Summary
Overview
Work History
Education
Skills
Accomplishments
Timeline
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Steve Crawley

London

Summary

Experienced executive with a proven track record in developing and implementing data-driven sales and marketing strategies. Skilled in building successful capabilities for ambitious companies. Thrives on partnering with businesses eager to elevate their growth potential. Passionate about embracing innovative ideas that drive record levels of success. Has a knack for delivering exceptional results and securing multiple industry awards.

Overview

17
17
years of professional experience

Work History

Founder Director

Seisology
01.2024 - Current
  • Seisology is a consultancy for property (residential sales and lettings), housing, and PropTech stakeholders, delivering transformative sales and marketing capabilities
  • Launched business, sourced experts and onboarded first four property sector focused clients
  • Contract Head of Strategic Marketing for a £100m multi-brand estate agency encompassing Prime London, Super-Prime Lettings, residential and commercial sales, lettings, and property management
  • Delivered strategic marketing for valuations, investment advice, and financial services, including mortgage assistance, foreign exchange, and Renters’ Rights Bill service development
  • Delivered award-winning campaigns, including, multi-site clients first Best Estate Agency and Best Lettings Agency awards in November2024
  • Secured £9m in media coverage with 1,600 articles worth £8m
  • Oversaw £1.1m marketing spend and managed multiple high-net-worth events with over120,000 attendees
  • Oversaw £1.6m performance marketing website, PPC, SEO and centralised sales and marketing attribution project (new website, email platform and sales training)
  • Project Lead on multi-site digital market appraisal, client onboarding contract automation project
  • Contract Marketing Director for a £10m PropTech client, driving UK-wide lettings portfolio growth
  • Successfully onboarded 5,000 customers and1,200 letting agent intermediaries
  • Led partnership push for AI aggregator solution for the UK leasehold market and AI pilot testing within the UK care home property sector

Commercial Director

Liaise Group
06.2022 - 12.2023
  • Liaise Group is a PE backed Adult Learning Disabilities and Autism specialist with 45 sites across England generating over £40m in annual revenue
  • Reporting to the CEO, Exec Board and SLT I migrated the sales, marketing and customer services functions of 4 distinct businesses into a singular entity, trebled sales, launched a new ambitious brand within12 months
  • Drove new sales and marketing engagement strategies by revamping the roles and responsibilities of the commercial team and delivered a 300% increase in qualified referrals and placements and a 500% increase in B2B funder partners
  • Delivered bespoke marketing and pricing solutions for B2B clients and service users which led Lead to Sale improvements of 20%, 40% reductions in Sales Cycle Length, revenue uplifts per transaction of over 11% and 100% occupancy in historically challenged sites
  • Amended staff bonus schemes of 46 staff to reward new placements and full occupancy to enable operational buy-in and sales funnel stabilisation
  • Delivered £2.2m additional weekly revenue increase through direct negotiations with 66 key national accounts
  • Owned sales forecasting, budgeting, pricing model, fee uplifts, key contract negotiations and £600k in revenue

