Hi, I’m
Siobhan Smith
Hitchin,Hertfordshire
Summary
Commercially driven marketing professional, with excellent leadership and communication skills, and a focus on continuously improving results, using data to make this happen.
Strategic thinker with a hands on operational approach, with many years experience working across the full marketing mix both direct to consumer or B2B,
Overview
23
years of professional experience
3
years of post-secondary education
Work history
Profile PensionsLondon
Head of Marketing/Acting CMO
06.2018 - Current
Job overview
- Playing an active part in the leadership of Profile Pensions, inputting into company-wide strategic prioritising and decision making.
- Managed all marketing operations during a challenging merger & acquisition process, which resulted in an acquisition by Moneyfarm, and completed in July 2023.
- Achieved YoY growth in 2023 of +50% new sign ups (leads) and +30% new active customers.
- Reduced cost of acquisition by -22% in 2023, through innovative reconfiguration of the marketing team and optimisation of key activity – in particular through improvements in content, paid search and CRM activity.
- Launched and managed successful commercial partnerships with big consumer brands, broadening our mass market appeal - with 50% of new leads now coming from partnership marketing activity.
- Continue to manage the pensions P&L for the Moneyfarm Group pension business, whilst leading on the process of integrating the Profile Pensions product.
- Have taken on additional responsibilities to lead on all marketing activity across all products for the Moneyfarm Group in the UK.
The AA, London, UK London
Senior Channel Manager - Direct sales, Consumer Rd
11.2015 - 06.2018
Job overview
- Launched ATL direct sales channels for The AA, including DRTV, Press & Radio, testing and optimising all channels for an ‘always on’ approach.
- Presented business cases to leadership - securing additional spend of £9 million over FY17/18 increasing expenditure budget by 200%
- Improved response rate of established traditional BTL programmes through optimisation of data selections and title selections and introducing a test and learn strategy for these channels.
- Achieved an uplift in average transaction value by 40% in Direct Mail and and Improved response rate in inserts programme by 5%
- Increased new member sales through offline channels by 78% YOY (FY17-18)
- Worked closely with internal stakeholders including Digital Sales, Brand, Product, Pricing, Data Selections, Insight and Compliance teams to ensure all direct marketing activity adhered to company guidelines and were run in the most efficient way to achieve sales targets, within agreed budgets and timescales.
The TelegraphLondon
Business Development Manager
10.2014 - 11.2015
Job overview
- Generated leads to bring in new client revenue and improve bottom-line profitability.
- Managed the later life Telegraph Money partnerships, including Investment & Pensions, Wealth Management, Funeral Planning, Long & Short term care - Total contracts worth several £million in revenue per annum.
- Worked with various external partners to generate business leads from Telegraph readers (both in paper and online) via multiple marketing channels including newspaper, email, display, microsites, content, inserts, direct mail and telephone.
- Designed strategy to win new business and maximised selling opportunities amongst existing partner clients, achieving lucrative results.
- Improved direct mail response for the Telegraph Wealth Management partnership through better targeted data selections (briefed in propensity model).
- Maximised income generated from the Telegraph Funeral Plan business - achieving £100k above the underwritten business for 2015 through more targeted advert messaging and new creative options to attract new audiences.
- Achieved +10% additional leads YoY for Telegraph Care partnership - enabling the partnership to develop from a pure media deal to a revenue share structure.
The National Autistic SocietyLondon
Direct Marketing Manager
04.2011 - 09.2015
Job overview
- Overhauling targeting methodology across the direct mail programme following the commission of analysis and the implementation of significance testing - resulting in an increase of over 100% in response across the programme.
- Management of multiple direct marketing, print and telemarketing agencies, in addition to sourcing and appointment of design and copy freelancers, resulting in significant cost savings and improving direct mail campaign ROI from an average of 1.17 to 2.89.
- Leading a cross-functional team to deliver an annual customer loyalty event incorporating staff training, video production, telemarketing, direct mail, email and social media. Resulting in £50k+ of unbudgeted income and improved customer retention rates.
- Increased retention of new customers by 22% through the design and print of a postcard which after testing was included in the first correspondence with all direct debit customers.
The Children's SocietyLondon
Direct Marketing Officer
01.2007 - 04.2011
Job overview
- Managing expenditure budgets of £1 million (acquisition) and £500k (retention), planning and forecasting and feeding into the overall Direct Marketing team budget and operational plan.
- Line management of the Direct Marketing Executive and the Fundraising Co-ordinator.
- Integrated campaign management (DRTV/Door Drops/Direct Mail/Inserts/Press/Digital/Inbound & Outbound Telephony).
- Briefing and managing external agencies, from creation of DRTV adverts and printed campaign material to list buying and liaising with printers.
- Devising a high value strategy to move customers from mid to high value supporters.
- Web content management and social media activity.
Reader's DigestLondon
Campaign Controller
07.2006 - 01.2007
Conde Nast JohansensLondon
Marketing Exectutive/Manager
05.2001 - 07.2006
Education
Canterbury Christ Church UniversityCanterbury
Bachelor of Arts from Marketing & Business Studies
09.1997 - 06.2000
Skills
- Leadership experience
- Strategy & planning
- Budget management
- Team leadership & Management
- Stakeholder relations
- Campaign planning
- Acquisition & retention marketing
- Partnership marketing
Timeline
Head of Marketing/Acting CMO
Profile Pensions
06.2018 - Current
Senior Channel Manager - Direct sales, Consumer Rd
The AA, London, UK
11.2015 - 06.2018
Business Development Manager
The Telegraph
10.2014 - 11.2015
Direct Marketing Manager
The National Autistic Society
04.2011 - 09.2015
Direct Marketing Officer
The Children's Society
01.2007 - 04.2011
Campaign Controller
Reader's Digest
07.2006 - 01.2007
Marketing Exectutive/Manager
Conde Nast Johansens
05.2001 - 07.2006
Canterbury Christ Church University
Bachelor of Arts from Marketing & Business Studies
09.1997 - 06.2000
Similar Profiles
MANAR DAICHMANAR DAICH
Business Support and Private Diary Manager at Department for work and pensionsBusiness Support and Private Diary Manager at Department for work and pensions
Lee LutherLee Luther
Investigator at Department for Work & PensionsInvestigator at Department for Work & Pensions
Eashan GandhiEashan Gandhi
Intern at Department for Work & PensionsIntern at Department for Work & Pensions
Tolulope AkinyemiTolulope Akinyemi
Customer Service Advisor at SercoCustomer Service Advisor at Serco
Pablo Sharples-BeriainPablo Sharples-Beriain
Freelance Audio technician at Rossco Ltd *Freelance Audio technician at Rossco Ltd *