Tania Murray
Milton Keynes,Buckinghamshire
Summary
Strategic Marketing Director with over 10 years of experience in developing impactful marketing strategies and go-to-market plans that drive commercial growth. Proven expertise in translating complex challenges into actionable plans, enhancing customer engagement and supporting business transformation. Skilled in leveraging AI-driven insights to inform strategic recommendations and optimise marketing communications.
Overview
18
18
years of professional experience
Work History
Freelance Marketing Director
Freelance Marketing Director
01.2024 - 01.2025
- Drove 83.33% business growth in 2025 through strategic marketing support, senior engagement, and event strategy delivery.
- Delivered end-to-end marketing strategy and implementation for start-ups, SMEs and enterprise clients across go-to-market planning, digital channels, customer acquisition, retention and website development.
- Enhanced commercial performance via campaign strategy, lead-funnel management, lead scoring, ABM, and sales enablement support.
- Advised clients on growth and transformation priorities, including customer excellence, voice-of-customer initiatives, influencer programmes, bid support and marketing mentoring.
- Conducted AI-assisted analysis to inform strategic decision-making and drive commercial growth.
SENIOR MARKETING MANAGER (ESG Sustainability & Communications Strategy)
COMPUTERCENTER
, UK
01.2023 - 01.2024
- Led senior stakeholder management and strategic communications to support growth priorities and strengthen the ESG agenda across the business.
- Increased external audience engagement by 20%+ through sharper communications and more effective channel execution.
- Developed executive communication materials and strategic presentations to support senior leadership engagement, helping translate complex sustainability and regulatory priorities into clear, commercially focused business messaging.
- Created consistent, business-wide messaging across the website, social media, intranet and key stakeholder communications.
- Enhanced corporate narrative on regulation, compliance, governance, and strategic initiatives to align with business objectives.
- Facilitated delivery of annual sustainability report for shareholders, providing strategic updates to Group Communications Director to inform stakeholder engagement.
- Developed new sustainability brand identity and journey centred on People, Planet and Solutions, enhancing campaigns, tenders, procurement messaging, and corporate reputation.
- A FTSE 250 technology services provider trusted by global corporations and public sector organisations, with annual revenue of £6.9bn..
SENIOR MARKETING MANAGER (Head of Marketing - UK & Ireland Markets)
PLANDAY / XERO
, UK
01.2022 - 01.2023
- Led the UKI marketing strategy to strengthen market position and establish Planday as a leading workforce planning brand in the UK and Ireland.
- Delivered 50% share-of-wallet growth, alongside the highest revenues, strongest lead conversion performance and record event ROI.
- Halved cost per lead and increased conversion from 10% to 16% through digital and account-based marketing strategies.
- Expanded brand presence and launched new B2B propositions in hospitality, restaurants, retail, and healthcare, enhancing market reach.
- Led website, customer journey, call-to-action (CTA) and social media refresh programmes, alongside SEO, PPC advertising and conversion tracking.
- Built B2B client personas and used analytics to generate insight into company size, engagement behaviour and buyer intent.
- Established external partnerships to promote thought leadership and drive industry round tables focused on future trends.
- Negotiated a strategic partnership with the Institute of Hospitality, opening engagement with 14,000 member firms.
- Secured headline sponsorship at national awards ceremonies and collaborated with influencers, industry bodies, media, and publications to enhance brand visibility.
- Identified cost-saving opportunities across departments to achieve a 30% reduction in expenses.
- Served on the UKI Leadership Team, reporting to the Global Marketing Leadership Team, Country VP and Group Marketing Director.
- A leading cloud-based SaaS company specialising in workforce planning solutions, with more than 350,000 users worldwide.
MARKETING DIRECTOR & UK EXECUTIVE MEMBER (B2B Client Programmes)
BSI GROUP
, UK
01.2019 - 01.2020
- Led the UK marketing strategy and activation roadmap to reposition BSI towards online growth and digital solutions.
- Served as UK Executive Sponsor for B2B Client First programmes, enhancing digital propositions and overseeing relaunch strategies.
- Held UK Executive Team responsibility with ownership of a £5m+ budget, reporting to the EMEA Marketing Director and UKI Managing Director.
- Led the UK steering group and wider teams to deliver an immersive client experience, achieving an NPS score of 9.5 out of 10.
- Redesigned Client First programmes and refreshed propositions to enhance customer journey and engagement.
- Delivered a 16% uplift in conversions through lead-generation campaigns and online platforms.
- Executed B2B and B2C awareness campaigns for British Standards Kitemark, driving cross-sell and upsell opportunities.
- Embedded digital-enabled solutions and simplified service processes to improve billing, delivery and audit certification efficiency.
- A global leader in standards, assurance and certification serving diverse multi-sector organisations, with global revenue of £550m+.
HEAD OF UK MARKETING & UK EXECUTIVE MEMBER (B2B Growth Strategy)
BSI GROUP
, UK
01.2018 - 01.2019
- Led the UK marketing strategy, securing board approval for business cases, strategic marketing programmes and annual budgets.
- Led multi-channel marketing strategies and integrated campaigns to strengthen leads and pipeline value.
- Transformed B2B marketing capability through campaigns, PR and online and social media platforms.
- Executed B2B Client First programmes to re-establish the reputation of the BSI Assurance business as a global centre of excellence.
- Restructured BSI value proposition through strategic launches, refined go-to-market planning, and enhanced customer-focused benefit messaging.
- Developed B2B solutions, sales approaches, and sales enablement strategies that prioritised online sales and training solutions.
- Improved pricing strategy, online visibility and sector awareness, contributing to stronger conversion performance.
