Emma Avery

As an Account Manager I am the face of our in-house agency who are specialists in design, branding, content and video. I manage a portfolio of key accounts and am responsible for developing and nurturing these clients. I am the interface between them and the Creative Services team, working to support my clients on strategy and planning, creative and brand development, content and message houses, delivery and prioritisation of assets, budget efficiencies, evaluation and much more. I manage my team by forward planning, identifying risks or opportunities for development/training, prioritising work, unpicking complex briefs, problem solving and solution finding, reviewing and improving processes and spotlighting the great work our team do.

Other responsibilities include:

• Branding, design and production, web content, video and accessibility. Providing training and support where required.
• Tendering for agencies, recruiting them to the roster and inducting them. Reviewing these agency relationships yearly and working with them closely.
• Creating, reviewing and updating the brand guidelines, strategy, ensuring brand alignment and providing training, support and advice throughout the organisation.
• Delivering a high level of service to key clients to maintain and extend relationships.
• Overseeing the account portfolio to deliver top-quality account services.
• Handling customer concerns and complaints to resolve issues and build loyalty.
• Cultivating a strong rapport with clients and stakeholders to support long-lasting partnerships and a good work culture.
• Increasing client satisfaction reviewing processes and plans to support key campaigns better and produce more effective marketing.
• Generating reports to senior management to illustrate team performance.
• Tracking industry advancements in software and services to integrate new and emerging ideas or tools.
• Nurturing client relationships, scheduling on-site visits or off-site meetings to touch base on account needs.
• Reviewing department processes and analysed client feedback to highlight areas in need of improvement.
• Recruiting, training and mentoring new account representatives to deliver outstanding service.
• Monitoring client's budgets, explaining costs and offering low cost solutions to objectives.
• Planning and prioritising my account team's workload, meeting deadlines whilst dealing with changing priorities.

As Marketing and Campaigns Manager I worked with the Organ Donation Marketing management team to develop, co-ordinate and deliver an award winning national campaign to inform the public about the change in law around organ donation, the choices available to them and to encourage them to record and share their organ donation decision with their family. This involves having excellent leadership and project management skills.

My responsibilities included:

• Knowledge and experience of delivering a high budget (1.4 million) multi channel end-to-end integrated campaign that spanned across several channels, including. TV, radio, OOH, social, media partnerships & PR from planning/briefing to delivery and evaluation.
• Working with paid media agencies on planning and evaluation and identifying new and future opportunities.
• Managing agency delivery and performance.
• Delivering campaigns against KPIs and analysing data and campaign performance to drive improvements.
• Leveraging industry trends to identify new opportunities such as partnerships with Twitch.
• Exploring new marketing and branding partnerships with high-profile clients.
• Led and built working groups who supported across paid, owned and earned media to scope project goals, report and provide deliverables.
• Monitored campaign performance, adapting strategy as needed to ensure business goals were consistently met.
• Conducted market research to better understand key customer segments.
• Managed large marketing budgets.
• Delivered presentations to stakeholders, Senior Management teams and colleagues about our campaigns and on-boarding them with our approach.

In this role I was responsible for working with the Marketing and Campaigns Manager and wider team to research, develop, implement and evaluate strategic marketing and local/national campaign activity in support of the organisation's aims and objectives.

My duties included :-

• Initiating and developing marketing activity and campaigns to support the Organ Donation and Transplantation Directorate to fulfill their strategic business needs. This could include activity to educate people about the law change, encourage families to have conversations about organ donation, encouraging people to register their choice on the NHS Organ Donor Register
• Insight led educative or emotive content creation and storytelling that addresses myths or misconceptions, informs people that the law around organ donation has changed or inspires
  and motivates people to be organ donors
• Developing materials and campaigns to engage from all communities and faiths, developing relevant messages for the target audience and identifying and using the most appropriate channels to communicate these (e.g. digital, print, social media, experiential, paid advertising,direct mail, face-to-face). This meant working closely with the creative services team.
• Writing and editing offline and online communications materials and working with external agencies, voluntary organisations and internal specialists to deliver marketing activity that will engage stakeholders, build reputation, raise awareness about the new law and what it means and motivating conversations within the family.
• Working closely with colleagues across the wider NHS Blood and Transplant Donor
  Experience directorate, particularly customer marketing and corporate communications, as well as specialist leads in other directorates to deliver core activity and content around the change in law.
• Leading projects such as launching and managing the Community Investment Scheme and other cross-functional project groups to achieve marketing objectives, including insight analysis, strategic planning, creative proposition management, project delivery and evaluation using Government Communication Service principles.

I worked alongside the sales and marketing teams to provide professional and targeted tenders for both large and small contracts in the UK and worldwide.

Strong organisational skills and good relationships with colleagues were vital to my success in this role.

In my time here I introduced planning tools, document templates and worked on a database of tender responses in order to improve upon the detail and quality of tenders and to help create
an efficient and effective process. I also made visits to customers in order to present recommended solutions and was asked to coach a younger member of the team on coordinating
larger tenders.

I was employed as WFPS Marketing Assistant. A role which involved supervising and coordinating a team of telemarketers, organising events, analysis and implementation of projects relating to the Marketing Information System as well as managing a number of projects and supporting the Product Managers.

Due to my success in this role, I was promoted to WFPS Product Manager for the United Kingdom with responsibility for a wide range of products including hardware and software. These products were sold both directly through our Account Managers and indirectly through
our Channel Partners. My products were required to meet the monthly sales budget by provision of communications, information and tools via the Marketing Mix. Some of these tasks included: launching new products, setting pricing, researching competition, advertising, events, direct mail, sales promotion, telemarketing, training, product demonstrations, sales support and putting together marketing plans analysing and strategising for the year ahead.