Digital Media Officer
St Patrick’s Mental Health Services
May 2017 – July 2019
Conceptualise, manage and execute innovative strategies to deliver SPMHS digital content and successful campaigns through online platforms including websites, social media, Google tools and emails. Continually evaluate emerging technology and identify innovative new platforms to reach diverse audiences. Partner with cross functional colleagues across the hospital, external collaborators and agencies to accomplish digital activities, editorial calendar and campaigns across the digital marketing mix.
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– Manage, maintain and monitor all the organisation’s websites. Effectively directed full lifecycle of redesign and development project of SPMHS website
– Optimise the organisation’s SEM to ensure the content and technologies used are optimised for SEO and PPC, constantly increasing the websites ranking, traffic and decreasing the bounce rate
– Oversee and enhance social media channels and listings; Facebook, Instagram, Twitter, YouTube, LinkedIn, Google My Business, Google Maps to create awareness and attract new and returning users, grow email lists
– Launch successful digital campaigns focused on maximising awareness
– Analyse metrics on the effectiveness of online marketing activities to ensure proper evaluation of work and constant improvement Ongoing optimisation of tracking through Google Analytics, Google Tag Manager, Sprout
– Implement effective Google Ads and YouTube PPC campaigns
– Create CPC and CPI campaigns on Facebook Business, Instagram, Twitter Business and LinkedIn, driving quality traffic to the websites
– Design e-mail marketing campaigns through Mailchimp, performing A/B test to improve CTR and OR, minimise opt-out, and ensure databases and communications are GDPR compliant
– Ensure proper financial management of all digital projects and activities
– In charge of the technical aspect of the annual pop-up radio online, adding streaming audio to WordPress and making sure that the server can support the traffic increase during the week, effectively solving any issue occurring on the website during the broadcast
ACHIEVEMENTS
- Successful delivery of redesigned SPMHS website: users to the GP section has increased by 330%. Bounce rate improved by 4.62%, phone call clicks increased by 176%, contact form submitted increased by 89.77%. Users from social media platforms increased by 132%
- Decreased the average page load time for wims.ie by 23.70%. Users acquisition increased by 11.88%, acquisition through organic search has increase by 53%.
- E-mails: average open rate of 33% (the industry average is 14.4%). Average click rates 6% (vs 4.9% previous year). The Industry average for click through rate is 1.8%
- Enhanced the hospital listings on maps by adding Google 360 virtual tours of the facilities and centres to Google Maps
Digital Media Executive
St Patrick’s Mental Health Service
May 2015 – April 2017
Created, managed and executed innovative strategies to deliver successful digital campaigns through online platforms including WIMS website, social media, Google Ads and emails. Partnered with cross functional colleagues across the hospital to accomplish digital activities, editorial calendar and campaigns across the digital marketing mix.
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– Monitor and maintain functionality, usability, and performance of awareness campaign website and ensure that enhancements and modifications are implemented in accordance with SPMHS strategy
– Successfully redesign and launch walkinmyshoe.ie in WordPress, increasing performance and usability
– Ongoing SEO performance analysis, content optimisation and technical optimization on walkinmyshoe.ie
– Identify areas of the stpatricks.ie website that can be improved, working with agencies to implement changes
– Work closely with cross functional colleagues to create engaging content to raise mental health awareness and education. Generate, edit and manage the publishing of online content
– Lead, plan and execute CPC and CPI campaigns for awareness programme
– Oversee social media channels WIMS social media accounts and feeds with daily updates
– Analyse social media and online engagements through Google Analytics and Sprout Social to evaluate and improve campaigns, content and SEO performances
– Develop and implement plans to increase GP traffic to stpatricks.ie and subscription to the mailing list
– Manage e-mail campaigns and LCM programmes: plan and execute e-mail campaigns. Design e-flyers, e-newsletters and e-mail communications, performing A/B test to improve CTR and OR
Achievements
- Successful redesign and launch www.walkinmyshoes.ie, increasing traffic by 60% and page views by 17%
- Successfully lead award winning social media campaign #MindYourSelfie: 2.6 million reaches with celebrity tweeting the hashtag (Hozier, Adam Clayton, Bressie…) Awards for Excellence in Public Relations 2017
- Social media presence increased: Twitter followers: +38% Facebook Likes: +15%
- Significantly increased listener and organisations engagement with the annual pop-up radio through social media and website.
