Danielle McMullen
Cardiff, UK
Summary
Senior Account Manager with 14+ years of experience across SEO, PPC, content, email, and CRM. Trusted by C-suite; average 97–98% retention and ownership of £800k+ client portfolios. Campaign Lead on award-winning campaigns for Age Care Bathrooms, Veriforce CHAS, and MCS Cleaning.
Overview
18
18
years of professional experience
Work History
Senior Account Manager
Exposure Ninja
Nottingham
05.2023 - Current
- Lead client strategy across SEO, PPC, content, and email for a portfolio generating over £800k in annual revenue.
- Delivered multi-award-winning campaigns: 6× shortlistings, 3× wins (UK Search Awards 2024), and Lead Gen Campaign of the Year (2025).
- Delivered 3,800+ leads in 9 months (137% of target), generating £215k in organic revenue, a 363% increase in PPC conversions, and 529 leads via email marketing.
- Scaled a business from 1 location to 6, achieving 534% revenue growth, a 334% increase in leads, a 47.9% drop in CPA, and a 174% rise in conversion rate.
- Secured major renewals and upsells, including £100k+ contract extensions and additional service expansions worth £20k–£36k each.
- Built strong C-suite relationships, generating over £500k in new business pipeline opportunities.
- Proactively improved internal processes, including approvals, handovers, deliverable consistency, and client communication standards.
- Mentored junior account managers and supported onboarding, delivering 1-to-1 coaching, process training, and knowledge-sharing sessions.
- Consistently praised in independent client reviews for proactive support, trusted leadership, and excellent communication.
Marketing Manager
Blue Ocean Activities
Cardiff
01.2019 - 04.2023
- Owned the full marketing function (SEO, PPC, content, social, and web), managing agencies/freelancers and delivering on time, on budget, and on brief.
- Grew organic traffic by 74% and added £324k in annual sales; achieved page-1 rankings for over 10 high-value keywords within 6 months.
- Built a bookings funnel (forms, email follow-ups, remarketing) that increased enquiry to booking conversion and reduced seasonality dips.
- Launched and optimised Google Ads (Search, PMax, and YouTube) to fill off-peak capacity while keeping CPA efficient.
- Set up GA4, Looker Studio, and basic CRM tracking to attribute leads, revenue, and guide landing-page and content improvements.
Director
The Health Network
Cardiff
03.2014 - 10.2022
- Built and managed a 400-person commission sales team, achieving £100k monthly sales without ad spend.
- Delivered training and motivational talks to audiences of up to 4,000 across Europe.
- Awarded Salesperson of the Year, 2014.
Director
Web Help Cardiff
Cardiff
11.2011 - 03.2014
- Founded and grew a digital agency, delivering 2900–3900% ROI on Google Ads.
- Scaled a start-up from 1 to 10 staff in 12 months through a digital growth strategy.
Marketing Manager
Purple Contracts
Barry, South Glamorgan
03.2009 - 02.2011
- Managed SEO, PPC, social media, and email marketing to drive customer acquisition.
- Delivered a £350k monthly sales uplift by implementing a dedicated marketing strategy within budget.
- Achieved #1 rankings for over 20 competitive keywords in six months, adding approximately 2,800 extra monthly visits, and driving a significant uplift in leads.
Education
Tonyrefail Comprehensive School
Rhondda Cynon TaffProfessional Headline
Senior Account Manager | 97–98% retention | £800k+ portfolio ownership | Award-winning lead
Key Achievements
- Consistently delivered 97–98% client retention across multi-channel portfolios.
- Managed and grew portfolios worth £800k annually, driving measurable commercial impact.
- Opened £500k+ in new business opportunities through senior stakeholder management, including partnerships with industry leaders and global marketing teams.
- Led award-winning campaigns: 6× shortlistings, 3× wins (UK Search Awards 2024) and Lead Gen Campaign of the Year (2025, UK Paid Media Awards).
- Exceeded lead-gen targets by 170%, delivering 3,832 leads in 9 months and £215k organic revenue for disabled bathroom client.
- Scaled hearing clinic from a single clinic to 6 locations, increasing leads 334% and revenue 534% through an integrated strategy.
- Generated over £160k in upsells across 2024–25, including new service expansions worth £20k–£36k each.
Core Expertise
- Strategy & Leadership: Marketing planning, multi-service campaigns, stakeholder management, team mentoring
- Digital Growth: SEO, PPC, content, social, CRO, CRM/email, digital PR
- Data & Tools: GA4, Google Ads, Looker Studio, GSC, Tag Manager, HubSpot, WordPress, Ahrefs/SEMRush
- Commercial Impact: Lead generation, retention, pipeline growth, upsells, ROI reporting
Timeline
Senior Account Manager
Exposure Ninja
05.2023 - Current
Marketing Manager
Blue Ocean Activities
01.2019 - 04.2023
Director
The Health Network
03.2014 - 10.2022
Director
Web Help Cardiff
11.2011 - 03.2014
Marketing Manager
Purple Contracts
03.2009 - 02.2011
Tonyrefail Comprehensive School