Anna Mountford

Green Wall Marketing supports scaling businesses across tech, SaaS and service sectors with marketing that drives growth, increases visibility and strengthens lead generation. With over 20 years of experience, I work flexibly across digital, content and brand strategy. I partner with founders, in-house teams and agencies to deliver high-impact marketing. Strategic thinking is matched with hands-on delivery, always focused on results that matter. Clients span sectors including cybersecurity, fintech, telecoms and data-led SaaS, with support ranging from early planning to full campaign execution. The approach is collaborative, adaptable and outcome-driven, with a focus on clarity, quality and measurable success. Key Achievements: - Increased landing page conversions from 2.4% to 4.8% by improving UX, copy and structure - Grew LinkedIn engagement by 100% through content strategy and consistent brand voice - Used AI tools to support lead generation, increasing qualified inbound leads by 30% - Created and optimised website pages to improve SEO, usability and performance - Resolved technical SEO issues and delivered ranking improvements through targeted content - Produced investor decks with clear data, market positioning and messaging - Simplified complex tech content for use across websites, sales tools and campaigns - Managed international events including planning, logistics, print and lead capture - Collaborated with creative and SEO agencies to maintain aligned messaging - Mentored internal teams to strengthen long-term marketing capability - Marketing, digital and social strategies Focus Areas: - Digital and content strategy - Lead generation and conversion improvement - SEO and website optimisation - LinkedIn growth and personal branding - Copywriting for technical sectors - CRM and email campaign development - Event marketing and campaign delivery - Investor communications and positioning - Internal team training and support

Fulfilling a life-long dream of setting up and marketing a fine wine and Champagne business. Selling direct to customers, businesses and corporates—award winning, exclusive products from around the world. - Creating and managing The Bath Cellar website from concept to back end fulfillment. - Setting up processes and management of governance and GDPR practices. - Building a visual and local brand reputation across multiple touch points including social and word of mouth. - Creating and running PPC ads on social channels to increase brand awareness. Using targeted audiences and demographics to maximise effective reach and budget. - Liaising with clients to offer them the best product options for their needs—upselling and cross selling when appropriate. - Offering unique products such as sale or return, free delivery and pickup and free glass hire to entice customers.

Responsible for the digital acquisition strategy and developing digital marketing campaigns across PPC, Social, Display and Email. Delivering toob's vision to be the best Broadband provider for value and stability in the South. - Accountable and successfully implementing the new CRM system Hubspot. Working across departments to achieve continuous data flow and customer communication seamlessly across systems. Increasing traffic, performance and customer experience via the platform. - Conversion and analytics through Google Analytics, GA4, Power BI and Social analytic tools and leveraging opportunities for acquisition through data. - Worked across all marketing touch points including ATL and BLT to create a unified brand activation plan. Using data to test, learn and evolve. - Built a team of skilled Digital Marketers to enable the business' plans for growth. Mentoring, training and onboarding them. - Tactically looked at the lead B2C database and both proactively and reactively to look at ways of converting them across all digital touch points. Seeking to find tailored approaches based on demographic and persona data. - Worked with the Customer Experience team to expand brand loyalty and retention by working with them on requirements. Newsletters, onboarding comms. - Agency management and efficiency for PPC and SEO strategy and implementation—defining clear business goals and expectations. - Using Hubspot to personalise email comms using names, titles, postcodes to deepen the engagement of messages. - Develop and manage all digital touchpoints from a Tone of Voice, brand and conversion perspective for a consistent customer experience. - Owner of the brand digital reputation, both internally and externally, working with PR to monitor and manage any content. Included working on the Trustpilot score to keep it above 4.6 stars. - Working on partnership deals to maximise potential and reach for best commercial gain. (Southampton FC)

