Louise Routledge
North Cheam,UK
Summary
Marketing and brand strategist with proven expertise in product and digital strategy. Experienced in leading digital transformation initiatives and managing integrated marketing campaigns. Strong ability to leverage data analysis for actionable insights that enhance engagement.
Overview
18
18
years of professional experience
8007
8007
years of post-secondary education
Work history
Marketing Director
TeamSport Indoor Karting
Farnham, Surrey
06.2019 - Current
- Delivered 87.1% revenue growth through a comprehensive marketing strategy from June 2019 to June 2025.
Achieved 302% increase in online sales by optimising digital advertising strategies and implementing a new tech stack. - Increased online booking value by 185% and improved conversion rates by 178% via website re-platforming and advanced testing.
- Boosted email-driven revenue by 95.8% through CRM strategy and data-driven customer engagement initiatives.
- Reduced blended digital advertising CPA by 66% while improving ROAS by 216% through agency restructuring and optimisation.
- Elevated brand awareness by 17 percentage points through integrated campaigns, driving consideration and action improvements.
- Successfully launched three UK sites and one each in Germany and the Netherlands, surpassing revenue targets.
- Restructured marketing team to 13 members, introducing essential roles to enhance innovation and performance.
HEAD OF MARKETING
DOMINO'S – THE MSG GROUP
Camberley, UK
02.2016 - 06.2019
- Oversaw localised store marketing campaigns and annual plans for MSG estate, comprising over 200 Domino's stores.
- Influenced ATL advertising, sponsorship, national deals, digital, CRM, PR, and social media strategies as MAC member.
- Rationalised pricing and deals, achieving significant sales and margin improvements.
- Delivered year-on-year sales growth of 8.46% across the estate.
- Increased average spend per order by 4.03% through targeted initiatives.
- Enhanced online sales by 5% year-on-year, boosting digital engagement.
- Achieved a 2.73% increase in website conversion rate within one year.
- Managed annual marketing budget of £6M to optimise resource allocation.
HEAD OF ONLINE
GOODNESSE LTD
Guildford, Surrey
01.2014 - 02.2016
- Conceptualised and launched mobile-optimised website, achieving 270% increase in monthly revenue.
- Transformed online sales model to pay-as-you-go, resulting in 29% conversion increase.
- Enhanced customer engagement with 8.19% rise in email open rates and 5.63% boost in click-through rates.
- Launched innovative probiotic Belgian chocolate in five countries under brand name ohso.
- Focused marketing strategy on retail and online channels to drive business growth.
- Led development and execution of comprehensive online marketing strategies to enhance brand visibility.
HEAD OF CRM
BOOKATABLE
London
10.2012 - 01.2014
- Achieved 79% revenue growth from email campaigns.
- Increased visits to Bookatable.com by 164% through email channel.
- Expanded consumer database by 99.21%.
- Commissioned and implemented new email service provider to enhance communication strategies.
- Managed team of 3 within 11-member marketing unit.
- Oversaw CRM operations for both B2B and B2C segments of business.
- Reported directly to European Marketing Director while leading CRM initiatives.
- Led comprehensive CRM strategy development to enhance customer engagement and retention.
- Established metrics to evaluate success of CRM initiatives and adjust strategies accordingly.
HEAD OF MARKETING
BOOKATABLE
London
08.2010 - 10.2012
- Launched new B2B website, increasing lead generation by 35%.
- Developed comprehensive B2B sales strategy targeting restaurant recruitment.
- Established first telesales department to enhance outreach capabilities.
- Expanded B2B database by 10,000 qualified prospects in 2012.
- Achieved 1.67% increase in PPC conversion rate.
- Led cross-functional teams to implement innovative campaigns targeting key customer segments.
- Developed comprehensive marketing strategies to enhance brand visibility across diverse platforms.
MARKETING DIRECTOR
CG RESTAURANTS & BARS
London
12.2007 - 08.2010
- Successfully launched Fire & Stone restaurant concept and expanded its rollout.
- Introduced Dirty Martini bar concept in Covent Garden, attracting new clientele.
- Forged partnerships, including lastminute.com, generating £200,000 of incremental annual sales.
- Collaborated with senior management to align marketing efforts with overall organisational objectives and growth plans.
- Mentored junior marketing staff to foster professional development and improve team performance.
- Managed digital marketing efforts, including social media and email campaigns, to elevate customer engagement.
- Analysed competitive landscape to inform strategic decisions and maintain market leadership.
Education
CIM DIPLOMA - Marketing
Bracknell & Wokingham College
Bracknell, Bracknell ForestBA (HONS) DEGREE - Art And Design
Surrey Institute Of Art And Design University College
Epsom, SurreyB-TEC - Art And Design
Surrey Institute Of Art And Design University College
Epsom, SurreyGCSE (9) - All
Howard of Effingham School
Effingham, SurreyMini MBA - Brand Management - Marketing
Mark Ritson
Online 04.2025 - 07.2025
Skills
- Strategic planning and leadership
- Commercial acumen
- Digital marketing and AI
- Data analytics
- Brand strategy
- Customer experience personalisation
- Creative problem-solving
- Adaptability and innovation
- Stakeholder engagement
- Communication skills
References
References available upon request.
AWARDS
Marketing voted as best department 2017 at the annual MSG conference, Y.T.D 2017 - I have delivered 123 Store Record Sales Week, 5 out of the TOP 10 stores, (in a system of 1000 stores) won awards at the Domino’s Annual Conference for the highest average spend per address.
SUMMARY
- 20+ Years' experience
- Head of Marketing
- Head of Digital
- Head of CRM
- Marketing Director
SECTORS
- Leisure
- Hospitality
- B2C & B2B
- QSR
- SaaS
- Franchising
- Food Delivery
- Restaurant
- Bar & Late night
- Technology
BEST AT...
- Driving Change
- Creative Thinking
- Delivering Results
- Digital Marketing
EARLY ROLES
- MARKETING MANAGER DEC 2004 – DEC 2007 COVENT GARDEN RESTAURANTS
- PRODUCT MARKETING MANAGER OCT 2000 – DEC 2004 MET OFFICE
- PRODUCT MARKETING EXECUTIVE SEP 1999 – OCT 2000 DMG WORLD MEDIA
Timeline
Mini MBA - Brand Management - Marketing
Mark Ritson
04.2025 - 07.2025
Marketing Director
TeamSport Indoor Karting
06.2019 - Current
HEAD OF MARKETING
DOMINO'S – THE MSG GROUP
02.2016 - 06.2019
HEAD OF ONLINE
GOODNESSE LTD
01.2014 - 02.2016
HEAD OF CRM
BOOKATABLE
10.2012 - 01.2014
HEAD OF MARKETING
BOOKATABLE
08.2010 - 10.2012
MARKETING DIRECTOR
CG RESTAURANTS & BARS
12.2007 - 08.2010
CIM DIPLOMA - Marketing
Bracknell & Wokingham College
BA (HONS) DEGREE - Art And Design
Surrey Institute Of Art And Design University College
B-TEC - Art And Design
Surrey Institute Of Art And Design University College
GCSE (9) - All
Howard of Effingham School