Summary
Overview
Work history
Education
Skills
Timeline
Generic

Poppy Royle (morrison)

Nottingham

Summary

Highly motivated, self-starter and analytical individual with a total passion for driving customer conversion whilst leveraging brand loyalty for sustained digital growth. My strengths lie in consumer insight mining, data driven campaign creation, analysing and optimising the consumer purchase funnel and identifying digital channels to deliver performance & maximising channel mix to spearhead conversion.

Overview

8
8
years of professional experience

Work history

Digital Marketing Manager

Twycross Zoo
Atherstone, Warwickshire
03.2024 - Current
  • Leadership position reporting into Marketing Director with ownership of full multi-mix digital marketing strategy, to execution and analysis.
  • Ownership to optimize complete digital purchase funnel. Leveraging acquisition, conversion and retention mechanics to drive sales and brand value online.
  • Full management of Umbraco CMS, recently leading on re-brand of digital channels including a mobile-first website to future proof the zoo for our Global Conservation Centre launch.
  • Multi-agency management across App, Paid Media & 3rd Parties to drive digital ad and promotional performance.
  • Managing affiliate partnerships generating over 2 million pounds worth of revenue each year through closed user group marketing.
  • Delivery of end to end CRM segmentation and email campaigns to drive incremental revenue and drive constant churn of renewals behaviour.
  • Competent in ticket set up using Fuse Metrix and passionate about ticket flow journey optimisation to drive incremental sales through AB testing and basket abandonment prevention tools.
  • Confident in using GA4, Looker Studio, Hotjar, SEMrush and various AI led software's to support in best practice and inform on optimal digital performance tactics.
  • First to develop and roll out monthly multi-channel performance marketing dashboards, step changing marketing value conversations across the business.

Digital Manager

Associated British Foods
Peterborough
06.2021 - 04.2025
  • Owning the development and delivery of our digital growth strategy across 7 home-baking brands.
  • Driving digital growth from 2 to 6 million clicks on brand-owned website leveraging a earned, owned and paid mix to drive propensity to purchase and brand awareness.
  • Heading up consumer path to purchase funnel; from paid acquisition campaigns to consumer re-targeting to drive consideration to audiences of 44 million bakers across the UK.
  • Proven ability of successfully managing agencies to scope and deliver shared KPI's, including SEO, PPC, Web & App.
  • Working with project tools such as Trello, Notion & Jira to drive efficiencies and project management success.
  • Confident cross-communicator to pull on support and insight, setting up a monthly lunch and learn with partners including Twinings, Pataks & Primark 'Digital Forum'.
  • Ability to bridge gap between commercial sale and digital marketing to deliver data first, insight led campaigns that deliver against the objective.
  • Passion for insight and data led decision making - avidly listening to AI and Digital performance podcasts.

Digital Marketer

First Response Finance
Nottingham
01.2019 - 06.2021
  • Optimising smooth running of finance applications online using AB testing to monitor and improve the digital consumer journey
  • Setting up and owning all social channels, including paid Meta campaigns to drive leads and widen the consumer funnel using a mix of digital and off-line media.
  • Working closely between sales, commercial and marketing delivering the businesses first insight sharing tools to strengths marketing campaigns and sales outreach

EMEA Digital Content Executive

UNIDAYS
Nottingham
06.2018 - 01.2019
  • Heading up digital content and CRM for Germany and France UNIDAYS website to drive community of students to use discounts codes for their favourite brands when shopping online.
  • Heading up new partnerships with LookFantastic & Gymshark to deliver cut through to new European markets via digital outreach, on page advertising and email marketing tools to achieve code redemption KPI's.

ECRM & Digital Community Intern

Melia Hotels International
Palma de Mallorca
09.2017 - 05.2018
  • Building strategies and delivering digital email campaigns for 6 sub-brands owned by Melia across 400 global hotels
  • Using open rate, and click through rates to create reports and form re-targeting tools to drive hotel bookings aligning to seasonal planning calendar.
  • Nurturing existing hotel guest clientele to drive re-bookings and growth within travelling community across 6 brands; ranging from Family-Fun budget breaks to Luxe Adult Only resorts.

Education

Bachelor of Arts - Marketing and Digital Communications

Sheffield Hallam University

A-Levels - Business Studies, Psychology, Spanish & Geography

Wolverhampton Girls' High School
Wolverhampton, WLV

Skills

  • Digital Content Management
  • Customer Journey Optimisation
  • App Management & Growth
  • Affiliate Marketing
  • Email Marketing
  • Digital Strategy
  • eCRM Strategy & Segmentation
  • Reporting & Insight
  • GA4 & Meta Business
  • Heatmapping data tools
  • Google Ads, PPC
  • SEO & Organic performance



Timeline

Digital Marketing Manager

Twycross Zoo
03.2024 - Current

Digital Manager

Associated British Foods
06.2021 - 04.2025

Digital Marketer

First Response Finance
01.2019 - 06.2021

EMEA Digital Content Executive

UNIDAYS
06.2018 - 01.2019

ECRM & Digital Community Intern

Melia Hotels International
09.2017 - 05.2018

A-Levels - Business Studies, Psychology, Spanish & Geography

Wolverhampton Girls' High School

Bachelor of Arts - Marketing and Digital Communications

Sheffield Hallam University

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Poppy Royle (morrison)