Maisy Ashton
London
Summary
I am a results-driven marketing professional with experience developing and delivering data-led customer lifecycle campaigns within subscription and membership environments. I’m skilled in using audience insights, segmentation and testing to improve engagement, increase LTV, and drive revenue growth across the customer lifecycle. I have experience in managing multi-channel campaigns, analysing data to inform decisions, and collaborating with cross-functional teams to deliver a positive customer experience. I am a strong communicator with a keen eye for detail and a passion for continuous optimisation. Most recently, I have developed these skills as a Retention Marketing Executive in the Customer Marketing & Subscriptions team at Immediate Media.
Overview
7
7
years of professional experience
Work history
Marketing Executive - Customer Retention & Loyalty
Immediate Media
London
2025.05 - Current
- Develop and implement campaigns to improve customer retention and loyalty, thereby driving subscription and revenue growth across a portfolio of brands including Radio Times, Good Food and BBC Gardeners' World
- Implement CRM campaigns across the customer life cycle to drive engagement and renewal rates across different cohorts of customers
- Deliver gifting and cross-sell marketing campaigns to drive customer value
- Drive LTV through effective retention and upsell messaging for existing subscribers as well as surprise and delight marketing programs for loyal subscribers
- Utilise data-driven insights to create personalised and compelling customer marketing campaigns, improving customer retention and creating business value
- Working with Twilio Segment to gain insights into audiences, informing better segmentation and targeting
- Provide regular reporting on campaign performance and objectives and proactively make recommendations on improvements
- Recommend ideas for A/B testing on a regular basis and implement these tests within a testing roadmap
- Collaborate with data and pricing teams to optimise pricing, while minimising impact on churn
- Develop detailed and precise creative briefs to deliver strong marketing campaigns
- Champion marketing communication best practice, including multivariate testing and automation
Direct Marketing Executive - Acquisition
Prostate Cancer UK
London
2023.07 - 2025.05
- Develop and deliver multi-channel campaigns to recruit new supporters, minimise year 1 attrition and keep the no show rate below 15%
- Manage day-to-day running of acquisition campaigns including private site, direct mail and telephone
- Management of reactivation, upgrade and prospect conversion campaigns
- Liaise with key stakeholders, including colleagues and external agencies to monitor campaigns and develop a variety of creative and campaign materials in line with the new brand
- Complete analysis, reporting and review of all owned campaigns, flagging any concerns, sharing insights and potential improvements
- Manage and monitor the invoicing process, campaign income, expenditure and all non-financial KPIs
- Strong knowledge of and experience in Microsoft packages, including excel
- Utilising CRM systems (Raisers Edge and Raisers Edge NXT) to trace trends in data and ensure customers have the best experience at every touchpoint.
- Working closely with the wider team to ensure that all activities within campaigns are integrated, complement and support the departments overall stewardship programme, Prostate Cancer UK’s key messages and brand requirements
Marketing and Communications Intern
Cancer Research UK
London
2023.07 - 2023.09
- Working to engage and inform CRUK's network of researchers
- Create engaging, scientifically accurate copy for social media, the research blog, the researcher newsletter, and emails
- Writing detailed, multichannel communication plans
- Promoting various events and initiatives such as: the Children’s and Young People’s Cancer Research conference, Early Detection conference and Data-Driven Cancer Research conference
- Use of social media planning (Emplifi), email builders and Excel
- Clearly communicating/presenting complex information
- Analysing and reporting on communications and marketing activities
Volunteer
Frank's Fund- a special fund at the Bone Cancer Research Trust
2019.02 - Current
- Supporting Frank's Fund to increase awareness of and raise funds (over £430,000) for research into bone cancer, specifically Ewing sarcoma.
- Managing and coordinating social medial channels to keep supporter's informed and engaged (Instagram and Facebook)
- Promotion of fundraising events and challenges through Mailchimp and social media
- Providing support before/during/after fundraising events, ensuring supporters are informed and thanked for their efforts
Member of the Voice Board
Young Lives VS. Cancer
Bristol
2024.10 - Current
- Using lived experience as a bereaved sibling to inform and influence trustee decisions, helping to create positive change for children, young people and their families affected by cancer.
- Short-term engagements to involve lived experience in project development (e.g. working groups, campaign development)
- Being part of recruitment panels for potential trustees.
- Sharing difficult experiences to inform decision-making
Work experience in public relations and communications
Branksome Partners
Leeds
2022.07 - 2022.07
- Support and administration for a B2B PR agency
- Proof reading and copy writing
- Interviewing customers to create PR content and testimonials
- Desk research for competitive analysis
Work experience in marketing department
Inhealthcare, leading provider of digital health
Harrogate
2022.06 - 2022.06
- Developed knowledge of email marketing (Force24/Mailchimp), Google Analytics, social media, image libraries (Shutterstock/Adobe) and importance of brand/brand values
Education
Bachelor of Arts - History and American Studies
University of Nottingham
Nottingham 2020.09 - 06/2023
A-Levels - Psychology, History, English Literature
St Aidan's Church of England High School
Harrogate 2018.09 - 06/2020
GCSEs - 11 GSCEs
St Aidan's Church of England High School
Harrogate 2013.09 - 06/2018
Skills
- Results analysis/planning
- Social media marketing (LinkedIn, Twitter, Facebook and Instagram)
- Close attention to detail
- Copywriting
- Writing multi-channel communication plans
- End-to-end marketing campaign management
- Use of CDP systems (Twilio Segment)
- Presentations and proposals
- A/B testing
- Strong understanding of the importance of the customer
- Email marketing (Adestra)
- Use of CRM systems
- Working effectively as a team
- Microsoft packages
- Strong communication skills
Affiliations
- Running, including the London Marathon 2024
- Swimming
- Film and Theatre
- Socialising with friends!
Timeline
Marketing Executive - Customer Retention & Loyalty
Immediate Media
2025.05 - Current
Member of the Voice Board
Young Lives VS. Cancer
2024.10 - Current
Direct Marketing Executive - Acquisition
Prostate Cancer UK
2023.07 - 2025.05
Marketing and Communications Intern
Cancer Research UK
2023.07 - 2023.09
Work experience in public relations and communications
Branksome Partners
2022.07 - 2022.07
Work experience in marketing department
Inhealthcare, leading provider of digital health
2022.06 - 2022.06
Bachelor of Arts - History and American Studies
University of Nottingham
2020.09 - 06/2023
Volunteer
Frank's Fund- a special fund at the Bone Cancer Research Trust
2019.02 - Current
A-Levels - Psychology, History, English Literature
St Aidan's Church of England High School
2018.09 - 06/2020
GCSEs - 11 GSCEs
St Aidan's Church of England High School
2013.09 - 06/2018