Caitlin Heatherington

I was appointed the role of Digital Marketing Manger in Humentum after successfully launching IFR4NPO Project. The purpose of this role was to lead and support marketing output, including developing and implementing multi-channel, integrated marketing campaigns for Humentum products and services, with the goal of building our customer base and increasing customer engagement, with a focus on digital optimization of all marketing efforts, and lead generation support. To date I have increased the SEO score from 40 to 92% with top keywords increasing from position 20 to 1-8 in Google search (paid and organic). I increased revenue from PPC by 80% compared to the previous years. I have proven this through the creation of Google Data Studio dashboards and on-going analytical tools. My duties include:

• Oversee all digital content and training the team on digital practises
• Line manage a small team.
• Optimizing the website according to SEO best practises.
• Project manage digital projects with external vendors.
• Leading on lead generation campaigns for PPC and email marketing.
• Creating custom analytics dashboards to communicate KPIs across the organisation.
• Provide regular trainings for the team in website management and SEO techniques.
• Create compelling keyword rich campaigns to drive traffic and conversions.
• Coordinate and support marketing events.
• Integrate all CRMs to provide funnel data from campaigns, web forms, Salesforce and Marketo.
• Monitored KPIs regularly, ensuring constant improvement in digital strategies.
• Utilise A and B testing methods for optimising click-through rates on emails and web pages.
• Coordinate with sales team, facilitating revenue growth via online channels.
• Improve conversion rates through landing page and campaign designs, resulting in an increased engagement rate and overall traffic.
• Spearhead digital marketing within the team to boost brand visibility.
• Led regular strategic marketing meetings for organisational departments.
• Set up all Google Tag manager tools for web and conversion optimization.
• Migrated the organisation from Google Analytics to Google Analytics 4.
• Project managed and integrated web designs including templates, plugins and sidebars.
• Salesforce admin for the marketing department.
• Integrated Hotjar into the site for user behaviour journeys and heatmaps, resulting in improved user experience.
• Conducted competitor analysis to identify market trends and opportunities.
• Conducted SEO audits including keywords and audience behaviour tracking.
• Worked alongside directors of sales and product teams to spearhead digital marketing strategies by providing data, training and unique knowledge of digital marketing.
• Managing budgets for digital marketing campaigns.
• Managed Google AdWords including content creation and Display Ads.

I joined Humentum to take marketing lead in an international initiative called IFR4NPO (international Financial Reporting for Non-profit Organisations). My duties included:

• Created and implemented a strategic marketing strategy for the project launch to ensure all KPIs are met.
• Project managed new website.
• Created and maintained marketing budgets.
• Oversaw creation of promotional materials, enhancing overall brand image and reputation.
• Managed media relations for positive press coverage and strengthened mission values.
• Developed and maintained key relationships for initiative growth (stakeholders, donors, press)
• Analysed performance data for optimisation of future marketing initiatives leading to better outcomes over time.
• Developed social media campaigns, resulting in significant increase in online presence and interactions.
• Directed advertising campaigns, ensuring consistency across all platforms and mediums.
• Worked closely with graphic designers on visual elements of campaigns, ensuring alignment with overall branding strategy.
• Created and maintained all social media platforms and online presence.
• Conducted market research, leading to more targeted marketing efforts and improved results.
• Organised training sessions for staff on digital marketing tools resulting in better utilisation of resources and new digital technologies.
• Led on the development of the company's annual communications plan for IFR4NPO to promote organisational goals.
• Streamlined communication processes with implementation of new CRM software.
• Led on Salesforce reporting and integrations.
• Managed all email marketing lead generation campaigns and newsletters.
• Produced blogs and customer testimonies for marketing materials.
• Created all video content for paid and organic marketing campaigns.
• Managed Google AdWords including content creation and Display Ads.

