Carl Robinson

(Europe's fastest-growing heat pump provider)

• Content Strategy & Leadership: Define and execute company-wide content strategy within a high-growth climate tech / energy tech environment, aligning with product, CRM, SEO, and growth objectives across the full customer lifecycle.
• Conversion Rate Optimisation (CRO) & Experimentation: Own A/B testing and funnel optimisation across landing pages, enquiry flows, and key journey touchpoints; develop hypothesis-led growth experiments to drive measurable improvements in conversion, acquisition, and retention.
• Product Marketing & Go-to-Market (GTM) Messaging: Partner with product and brand leaders to shape positioning, value propositions, and messaging frameworks for new and existing products, supporting successful launches, adoption, and revenue growth.
• Omnichannel & Lifecycle Marketing: Deliver integrated content across website, app, CRM, paid media, customer journeys, and offline assets to support awareness, education, engagement, and conversion across the marketing funnel.
• Cross-Functional & Product Collaboration: Act as content lead across major initiatives, working closely with product managers, UX/design, CRM, and growth teams to optimise user journeys and ensure messaging supports performance marketing goals.
• Performance Analytics & Growth Insights: Drive a data-led, test-and-learn culture using analytics, user research, and behavioural insight to improve engagement, reduce friction, and increase customer acquisition and lifetime value.
• Brand Voice, Governance & Content Operations: Establish tone of voice frameworks, editorial standards, and scalable content processes; mentor contributors and uphold quality across global markets.
• Global Scaling & Agency Management: Collaborate with international teams to localise and scale content across markets; manage agencies and freelance partners to deliver high-quality, on-brand output aligned with commercial strategy.

(World's largest air charter company)

• Content Strategy & Global Execution: Developed and executed content strategy aligned with global marketing and commercial objectives across multiple regions and business units within a B2B and B2C aviation environment.
• SEO & Organic Growth: Led keyword research and implemented SEO strategy to increase organic visibility and drive inbound traffic; analysed performance data to continuously optimise content impact.
• Editorial Leadership & Quality Governance: Managed freelance and agency contributors, enforcing editorial standards, brand guidelines, and quality assurance processes; mentored junior team members to strengthen content capability.
• Thought Leadership & Industry Positioning: Produced long-form, web-optimised thought leadership content, translating complex aviation topics into compelling narratives that enhanced brand authority and trust.
• Sales Enablement & Lead Generation: Partnered with sales and business development teams to create targeted content and collateral supporting lead generation, pipeline growth, and global market expansion.
• Integrated Campaign Support: Delivered multi-channel content across email marketing (EDMs), advertising, events, and social media to support integrated marketing campaigns.
• Content Operations & Asset Management: Contributed to content governance, workflow optimisation, and asset management across digital platforms to improve scalability and efficiency.

(Australia's largest EAP service)

• Demonstrated HTML and CSS knowledge to help develop, write, and upload web pages during a rebrand and website update
• Maintained the website by updating copy and advertising materials using a CMS
• Applied SEO techniques to expand content reach
• Created compelling content and helped raise Converge’s profile by monitoring online mentions
• Wrote and scheduled social media posts as part of a broader social strategy
• Produced content to drive audience engagement, aligned with current market trends
• Executed Converge’s external and internal communications and marketing strategy to support the operational delivery of the business plan
• Proofread and edited supplied articles, and developed marketing messages across multiple channels including the website, EDMs, and social media

• Developed creative content to drive audience engagement, aligned with market trends
• Researched and created content to support key campaigns, media activity, and communications
• Liaised with external clients to gather source materials for content
• Wrote featured editorial and sales articles based on provided marketing materials
• Proofread and edited supplied articles, and developed marketing messages across multiple channels, including websites, EDMs, and social media
• Edited and prepared content for marketing EDMs as part of an ongoing weekly schedule
• Maintained version control across different platforms and formats
• Scheduled and created social posts using Social Sprout and Hootsuite
• Collated and interpreted data to better understand ongoing market trends
• Applied SEO techniques to broaden content reach
• Uploaded articles and imagery via the website CMS

• Regularly led a team of up to 10 people, controlling style and accuracy of people's written and video work
• Working with national and international media to plan/schedule content
• Produce on daily show - creating program's running order, subbing and writing scripts, cutting and voicing content
• Develop 360° solutions and product ideas for on-going campaigns
• Produce engaging written and video content for online, social media and TV platforms
• Offer creative and flexible solutions to develop and shape existing products whilst adhering to strict deadlines
• Demonstrate team leadership on key editing and production decisions
• Communicate with external clients’ queries and demands
• Communicate with both internal and international teams to achieve seamless output
• Attend and plan media events for filming and interviews
• Upload content and maintain high standard of CMS and website