Extended curriculum vitae. - John Alexander Rowley · Extended curriculum vitae. This document is...

Extendedcurriculum vitae.This document is intended for potential future clients, colleagues and partners.

In this document you will find:

• An in-depth look at my digital marketing philosophy for businesses and individuals.

• An exploration of my career highlights, responsibilities and achievements.

• Details of my client portfolio and how they’ve transformed their digital strategy.

[email protected]

John Alexander RowleyPassionate about innovative digital marketing

[email protected] |

With 90% of the UK’s population using the internet to research, purchase and communicate, digital marketing has become a crucial part of modern business. Whilst many people understand the potential of digital, knowing where to start or how to achieve the best return on investment can be challenging problems to overcome.

I have always believed that there is a place for digital marketing in every business and that it should be accessible to everyone - from large multi-national corporations to boutique businesses and bloggers.

I’m dedicated to helping people and businesses transform their online (and offline) performance using digital marketing whilst sharing my knowledge, enthusiasm and passion for digital with my colleagues and clients along the way.

To do this I apply enthusiastic digital leadership together with a suitable and sustainable digital strategy which contains a combination of proven online techniques and innovative digital ideas.

My experience managing digital channels for businesses and helping individuals maximise their investment has given me the drive to lead digital teams and the knowledge to deliver successful digital strategies, all in order to help increase performance and return on investment.

Nice to meet you, I’m John.

[email protected] | Page 4

Thorntons have been delighting customers by producing delicious treats for over 100 years. They are the UK’s largest confectionery-only corporation with a £220+ million turnover and approximately 3,500 staff. Thorntons products can be found across multiple sales channels including shops, franchises, retail partners and online.

www.thorntons.co.uk

Digital search manager atThorntons.

Responsibilities

• Delivering an annual search revenue of £4.5m, growing year-on-year• Crafting and executing short and long-term search strategies• Leading organic, paid and affiliate team members, with overall accountability for ROI• Minimizing digital overheads whilst growing year-on-year net contribution• Launching seasonal content demonstrating real top line benefits• Informing the department of actionable insights for business-critical decisions• Managing the affiliate strategy and delivering an annual £2m forecast

Key achievments

• Increasing search net contribution by £1.5m (+17%)• Driving £300k search revenue growth in the first financial year (+9.5% YoY growth)• Doubling organic search revenue from £1.5m to £3.0m (+100%) over key seasons• Reducing bottom line by £1.2m (-65%) through a more efficient paid strategy• Improving average search visibility by 13% due to a stronger content strategy• Launching over 40 new seasonal products developed from data-driven insights• Increasing affiliate channel revenue by £850k (+80%) and net contribution by £800k (+85%) YoY


Romax Technology is the world’s leading B2B provider of simulation technologies, design expertise and consulting for gearbox and driveline systems. Founded in China, the Nottingham based company sell products and services primarily to the wind energy and automotive industries from twelve offices across America, Europe and Asia.

www.romaxtech.com

Digital marketing executive at Romax Technology.

Responsibilities

• Managing the organisation’s global digital marketing strategy and online presence• Designing, developing and launching the company’s corporate website• Regulating various pay-per-click campaigns and bidding strategies• Maintaining high search engine result positions through SEO and content marketing• Producing optimised email campaigns and directing the email marketing strategy• Engaging with audiences through various social media platforms• Administrating marketing automation software and integrated new lead lifecycle processes

Key achievements

• Increasing total lead acquisitions from approximately 10 to 130 per month• Achieving a 77% rise in page views within twelve months of launching the new website• Delivering 1,000+ visitors per week from paid ads whilst maintaining a cost per lead of <£40• Growing organic traffic by approximately 166% over twelve months• Developing over 100 email campaigns, with an average click-through rate of roughly 6%• Launching a social media strategy, with 10% of subscribers visiting the site each month

“Working with John is great – he’s proactive, intuitive, extremely competent and generally a fantastic asset to any team. He can easily translate commercial and corporate goals into online marketing activities and campaigns.- Lindsey Brown, Campaign manager


EvoEnergy is the UK’s leading independent solar installer, already helping over 10,000 B2C and B2B customers around the country discover the benefits of cleaner, greener energy. Their headquarters are based in Nottingham, UK.

www.evoenergy.co.uk

Online marketing associate atEvoEnergy.