Sales & Marketing Director

Sodexo Home Care UK & Ireland / The Good Care Group
01.2020 - 06.2022
  • Sodexo Homecare UK & Ireland operate 4 award-winning, regulated home care brands across the UK generating over €110m in annual revenue
  • Reporting to Regional CEO I had responsibility for the marketing and sales performance of 4 businesses: The Good Care Group (the UK’s most awarded regulated provider), Prestige Nursing + Care (36 high street locations in England & Scotland), Oxford Aunts & Comfort Keepers Ireland (11 high street branches)
  • Oversaw £1,000,000 of annual marketing spend with operational oversight of over23 staff who comprised central Call Centre, Business Development, Marketing, PR and Recruitment team in a digital first, always- on multi-channel marketing environment for distinct audiences in multiple geographies (via digital transformation, PPC campaigns & SEM investment, Livechat, Bot & IVRS management for sales and recruitment, TV / radio / outdoor advertising, large scale email nurture campaigns with Salesforce CRM & Pardot, orchestrating national, local and regional data-driven direct marketing drops, sourcing spokesperson opportunities in national press such as BBC, The Guardian, The Telegraph)
  • Delivered SEO strategy relaunch which quadrupled monthly content output and lead to 100% increase in website visits within 12 months
  • Undertook overhaul of SEM strategy which led to average impression share of 80% targeting HNW B2C audiences & 20% increase in lead levels
  • Reduced call centre daily lost call opportunities from12% to 0% through technology partnerships and sales training
  • Increased content output sixfold and delivered an 80% increase in Word Of Mouth (WOM) enquiries in 6 months
  • Grew B2B referral network from 5,000 to15,000 partners within18 months
  • Responsible for pricing analyses, fee structure, setting Marketing, Business Development and Client Services team performance targets
  • Launched Chartered Institute of Marketing CPD programme

Marketing Director

Sage Housing (Regis Plc & Blackstone)
01.2018 - 01.2020
  • Regis build investment platforms in the housing sector with Blackstone, the largest alternative investment firm in the world specialising in private equity, credit and hedge fund investments in Real Estate
  • Oversaw £1m annual marketing budget which helped facilitate growth of £1.3bn property portfolio (3,000 homes) from standing start in 18 months for Sage Housing
  • Devised communications strategy for Sage Housing which entailed brand development, messaging, regular press liaison (Evening Standard, Financial Times, Daily Telegraph and trade housing press), facilitating meetings with Government stakeholders to launch of UK’s first institutionally funded affordable housing provider
  • Responsible for rolling 12-month calendar containing over50 events per year including exhibitions, speaking engagements, roundtables, briefing sessions with MP’s, journalists, house builders and Local Authorities
  • Delivered high-profile event sponsorship with property industry partners MIPIM, RESI, CIH Manchester, Inside Housing and the Home Builder Federation (over 10,000 stakeholders within 12 months)
  • Defined B2C Shared Ownership Sales value proposition, customer journey mapping, development marketing, advertorials and digital marketing capabilities which increased lead generation 300%

Director of Marketing (Contract)

Dept. of Economic Development, Isle of Man
03.2016 - 11.2017
  • Lead marketing and PR executive for Government of the Isle of Man Government's Department of Economic Development overseeing marketing delivery for tourism, TT racing, e-gaming, digital industries, financial services, entrepreneurship, start-up funding, energy and clean tech sectors
  • Project lead on £2.5m PR tender which lead to record £3.3m in press coverage in2016 (+30% YOY)
  • Provided over 350 pieces of updated content each year within overarching content strategy plan which coordinated blogs, brochures, flyers, speeches, thought leadership papers, e-newsletters and 9 social media channels for 14 diverse business sectors
  • Doubled duration of annual ISLEXPO flagship B2B networking event, increased delegate visits 90% to record1,800 attendees, reduced event cost 20% YOY and secured record £80,000 in sponsorship
  • Devised international digital recruitment campaigns in the UK, South Africa, Malta, Gibraltar, Israel, Singapore and Western Europe and generated record 4,000 job applications via Facebook and LinkedIn campaigns
  • Lead team of twelve CIM qualified communications specialists
  • Created internal digital marketing team and delivered 20% increase in lead generation, 23% increase in social engagement and three new websites
  • Responsible for marketing International Finance Centre value proposition at 140 events in the UK for Financial Services sector

Marketing Director

Countrywide plc
05.2008 - 03.2016
  • Accountable for implementation of all marketing, insight and customer acquisition activities undertaken by Countrywide’s most profitable operating division (£135m income & £39.3m EBITDA)
  • Partnered with ONS to share data and analytics based on 75,000 investors to provide quarterly rental index
  • Secured10 Best National Agency award wins, 1 Best Innovation and1 Best Employer win in 7 years
  • National Winner of Countrywide’s Outstanding Contribution Award and completed Managing Director Talent Development Programme
  • Responsible for marketing channels for 53 brands operating at over 450 retail locations across the UK
  • Project lead on 'Heroes' performance engagement programme reporting to CEO where I devised new staff incentive programmes for12,000 staff
  • Monthly provision of Customer Experience KPI’s (Net Promoter Scores, lead handling, market share, customer exit analysis, mystery shopping analysis)
  • Responsible for managing all external marketing related agencies (design & print, media buying, data profiling, market research, incentives, SEO, SEM, PPC)