Senior Online Marketing Specialist
Symantec
July 2011 – May 2012
Led effort cross functionally to drive content updates across 28 European sites. Supported roll out of site optimisations, product launches and promotions driving more than $10 million. Analysed site performance and optimised EMEA acquisition content.
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– Drive daily operations of European websites with other relevant teams. Ensure that the websites are optimised. Oversee the quality and bookings
– Lead platform migration and complete site redesign for 28 EMEA websites
– Roll out tests on sites’ content and promotions through Test&Target to improve performances and increase content relevance
– Drive regional product launches and content updates
– Run regional projects, ensure all stakeholders are informed and the different channels are contributing where required
– Collaborate on roadmap and online marketing plans with local marketing and sales team
– Manage a team of four content developers based in Luxembourg
– Develop and manage translation of new content for Europe region
– Work effectively with sales managers to create, setup and measure promotional online campaigns
– Produce and analyse reports on online traffic, bookings and other metrics (with Omniture/Site Catalyst) to improve conversion
– Develop and implement plans to address performance gaps
– Manage web content using TeamSite
Achievements
- Successful on time delivery of redesigned European websites, increasing traffic by 25% and CR by 15%
- Successful platform migration for the EMEA websites
- Successful on time launch of new products
E-mails Campaign Manager
J2 Global
October 2008 – August 2010
Managed, planned and executed e-mail campaigns like LCM programmes, strategic B2B and B2C electronic communication, third parties e-mailing, and retention programmes in Europe and Canada, database of 1.8 million plus customers in 6 languages.
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– Lead, plan and execute new campaigns for retention and nurturing programmes
– Manage, create and optimise marketing calendar
– Segment database in order to resonate with the audience
– Take responsibility for the resource scheduling
– Build, test and launch e-mail campaigns and automated campaigns, using M4 Internet self-service platform
– Roll out tests on e-mail content and design to improve performances and increase content relevance
– Implement best practices, ensure database integrity and work closely with the technical team to improve servers’ capacities
– Refine reports to better understand customer’s behaviour, achieve targets and deliver the most accurate and detailed feedback to senior management
Achievements
- Improved e-mails delivery rate from 47% to 89%
- Improved e-mails open rate from 17% to 39%, improved e-mails CTR from 1.22% to 1.75% and higher conversion rate from 0.007% to 0.02%
- Enhanced ESP and customers’ perception of the company
- Lowered the number of complaints received by customer service
Online Marketing Specialist
Symantec
January 2007 – October 2008
Worked on multiple aspects of the online business, like web management, search engine optimisation, monthly loyalty newsletter, e-mail campaigns, and several special marketing projects, reaching new audiences and acquiring new customers.
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– Coordinate the redesign and launch of 23 European websites
– Coordinate content localisation, management of web vendor and UAT of new websites
– Manage website content and imagery changes using the CMS Teamsite
– Work on Search Engine Optimisation for the European websites using Google’s keyword discovery tool, and indexing sites with local search engines
– Execute the Symantec’s global consumer newsletter in 28 languages which targeted at a database of 2 million plus members on a monthly basis. Lead coordination of articles, offers, content, QA, localisation and delivery
– Upload and test templates on Responsys e-mails platform
– Cross functional communications across the organisation and functional teams to ensure smooth delivery of all projects
– Run monthly web analytics and reporting for websites and e-newsletter
Achievements
- Successful on time and within budget delivery of redesigned European websites, which improved customer close rate by 20%
- Successful on time delivery of newsletters in 28 languages on a monthly basis
Customer Service Representative
Symantec
January 2006 – October 2007
Provided customer service support to French and English customers seeking help with Norton products, Symantec’s consumer brand.
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– Researching customer’s issues and solving problems in an effective manner
Achievements
- Acquired an excellent knowledge of customer experience and what can be done to enhance it
- Maximised the customers’ loyalty
Internet and New Technologies Specialist
FERS
September 2002 – October 2004
Encouraged the use of new technology, computers, multimedia and Internet in schools, through the Foundation programme, facilitate the Foundation activities and promote directly or indirectly academic success of children.
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– Head a website creation programme for school teachers, using Namo WebEditor
– Map and maintain the company’s network and internet connection, basic computer and hardware trouble shooting
– Design, develop and manage the Foundation website
– Manage the hosting and domain name for the website
Achievements
- Successfully install internal network within budget, allowing more efficiency and savings on internet expenses
- Launch of websites promoting schools