Jason Riseborough

Took a career break at the beginning of 2025 and spent 4 months travelling.

• Spearheaded the multi-channel data led growth demand digital marketing strategy to support all areas of Investec covering B2B, B2C and D2C (for savings products) audiences.
• Created targeted customer journeys working with Sales Development teams across the bank, setting KPIs to track performance and manage resources and budget accordingly.
• Ran test and learn programs using 'intent and signal data' within our prospect based across all channels via Salesforce Marketing Cloud and Adobe (website, SEO, email, thought leadership content, social media and paid media) to improve performance. This led to a 30% increase in lead-to-opportunities.
• Leveraged AI to derive data-driven insights, enhancing strategic decision-making processes which predicted optimised customer segmentation to improve our advertising retargeting campaigns.
• Responsible for all digital marketing channels including customer experience and content across the digital ecosystem.
• Blending strategic guidance across the Marketing team and a ‘hands on’ approach to support the team and agencies (paid media, CX/UX, SEO and social).
• Responsible at an operational level for the use of data insights to drive marketing and demand generation program effectiveness and strategic decision-making through ‘test and learn’ programs.
• Orchestrated a shift to an 'audience-first' thought leadership content strategy, focusing on client needs rather than traditional promotional content, enhancing engagement and brand loyalty across all the demand generation activity.
• Led the strategic use of paid media across digital and out-of-home (OOH) channels, implementing an intent/signal led approach to align audience and media selection.
• Managed an annual budget of £2.8million, strategically allocating resources for marketing activation and Martech platforms.
• Mentored and led a team of four specialists – Web Manager, Paid Media Manager, Social Media Manager and Content Manager.
• Platforms managed: Adobe Experience Manager, Adobe Analytics, Google Adwords, Google Performance Max, Sprinklr, LinkedIn Campaign Manager, Dotdigital, MS Dynamics 365 and Salesforce Marketing Cloud.

• Architected and executed comprehensive digital marketing strategies aligned with RSM's business objectives.
• Implemented a digital vision emphasizing brand building and commercial value through lead generation, enhancing RSM’s external digital marketing impact.
• Formulated strategies for Paid Media, Social, SEO, Email, YouTube, and website channels, significantly contributing to the firm's commercial value.
• Orchestrated the transition to an integrated digital marketing model, aligning content across channels for message consistency, leading to a 20% increase in quality leads.
• Transformed the digital team into channel experts, resulting in a 100% increase in the digital marketing budget.
• Spearheaded the creation of ABM strategies targeting high-value clients and prospects across the digital ecosystem.
• Launched a demand generation program connecting RSMUK.com, Sitecore, and MS Dynamics for personalised content, improving conversion rates by 30% among targeted audiences.
• Devised a new paid media strategy, generating £2.7 million in business by blending Social, CRO, PPC, and Display.
• Managed four agencies to support channel strategies, enhancing commercial and brand campaign delivery.
• Established a comprehensive reporting model using Google Analytics, Hootsuite, and Sitecore, providing performance insights against KPIs and objectives.
• Platforms managed: Sitecore CMS, LinkedIn Campaign Manager, MS Dynamics 365, Google Analytics and Sprinklr.

• Orchestrated internal and external marketing strategies across the funnel, delivering £2.8 million in revenue from a single campaign.
• Crafted tailored online strategies for eight business units, integrating online and offline channels for maximum impact.
• Engineered a communication matrix to optimize channels, including PR, for increased awareness in core sectors.
• Architected an SEO strategy focusing on content performance, improving page rankings and creating targeted content for business areas.
• Implemented a LinkedIn-focused lead generation strategy, yielding 350 leads in one month.
• Devised an internal communications strategy highlighting core sectors and expertise, collaborating with senior leaders to showcase exemplar projects.
• Pivoted to a targeted social media approach, resulting in a 30% increase in webinar registrations and a 28% increase in website visits.
• Platforms managed: Sitecore, Google Analytics, LinkedIn, Meta and Google Adwords.

• Conceptualised and implemented a multi-channel online strategy to enhance brand awareness, thought leadership, and engagement globally.
• Crafted an online vision for Arup, enhancing engagement and lead development across global and local online platforms.
• Spearheaded a team restructure, fostering collaboration and professionalism across a team of 60 people worldwide.
• Pioneered the transition from 'thought leadership' to 'do leadership' content, increasing website visitors by 210,000 in 2018.
• Introduced localised content to improve SEO rankings for targeted services, enhancing visibility in local markets.
• Engineered a bespoke messaging model, resulting in 110,000 additional targeted visitors and a 1442% increase in social media followers.
• Launched the first paid media program, driving brand awareness and lead generation through programmatic and paid search.
• Led the development of a new website and personalisation strategy, increasing lead generation by 28%.
• Directed global digital reporting and managed the online budget, optimising resource allocation across channels.
• Oversaw 12 digital agencies globally, ensuring alignment with strategic objectives.
• Platforms managed: Sitecore, Marketo, Hubspot, LinkedIn and Google Adwords.