Jacky Perales-Morris
Bristol
Summary
Accomplished and results-driven Subscriptions and Customer Marketing Director with over 25 years of experience in multi-platform subscription marketing, recurring revenues and team leadership. Proven track record of developing data-driven strategies that enhance customer acquisition, retention and engagement, focused on delivering growth. Adept at managing multi-channel marketing campaigns, driving digital transformation, driving revenues and fostering collaborative team environments. Exceptional mentor and advocate for team development and career progression.
Overview
26
26
years of professional experience
13
13
years of post-secondary education
Work history
Subscriptions Director
Our Media Ltd
Bristol
01.2022 - 11.2024
- As a key member of the board, responsible for overseeing and driving the growth and retention of the company’s print and digital subscription-based revenues of over £13M and customer base of over 500k.
- Working with the executive team to develop long-term strategies for growing subscription revenues, enhancing customer retention and optimising pricing models
- Developed and implemented several significant migrations linked to the company’s separation From moving the subscriptions bureau in the US, upskilling the team, creating new social media accounts, to launching our new e-commerce site. These migrations weren’t just technical shifts; they were strategic moves to ensure, agility, scalability, and an enhanced user experience, key to the business's future success
- Key role in transitioning subscribers to membership, driving engagement, increasing loyalty and creating revenue expansion opportunities through partnerships
- Onboarded digital editions and associated third-party revenues, from our previous parent company, successfully migrating operations and growing revenues by over 235% y-o-y to over £2.5M. Creating cross-functional teams to deliver on the opportunity as well as launching the first digital only proposition. Working closely with third party partners to develop product proposition, drive engagement and extend market reach.
- Spearheaded the development and launch of our new e-commerce site, managing internal stakeholders and suppliers, collaborating on project scope, deliverables and timelines. Achieved a 5% increase in conversions by optimising customer journey touchpoints, enhancing user experience, and implementing targeted marketing strategies
- Implemented operational changes for improved efficiency.
Subscriptions Director
Immediate Media
01.2012 - 12.2021
- As part of the leadership team, focused on delivering continued growth in subscriptions through developing the business case; delivering best in class marketing campaigns; nurturing and growing new routes to market; diversifying revenue streams and improving margins long term through cost efficiencies
- Spearheaded the development and execution of comprehensive marketing strategies, resulting in 10% increase in contribution to over £6M.
- Subscriptions bureau migration: key role in the migration of 1 million subscribers without any impact on customers or revenues
- Lead high performing Marketing Team of 16, fostering a collaborative and innovative working environment that increased productivity and delivered 10% growth
- Managed the customer lifecycle from acquisition to retention, improving customer satisfaction and loyalty through targeted marketing efforts and personalised communications and experiences
- Spearheaded several new product propositions and successful new launches
- US expansion – working with US agency to increase footprint and develop new routes to market, resulting in 25% growth in circulation and 15% growth in revenues
Head of Direct Marketing
Origin Publishing
08.2006 - 01.2012
- Responsible for overseeing and driving the subscriptions strategy and ancillary revenues for a portfolio of specialist interest magazines and events
- Focus on customer centric marketing strategies to deliver growth and improve profitability
- Increased revenues by 10% to £5.5M through, driving customer growth, diversifying revenues and introducing price increases
- Improved campaign performance through the introduction of customer lifetime value analysis and reduction in customer churn by 5%
- Worked with the leadership team to identify gaps in the market, test new products and deliver several successful new launches in the craft sector
Subscriptions Development Manager
BBC Worldwide
12.2000 - 07.2006
- To develop and deliver successful and measurable multi-channel campaigns, to drive profitable subscriptions for the food and gardening magazine portfolio (BBC Gardeners’ World Magazine, Easy Gardening, BBC Good Food and olive magazine)
- Innovative and highly successful launch of Olive magazine, exceeding targets by 60%, and winning PPA direct mail campaign of the year in 2004
- Devised and implemented a new direct mail strategy across the portfolio which significantly outperformed targets by 50%
- Data segmentation tests, decreasing the rate of attrition by 6% through more targeted communications, generating cost savings of 20%
- Developed and executed departmental best practice workshops covering a number of areas including renewals, acquisition, direct mail, the creative process and pricing
Subscriptions Marketing Executive
Hearst
01.1999 - 12.2000
- Developing strategies for the retention of 350,000 magazine subscribers
- Implementing retention test plan on price, incentives and data segmentation, analysing results and reported on trends
- Developing 3rd party relationships to increase brand awareness and extend audience reach
- New product launch of Cosmopolitan Hair. Generating 3,500 new subscribers within two months of being launched vs target of 2,000
- Member of UMC (Ultimate Magazine Collection), helped to coordinate and implement this joint mailing venture between various publishers to reactivate a difficult customer segment, resulting in a 5% uplift in response against previous campaigns
- Developed a market research strategy to investigate lapsed subscribers and improve retention
Education
ILP - Integral leadership programme
ILP
02.2015 - 09.2015
PPA IDM Certificate - Direct Marketing - Distinction
MA - Marketing (Dissertation on Relationship Marketing Distinction)
Bristol Business School
01.1997 - 01.1998
BA - Joint Honours in History & Politics
Nottingham University / Aix-en-Provence
01.1994 - 01.1997
European Baccalaureate - undefined
European School Brussels
01.1985 - 01.1993
Skills
- Strategic planning & business strategy formulation
- Leadership and team management
- Marketing and customer engagement
- Multi-channel marketing
- Customer Lifecycle management
- Data-driven decision-making
- Revenue growth
- Budgeting & Forecasting
- Market positioning
- Brand development
Timeline
Subscriptions Director
Our Media Ltd
01.2022 - 11.2024
ILP - Integral leadership programme
ILP
02.2015 - 09.2015
Subscriptions Director
Immediate Media
01.2012 - 12.2021
Head of Direct Marketing
Origin Publishing
08.2006 - 01.2012
Subscriptions Development Manager
BBC Worldwide
12.2000 - 07.2006
Subscriptions Marketing Executive
Hearst
01.1999 - 12.2000
MA - Marketing (Dissertation on Relationship Marketing Distinction)
Bristol Business School
01.1997 - 01.1998
BA - Joint Honours in History & Politics
Nottingham University / Aix-en-Provence
01.1994 - 01.1997
European Baccalaureate - undefined
European School Brussels
01.1985 - 01.1993
PPA IDM Certificate - Direct Marketing - Distinction
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