Jonathan James Coates

• Responsible for creating and implementing strategic comms and journeys to activate, engage and retain customers in our savings product. The comms strategy is a mix of BAU and journey comms, and email, push, in-app, outbound and inbound channels.
• Key stakeholder relationships have been built with the Product Marketing Manager and Product Manager to ensure alignment across the product initiatives and comms, and allowing me to influence key strategies based off my area of expertise.
• Overseeing the end-to-end management of multichannel campaigns, with key collaborations with the brand, creative, copywriting, controls, compliance, AEM and comms delivery teams.
• Lead on driving experimentation across all steps of the customer journey and with a specific focus on activating customers. A key win here was the activation plan for a boosted saver offering which saw a 400% increase across opens and fund amounts in the treatment vs. control. The overall impact to the business was a ~£300m in incremental deposits. This has plan has been implemented on all subsequent offers, and iterated on for optimisations.
• Creating, activating and iterating upon highly optimised marketing programmes designed to activate customers, then engage and ultimately retain. This has been split between a F14D programme focused on activating the customer and pushing them into a profitable state for the business. Then a priming programme from 15-90D which focuses on driving the customers value to the business through embedding them deeper in the product and x-selling to other products at the right time.
• Continually looking to optimise BAU and programme comms with collaboration with the experimentation, data, finance and commercial teams.

• Hired as a contractor to work for the John Lewis Investments white-label business, part of Nutmeg Investments.
• The was very unique role that required me to build relationships and manage key stakeholders across two different businesses - Nutmeg and John Lewis Finance.
• End to end campaign management across the design, copywriting, controls, compliance and comms delivery departments at Nutmeg, as well as the commercial, controls and compliance departments at John Lewis Finance.
• Full audit of the current BAU and Lifecycle campaigns which then lead to an optimisation project, collaborating with Nutmeg & John Lewis commercials team, data, product, design and copywriting teams.
• This included launching 15 personalised,. targeted comms to help improve the acquisition for the business, as well as a fresh Tax Year End campaign of 11 emails split into 50 variations.
• Managed the launch of a unique product proposition in the investments landscape, with continuous outreach to those clients.
• Regular consulting and guidance to John Lewis on their acquisitions emails for investments, as well as reviewing all marketing activity to be sent out by John Lewis for tone-of-voice and general FCNM points

• Management of EU (Germany, Italy, Spain, Rest of EU) and US

channels.

• Responsible for full development pipeline for each email in each

market - ideation, briefing design and copy, execution and

reporting.

• Briefing copy and design to our in-house team for markets

outlined above. Highlighting audience, campaign objective, key

messages and tests.

• Implemented a A/B testing plan - looking to optimise one

key metric per month.

• Built strong cross-departmental relationships, particularly with

Trade, Design and Brand. Regular communication to ensure

each email is relevant and on-brand.

• Regular planning of the communications strategy to optimise

key trading periods and offers.

• Use of segmentation/personalisation to ensure all communications

are targeted and relevant.

• Collaborated with data to devise Acquisition, Onboarding, In-life and Retention campaigns.
• Identifying opportunities to launch new campaign ideas,

offers and promotions to deliver incremental margin and CX

improvements.

· Planned, built and executed a variety of marketing campaigns (Email, SMS, Push and Web Push) within Lifecycle, BAU and Real-Time teams.

· Use of data, analysis and recommendations from the insights team to evaluate current and new campaigns and develop plans to further optimise the journeys.

· Helped devise and execute the automated lifecycle journeys, including welcome offers, conversion, retention, bad luck and reactivation journeys.

· Implemented A/B testing to collect data on different communications with the goal of optimising future communications.

· Built strong relationships across departments, particularly with the Copy, Insights and Legal teams, which helped my ability to effectively manage stakeholder expectations.

· Management of Special Projects process and Quality Control which bring in £5 million+ annually to the business.

· Set-up and maintenance of a complete product portfolio - over 5,000 data entries required. This helped to create a single source of truth for the company and help the efficiency of the sales teams.

· Oversee the Marketing department in the setup of products on the website, ensuring all details are correct, particularly descriptions and imagery.