Summary
Overview
Work history
Education
Skills
Interests & Awards
Timeline
Hi, I’m

NATALIE LAW

Woking
NATALIE LAW

Summary

Over 10 years’ experience in marketing, specializing in CRM across multiple channels to deliver exceptional customer experiences and building lasting relationships with customers. Highly skilled in utilizing data, segmentation, and analysis to improve engagement, loyalty and retention. A solution-orientated problem solver, I enjoy working collaboratively with cross-functional teams to execute campaigns and optimize customer touchpoints.

Overview

14
years of professional experience

Work history

PMI
London

CRM Manager
05.2023 - Current

Job overview

  • Working in a highly regulated industry, I project managed the CRM for a new product launch - IQOS ILUMA. This included new template creation, pre and post-launch comms as well as multiple 0-30 day journeys for purchasers. Email as a channel drove over 50% of the website visits and conversions during the launch, contributing over £350,000 in sales of IQOS ILUMA.
  • Created the strategy and oversaw implementation of the CRM lead generation initiatives. Responsible for scoping out the customer journey, identifying all lead gen touchpoints and ensuring alignment of both off and online acquisition channel activations. Achieving a 4% conversion rate.
  • Worked closely with key local, global and technical stakeholders to deliver SFMC lifecycle journeys across multiple channels - email, sms and call centre triggers.

Google
London

CRM Marketing Manager - Ads Marketing
05.2021 - 05.2023

Job overview

  • Brought in to launch a new nurture path for Google’s Grow My Store and Market Finder products in EMEA.
  • Delivered a series of over 25 emails with personalisation and dynamic variants for multiple audience segments and language iterations.
  • Acted as the key interface with internal creative teams, external agencies and local market pocs to get each new market approved and launched successfully

BBC

CRM – BBC Sounds
11.2019 - 05.2021

Job overview

  • Led the implementation and strategy for email and push notifications for the launch of BBC Sounds, growing the subscribers to over 2m
  • Managed a small team creating cross-sell and multi-channel campaigns achieving over 200k clicks and over 40,000 hours of consumption of BBC Sounds content per month from email
  • Leveraged live data to create automation journeys for BBC Sounds push notifications, this set-up was then implemented across the whole push channel for all BBC brands
  • Created email acquisition, retention and re-engagement streams with A/B and multi-variant testing built in
  • Created new segmentation strategies, developed initiatives to put a cost per acquisition and compared email against paid social campaigns allowing for better budget allocation and spend
  • Achieved engagement levels above industry average and the best performing BBC push notification channel (compared to other BBC brands like News and iPlayer) with 5% weekly direct open rate and 55% influenced open rate.


BBC

CRM – Younger Audiences
04.2018 - 11.2019

Job overview

  • Focused on under 35 sign-ups I led a template refresh and change of tactics which saw an increase in deeper engagement with this age group across BBC brands and products
  • Line managed and developed a Co-ordinator to promotion to Executive
  • Created new email interest groups and leveraged top titles and presenters to target relevant subscribers.

WWF-UK

Email Marketing Manager
03.2015 - 04.2018

Job overview

  • Responsible for all email comms and working with over 20 internal and international stakeholders, I implemented new email templates, a subscriber preferences/interest system, and a refresh of the adoption and member welcome journeys
  • This saw email engagement increase by up to 200% and donations via email to grow 20% YoY.

The King’s Fund

Digital Marketing & Corporate Communications Officer
01.2013 - 02.2015

Job overview

  • Brought in initially on a two-month contract, I led the company-wide move to a new ESP.
  • Oversaw the expanding email marketing program to include B2B campaigns as well as B2C.

ACEVO

Marketing Executive
11.2009 - 11.2012

Education

Oxford Brookes University

BA History 2:1 with Honours

Skills

  • CRM and lifecycle strategy
  • Multi-channel marketing
  • Marketing automation
  • Team management
  • Data segmentation and analysis
  • Adobe suite - Photoshop, Illustrator, Dreamweaver
  • ESPs including SFMC, Dotmailer, Cheetahmail, Zoomail
  • Google Analytics Tableau
  • HTML / CSS / SQL

Interests & Awards

  • Silver Duke of Edinburgh Award
  • Acrobatic Gymnastics – British Champion and medalled internationally
  • Commendation / Best Membership Magazine / Memcom 2011
  • Nominated for unsung hero award – WWF-UK

Timeline

CRM Manager

PMI
05.2023 - Current

CRM Marketing Manager - Ads Marketing

Google
05.2021 - 05.2023

CRM – BBC Sounds

BBC
11.2019 - 05.2021

CRM – Younger Audiences

BBC
04.2018 - 11.2019

Email Marketing Manager

WWF-UK
03.2015 - 04.2018

Digital Marketing & Corporate Communications Officer

The King’s Fund
01.2013 - 02.2015

Marketing Executive

ACEVO
11.2009 - 11.2012

Oxford Brookes University

BA History 2:1 with Honours

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