Marketing Specialist

“THE ABILITY OF an SME TO ADAPT AND LEVERAGE TECHNOLOGICAL PROGRESSION TO GROW THE BOTTOM LINE IS THE DIFFERENCE BETWEEN SURVIVING AND THRIVING IN THIS NEW DIGITAL AGE. DIGITAL IS NOT A FAD, DIGITAL IS THE FUTURE.” – JAKE YOUNG

AREAS OF EXPERTISE

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SITUATIONAL ANALYSIS

Using market research, a situational analysis aims to assess the competitive environment, identify unique strengths and competitive advantages of the business, identify limitations and opportunities in the marketplace. Using the data collected in the situational analysis a clear picture of the competitive environment may be gleaned and when coupled with company objectives a detailed and effective marketing strategy can be produced.

DIGITAL MARKETING STRATEGY

A comprehensive digital marketing strategy begins with the careful selection of paid, rented, owned and earned media to achieve digital, marketing and organistional objectives. Strategy guides the process and of campaign creation, content production, selection of channels & the integration of marketing materials with a view toward achieving pre-defined marketing and business objectives in a concise and measurable process.

AUDIENCE SEGMENTATION

Audience segmentation is the process of taking a largely homogeneous market and defining heterogeneous sections within that market that are receptive to the types of products and services that a business offers.

Utilising behavioural, demographic, psychographic and geographic segmentation bases to divide the market into subgroups allows the business to target consumers with relevant marketing messages that resonate. Coupled with customer personification and journey mapping business can use big data to improve efficiency and effectiveness of marketing materials.

COPY WRITING

Copy writing is the art or science of using the written word to increase brand visibility, communicate effectively with the target audience and inspire the customer to take action. In the field of marketing, copy is responsible for capturing the customers attention with appealing headlines that entice the customer to read on. After the customers attention is captured, it is the role of great copy to explain the product or service to the customer in a way that creates appeal and details how the product or service will produce a solution to the problem or deliver a benefits to the customer.

Great copy acts as a force multiplier for marketing campaigns turning the ordinary results into extraordinary. Compelling well written copy increases engagement, improves brand perception, develops competitiveness and increases conversion rates of marketing materials.

GRAPHIC DESIGN

Graphic design underpins the production of content for both online and print media sources as well as product and packaging. In marketing, graphic design allows the company to communicate with customers in an effective and visually appealing way, developing a consistent “feel” for a company’s content and branding across mediums.

I lead a project to create a visually appealing modern packaging design maintaining a consistent feel across packages and other brand material. My role in this project saw me coordinate budgetary resources liaising with graphic design teams to ensure the finished design adhered to project guidelines and was compatible with packaging print and production machinery. After multiple design revisions and input from stakeholders i was responsible for delivering the project to the package production facility, overseeing quality control and organising customs clearance for delivery.