Katie Pocock

Lead the UK Brand team of 7, including 4 Senior Managers on Brand Strategy, Insight and Measurement, Brand creative experience, Brand Governance and Education and Brand activation.

UK Territory lead, playing instrumental role in the Network Brand Leadership team to develop the new PwC brand strategy and refresh which launched April 2025 as well as operating model transformation planning.

Responsible for integrated Brand positioning campaigns to increase share of voice, drive brand consideration for master brand and tech services.

Responsible for brand management and operations - consulting with and servicing the UK firm on their branding needs.

• Ownership of the Business marketing plan, £4m budget and KPIs to drive aggressive business market share growth.
• Working with Propositions and Trading, ensuring plans align to commercial and customer priorities and are reviewed on a quarterly and annual basis.
• 300% base growth achieved within 18 months amidst the pandemic.
• Responsible for overseeing all GTM activity delivered through business campaign teams, owned channels channel engagement, sales, partners, large business.
• Rapidly developed and launched value propositions driving growth.
• Leading the marketing requirement definition for major digital transformation programme and attend decision board.

• Strategic positioning: cultivated strong relationships with Senior Partners and led the Consulting Marketing team to implement strategic marketing for key transformation propositions across paid, owned and earned media channels, increasing service awareness by 30% and supporting double-digit revenue growth.
• Innovation in Thought Leadership: Developed and executed the CMO Study campaign, achieving 2.2 million impressions and 170 marketing qualified leads, positioning PwC as a leader in share of voice within CMOs from 12% to 19%. Initiated and led the successful launch of the UK Cloud Survey, resulting in £11 million pipeline and £3 million revenue, through effective stakeholder management and expertly aligned messaging strategies with global objectives.
• Influencer marketing: Pioneered the Top Voices advocacy program to enhance brand presence through social media with a cohort of selected experts achieving a 33% increase in campaign impressions and significantly exceeding media value projection with negligible cost. This paved the way for an expansive programme.

• Having left Vodafone, I established my own business and sought freelance work.
• Consulted within Three Wholesale between June 2019 to March 2020, working internally and with strategic MVNO partners.
• Responsible for Partnership marketing planning and activities spanning lead generation, social marketing, events and corporate communications.
• Launched the new Wholesale brand, Linkedin site and was asked to lead the 2020 Indirect Business marketing strategy designed to grow wider business market share.
• In June 2017, approached by the Enterprise Partner Services Team at Vodafone to redefine the Partner Programme proposition, digitise their channel and develop a communications strategy that would re-engage their Partners.
• Re-developed the Vodafone Partner Programme proposition to meet the changing needs of Partners and customers. Included insight work, structural simplification and communications plan to reposition and engage.
• Strategized and delivered digital transformation across the Partner Programme including a new digital platform including marketing and partner enablement, comms, training and social amplification.
• Covered the client’s Programme leadership role directly June to November 2018, due to extended leave, and managed the programme of 140 Partners (25% of Vodafone Enterprise revenue).
• Partner proposition strategy commended by the Partnerships Sales Director at end of presentation session.
• 98% Partner adoption of the new Programme digital platform increasing customer engagement and facilitating growth.

• After gaining experience in the business brand team, became responsible for major campaigns.
• Responsible for campaigns to improve brand consideration.
• Led a matrix team of internal and multiple agency employees to create outstanding marketing plans and campaigns.
• Developed £2m media partnership “Business Made Simple” with The Guardian. Included negotiation, editorial content strategy for amplification across national press, digital hub and social channels and regional events.
• Delivered “Ready for Anything” brand repositioning campaign with integrated demand campaign. Drove high reach, engagement and doubled broadband sales. Brand consideration rose significantly +3%.
• Business Premier campaign pushed new boundaries in digital - first UK B2B use of Facebook’s new canvas format, effective use of search to underpin entire campaign, generating large increases in generic terms, 15% call over-delivery, 20%+ retail footfall increase, and campaign drove 2% increase in overall brand consideration and generated 50% of new business leads. Shortlisted for Best Integrated Campaign of the Year 2016 Search UK awards.
• Delivered Vodafone’s first cross-segment roaming advertising campaign included content marketing partnership with The Telegraph increased brand consideration and intent to purchase significantly. Campaign recognised by Vodafone Group as best practice and first UK campaign rolled out globally. 30% increase in roaming usage frequency and volume and generated new business worth £750k.
• Created and delivered the Vodafone One Net Enterprise Cloud digital-only campaign to C-suite in February 2015. Delivered £9 million sales revenue within 3 months with £15m AOV into pipeline.

• Owned the marketing communications calendar and management of all small business communications with £2m budget.
• Line managed a small team and multiple agency relationships across strategic business, lead generation DR, media, partner and event agencies.
• Identified the biggest opportunity lay in the SOHO/SME segment and secured double the budget on previous year with a strong plan presented to the Enterprise Leadership Team and UK Board.
• Launched the iconic iPhone 6 with a demand campaign in record time and exceeded sales by a record 20%.
• Created “Why Vodafone” story for use internally and externally, giving consistency to the brand story.
• Total Workforce Mobility “Power to the frontline” campaign targeted at public sector leaders. Generated 75 leads vs target of 10 and £1.5m return from £65,000 budget.
• 6-month brand planning secondment improving brand metrics and working with business teams and consumer brand planning to develop the wider investment plan. Secured 50% more budget year on year.

• Responsible for Pay As You Go customer base management with £3m budget and oversaw campaign managers.
• Managed the end-to-end communication programme, senior stakeholder relationships and pioneered Vodafone’s first real-time campaigns to successfully grow base value.
• Increased high value customer base from 95,000 to 205,000 in just 3 months with the introduction of highly data-driven contextual revenue stimulation campaigns.