Sarah Masters

Lead the Global team across Marketing and eCommerce Strategy, from social first content, offline to online marketing, and retail media. Bringing the world of Marketing and Sales closer together, across various disciplines from data, capability, media, to content production, with a clear bias for action.

Transforming our brands across all touch points in our digital ecosystem, from campaigns, content and media. Identify and launch new digital innovations and technology that can improve the consumer journey, and develop a truly consumer first digital marketing strategy for multiple brands. Lead our first in house content agency, from one designer through to a full service agency model. A clear focus on data led marketing, challenging how, where and why we use data and the value it can bring to CPGs.

Drive the marketing strategy and campaigns of multiple global brands in an ever increasing digital world. From managing the most successful Unilever website, to consulting brands on digital strategy, and supporting the launches of our global reaching marketing campaigns. All alongside being Editor of our innovative inhouse creative studio to drive quality and cost efficiencies in content.

Lead the Content Marketing and Social Media team within Consumer for BT, covering all areas including performance, campaign management, content marketing, audience development and social media channel management. A focus on driving traffic to the new content portal and developing the strategy of our content marketing to add value to our digital presence. Also develop the business case for social media and building investment, from resource to marketing support, paid media, traffic generation, brand metrics and sales.

Manage the digital marketing and social media activity for Tesco Clubcard including website optimisation, creative development, external media and social media marketing. Develop and lead the Clubcard social media strategy through to delivery, ensuring the brand is aligned with other areas of the business and a customer focus is retained, whilst driving innovation, differentitation and loyalty.

Led the UK Social Media department and strategy through to implementation; creating a new team and set of deliverables from scratch. Covering a number of key areas to build our competencies in social media, including creating a customer services team to manage Facebook and Twitter, lead key marquee campaigns for the brand, day to day content/engagement strategy, and social media listening and analytics. I grew the team from just myself, to 4 persons strong with a social strategy and roadmap, sharing key learnings around the business including a governance framework, and becoming the go to person for social media.

Drive digital sales and marketing for key product areas within UK Retail such as savings and current accounts. With a focus on external media covering PPC, display, affiliates and email, I focused on driving traffic to the site before enabling conversion through considerations such as user journey, page layout, website analytics, targeted messaging. This role became more focused on external marketing brand campaigns as well as cost efficient direct response media, eventually dividing off into a new specialist Digital Marketing team which has now tripled in size.

Managing large budget multi channel campaigns above the line and online, most notably in press and outdoor media. Management of media and creative agencies, and integration with channels across central marketing to ensure the campaign is integrated and effective. Campaigns covered both national and local, including in-branch communications, specialist and informative DVDs, and partnership content development.