Erica McKinnon
Kirby le soken,UK
Summary
Accomplished marketing leader with expertise in customer and partner marketing leadership, go-to-market strategy and execution, and revenue growth through digital adoption. Proven track record in developing sales, channel, and enablement programmes that drive customer segmentation and lifecycle marketing. Adept at managing campaigns, CRM optimisation, and content delivery to enhance cross-functional leadership. Skilled in leveraging marketing technology such as Salesforce (SFDC) and Pardot for automation, alongside CRM lifecycle campaigns to boost customer engagement. Committed to advancing e-commerce enablement through customer portals while establishing robust reporting and KPI frameworks to measure success.
Overview
11
11
years of professional experience
4
4
years of post-secondary education
Work history
Director, Global Customer Marketing
GILSON
12.2022 - 12.2025
- Lead global customer and partner marketing, accountable for revenue growth, digital adoption, and scalable customer engagement across direct, digital, and partner routes to market.
- Member of the senior commercial leadership team, working closely with Product Management, Category, Sales, Channel, Customer Support, and Global MarCom to shape and deliver customer and go-to-market strategy.
- Designed and delivered a new global channel enablement programme, shifting partner engagement from transactional selling to a structured 360-degree model covering onboarding, sales enablement, marketing activation, and ongoing support.
- Led and personally contributed to a digital growth programme delivering 150%+ growth in digital revenue, combining lifecycle strategy with hands-on campaign execution, CRM communications, customer journey optimisation, and internal enablement.
- Built and established the Global Customer Marketing function, defining remit, operating model, priorities, and ways of working to support customer growth at scale.
- Improved the marketing technology stack, including Salesforce and CRM workflows, to support customer segmentation, campaign execution, reporting, and scalable growth.
- Operate as a senior player–coach, remaining hands-on in campaigns, CRM emails, content creation, sales playbooks, brochures, events, and promotional strategy where clarity, quality, or speed are critical.
- Introduced new marketing campaigns, boosted brand image.
- Collaborated closely with sales department to align marketing objectives with sales targets.
- Coordinated successful trade shows for increased brand exposure.
- Strategised cross-promotions with new and existing partners to expand sales and marketing opportunities.
Customer Marketing Director, Europe
GILSON
03.2018 - 12.2022
- Led the European customer marketing strategy and roadmap, aligning global priorities with regional market needs to drive sustainable revenue growth.
- Translated portfolio and product strategy into clear value propositions and executable go-to-market programmes across key European markets.
- Enabled regional sales and customer-facing teams through sales playbooks, messaging frameworks, and campaign toolkits to support consistent, value-led engagement.
- Owned customer segmentation and regional lifecycle strategies to prioritise growth opportunities and improve onboarding, adoption, retention, and expansion outcomes.
- Designed and executed integrated omnichannel programmes across digital, partner, and field channels, supported by KPI-led reporting to guide prioritisation and performance.
UK Marketing Manager
GILSON
06.2015 - 03.2018
- Led UK customer marketing activity in support of commercial objectives, working closely with sales and customer support teams.
- Localised global strategy, campaigns, and product launches for the UK market.
- Delivered campaigns, customer communications, and events to support acquisition, engagement, and retention.
Education
MSc - Environmental Sciences
Cranfield University
09.1997 - 06.1998
BSc (Hons) - Combined Human Biology, Earth Science and Geography
University of Northampton
09.1994 - 07.1997
Advanced Certificate in Marketing -
Chartered Institute of Marketing (CIM)
/2001 - /2001
Skills
- Customer & Partner Marketing Leadership
- Go-To-Market Strategy & Execution
- Revenue Growth & Digital Adoption
- Sales, Channel & Enablement Programmes
- Customer Segmentation & Lifecycle Marketing
- Campaigns, CRM & Content Delivery
- Cross-Functional Leadership
- Marketing Technology & CRM Optimisation
- Salesforce (SFDC) Pardot / Marketing Automation
- CRM & Lifecycle Campaigns
- Customer Portals & E-commerce Enablement
- Reporting & KPI Frameworks
EARLIER CAREER
- Marketing Communications Manager – Gilson
- Qualification Marketing Manager – ICAEW
- Marketing Specialist – Interbusiness Group
- Customer Services & Marketing Specialist – Anachem (Mettler Toledo)
Timeline
Director, Global Customer Marketing
GILSON
12.2022 - 12.2025
Customer Marketing Director, Europe
GILSON
03.2018 - 12.2022
UK Marketing Manager
GILSON
06.2015 - 03.2018
MSc - Environmental Sciences
Cranfield University
09.1997 - 06.1998
BSc (Hons) - Combined Human Biology, Earth Science and Geography
University of Northampton
09.1994 - 07.1997
Advanced Certificate in Marketing -
Chartered Institute of Marketing (CIM)
/2001 - /2001