Responsibilities

• Navigating a fast-paced market in order to generate good quality, cost effective leads• Developing a range of time-sensitive multi-channel campaigns to prospects and customers• Sustaining high levels of traffic through channels such as SEO, PPC, Email and Social media• Managing multiple agencies to ensure campaigns achieved a high Return on Investment• Working with third parties to produce acquisition campaigns, solus emails and additional leads

Key achievements

• Appearing top of organic results for keywords such as ‘solar power’ and ‘solar panel installer ’• Achieving a 4% pay-per-click conversion rate, with a cost per lead of below £35• Reporting over 70% of all enquiries came from Google’s organic and paid results• Promoting an online ‘referral’ campaign which accounted for a third of new customers • Delivering over 100 email campaigns, with click-through rates typically reaching 10%

“John has been a fundamental member of Evo’s marketing team and has taken the lead on a web development project, coordinated numerous successful email campaigns and managed external PPC & SEO agencies. - Tom Craig, Head of marketing


Based in Loughborough, Fisher Scientific is the UK’s leading B2B supplier of laboratory equipment, selling over 200,000 products through their E-commerce platform.

www.fisher.co.uk

Online marketing assistant atFisher Scientific.

Responsibilities

• Maintaining, updating and promoting the extensive catalogue of scientific equipment• Re-developing elements of the E-commerce platform front-end• Producing various microsites optimised to appear in organic search results• Promoting Science World 2010 through a bespoke website and email campaign

Key achievements

• Assisting with #1 positions for keywords such as ‘scientific equipment’• Attracting over 50% of returning visitors to the technical support microsite• Helping achieve a record-breaking footfall of 500 attendees at the annual 2010 event• Co-managing the development of Fisher’s iOS app, which acheived over 2,000 downloads

“John’s performance was significantly above that expected of placement students - He consistently contributed in excess of expectations and greatly exceeded expectations for technical ability.- Neil Smith, eBusiness Manager Europe


GameCity brings people together to celebrate video-game culture, hosting annual festivals which attract thousands of attendees to various venues across Nottingham.

www.gamecity.org

Developer andteam leader atGameCity 6.

Responsibilities

• Leading development of the steward registration and community website• Managing the platform for communication between past and present stewards• Directing a team of over 50 volunteer stewards during the five day festival• Liaising with technical, security and logistic team leaders to effectively manage resources

Key achievements

• Receiving almost 200 steward registrations within two months of launching the website• Handing over development of the website after three years of administration• Working with the team to attract a record-breaking 40,000 attendees over five days• Encouraging over 50% of stewards to re-volunteer for the following years festival

“John developed the registration website allowing us to cut down on admin work, as well as leading the team of stewards - GameCity 6 simply wouldn’t have been such a success without him!- Mira Ayra, GameCity 6 Event Manager


Henwood Playgroup is a small charitable business based in Wolverhampton, with three childcare professionals caring for group of two to three year olds within a small catchment area.

www.henwoodplaygroup.co.uk

Digital consultant forHenwood Playgroup.

Responsibilities

• Implementing a marketing strategy covering both online and offline channels• Redeveloping the Henwood website and increasing traffic at minimum cost• Managing online channels to raise local awareness of the organisation• Promoting fund-raising events through printed marketing collateral

Key achievements

• Increasing average monthly traffic by 1200% upon launching the new website• Improving online engagement by 60% and reducing bounce rate by 30%• Receiving social contributions from almost 20% of the social audience• Consistently encouraging over 200 attendees to raise hundreds of pounds at each event

“John has managed our online marketing efficiently and professionally, explaining everything simply along the way. We are already starting to see the benefits of a proper website.- Chris Wood, Manager at Henwood Playgroup


Digital marketingfor individuals.With 90% of people in the UK using the internet everyday, online promotion (known as digital marketing) has become a crucial part of succeeding online. Whilst many people understand the potential of digital marketing, knowing how to increase audiences, improve engagement and measure online success can be a puzzling and confusing challenge.

I love digital marketing and believe it should be accessible and affordable to individuals such as bloggers and small business owners as well as large multi-national corporations.

Using cost-effective digital marketing my ambition is to help teach individuals how to be successful online by sharing my passion and enthusiasm for digital techniques, so that people can ultimately create their own online success.

To achieve this requires a digital strategy which suits the availability, budget and understanding of each client. Discussions need to be transparent and in plain English in order to work collaboratively and transfer knowledge.

Years of experience helping people with different resources to improve their online performance has given me the knowledge to deliver a digital strategy and educate clients on digital – All in order to help people create their own digital success.

