Elly Atherton
Marketing Manager @Convatec
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WORK HISTORY
Marketing Manager @Convatec
Runcorn, GB
I currently lead the marketing team for continence care (intermittent catheters) in the UK, responsible for developing the UK strategy and managing both traditional and digital channels targeting both healthcare professionals and direct to consumer (catheter users). Key Responsibilities- Member of UK Continence Leadership Team- Management of three direct reports- Developing the annual strategic plan for the UK including brand positioning, customer and market analysis to increase awareness, encourage product sampling and achieve sales revenue targets- Overseeing the management of all multichannel marketing campaigns including social, PPC, SEO, email/dm, events, webinars etc- Responsible for developing the business case and launch plans for new products- Working with KOLs to deliver educational content, understand our customers’ needs and the future direction of the market- Working with catheter users to share their stories to support other users- Facilitating internal training of sales and customer service teams- Building strong relationships across departments and countries, ensuring a collaborative approach.Achievements- Developed a film with ITN Productions, KOLs and end users about medical conditions and our products. The film is expected to reach an audience of 1.5 million- In 2021, I achieved 54% above my sales revenue target (+£135k), with 8% growth vs prior year. This has been achieved with a 100% marketing approach and no sales team- In February 2021, I launched a new product for women with a target to acquire 52 new customers by EOY, my marketing activities ensured we acquired 70 new products users in 2021- In 2020, I attracted an audience of 546 urology and continence nurses to our KOL webinar where 95% watched the entire webinar. We achieved 99% good/excellent feedback rating for the event.
EDUCATION
MiniMBA
Mini MBA, Marketing/Marketing Management, General
Oxford College of Marketing
Graduate Foundation Programme, Marketing
University of Birmingham
BA, Drama and Theatre Arts
Oxford College of Marketing
Professional Diploma in Marketing, Marketing
Dame Alice Harpur School
A level History (A), English Literature (B), Business Studies (B) and AS level Drama (B)
SKILLS
ABOUT ELLY ATHERTON
I am a dynamic healthcare marketing professional and have been lucky enough to manage many different types of healthcare products from surgical gloves to blood analyzers to pharmaceuticals. I currently manage the UK marketing team (3 people) for ConvaTec\'s Continence Care Business Unit. My role involves working with and targeting nurses, urologists, patient organisations, charities and patients to deliver the best solution for our customers. I am responsible for developing strategic plans, launch plans and executing out marketing campaigns through both traditional and digital channels. I am a member of the UK leadership team and work closely with teams across the business both in the UK and internationally to align our approach and communicate plans to ensure focus.I am extremely ambitious and motivated and enjoy working on campaigns and projects that make my products and brands stand out from the crowd.On a personal note, I am very close with my family and enjoy long walks, bike rides and meals out with them. I also frequently go to the gym, roller skate and ski in my spare time.
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