Richard McDonald
Intermediary Marketing Lead, Consumer Lending @Lloyds Banking Group
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WORK HISTORY
Intermediary Marketing Lead, Consumer Lending @Lloyds Banking Group
Lead the marketing strategy, brand development and delivery for our leading Mortgage intermediary brands - Halifax Intermediaries / BM Solutions,/ SWB / Strategic Development & Housing Development - and leading Transport Intermediary brands - Lex Autolease / Black Horse Finance - with a key focus on insight to drive improved brand awareness and campaign performance. Main stakeholders at C-suite level.• Driven major re-direction of marketing strategy away from traditional marketing campaigns to genuine, educational thought leadership content-led approach placing Business Development Managers / National Account Managers at the heart of the marketing strategy which has seen Halifax / BM consistently in Top 2 independent brand scores (Project Mercury)• Introduced operating model which has reduced media and production costs by 35%• Led improved broker targeting and campaign performance across all channels, in particular across new media – digital (Google Analytics, Google Tag Manager) and social (Facebook, Twitter, LinkedIn) – with improvement of 15%• Developed and delivered Brand Identity (BI) for BM Solutions, rolling out delivery of Identity and marketing collateral to business. Leading role and final sign off for brand guidelines for Halifax Intermediaries• Implementation and oversight of simplified Risk matrix for Intermediary Marketing• Driven programme to understand incremental value attributable to Intermediary Marketing activity• Key accountability with senior stakeholders (MD, Sales Directors) across the Intermediary business for all marketing activity, with quarterly attendance at Intermediary Senior Leadership Meetings• Implemented social media strategy for Intermediaries, with LinkedIn playing a key role in allowing BDMs to support and drive the marketing strategy• Empathy and Diversity & Inclusion representative across Chief Customer Office• Responsibility for developing high performing / inclusive culture across team
EDUCATION
Sheffield Hallam University
BA
SKILLS
ABOUT RICHARD MCDONALD
Key experience on both agency and client side with a specialist knowledge of the B2B…
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