Responsible for B2B digital growth and owner of the digital journey for the company—driving product consideration and delivering the digital marketing strategy across all platforms. This global American based SaaS company specialised in Third Party Security Software and was bought out by SalePoint in 2023. - Owning the day-to-day website strategy, user experience, and content updates to increase B2B Salesforce CRM leads and quality. - Strategic and commercial focus on company growth and creating data reports to support the CCO in board meetings. - Tailoring approaches for a global market depending on country, demographic and sector. - Ensuring website optimisation through SEO by implementing Semrush and governance on copy created. - Collaborated to create, implement and maintain campaign pages and product launches. - Created a content marketing plan for targeted and BAU brand awareness content. Blogs, social, whitepapers, guides. - Mapped the customer journey in detail and streamlined and removed unnecessary content to increase a positive User Experience. - Owned and managed any changes through the website and social channels via Wordpress. - Created and activated digital marketing campaigns working alongside product marketing, sales, PR and brand teams. - Audited the website from a disability awareness perspective and implemented, colour, copy and tagging controls

An established Digital Marketing expert currently available to offer advice to companies on achieving their business goals through a diverse range of digital platforms. - Digital marketing consultancy - Conversion marketing - Strategic digital marketing and planning - Existing customer and acquisition marketing - Personalised marketing and data - Creating engaging and timely visuals - SEO, PPC, CPC, SERP management - Test and learn advice - Retention and acquisition marketing - Analytics - Embedding brand values along all touch points - Digital governance - Copy writing - Web editing - Digital campaign management - Social media set up and ongoing support - Content Editor - Brand Reputation Manager

Developed long term strategies for client base growth including quality leads for stronger B2B commercial impact . Set the brand tone and direction of communications and aligned them across all platforms giving consistency and increasing brand salience. - Formed long and short term strategies for Marketing — working alongside senior members of the company to gather the business plans and requirements. - Worked with the team to build a strong brand proposition to present Digital Wonderlab to Market. - Set and delivered tone of voice for the company. Creating impact and engagement consistently across all platforms. - Created a content calendar for all communications — both outward and inward facing. - Created and posted all social media content from Blogs to LinkedIn in a timely and responsive manner. - Tracked SEO through Semrush and built a plan to increase engagement through enriched content on the website. - Improved brand reputation by owning Google business, Bing Business and affiliate content on sponsor sites making us present and market leading within a saturated market. - Found, wrote and submitted awards for our brand awareness - Winning TBC - Used Jira to implement company wide projects and marketing campaigns for delivery within sprints. - Networked extensively at events and shows to raise the awareness and gather leads. Achievements included the increase in LinkedIn engagement of over 1000% WOW. Creating a strong platform for growth in the future.

Delivering brand loyalty and sales lift. Responsible for sales funnel improvements, owned social, PPC, SEO and Reputation including Trustpilot and Google reviews. Supporting base growth from 100,000 to 235,000 members. - Delivered sales funnel analytics and journey analysis with internal UX and external web agency to improve click-through rate performance by 15% and overall Direct sales by 5%. - Managed SEO agencies to identify best practice solutions and implemented strategic plans to deliver improvements on-time and within budget - using analytics to monitor success and seeing improvements of 50%. - Working with the retention team to stop customers switching providers, adding value and creating meaningful relationships and engagement with our customers. - Managed budget and performance with our PPC agency for a £2m annual budget spend. Led a winner stays on approach to testing creative - improving CTR by 12%. - Managed multiple agencies to deliver brand clarity in line with brand values and business targets. Including creative, SEO, PPC, PR. - Producing presentations for the founders to help them deliver key messages around performance and weekly targets both internally and externally for shareholders. - Set up the template, team and process to deliver a customer newsletter with a reach of 21k audience with an open rate of up to 70%. - Set up and managed the relationship and content of our reputation partners including Which? (twice recommended supplier achievement) and Trustpilot (4.6 stars) - Led the Social Media strategy for long term aims and expanded audience reach by up to 100% YoY. Tailoring creative and TOV to suit the viewer and platform. - Built a comprehensive content calendar with themed months and days with a data-driven understanding of when certain types of messages would be most appropriate based on day and time. - Managing and mentoring around the business - understanding growth requirements and supporting people with their goals.

