Laura Charlton

• Lead the development and optimisation of customer lifecycle strategies to enhance engagement and foster long-term relationships. • Design audience-led journeys across key lifecycle stages. • Utilise performance data to continuously improve customer communications and overall experience.

• Lead the creative and strategic development of email journeys that attract and convert prospective supporters — driving awareness, engagement, and new memberships. • Develop data-led, audience-focused campaigns promoting key Trust products and experiences, including membership, retail, and holidays. • Establish and champion best practice in email marketing across teams, ensuring consistent creative standards, accessibility, and audience relevance. • Collaborate with content, digital, and creative teams to design cohesive customer journeys from inbox to web, maintaining alignment with brand voice and values. • Build, test, and optimise templates in Taxi for Email, refining personalisation and segmentation to improve campaign performance. • Partner with the Supporter Data Team to track results, analyse engagement, and embed insight into future planning. • Support the wider email strategy by advocating for innovation, collaboration, and continual improvement in messaging and design.

• Curate and manage a personal newsletter, delivering engaging content tailored to an email subscriber database. • Create and deploy five specialised content streams, catering to diverse niche interests and audience needs. • Optimise content for SEO to ensure high visibility and effective positioning across search engines. • Design and maintain an aesthetically appealing and user-friendly newsletter format and host site using Substack.

• Develop and execute tailored marketing strategies to drive client growth and engagement. • Lead the creation and optimisation of multi-channel marketing campaigns, ensuring impactful results across digital platforms. • Oversee strategic social media account management, crafting innovative campaigns that resonate with target audiences. • Curate and deploy targeted email marketing campaigns, driving engagement and measurable results through personalisation and segmentation. • Deliver exceptional client service through clear communication, proactive problem-solving, and results-focused collaboration. • Provide high-quality reporting and in-depth analysis, leveraging data insights to inform strategic decision-making and enhance campaign performance.

• Led high-profile, branded customer experience and loyalty campaigns, driving retention and highlighting key value propositions for customers. • Managed a comprehensive year-long content calendar, aligning with key dates, commercial priorities, and product launches. • Collaborated with stakeholders to optimise and efficiently deliver impactful marketing campaigns. • Designed, built, and optimised solus and always-on multi-channel marketing campaigns to achieve and exceed KPIs. • Partnered with agencies to ideate, brief, and produce new campaign assets to support strategic initiatives. Key Achievement: Delivered 110% of the annual year-on-year success of a major campaign within the first 24 hours of its launch.

• Designed and implemented content strategies to drive conversion, boost organic traffic, and enhance user experience across global markets and multiple channels. • Created UX-optimised content, leveraging best practices to ensure clarity, accessibility, and seamless navigation for diverse audiences. • Structured SEO-driven content to deliver a comprehensive, engaging, and user-focused digital experience. • Managed projects and relationships effectively, balancing tight timeframes, stakeholder reviews, and launch deadlines. • Served as Scrum Master, overseeing incoming workflows, prioritising and assigning briefs, and managing quick-turnaround requests to ensure team efficiency and output quality.

• Project managed promotional activity and trading across UK, Irish, and Canadian websites, ensuring seamless execution and alignment with business goals. • Coordinated multiple workflows and cross-functional teams to oversee the end-to-end journey for on-site trading tactics. • Collaborated with optimisation, testing, and user experience teams to enhance the user journey and improve conversion rates. • Led online quality assurance processes to ensure the accuracy and consistency of new and existing content.

• Managed up to 40 projects daily, overseeing the full lifecycle from quoting and setup to completion and debriefing. • Fostered strong client relationships, liaising with regional, national, and global accounts to ensure project alignment and satisfaction. • Delivered prompt and effective solutions to queries from over 200,000 panel members, ensuring high levels of engagement and satisfaction. • Coordinated cross-functional teams to meet deadlines and maintain quality across a wide range of digital market research initiatives.

The brief for 2020's Challenge was provided by StudentUniverse and Tourism NT and challenged teams to develop a marketing strategy for Australia's Northern Territory, targeting 18 to 30 year olds. Cubed, a team formed of 6 students from Northumbria University, have been crowned winners with their outstanding response to the brief. They were shortlisted from the 60 teams that entered, along with 3 other teams, to pitch their campaign ideas to the client. Each member of the winning team will work with the StudentUniverse to bring their work to life during a month-long campaign, executed within the next 12 months.

• Managed, organised, and promoted 'Home & Lifestyle' events, ensuring seamless execution and high attendee engagement. • Oversaw social media channels, developing and delivering targeted marketing campaigns to maximise event visibility and attendance. • Created compelling copy and promotional content for digital campaigns, effectively communicating event details and driving interest. • Collaborated with internal teams to deliver cohesive event marketing strategies, enhancing brand awareness and event success.

• Developed and nurtured relationships with new and existing clients, contributing to business growth and retention. • Created and wrote engaging features for magazines and digital platforms, ensuring content aligned with audience interests and editorial standards. • Audited, developed, and implemented a new digital strategy across social media and the website, enhancing online presence and engagement. • Collaborated with the sales and editorial teams to deliver effective content and marketing solutions for clients.

• Led and facilitated outdoor activities and training sessions, ensuring a safe and engaging experience for participants. • Delivered instructional programs for individuals and groups, promoting teamwork, skill-building, and outdoor education. • Ensured compliance with safety standards and risk management protocols, providing a secure environment for all activities. • Motivated and supported participants in achieving personal and team goals, enhancing their confidence and outdoor skills. • Delivered expert guidance and mentorship, fostering a positive learning atmosphere.

• Ran a successful election campaign that led to a previously unseen majority, demonstrating the strength of the campaign and strategic planning. • Planned, trained, and managed up to 300 volunteers during volunteer weeks, ensuring smooth operations and a positive experience for all participants. • Coordinated events and activities, overseeing logistics, schedules, and team coordination to ensure successful execution. • Managed social media and community engagement, fostering strong relationships with stakeholders and promoting the organisation’s initiatives. • Contributed to senior leadership discussions and decisions, supporting organisational growth and volunteer engagement strategies.

Awarded Vice Chancellor’s scholarship. Modules: - Developing Global Management Competencies I - The Digital Customer Journey: Data, Profiling and CRM - Strategic Marketing in the Digital Era - Developing Global Management Competencies II - Digital Campaign Management and Media - Marketing Metrics and Analysis

Final Year Modules; - Creative Writing Project [Dissertation Alternative] - Vamps and Virgins: Gothic Sexualities - American Gothic - Shaking Up Shakespeare - Sin, Sex and Violence: Marlowe in Context First and Second Year Modules included: - Developing Technique in Poetry and Prose - Film Writing - Textual Studies - Critical and Creative Practice - Modernism and Modernity