I worked as a freelance marketing consultant for a chain of restaurants. My duties included:

• Graphic design for posters, social media infographics and email templates.
• Created and implemented marketing campaigns to increase sales and customers.
• Created and oversaw online advertising initiatives resulting in increased web presence and conversions.
• Project managed corporate events within the food industry.
• Created relationships with key influencers and press.
• Created all email and social media campaigns.
• Maintained the website.
• Created and set up all SEO tools for Google AdWords and the website.
• Provided data reports on all digital marketing to provide future improvements.
• Managed public relations campaigns, resulting in improved brand image.
• Created compelling content to increase website traffic and conversions.
• Represented the company at events across the county, using material collected for marketing content.
• Budgeted for marketing spend and reported on ROI.

I worked as a freelance marketing consultant for a Mediterranean restaurant. My role included:

• Developed comprehensive marketing plans for increased customer engagement.
• Formulated pricing strategies to maximise profits and market share within the industry.
• Conducted market research; identified new business opportunities.
• Provided a detailed marketing strategy to use on social media and implementing from start to finish.
• Created all online visual content and design for advertisements for paid and organic campaigns.
• Created monthly newsletters.
• provided data reports for all marketing activity.
• Set up and launched events with press and bloggers.
• Boosted brand visibility by implementing innovative digital marketing strategies.
• Managed public relations campaigns, resulting in improved brand image.

My role was to lead in digital marketing and take ownership of the new design of the website. My duties included:

• Created all content and design for social media campaigns (paid and organic).
• Maintained all social media channels.
• Created and implemented a detailed marketing strategy for digital marketing campaigns.
• Project managed and took the lead role in creating a new website with an external vendor.
• Created all pages and installed plugins for the website.
• Created and managed the Google AdWords account for SEO optimization.
• Created and managed all email campaigns.
• Delivered detailed data reports on project status, challenges encountered, and proposed solutions to senior management regularly.
• Drove awareness campaigns by organising community outreach activities and public presentations.
• Coordinated team efforts during major fundraising drives improving effectiveness of the campaign.
• Generated increased public interest in organisation's initiatives through media releases and social media campaigns.
• Spearheaded training sessions for staff members to enhance their understanding of digital fund-raising strategies.
• Established strong relationships with stakeholders through regular meetings and updates on project progress.
• Implemented effective donor stewardship programs, increasing repeat donations for the charity.
• Identified diverse funding sources, ensuring financial stability for ongoing projects.
• Facilitated community engagement events, promoting awareness of organisational mission and programs.
• Represented the organisation at networking events strengthening relationships with customers, NHS and funders. Including the London Marathon.
• Set up an animation project at Birmingham City University working with students to create website projects, pitching against major competitors to secure the slot.
• Worked closely with volunteers during fundraising events ensuring smooth operation of all activities.
• Collaborated with local businesses for potential partnerships and sponsorship opportunities.
• Created and project managed major fundraising campaigns for online and offline marketing.
• Line managed Marketing associate and trainings in digital content and reporting.
• Project managed CLDF's annual conference.

I worked as a marketing and communications consultant for a TEFL (Teaching English as a Foreign Language) agency. My duties included:

• Created all content and design for the website.
• Customised marketing approaches per client needs, resulting in high client satisfaction levels.
• Produced compelling press releases, resulting in increased media coverage.
• Executed trade shows and events to showcase products and services. Including UK university recruitment fairs.
• Created an online forum for teachers to share their experiences and used this as marketing material.
• Conducted interviews with teachers and schools for blogs and marketing material.
• Created content for paid and organic marketing campaigns.
• Created and implemented strategic marketing campaigns to increase brand awareness and sales.
• Set up all SEO tools to increase search rankings.
• Created content for job advertisements used in commercial job agencies.
• Created proposals for prospect schools.
• Set up all social media platforms and maintained these on a daily basis.
• Provided 121 training on SEO, website development, copy writing and social media management for the Marketing Assistant.
• Led cross-functional teams for collaborative project completion within deadlines.
• Managed the email campaigns.