Kevin McFarlane

Digital Marketing Strategy Specialist @Thermo Fisher Scientific

Glasgow, GB

Working in partnership with corporate, global and regional marketing teams to grow, optimise and develop the EMEA digital channels and significantly contribute to the overall performance of the regional marketing team through strategic application of expert technical skills and knowledge.• Develop and implement digital strategies that engage current and prospective EMEAcustomers to drive successful business outcomes through multiple digital touchpoints andchannels• Deliver digital strategy analysis and help provide insights to positively influence regionaland global marketing campaign activities, ensuring their success and improvement forEMEA customers• Collaborate and influence a complex and dynamic global, regional and corporatedigital marketing organisation to anticipate, optimise and evolve digital marketingstrategies• Apply strong analytical abilities to evaluate end-to-end customer experience acrossmultiple channels, teams and customer touch points• Review and communicate digital marketing metrics, making strategic insights andrecommendations in collaboration with EMEA and global analytics teams• Manage and continuously improve digital marketing campaign workflows and intakeprocesses• Complete digital marketing operational requirements by maintaining SLA compliance andWorkfront adoption• Educate and influence non-digital partners on new data sources, digital marketingcapabilities and technologies and how to best use them in their go-to-market strategies• Maintain knowledge and skills within emerging digital marketing capabilities, ensuring they are shared and adopted across the organisation• Drive the adoption of digital technologies in EMEA across multiple digital marketingchannels, including SEO, SEM, display, social and email• Mentor and train junior digital marketing specialists to build expertise in deployingtactics within digital marketing channels