Andrew White
Marketing Manager @Harbour Lifestyle
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WORK HISTORY
Marketing Manager @Harbour Lifestyle
I lead a dynamic marketing team of 8 and manage a wide spectrum of marketing efforts, including SEO, content creation, product positioning, email marketing, and promotional campaigns. My role is to drive awareness, engagement, and customer conversion through strategic and creative marketing tactics while ensuring the brand\'s voice resonates across all customer touch-points.Key Responsibilities:• Responsible for developing and implementing go-to-market strategies for various products, ensuring successful product launches and driving customer conversion through data-driven campaigns and customer-focused messaging.• Collaborate with cross-functional teams (e.g. Purchasing, Sales, Merchandising) to create and execute integrated marketing campaigns. Work closely with the Content team to develop compelling assets to support the Sales team highlight USPs and promote the product benefits alongside the features.• Crafted customer personas for the brand and product lines, ensuring all marketing visuals, tone of voice and content resonate with the respective customers.• Lead efforts in refining and amplifying the brand\'s value propositions, ensuring that all content and communications clearly articulated the brand’s unique value and resonate with target customer segments.• Implementing ongoing customer engagement strategies that include email content, product updates, and targeted campaigns to nurture prospective customers and convert them into loyal lifetime customers.• Utilising analytics tools to measure the performance of marketing initiatives, adjusting strategies and tactics to optimise ROI and improve overall marketing effectiveness. For example using Mouseflow to identify pain points and bottlenecks in the customer journey, as well as A/B testing ad groups for Meta.• Overseen a 30% YOY growth in online revenue, as well as an improvement in ROAS across Meta and Google Ads.
EDUCATION
University of Leeds
Bachelor of Arts (B.A.), History
SKILLS
ABOUT ANDREW WHITE
As a Marketing Leader with extensive experience in B2B and D2C product marketing, I thrive on driving go-to-market strategies and collaborating with cross-functional teams to deliver innovative products that meet customer needs. With a passion for products and a customer centric approach to marketing, I have been instrumental in successfully launching successful campaigns in diverse markets. I have developed strong expertise in product messaging, customer insights, and data-driven marketing.My experience of working closely with products over the last 8 years has sharpened my ability to understand how to relate products to the customers and craft compelling narratives that highlights the benefits of the product, not just the features.
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