Part of the MWB Group (Hotel du Vin, Malmaison and Liberty), MWB Business Exchange is the UK’s second largest provider of serviced offices, virtual offices and meeting venues through 58 centres in the UK. Rapidly growing, turnover is £100m, and profits are growing 100% per annum.

Looking to develop a “brand” and reduce its heavy reliance on agents and brokers, MWB had defined a new set of brand values focusing on “a 5 star service in unbranded centres”. I was brought in initially to manage the online strategy and then to take over full implementation of the new brand. I manage a team, a
budget of £1 million and approximately 10 external suppliers.

Develop and implement the new brand proposition.
• Collated internal data, research and case studies to provide evidence to support the brand values
• Commissioned market and internal review of IT offerings and redefined the proposition
• Introduced new surveys and amended existing client survey to track initiatives and key touch points
• Managed the architecture, design, content and implementation of a new website and online strategy
• Developed a suite of high quality central marketing materials and a toolkit to support need centres
• Overhauled central “public” drive and introduced newsletter improving internal communication
• Updated “visual standards” to ensure new brand was rolled out through all centres
• Introduced new processes and forms to address client dissatisfaction with sales / ops handover

Drive more direct business
• Focused on SEO to achieve first page listings on Google for all key targeted phrases
• Achieved 29% increase in leads and 46% increase in revenue from direct leads, 2007 v 2006
• Introduced automated email campaigns to improve lead conversion and client retention
• Introduced processes to ensure all marketing activity could be tracked, significantly improving ROI
• Achieved significant cost savings (reducing spend on poor performing PPC and advertising)
• Raised awareness with PR - included generating coverage with a quarterly index on office take-up

A fast growing and strategically important division for the business, BUPA Wellness provides a range of preventive healthcare solutions to corporate clients, employees and personal customers throughout the UK. With 750 staff across 60 sites, annual turnover was approx. £60 million.

My role included leading a team and developing marketing strategy and plans to support the acquisition and retention of corporate clients and consumers for approximately 20 services. I was also responsible for researching customer needs and planning, implementing and analysing the effectiveness of activity. Key to my success was the ability to build relationships with other BUPA divisions to maximise cross-selling.

Proposition development
• Responsible for monitoring the external environment and overhauling the competitor database
• Part of the product development team - evaluating, developing and launching new services
• Used quantitative research to identify interest in new services, gain feedback at all key touch points in service delivery and identify key drivers of satisfaction
• Arranged focus groups to gain insight into consumer buying process
• Carried out profiling and segmentation of data to target profitable customer groups

Direct and online marketing
• Managed the design and content of the website in 2004 generating £3m of new business in year one
• Responsibility for online strategy – managed SEO and introduced PPC to treble visitors in 2005
• Divisional representative on a BUPA-wide projects to redefine the website and intranet.
• Effected cost-reduction of over £100K p.a. by bringing a monthly direct mail campaign in-house
• Negotiated and implemented a DM campaign to BUPA members making an additional £1.4 million
• Introduced an email marketing tool to enhance quality, enable campaign tracking and reduce costs
• Optimised directories ads by testing creative and channels – able to analyse ROI for individual ads
• Developed KPIs and a suite of reports to track and analyse spend, results and ROI for all channels

Communications, sales support and relationship building
• Developed marketing tool kits to support sales, clients, centres, franchise partners and brokers
• Directed the launch of health assessments to the intermediaries market
• Responsible for content, copywriting, production and delivery of client newsletters
• Used regular briefings, presentations, emails and newsletters to communicate initiatives internally
• Worked with teams throughout BUPA to integrate above, through and below-the-line campaigns
• Built excellent links with PR team to maximise positive external press coverage of new services
• Instigated a cross-divisional internal website housing information to support 200 sales people
• Marketing lead on strategic cross-functional teams: MI; customer satisfaction; information systems
• Worked closely with health insurance and hospitals colleagues to maximise cross-sell of services

Developing systems and processes
• Managed the design and implementation of a computer system which transformed telesales and call centre results allowing operator and campaign tracking and facilitating email communications
• Implemented system changes to aligning customer forms to data requirements of computer systems
• Responsible for departmental ISO9001:2000 accreditation and ongoing management of quality
• Worked with in-house call centres to develop scripts, manage call routing and maximise conversion
• Worked closely with sales to support the tender/bid process and helped increase conversion by 40%

Leadership and management
• Responsible for setting and managing of marketing budgets
• Responsible for selecting and managing staff, agencies, print, designers and an external call centre
• Performed regular 1-2-1s, team meetings and appraisals and received excellent 360o feedback

Safety First Aid Group comprises two product divisions offering over 2,000 medical and first aid products; an occupational health recruitment agency and a health and safety training company.

Reporting to the managing director and supported by a team, I was responsible for marketing to distributors, businesses and consumers. Made a significant contribution to growing turnover from £4 to £8 million.

• Led a team and recruited and supported a deaf employee
• Specified and designed a data warehouse to understand sales and profitability by customer / product
• Responsible for evaluation, pricing and creation/introduction of new products and packaging
• Responsible for compilation, design, production and mailing of dozens of catalogues / newsletters
• Developed key distributor accounts by creating bespoke catalogues and layouts in their house style
• Introduced regular email alerts to recruitment “candidates” which was innovative at the time
• Audited computer system functionality and identified opportunities for radical process improvement
• Led a strategic project to review suppliers and specify requirements for a new computer system

Safety First Aid Group comprises two product divisions offering over 2,000 medical and first aid products; an occupational health recruitment agency and a health and safety training company.

Reporting to the managing director and supported by a team, I was responsible for marketing to distributors, businesses and consumers. Made a significant contribution to growing turnover from £4 to £8 million.

• Led a team and recruited and supported a deaf employee
• Specified and designed a data warehouse to understand sales and profitability by customer / product
• Responsible for evaluation, pricing and creation/introduction of new products and packaging
• Responsible for compilation, design, production and mailing of dozens of catalogues / newsletters
• Developed key distributor accounts by creating bespoke catalogues and layouts in their house style
• Introduced regular email alerts to recruitment “candidates” which was innovative at the time
• Audited computer system functionality and identified opportunities for radical process improvement
• Led a strategic project to review suppliers and specify requirements for a new computer system