managing brand messaging, communications, and customer engagement across all touchpoints
- Oversee customer data management, ensuring insights-driven decision-making and adherence to data protection best practices
- Track brand performance, using key metrics and analytics to optimize campaigns and improve brand health
- Collaborate closely with cross-functional teams to integrate marketing efforts with business strategies
Digital Marketing Lead
Fenwick
London, United Kingdom
08.2022 - 07.2023
- Developed strategies for and lead teams overseeing all paid and owned digital channels, including: PPC, affiliates, display, paid social, email, SEO/digital PR, organic social, CRO, and analytics (web and customer).
- Managed team of channel leads to deliver the digital P&L and increase profitability through a mROAS model
- Created and embeded cross channel planning processes throughout Fenwick
- Developed a 5-year digital customer strategy by category and channel, ensuring that insights and goals are built into buying plans and the digital development roadmap
Customer Planning & Marketing Lead
Selfridges
London, United Kingdom
07.2021 - 08.2022
- Acted as right hand to Marketing Director, overseeing all marketing teams, inclusive of PPC, SEO, CRM (email/app), Affiliates, Paid Media, Organic Social, Partnerships, Brand and International Growth functions, leading development and implementation of annual customer strategies, campaigns and marketing tech roadmap
- Worked with Marketing Director, Finance Director and General Managers to agree annual and monthly financial and commercial targets by channel and category and assume responsibility for delivering by motivating internal and agency teams
- Owned end-to-end customer journey, inclusive of identifying emerging internal and external trends, validating with data from a variety of sources, visualising into actions for teams to use and developing business cases to close identified gaps where additional investment or resource is required
- Guided day-to-day of the marketing teams, ensuring alignment to company priorities, intake of new opportunities, evaluating partnerships and creating category or needs-based campaigns
- Built and embedded new ways of working within the business, ensuring continuous efficiencies are identified and that customer needs are met
- As a member of the Senior Customer Leadership team, developed the marketing function through evaluating operational model, roles & responsibilities and career paths
Brand Marketing & Strategy Senior Manager
Selfridges
12.2018 - 07.2021
- Created and led marketing centre of excellence, ensuring media best practices were used, research and analysis led decision making and upskilling department was carried out at regular intervals
- Developed campaign strategy across all categories and regions through managing econometrics analysis, media analytics platforms and content and communications strategy
- Led marketing operations activities such as department wide budget planning and forecasting as well as preparing all presentations and reports for Selfridges Group board
- Managed onboarding strategic partnerships with financial institutions and networks (card linked offers/closed affiliates) to drive targeted acquisition and retention
- Owned paid social, display and digital out of home as channels, including attribution modelling, agency and platform relationships and creative content development
- Managed team of 2 senior managers, 3 managers and assistant manager
- Achievements: increased share of voice in key international and domestic regions, ROAS growth on upper funnel digital channels, developed and implemented customer segmentation and CLTV
Brand Marketing Director (Interim)
Holt Renfrew
02.2017 - 12.2018
- Implemented consumer insights led marketing program planning process to ensure priorities aligned to consumer intent resulting in greater data consideration in decision making
- Developed and implemented GTM strategies for new international markets inclusive of dedicated in-market and pre-travel programmes
- Evolved pricing and promotional models for vendor marketing team to allow for additional selling/upselling to brands increasing brand contribution and marketing revenue
- Developed email content and deployment strategy to optimise e-newsletters based on custom customer segmentation
- Led prospecting and retargeting strategies and implementation across all paid channels
- Responsible for content strategy and owned channel deployment schedule for email and database marketing, organic social media, paid social media, PPC and SEO, display advertising, out of home and print publisher partnerships
- Directly managed team of 2 senior managers and 6 managers across: CRM and loyalty, content strategy, social media, paid media, PPC, SEO, affiliates, email marketing and database analytics
Channel Development Manager
Holt Renfrew
02.2016 - 02.2017
- Developed new concepts for bricks and mortar stores and digital experience for online from brief to delivery
- Project managed the design, construction and operational opening of a new flagship store, renovation of top performing mainline store and merger of two brands (Ogilvy and Holt Renfrew)
- Implemented over 80 vendor churn projects
- Planned and developed business cases for both large and small capital projects
- Oversaw team of two project managers and a project coordinator
Customer Experience & Marketing Manager
Holt Renfrew
02.2013 - 01.2016
- Project lead for the implementation of the first Holt Renfrew loyalty programme which led to an increase in NPS by 6 pts in the first year
- Responsible for the implementation of all promotional and CRM initiatives
- Developed training and change management programme, reporting and performance management for formalised clientelling tools to drive 1:1 relationships between store associates and customers
- Developed cost model and oversaw implementation of assisted selling (store associates selling online product) to ensure omnichannel customer experience
- Product owner for NPS and customer service survey; inclusive of ongoing development of training materials and programmes for both management and associates
- Line managed 3 coordinators and 1 intern
Customer Experience & Marketing Coordinator
Holt Renfrew
04.2012 - 01.2013
- Standardised and automated suite of KPI reporting across all stores, to sales associate level
- Developed new methodology for performance management across network and worked to incorporate into performance plans for all store associates, managers and General Managers
- Built financial KPIs for all CRM and promotional campaign activity
- Trafficked and optimised upper funnel activity for CRM acquisition campaigns across email, paid social, display and video
Education
Associate of Business Administration - Business Administration And Management
George Brown College
Toronto, Canada 04.2012 - 09.2012
Bachelor of Arts - History & English
University of Toronto
Toronto, Canada 09.2008 - 04.2012
Skills
Strategic planning
Customer segmentation
Campaign execution
Marketing and customer analytics
Project management
Agency management
CRM management
Media planning
Digital marketing
Brand partnerships
Timeline
Head of Marketing
Fenwick
08.2023 - Current
Digital Marketing Lead
Fenwick
08.2022 - 07.2023
Customer Planning & Marketing Lead
Selfridges
07.2021 - 08.2022
Brand Marketing & Strategy Senior Manager
Selfridges
12.2018 - 07.2021
Brand Marketing Director (Interim)
Holt Renfrew
02.2017 - 12.2018
Channel Development Manager
Holt Renfrew
02.2016 - 02.2017
Customer Experience & Marketing Manager
Holt Renfrew
02.2013 - 01.2016
Customer Experience & Marketing Coordinator
Holt Renfrew
04.2012 - 01.2013
Associate of Business Administration - Business Administration And Management
George Brown College
04.2012 - 09.2012
Bachelor of Arts - History & English
University of Toronto
09.2008 - 04.2012
Similar Profiles
Amy Frances SmithAmy Frances Smith
Sales Assistant at FenwickSales Assistant at Fenwick
Katherine DevlinKatherine Devlin
Sales Advisor at FenwickSales Advisor at Fenwick
Berat AkbasBerat Akbas
Retail sales associate at FenwickRetail sales associate at Fenwick
Pedro CassuaPedro Cassua
Events Assistant Beverage Manager at The Hurlingham ClubEvents Assistant Beverage Manager at The Hurlingham Club
Aaliyah JosephAaliyah Joseph
Retail supervisor at ScribblerRetail supervisor at Scribbler