An established Digital Marketing expert currently available to offer advice to companies on achieving their business goals through a diverse range of digital platforms. - Digital marketing consultancy - Conversion marketing - Strategic digital marketing and planning - Existing customer and acquisition marketing - Personalised marketing and data - Creating engaging and timely visuals - SEO, PPC, CPC, SERP - Test and learn advice - Existing customer and acquisition marketing - Analytics - Embedding brand values along all touch points - Digital governance - Copy writing - Web editing - Digital campaign management - Social media set up and ongoing support

Managed the development and delivery of conversion marketing activity for Savings and Investments to achieve interlocked targets. Working alongside Marketing Performance, Customer Interactions, Digital teams and external agencies to effectively define and implement marketing strategies. * Established digital strategies to achieve business targets within budget for all products within Savings and Investments. Adhering to appropriate risk and governance approvals. * Created compelling best in class communications, grounded in customer insight and previous learnings, using paid, earned and owned media. * Brought in as the SME for secure site digital marketing for the team. * Produced reports from detailed analysis of internal and external data to define and support marketing campaigns. * Where possible used templates and software to create marketing minimising the use of agencies. This resulted in reduced costs and quicker turnaround. * Analysed reports from around the business on a weekly basis to plan next moves and optimise content that was underperforming. * Established and maintained excellent relationships with stakeholders working in a trusted and collaborative way. * Balanced longer-term marketing strategies and plans while responding to sponsor and business requests to meet real time needs. * Regularly presented to all levels of the organisation, adapting tone and delivery according to audience. * The brand representative for the team, communicating changes and best practise examples of excellent marketing to support continuous improvement. Achievements: Governed the 900 existing ‘always on’ marketing assets available for Savings and Investments for the secure bank. The largest catalogue of assets for Internet Banking marketing for the whole of LBG. Making sure they were all within regulatory standards and internally signed off using the correct auditing system.

Part of the Sales and eCommerce team within LBG accountable for creating and enabling the Service communication strategic plan. Leading with solutions and successfully delivering against targets using customer focused marketing. * Optimised and personalised assets to achieve interlocked targets for service messages from credit card loss to Apple Pay. * Worked with a large number of departments to gather requirements and planned messages to maximise digital presence. * Collaborating with other teams in virtual meetings to gather consensus and a unified decision. * Planned strategy for Service by utilising algorithms and product launches to maximum effect. * Owned the governance for over 1000 individual marketing ‘always on’ assets making sure they were compliant and within all regulatory guidelines. There were up to 400 live at any one time. * Increased engagement by tailoring creative around a particular audience demographic. * Successfully delivered fast paced creative and communication plans to support company shortfalls and to hit department, division and business targets. * Used testing to prove and disprove theories in order to optimise content. * Created and manipulated marketing assets to save money and time for the company. Making sure they’re on brand and compliant at all times. * Used analytics to create weekly reports that show the performance of marketing campaigns for Service. Created presentations on forecasting, strategy and recovery plans based on the findings. * Shared knowledge about digital and the team to raise awareness across the organisation. Achievements: Working with the Fraud Team led a project to look at how messages can be improved. Creating multiple variants of marketing assets in house and running a test situation to find which was the most engaging. The end result was clear simple messaging with minimal creative which produced a significant 20% uplift. This best case approach was then rolled out across LBG as standard practise.

