Local World Media
2013 – 2016
Local World is a leading regional media network owned by Trinity Mirror. I worked on two significant projects starting with Transformation to digitalise the culture and practices of the existing business and finishing with the POC of a completely new, disruptive operational model to revolutionise the future of regional media.
Strategy & campaign management – Developed the marketing strategy for the new business model
Brand development – Created and launched a fresh brand into a new territory. Oversaw brand guidelines and
all branding across each point of contact from B2B Sales collateral to B2C newsletters, website and offline.
CRM – Producing one-off email campaigns; daily RSS newsletters; setting up automated email programs. Main
account and relationship holder of our email client, (dotmailer), overseeing multiple accounts across Group.
Abreast of data legislation, protection and management. System integration testing and data mapping
Audience analysis & segmentation – Creating and testing segments, understanding device trends and behavioural targeting using Omniture and other analytics software (Visual DNA, JICREG) Print – Newspaper house ads and in-paper cross-promotion initiatives. Leaflets and banners
Events – Organising sponsorships, exhibitions and conferences
Design – Briefing head-designer and agencies to produce creative campaigns, sales collateral and merchandise
Managed the relationship with our email client (dotmailer) at Group level which included the roll-out of RSS feeds across 76 titles and circulating best practice documents
Set up a complete B2B e-CRM strategy including onboarding, nursery and second-purchase programs for advertisers. Achieved a 25% average open rate and 18% CTR to previously unengaged prospects
Re-branded MK News to OneMK in Milton Keynes