Understand your strategyUnderstand the digital options available to you and how they’re used to achieve your goals.

Maximise your investmentInvest your time, energy and budget more wisely and get the biggest bang for your buck.

Create your own successCreate your own success by understanding the fundamentals of digital and how you can use them.

Increase your audienceIncrease visitors and enhance awareness by promoting yourself where they are already looking.

Improve engagementEnhance audience engagement by presenting your audience with what they really want to see.

Measure performanceLearn how to measure your online performance and understand how it can be improved.


Digital marketingfor businesses.With almost 90% of the UK population using the internet in their everyday lives, digital marketing has become a fundamental part of modern business. Whilst most businesses understand the power that digital holds, knowing how to attract more customers, increase online profit and achieve the best return on investment can be an overwhelming challenge.

I’m passionate about digital and believe it should be used successfully by every business, from large multi-national corporations to small boutique business owners.

Using innovative digital marketing my ambition is to help businesses transform their online (and offline) performance whilst sharing my knowledge and enthusiasm for digital with my colleagues, team and partners along the way.

This requires passionate digital leadership coupled with a digital strategy which uses a combination of proven techniques and innovative digital ideas.

Years of experience managing digital channels for various businesses has given me the knowledge to deliver a successful multi-channel digital strategy and the drive to lead a digital team – All in order to attract more customers, increase online profit and achieve the best return on investment for your business.

Digital leadershipAn in-depth understanding of the most cost effectivedigital channels, planned to suit available resources.

Digital strategyBespoke strategy design and delivery using the most suitable proven techniques and innovative ideas.

Multi-channel marketingIntergrate your digital strategy into your wider business and offline efforts for better ROI.

Insight-driven decisionsDetailed audience and performance reports essential for analysing online ROI and campaign effectiveness.

Collaborative digital channelsCollaborative use of digital channels including organic and paid search, affiliate partnerships, email and social.


What others think

“John is an enthusiastic and proactive marketing professional with a breadth of knowledge in all things web related. John has significantly increased Romax’s online performance in the last year.- Charlotte Cresswell, Campaign manager at Romax Technology

“Working with John is great - he’s proactive, intuitive, extremely competent and generally a fantastic asset to any team. He can easily translate commercial goals into online marketing campaigns.- Lindsey Brown, Marketing executive at Romax Technology

“John has been a fundamental member of Evo’s marketing team. He has taken the lead on a web development project, coordinated numerous successful email campaigns and managed PPC & SEO agencies. I have been very impressed with his work.- Tom Craig, Head of marketing at EvoEnergy

“I would just like to say a really big thank you to John, he truly has been a pleasure to work with. During his time at EvoEnergy he has taught me a considerable amount. He is quick and efficient and always manages to work with a smile, bringing a lot of laugher into the department.- Daniella Vincent, Customer relationship manager at EvoEnergy

“John’s performance was significantly above that expected of placement students - He consistently contributed in excess of expectations and greatly exceeded expectations for technical ability.- Neil Smith, eBusiness manager europe at Fisher Scientific

“John developed the registration website allowing us to cut down on admin work, as well as leading the team of stewards - GameCity 6 simply wouldn’t have been such a success without him!- Mira Ayra, Event manager at GameCity 6 Festival

“John has managed our online marketing efficiently and professionally, explaining everything simply along the way. We are already starting to see the benefits of a proper website.

- Chris Wood, Manager at Henwood Playgroup

“John has a fantastic understanding of digital marketing and a passion for keeping one step ahead in terms of finding out the latest digital trends and applying them to his work in order to benefit the company.- Mirelle Ball, Corporate communications manager at Romax Technology


With a full-time digital marketing career, a portfolio of freelance clients and regular attendance at some of the UK’s largest digital events I don’t tend to have a huge amount of spare time.

However, when I do get a day or two free, I tend to spend it either in the European mountains or more regularly at my local indoor snow slope.

I’m actually a qualified level 1 snowboard instructor thanks to the ‘British Association of Snowsport Instructors’, and teach children from as young as six to adults over sixty to snowboard in Tamworth every couple of weekends.

Other than digital marketing and snowboarding I also enjoy most other sports, photography, cooking and the occasional long weekend exploring the UK’s beautiful scenery.

Snowboarding. Taking a break from digital.

To discuss any of the topics covered in this extended CV, a career opportunity or a potential freelance project please [email protected]

This brochure was written and designed by John Alexander Rowley © 2016

John Alexander RowleyPassionate about innovative digital marketing

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