- Transformed the digital journey roadmap and customer experience through new technology solutions and improved ways of working.
- Enhanced the online knowledge base through stronger content, case studies, webinars and emerging-topic insight.
- Increased client engagement through direct meetings, industry events, speaker forums and exhibitions.
- Led C-suite client engagement initiatives to secure, retain, and expand opportunities, advocating for industry best practices.
- Launched the BSI Business Strategy Showcase for 800+ attendees, alongside Voice of the Customer and UK Client Excellence Awards programmes.
- Joined the UK Executive Team and advanced from the BSI Group Senior Leadership Team to the UK Board within six months.
- A global leader in standards, assurance and certification serving diverse multi-sector organisations, with global revenue of £550m+.
UK HEAD OF MARKETING PROPOSITIONS (B2B Multi-Sector Propositions)
BSI GROUP
, UK
01.2017 - 01.2018
- Spearheaded UK marketing propositions and growth strategy, launching successful one-stop sector solutions.
- Introduced sector-specific propositions for priority growth sectors, covering technical assurance, standards certification and training.
- Analysed sector pain points and market insights, shaping value-added solutions across BSI portfolio.
- Increased engagement with senior decision-makers, including CEOs, executives, business owners and quality or technical leaders.
- Grew online conversions and enhanced sales pipeline through targeted lead-generation campaigns.
- A global leader in standards, assurance and certification serving diverse multi-sector organisations, with global revenue of £550m+.
HEAD OF EVENTS (Global Engagement & Government Programmes)
GSMA
01.2016 - 01.2017
- Led GSMA global government events programmes for the mobile industry, managing budgets, delivery and stakeholder engagement across 1,500 attendees, 130+ countries, 100+ speakers, 30+ international organisations and 75+ regulators.
- Managed engagements with Prime Ministers, Heads of State, ministers, government officials, and CEOs, fostering high-level dialogue and collaboration.
- Led GSMA Executive Team collaboration and directed global teams on high-profile event programmes and ad hoc forums linked to Mobile World Congress in Barcelona and Mobile 360 regional conferences across Africa, the Middle East, Asia, Latin America and Europe.
- Aligned programmes with Mobile World Congress, Mobile 360 regional conferences, and UN Sustainable Development Goals to enhance global engagement.
- Designed impactful agendas for global and regional conferences, country forums, and ministerial and CEO round tables to drive key discussions.
- A global association representing the interests of mobile operators worldwide.
Strategic Engagement Programmes Leader
BT Global Services
01.2011 - 01.2015
- Led customer engagement strategy for BT’s London 2012 Olympics sponsorship, developing high-profile ambassador and VIP programmes for global customers and BT Board stakeholders.
- Led internal launch strategy for BT Sport, enhancing employee engagement and supporting sales enablement through effective strategic communications.
- Delivered BT Schools Outreach and Better Future ESG programmes, engaging schoolchildren across UK with technology and innovation via ambassador-led national rollout.
HEAD OF SENIOR ENGAGEMENT (BT BOARD PROGRAMMES)
BT GLOBAL SERVICES
01.2007 - 01.2011
- Spearheaded board-level engagement programme, maximising future business opportunities through collaboration and BT sponsorship.
- Led BT senior customer engagement strategy for Chairman, enhancing relationships with key stakeholders.
- Mapped global brands and top FTSE 250 companies, aligning BT Board executives with vital client board contacts.
Education
Leading for Success Programme - leadership effectiveness
BSI Group
UKMarketing Leadership Network and Knowledge Hub
Milton KeynesSkills
- Go-to-market planning
- B2B multi-channel strategy
- Integrated campaigns
- Digital tools
- SEO
- PPC
- Conversion optimisation
- Data analysis
- Analytics
- Dashboards
- Customer insight
- Segmentation
- Client personas
- Lead scoring
- Sales funnel management
- Conversion improvement
- Budget ownership
- Roadmap development
- Process improvement
- Automation
- SaaS
- Mobile
Custom
Recognised for combining commercial thinking with practical execution to create marketing strategies, executive presentations and customer-focused programmes that improve business performance. Experienced in leading cross-functional teams, developing compelling value propositions, presenting strategic recommendations to senior stakeholders and delivering measurable improvements in growth, conversion, customer engagement and return on investment.
Timeline
Freelance Marketing Director
Freelance Marketing Director
01.2024 - 01.2025
SENIOR MARKETING MANAGER (ESG Sustainability & Communications Strategy)
COMPUTERCENTER
01.2023 - 01.2024
SENIOR MARKETING MANAGER (Head of Marketing - UK & Ireland Markets)
PLANDAY / XERO
01.2022 - 01.2023
MARKETING DIRECTOR & UK EXECUTIVE MEMBER (B2B Client Programmes)
BSI GROUP
01.2019 - 01.2020
HEAD OF UK MARKETING & UK EXECUTIVE MEMBER (B2B Growth Strategy)
BSI GROUP
01.2018 - 01.2019
UK HEAD OF MARKETING PROPOSITIONS (B2B Multi-Sector Propositions)
BSI GROUP
01.2017 - 01.2018
HEAD OF EVENTS (Global Engagement & Government Programmes)
GSMA
01.2016 - 01.2017
Strategic Engagement Programmes Leader
BT Global Services
01.2011 - 01.2015
HEAD OF SENIOR ENGAGEMENT (BT BOARD PROGRAMMES)
BT GLOBAL SERVICES
01.2007 - 01.2011
Leading for Success Programme - leadership effectiveness
BSI Group
Marketing Leadership Network and Knowledge Hub