Kerry Clifton ACIM

Lead the marketing strategy and execution across three distinct care brands, ensuring differentiated positioning, consistent brand identity, and commercial alignment across all activity. Design and implement an integrated contact strategy to nurture prospects and drive high-quality Marketing Qualified Leads (MQLs) across both private client and referral channels. Oversee tailored social media strategies for each brand, resulting in a 300%+ increase in engagement compared to industry benchmarks through audience-specific content and platform optimisation. Deliver targeted, data-driven email campaigns with above-industry open and click-through rates, using segmentation, lifecycle journeys, and performance analytics to maximise engagement and conversion. Align all marketing activity with wider business objectives to grow brand awareness, digital visibility, and inbound lead generation across key markets. Partner with Sales, Care Advisory, and Operations teams to ensure seamless handover of leads and clear attribution of marketing impact on business growth. Use insights from campaign analytics, CRM performance, and audience behaviour to continually refine messaging, creative, and channel mix for maximum ROI.

Executed and managed a national brand awareness campaign over 9 months, including collaborating with M&C Saatchi, Daily Mail, Telegraph and Metro, plus internal launch party, internal awareness roadshows, social media campaigns for B2B lead generation, merchandise, patient case studies, video case studies, photoshots and bespoke consultant collateral.

I manage all aspects of marketing strategy and delivery of B2B and B2C campaigns. Through the increased marketing activity I have implemented since being in the role, word of mouth leads have increased by 85% year on year and marketing activity has increased three fold. I am able to identify sales nurture funnels and have implemented these with TGCG, tracking MQL to SQL, as well as ROI. Recent B2B campaigns have seen the first ever inbound marketing qualified leads for TGCG from professionals wishing to partner with us to help deliver care. These were from no cost associated activity, using outbound email marketing to the BD database, with a strong use of personalisation and CTA. Currently all client facing print material, webinars, events and digital platforms are planned and executed by myself, spanning across the 3 brands, TGCG England, TGCG Scotland and Oxford Aunts. Currently focussing on growth within Scotland the new Facebook page has organically grown, with page views increased by 850% and post engagement by 350% month on month. I am an avid content creator, writing topical blogs, bi-weekly newsletters and SEO web content. I manage the SEO and PPC contractor, video advertisement agency, PR agency, as well as a part time social media marketing executive. Training received whilst in post: Rising Vibes: Cultural Leadership

As Trade Marketing Manager I was responsible for relaunching Rodenstock back into the UK market. This was achieved in January 2020 at 100% Optical. Here I saw success with winning Eyewear stand of the year. I also managed all aspects of marketing, allocating a half a million-pound budget across 4 eyewear brands, lens and equipment promotions. Daily responsibilities included social media management, Adobe Creative Cloud applications, Press Releases, advertisement management and senior management presentations. I also managed the marketing for sister company, Allders Opticians. I worked closely with the Operations Manager to drive footfall to all 11 opticians. This included a store launch, localised campaigns for 6 of the stores and social media management. Engaging with the local communities was vital to the campaign success. I increased social engagement on their Facebook page, from December 2019, by over 1000%, using conversational posts and competitions.

As Marketing Executive I was responsible for business critical marketing projects. These included the project management of the Nevilles and GenWare mobile apps, an interactive brochure, moving our focus away from print and to online publications, and two virtual tours of our London showroom and Distribution Centre, to help increase sales opportunities across the UK and Internationally. I was also responsible for the Nevilles website, creating website content using Photoshop and InDesign. I collaborated with the IT Manager on all major website releases. I also project managed the rollout of a responsive platform, optimising the website across all mobile devices. Content I was responsible for included a quarterly e-zine, email marketing and blogs. All marketing activity was reported on a monthly basis and I implemented a persona project to boost email marketing engagement. I was also responsible for the creation of photography concepts and managed quarterly photoshoots. As well as creating bespoke concept designs for national accounts, like Yo Shushi, Nandos and Green King. Training received during this employment: Communigator

Heading up the new marketing team, specialising in customer journey and content creation. Using social media platforms to heighten customer and prospect engagement as well as continuing to support the sister recruitment company Xperian Recruitment.

Within the continuation of my role from assistant to executive within the marketing team, I am now responsible for the sole marketing of Caresys, a care home software solution. Within my role as an executive I create and manage the marketing plan for the product, implementing all elements of the campaigns. The marketing plan is split in to half years, with three streams of prospect marketing being delivered simultaneously. On average I produce 9 campaigns a quarter, plus account management pieces. Marketing material I am responsible for delivering ranges from design and delivering direct mailings and email mail shots, advertisements, collateral and campaign landing pages. The majority of the marketing material and campaigning is lead generative to ensure I meet and exceed my monthly lead target. All campaign activity is copy written by myself as well as all supporting product literature. To enhance and support this skill I have attended a proof reading media training course and a blogging for business course, delivered by Media Training. The campaigns are also supported by a telemarketing sales member, who I work closely with providing the angle for selling to our prospects and providing a brief at the beginning of each quarter detailing the campaign. As well as lead generative marketing I also produce thought leadership pieces and have completed the ‘Blogging for Business’ media course. I have to date composed three blogs for Advanced and hosted a social media chat hour.

My role requires and I hold advanced Mailchimp, HTML code, Microsoft Excel, InDesign and Photoshop skills, and examples of my work and planning evidence these. Accurate time keeping and being able to manage a variety of tasks at one time were crucial within my role as all our campaigns were time sensitive, either by which month they were executed within or which times they sent to customers if they were online mail shots. These elements of my marketing campaigns required in depth knowledge of our client base and this was achieved by my annual project of customer and prospect analysis. I have continued to go above and beyond my assistant title within this role and have been working at a consistent executive level with evidential results from my campaigns.

As a member of Medway Council’s events and sports committee I have created and implemented marketing strategies, for example extended coverage on the Intranet and internal parties. We have also extended our reach to people within dissolved buildings of Medway Council visiting them and also asking for people who have an interest to get involved and provide ideas for future events they would like to see organised. Since re-launching the events committee the number of volunteers has expanded by double fold. Marketing our larger external events at Medway Council I have liaised with some major event organisations, for example Ascot Racecourses to ensure that large numbers attended. Working on the target audiences identified through mail shot questionnaires, I targeted potential clients with banner mail shots early on with booking information and coverage on the event. This in turn resulted in over 50% of the tickets being sold early on, meaning that the guaranteed profit could be calculated and pricing for the next event could begin to cascade.

EDI Cert, 97% PASS

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