Chanel C

Ārepa - Marketing Manager NZ/AU

January 2022 - August 2023

Purpose of role: To grow Ārepa across NZ, AU and beyond. To make Ārepa a household name and help us on our mission to make brains work better worldwide.

Key Responsibilities

Oversee the execution of a digital marketing strategy for paid marketing campaigns across SEM, Display, Social, and other digital/Advertising channels - keep this highly organised and visible

● Make the calls on audience sizing, spend allocation, budget optimisation, cadence, channel mix and overall prioritisation of campaigns

● Optimise spend to produce the best possible ROI for the company. Make sure that we are applying the right level of resources and maximising results

● Perform A/B testing of key marketing materials and strategies in order to drive ongoing campaign optimisation

● Work with key stakeholders to ensure we are hitting targets throughout the business

● Plan, execute, measure and report key findings from campaigns to help inform short and long-term marketing efforts

● Working hand in hand with the creative team to create, test and improve content.

● Aligning content strategies and deployment across email and social channels.

● Responsible for building and leading an effective and industry leading team to maximise results/data driven growth.

● Responsible for managing all events, partnership and sponsorship relationships

● Working with PR agency and maximising PR exposure

● Be responsible for maintaining brand - brand presence and cohesion across all marketing platforms, TOV, Put processes in place to achieve brand cohesion, including tools for collaboration, scheduling, content view, marketing calendar etc

● Own website and all content created, including identifying new pages needed, design and execution

● Communicate to wider company importance of brand and get business buy in on what we are trying to achieve – advocacy is key

Roam Digital – Growth Manager

July 2020 - Jan 16th 2022

Purpose of role: to drive the growth of users and revenue for digital products and services, both internally and client facing.

Key Responsibilities

MarTech and Analytics

• Define, plan, refine and drive the implementation of various marketing and analytics tools (MarTech stack) needed for digital products for Roam’s clients.

• Create reusable frameworks that allow flexibility and adaptation for the different needs of various client products and services.

• Test, experiment and measure from MarTech stack to share insights and propose product improvements in order to optimize acquisition funnels and improve customer engagement.

• Report on growth performance and insights across all aspects of the business

Acquisition

• Filling the funnel for Roam and its client’s products. This includes setting up, monitoring and refining acquisition funnels and conversion rates, as well as managing and running the execution of various acquisition channels through multi-channel marketing, including but not limited to:

•Paid acquisition channels such as Google Ads, Facebook, LinkedIn and more (including funnel analytics set up to report on performance, conversion rates and acquisition costs)

•Organic reach through SEO, content creation, social media

•Email campaigns and other lead gen channels

•Affiliate programs, sponsorships and partnerships

It is key in my role to know and identify the right channels based on the product, target customer segment and overall growth plan, in order to attract the right leads that will turn into engaged customers.

Activation and Engagement

•Work closely with Product Managers and Product Designers to make sure we acquire customers who activate the product/service and re-engage with it on a regular basis.

This includes:

• Identifying and analysing customer lifecycle

• Identifying high drop-off points and defining the touchpoint to re- engage users through various channels

• Create and implement acquisition and engagement strategy

• Improve and iterate on existing processes

• Keep up to date with tools to implement that could help acquisition and engagement e.g. UserPilot for onboarding

• Reviewing the initial targeting in acquisition stage to make sure customer alignment is achieved.

Brand Hero

Be the brand hero for the product/services worked on. Maintain brand cohesion, guidelines and tone of voice and championing the brand throughout the work that is executed.

• Work closely with the designers to create and implement new branding initiatives

• Create, iterate and test new creative for various campaigns

• Maintain great brand presence and cohesion across all marketing platforms

• Maintain high standards for tone of voice, spelling and grammar

• Put processes in place to achieve brand cohesion, including tools for collaboration, scheduling, content view, marketing calendar etc

• Own website and all content created, including identifying new pages needed, design and execution

• Communicate to wider company importance of brand and get business buy in on what we are trying to achieve – advocacy is key

• Communication and Transparency

• Consistently deliver clarity for others, giving direct and actionable requirements to the Product Managers, Product Teams, Designers, Manager and all client stakeholders. Communicating progress within the team, as well as to the wider company and external stakeholders. • Provide constructive and meaningful feedback for the team, as well as seeking out constructive feedback from peers and encourage those to do the same.