CLAIRE ASPINALL
Fleet ,Hampshire
Summary
A direct marketing professional with extensive multichannel experience who enjoys planning, testing and analysing to produce optimal results. A strong team leader who thrives on working with others to deliver.
Overview
26
26
years of professional experience
Work History
Head of Direct to Consumer Revenue
Kelsey Media
Yalding, Kent
01.2021 - Current
- Joined company in 2021 as Senior Marketing Manager and was promoted to current position after one year.
- Strategic marketing lead for Specialist division comprising 20 + brands, including Amateur Gardening, Uncut and Profi International.
- Working with team, plan and implement strategies across multiple channels, including print, email, PPC, social media and third parties. Reduced average division digital CPAs by 31% y-o-y through testing and campaign optimisation. Use Single Customer View to improve data targeting.
- Responsible for marketing strategies and activity to promote division events, including Vineyard Show and National Amateur Gardening Show (new launch in 2025). Driving ticket sales/registrations through targeted activity and customer journey optimisation. Exceeded targets on all previous shows in FY.
- Manage B2B controlled circulation files (including Crop Production Magazine and South East Farmer) including re-registration and audit activity to improve file efficiency.
- Retention and Engagement lead within department, planning and helping to implement subscription retention strategies across all titles.
Freelance
Self-employed Marketer
Manchester
01.2019 - 01.2021
- Freelance Marketer for SME retailer.
- Developed an annual multi-channel marketing plan for the business and oversaw implementation. Improved social media marketing reach by over 50% YoY
- Managed the store's online presence across social media, brandsite, third party sites and email communications.
- Developed the company database and introduced targeted marketing and CPM initiatives, including a reward club.
Career Break
Full-time parent
London
11.2015 - 12.2018
Senior consumer marketing manager
TI Media
London
01.2013 - 10.2015
- Consumer Marketing team lead for Lifestyle brands, including Ideal Home, woman&home and Wallpaper*)
- Division/ implementation of strategic acquisition and retention marketing activity.
- Managed the Christmas Subscriptions campaign, incorporating all TI Media titles, 47% total annual subscription orders. Reduced target CPA y-o-y; increased direct sales y-o-y through testing, channel optimisation.
- CRM strategy implementation for focus brands.
Retention marketing manager
TI Media
London, UK
01.2011 - 12.2012
- Development, implementation of retention strategies across all TI Media brands.
- Optimised new and renewing customer communications.
- Increased core customer retention by over 20% via multivariate testing, segmentation of customer comms; use of predictive analytics, price testing, incentivised continuous payment.
Subscriptions marketing manager, Horse & Hound
TI Media
London, UK
04.2009 - 11.2012
- Produced and implemented marketing plan and budget for Horse & Hound, associated brands.
- Managed full marketing mix, including email, PPC, social, in-magazine advertising, direct mail and event attendance.
- Line management of two reports.
Marketing manager
Centaur Media
London, UK
07.2007 - 03.2009
- Marketing strategy and implementation for controlled titles Marketing Week, New Media Age, two direct reports.
- ABC audit management
- Management of annual brand events, awards.
Tertiary Education Marketing Manager
Hodder Education
London, UK
02.2006 - 07.2007
- Lead the four person HE marketing team, drove Humanities text book sales to institutions.
- Division/implementation of annual marketing plan inc. catalogue production, events, print.
- Worked with Sales team to achieve targets.
Marketing Manager, Nature
Nature Publishing Group Ltd
London
04.2001 - 02.2006
- Drove growth of Nature's print subscriber base through the planning and execution of multi-channel initiatives.
- Devised, implemented and analysed digital marketing initiatives for nature.com, including email, SEO and PPC.
- Reporting and analysis to key internal stakeholders; worked closely with international colleagues in the US, Japan.
- Represented the brand at events in UK, US and Europe.
- Managed newsstand sales and relationship with fulfilment bureau; renewals initiatives.
- Promoted to Marketing manager in 2003.
Junior Sub Editor
EMAP PLC
07.2000 - 04.2001
- Sub-editor on weekly, Local Government Chronicle.
Marketing Coordinator
Harcourt Publishers Ltd
London
06.1999 - 09.2000
- Supported Medical Reference books Marketing team.
- Direct Mail planning, execution and reporting
Education
CIM Digital Marketing Diploma - Marketing
Cambridge Professional Academy
LondonCIM Postgraduate Diploma - Marketing
London Metropolitan University
LondonCIM Professional Diploma in Marketing -
London Metropolitan University
Postgraduate Certificate - Printing And Publishing
London College of Printing
LondonBachelor of Arts - English Literature, French
Keele University
Staffs 04.2001 -
A-Levels -
Aquinas Sixth Form College
Manchester07.1993
Skills
Strategic planning
Multi-channel marketing
Analysis
Leadership and team building
Advanced-level French
Proficient in Excel (advanced), PowerPoint, DotDigital, use of Single Customer View (Orbit), CMS (WordPress), Google Analytics
Timeline
Head of Direct to Consumer Revenue
Kelsey Media
01.2021 - Current
Freelance
Self-employed Marketer
01.2019 - 01.2021
Career Break
Full-time parent
11.2015 - 12.2018
Senior consumer marketing manager
TI Media
01.2013 - 10.2015
Retention marketing manager
TI Media
01.2011 - 12.2012
Subscriptions marketing manager, Horse & Hound
TI Media
04.2009 - 11.2012
Marketing manager
Centaur Media
07.2007 - 03.2009
Tertiary Education Marketing Manager
Hodder Education
02.2006 - 07.2007
Bachelor of Arts - English Literature, French
Keele University
04.2001 -
Marketing Manager, Nature
Nature Publishing Group Ltd
04.2001 - 02.2006
Junior Sub Editor
EMAP PLC
07.2000 - 04.2001
Marketing Coordinator
Harcourt Publishers Ltd
06.1999 - 09.2000
CIM Digital Marketing Diploma - Marketing
Cambridge Professional Academy
CIM Postgraduate Diploma - Marketing
London Metropolitan University
CIM Professional Diploma in Marketing -
London Metropolitan University
Postgraduate Certificate - Printing And Publishing
London College of Printing
A-Levels -
Aquinas Sixth Form College
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