Working in the Group Brands and Marketing team helping to build brilliant brands that are distinct and meaningful across LBG’s portfolio valued at over £13bn (2014). Acting as a source of professional identity expertise for the business and specialising in digital areas. Using the brands to deliver a consistent quality of service and experience with every interaction the customer has. • Creating powerful, visual and tonal identities to deliver exceptional communications and experiences to our customers. • Leading on digital projects for the team. • Building relationships between Digital and Brand and cross sharing knowledge. • Managing the interpretation of the brands across all the Lloyds and BoS touch points. • Inspiring and influencing all stakeholders in both new initiatives and historic relationships. • Managing the development and delivery of the digital and social identity toolkits that bring brand experience to life in a compelling, distinctive way. • Collated competitor analysis and presented back the findings for both specific channel related analysis and more broader peer to peer and service related companies. • Identifying gaps in guidance and collaborating with multiple stakeholders to agree interim guides and approaches. • Managing multiple projects in terms of scale, scope and specialism with cross divisional impact. • Delivering presentations across the group to communicate company wide brand changes. Achievements: Led the Bank of Scotland Private Banking rebrand from inception through to launch working collaboratively to overcome technical, budget and design challenges. SME for animation and movement best practise guidance providing consultation across the business. Repaired fragile relationships and built strong networking ties for the Brand team increasing trust and brand awareness. Defined, produced and communicated guidelines to improve customer communication and engagement.

Part of the sales and eCommerce team within LBG accountable for creating the digital sales and emergency strategy for the delivery of over £350m of sales value and 3.3m sales units. Leading and successfully delivering against strong sales targets for General Insurance and Protection across Lloyds, Halifax and Bank of Scotland. • Optimising and personalising assets to achieve interlocked targets of the business for Home, Motor and Life Insurance. • Leading and creating the launch of the Life Insurance product to deliver a well-rounded and digitally focused product. • Being the first person within LBG to create and deliver a suite of assets which include personalised marketing to increase customer engagement within the secure bank. • Setting a team record of getting a marketing asset created and live in 24hrs. (Previously the record was 7 days) • Creating and analysing weekly statistics and trends to move in an agile way to support the product targets. • Increasing engagement by tailoring creative around a particular audience demographic. • Successfully creating and delivering a Home Insurance recovery plan to drive impressions and clicks in order to meet the business targets set for 2014 and 2015. • Engaging with senior stakeholders and producing and presenting plans and achievements in a concise way. • Collaborating with other teams in virtual meetings to gather consensus and a unified decision. • Using testing to prove and disprove theories in order to optimise content. Achievements: Leading on the personalisation project from a product and team perspective. Using a variety of customer data and different types of messaging and creative to improve customer engagement 200% (CTR). Creating, producing and delivering marketing assets in a record 24hrs. Being called out to help at a director level to improve understanding of what the team does and work with them to delivery a quicker and more agile ‘speed to market’ model.

A key member of a new digital marketing team within Lloyds Banking Group responsible for the optimisation of ‘always on’ content for the Online Bank and .com sites. Specifically responsible for key projects and the resource, prioritisation and capacity of the team and later stepping up to cover maternity leave of my manager. • Forming, creating and recruiting an entire team based on skills and personalities. • Overall governance of what the team worked on. Prioritisation of products, quality of briefs coming in and capacity within the team. • Helped to negotiate brand autonomy to sign off all creative produced by the team. • Working closely with the Brand Identity team on the Digital brand evolution project to push the creative and digital limits of what could be possible. • Influencing and stakeholder management across all levels within the business. • Sharing digital knowledge and highlighting its relevance wherever possible. Raising the profile of the team and educating others on its purpose. • Forecasting of assets coming through and communicating them in a digestible way to others. • Working with senior colleagues looking at processes for reducing speed to market and increasing our agility. • Optimising existing and creating new content. Increasing activity and ultimately sales. • Working with and maintaining good relations with 3rd party agencies. • Working with the delivery team and streamlining the re-FP process. Creating governance and increasing clarity of what assets are in use. • Working with the team to forecast budget and cost breakdowns. Achievements: Leading on a key initiative to reduce speed to market to 4 weeks or less. Achieving this by collaborating with other teams and looking at processes, structure and systems. This figure dropped from 6 weeks to 5 in 2014 by implementing a digital briefing process, working with the design agency to improve work flow, costs and agility and forecasting work coming in to the team.

