Skill set (13)
Michaela in a few words
A passionate digital marketer with 5 years of experience in the education space, now looking to use my expertise in a range of other sectors. Working my way up the ranks in different companies from Digital Marketing Officer > Paid Media Manager > Performance Marketing Lead, I have strategized, set up, optimised, and reported on a range of paid campaigns across Search, Social, Display, and Video.
In my current role I drive 70% of total company leads and sales through my campaigns and have decreased CPL by 40% YoY since joining. I am heavily focused on A/B testing (landing page design, ad copy, creative, audiences) to continuously find the most efficient way to drive sales. I love the psychology and strategy behind campaigns- figuring out what resonates with the audiences most, what their pain points are, and how we can solve them through our product/ service.
I have worked in both well-established companies with big budgets as well as start-ups who are trying to get the most out of a small spend. I am equipped to deal with the pros and cons that both face, but especially love the challenge of working with smaller start-ups where I can really make a big impact.
I work full time still as a Performance Marketing Lead but am looking for some freelance work to grow my skills further in different sectors and companies, whilst meeting some awesome people and making a positive impact on different businesses.
Experience
- Oxford International Education GroupPaid Media ManagerOctober 2020 - October 2021 (1 year)I am accountable for increasing our direct student numbers through paid media campaigns across all brands at Oxford International. I collaborate closely with the Head of Marketing, brand Marketing Managers and Group SEO Manager to plan, execute and report on effective digital campaigns right through from enquiry to enrolled students.
- TineyPerformance Marketing LeadOctober 2021 - Today (3 years and 2 months)London, UK
- University of AberdeenDigital Marketing OfficerAugust 2018 - October 2020 (2 years and 2 months)Aberdeen, UKCollaborate with School Marketing Teams to agree business objectives, KPI's, budget breakdown, key markets and platforms for all digital campaigns, putting campaign plans into written briefs. Develop and execute high quality campaigns for audiences at various stages of the marketing funnel. Campaigns can include brand awareness/ traffic, acquisition/ lead generation, remarketing, PPC and GDN. Promote to both local and international audiences through paid digital campaigns on social platforms such as:- Facebook / Instagram- LinkedIn- Google PPC-Snapchat Build all campaign assets such as landing pages, lead forms, emails, workflows and audience building across a variety of platforms. A/B test variants across ads, landing pages and email campaigns for campaign optimization and to produce new insights. Collaborate with our digital media agency to optimise live Google campaigns based on regular analysis. Deliver rigorous evaluation of campaign outcomes and evidence of ROI and performance against set objectives based on statistically valid and financial analyses. Reporting tools used include Google DataStudio/ Google Analytics.
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Education
- International BusinessManagement, International BusinessRobert Gordon University2017International BusinessManagement, International Business
- Master of International BusinessFrance Business School2014Bachelor of International Business, International Business