Helen Adams
Senior Marketing Manager @FreeAgent
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WORK HISTORY
Senior Marketing Manager @FreeAgent
Edinburgh, GB
FreeAgent is award-winning accounting software for every small business. After initially joining on a 12 month contract I was asked to stay on where my responsibilities include:• Defining strategy for key acquisition channels including always on touch points, user journeys, tactical and seasonal opportunities; my acquisition KPIs typically track ahead of growth targets• Leading matrix teams to deliver multi-channel full-funnel marketing campaigns; I have I re-designed campaign processes and up-skilled others where my playbook has been adopted by the wider Comms Team • Leveraging customer insights and recognising shared ambitions, I have negotiated FreeAgent’s inclusion in parent company, NatWest Group’s business lending communications • Nurturing key relationships and delivering partnership marketing; since taking over FreeAgent\'s working relationship with marketers at Mettle by NatWest, we have seen improved acquisition results• Adept in navigating a regulatory environment, working with the Financial Promotions Authority and Privacy• Line managed Senior Marketing Executives - recruiting, onboarding, mentoring and setting development plans• Producing robust monthly and end-of-campaign reporting and capturing actionable insights
EDUCATION
Edinburgh Napier University
Executive Certificate, Destination Leaders Programme
Edinburgh Napier University
MSc, Heritage and Cultural Tourism Management
University of York
BA(Hons), History
SKILLS
ABOUT HELEN ADAMS
I\'m fortunate to love what I do drawing on 15 years of experience acquired in a range of marketing roles the UK and overseas. My super-powers are relationship management, collaboration and communication - I effectively bring people together to deliver great work. Curious by nature, I get to the crux of the ‘why?’ by immersing myself in customer insight and size of opportunity before creatively arriving at the ‘how?’. I take a full-funnel approach from awareness and acquisition through to retention. My modus operandi is inclusive, positive and target driven where I take great pleasure in leaving things better than I found them - be they key results, ways of working or campaign playbooks.
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