A fast paced new virtual team, of which I am the web producer, created to streamline and become more agile in implementing digital projects. I’m responsible scoping, planning and project managing the end to end delivery of a variety of changes following the new delivery process. • Liaising with stakeholders from around the company to capture and document requirements into a universal brief or statement of work. • Delivering projects on time and communicating with stakeholders to manage expectations. • Influence and educate others with the new process both within the department and the wider company. • Working with and briefing changes into UX, content, design and development to create, optimise and deliver changes. • Creating project plans, booking resource and owning the end to end process to get projects delivered. Primary contact for all communications and questions. • Communicating and managing stakeholder approval. Monitoring and owning risks in a timely manner. • Creating and briefing in-house and agency creative and design and reviewing all outputs to ensure it’s on brief, on time, on brand and accurate prior to final approvals. • Managing sign off for all work delivered from compliance, product, brand and stakeholders. • Creating and maintaining a Kanban to monitor flow of projects and resource for the entire team. Achievements: Owned and was responsible for working with the digital sales managers to produce a Derbyshire Building Society sales advert which was scoped, briefed, produced and delivered in three days. The project delivered 3000 incremental loan sales, a 300% incremental lift, which produced £1 million revenue in one week. I received staff recognition reward for this achievement. The advert was run again a month later with a refreshed image which drove an additional 200 loan sales and 80K profit.

Managing the delivery of digital marketing campaigns for both the Nationwide.co.uk site and affiliate web sites to enhance traffic and user journeys through effective content that maximised sales. • Taking in-house marketing propositions, adapting them and delivering solutions for an on-line audience. • The use of both copy and design is a daily task to maximise the initial impact of online collateral. • Working with key stakeholders around the company daily to deliver a product/service accurate message, on brief, which is compliant and to schedule as a digital campaign. • Constantly improving processes in terms of communications and briefs to eliminate wasted test and development time by working collaboratively. • Maintaining and managing the Home and Exit web pages on a weekly basis using schedules and working with other teams to deliver refreshed content. • Managing all the asset image changes for rate changes across the web site and affiliate sites by working with Developers and Testers to tight time schedules. • Developing project plans and writing detailed creative and copy briefs. • Juggling multiple projects and prioritising them accordingly. • Making sure that campaign collateral is consistent throughout the user journey. Achievements: I delivered a half price balance transfer campaign for credit cards just after Christmas (Dec 12) which doubled our sales as the offer was planned and launched carefully by me to capture the markets interest – before all our competitors and understanding the impact of launch pre-Jan 13.

Currently contracting within the Internet Channels team at The Nationwide Building Society looking after the Credit Card and Loans section of the web site optimising the user journey, sales and content. • Working with the Digital Marketing Managers and increasing sales and conversions repeatedly up to 112% using a Test and Target based approach for different web pages. • Looking at ways to display information in an intuitive and informative way through copy and design. End to end user journey and User Experience knowledge. • Taking difficult to read pieces of copy and turning them around to be a digestible to the audience. • Using marketing campaigns and promotions to increase sales and keep within brand values and style guides created. • Launching Nationwide’s Cheshire Website onto a new platform, copy writing content and looking at the user experience for all three Regional Brand sites within the Nationwide portfolio. • Key stakeholder management and gathering requirements from different departments and then recommending and implementing solutions. • Social media expertise and feeding into company wide strategy for communications and keeping audiences engaged. • Launching new products, updating information and general content improvements in a prioritised and ordered way. • Using wireframes and working with Design, Development and UX teams to deliver new page layouts and on-line advertising effectively and to a high standard. • Project management skills creating content team briefs plans and calendars and feeding into wider project plans. • Streamlining historic process. Including looking at how we work with the development team, designers and stakeholders. • Building reports using Google analytics and distributing them to stakeholders offering feedback and ways to improve based on statistics and SEO

Fine Art and Textiles