Education

Fellowship FCIM - Marketing

Chartered Institute of Marketing

MBA - Business Administration

University of Warwick
Warwick, WAR

Master's Degree - Marketing

London Metropolitan University
City of London, LND

Hubspot CRM, Email, Automation, Content Certified - Marketing

Hubspot

Skills

  • Sales growth strategy & digital transformation leadership (SEO, SEM, PPC)
  • Board participation, executive consultancy for sales and marketing operations
  • Brand strategy, positioning and re-launches
  • Marketing automation (MS Dynamics, Salesforce, Hubspot)
  • Performance marketing & team leadership (1 to 50 marketers)
  • PR, reputation strategy and crisis communications
  • Multi-sector experience (property, financial services, care, start-up, corporate)
  • Call centre and business development team management
  • Marketing budget management (£1m - £20m)
  • Marketing AI and emerging technology
  • Thought leadership campaign management
  • Large scale TV, radio campaigns and event management (120,000 attendees)

Accomplishments

  • Drove rebranding and commercial turnaround of Liaise, a PE backed provider of Adult Learning Disability and Autism Services. Within12 months I delivered a full service and cultural rebrand, unified 4 disparate business with reputational issues as one new ambitious entity, trebled sales, grew B2B funder partnership by 500% and delivered10% digital market share from a standing start in a highly competitive sector.
  • Delivered 3 brand refreshes for Sodexo Home Care in18 months which enabled digital referrals, adoption of Salesforce as a common CRM platform, creation of Central Marketing Team and which led to record, cost effective levels of quality lead generation (+100%) and €110m revenue threshold being exceeded for first time
  • Coordinated marketing launch of Sage Housing and Sage Partnerships, the UK’s first affordable housing funded platform backed by Blackstone, the world’s largest alternative investment firm specialising in real estate. Established marketing team and agency partners to enable record £1.3bn growth in property portfolio within18 months and provided robust sales and marketing platform to facilitate the sales and letting of3,000 homes per year.
  • Created new in-house digital marketing specialist team for the Isle of Man’s Department of Economic Development and generated record increases in core metrics (website visits via paid for advertising up 165%, SEO traffic up 220%, 23% increase in social media engagement, 20% increase in CRM lead registration) and launched three new digital platforms within a 12-month period. Drove awards programme which led the Isle of Man to winning International Finance Centre of the Year & Fintech Region of the Year
  • Facilitated over 20% YOY lead growth each year for 7 years as Marketing Director for Countrywide, the UK’s largest and most successful estate agency and property services Group. Delivered 70,000 strong new customer pipeline from internal data sources. National Winner of Countrywide’s Outstanding Contribution Award.

Timeline

Founder Director

Seisology
01.2024 - Current

Commercial Director

Liaise Group
06.2022 - 12.2023

Sales & Marketing Director

Sodexo Home Care UK & Ireland / The Good Care Group
01.2020 - 06.2022

Marketing Director

Sage Housing (Regis Plc & Blackstone)
01.2018 - 01.2020

Director of Marketing (Contract)

Dept. of Economic Development, Isle of Man
03.2016 - 11.2017

Marketing Director

Countrywide plc
05.2008 - 03.2016

MBA - Business Administration

University of Warwick

Master's Degree - Marketing

London Metropolitan University

Fellowship FCIM - Marketing

Chartered Institute of Marketing

Hubspot CRM, Email, Automation, Content Certified - Marketing

Hubspot

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