Em Burton

Em Burton - Marketer

Birmingham, UK

Strategic, creative and a data nerd at heart, I have over eight years experience in digital marketing, most recently at Penguin Random House

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Overview

With over eight years in digital marketing, I pride myself on delivering bespoke marketing campaigns, combining creative flair with the good stuff - analytics. Never one to shy away from the data, every campaign I deliver focuses on converting browsers into buyers.

Over the past few years I’ve worked on a best-selling range of fiction and non-fiction including Paula Hawkins, Sarah Pearse, Rachel Joyce and Hannah Fry, launching their books into the bestsellers list and building their brands. I focus on a whole integrated approach with a foundation built in digital and am proud to deliver integrated and innovative campaigns that resonate with their intended audience.

My services include:

- Consultations to improve your discoverability

Looking to improve your search ranking? I offer consultations and guidance to improve your overall chart position online, focusing on metadata, blurb and keyword advice for Amazon. Whether you're looking for advice on what your current ranking or complete set up and optimisation, I can work with you to increase your discoverability online.

- Bespoke digital advertising campaigns

Looking for help with your digital marketing? I can help you plan and execute campaigns that identify the most effective channels for your audience. I can plan, deliver and optimise your campaign, handling all the nerdy digital stuff so that you don’t have to, or work with you to shape your own campaign.


- Organic brand strategy

We can work together to create a strong brand online, using social media to reach your readers. Combining expertise in social media with an in-depth knowledge of brand website and email marketing, I can offer advice and guidance to build your presence online.


Please note, the majority of my experience is within the UK market

Non-Fiction
Biographies & Memoirs
Business & Management
Health & Wellbeing
Humanities & Social Sciences
Math & Science
Fiction
Mystery & Crime
Thriller & Suspense
Women's Fiction

Awards

  • BMS Highly Commended Debut Campaign

Work experience

Digital Marketing Specialist

Self-employed
October, 2022 – Present (6 months)

I am a digital marketing specialist, freelancing for authors and publishers and offer the following services:

Consultations to improve your discoverability
Looking to improve your search ranking? I offer consultations and guidance to improve your overall chart position online, focusing on metadata, blurb and keyword advice for Amazon.

Bespoke Digital Marketing Services
I can plan and execute campaigns that identify the most effective channels for your audience. I can plan, deliver and optimise your campaign, handling all the nerdy digital stuff so that you don’t have to.

Brand Building
We can work together to create a strong brand online, using social media to reach your readers. Combining expertise in social media with an in-depth knowledge of brand website and email marketing, I can ensure you have a strong platform to launch your next title.

Head of Marketing and Digital

Transworld, Penguin Random House
September, 2020 – October, 2022 (about 2 years)

- Campaign lead for high profile and brand authors across fiction and non-fiction, creating marketing campaigns that drove titles into the bestsellers list
- Digital marketing expert who delivered best in class digital marketing campaigns across the business
- Amazon strategist who developed year round strategy to improve visibility of titles on Amazon.
- Team manager responsible for multiple direct reports, their growth and mentorship of junior executives within publishing.
- Brand management of key brands, implementing year round social and digital strategy.
- Extensive experience pitching and acquiring authors for new business
- Adept at working with more traditional media outlets including outdoor, press advertising and radio.
- Creation of laser focused, sales driven campaigns with emphasis on creativity and innovation.

Senior Marketing Manager

Transworld, Penguin Random House
March, 2019 – September, 2020 (over 1 year)

- Delivered sales focused marketing campaigns for a wide variety of authors including Ruth Jones, Paula Hawkins, Bill Bryson, Chloe Madeley and Jason Fox.
- Managed external relationships between author/agent with adaptable presentation and communication styles.
- Development of influencer led marketing campaigns
- Project management across Amazon advertising strategy
- Pivotal in shaping Transworld’s digital advertising strategy during the Pandemic to improve discoverability of our titles online.
- Line management of two direct reports.

Marketing Manager

Transworld, Penguin Random House
February, 2017 – March, 2019 (about 2 years)

Projects

Launching Miss Benson's Beetle by Rachel Joyce

I was the marketing lead for Miss Benson's Beetle by Rachel Joyce and devised an integrated marketing strategy to launch this heart warming title in the middle of the pandemic. Through a combination of social media advertising, radio advertising and metadata optimisation, we were able to reach both fans of Rachel Joyce and raise awareness amongst new readers.

Launching The Four Week Body Blitz by Chloe Madeley alongside a brand new podcast

I was the marketing lead for the launch of Chloe Madeley's fitness books. Engaging her audience through social media advertising, we built up significant pre-orders which led to a spot on the bestsellers. We also launched a brand new podcast, creating content and producing in house to engage listeners.

I also focused on optimising metadata across Chloe's four titles, ensuring discoverability on Amazon with social media advertising around key ebook promotions.

Launching Listen to Me by Tess Gerritsen

Working as the marketing lead on Tess Gerritsen's new novel, I created an atmospheric marketing strategy that played on the title and used audio to reach our audiences. Through a combination of radio advertising and digital advertising, we were able to launch Tess instantly into the bestsellers with strong pre-order numbers as our campaign engaged her core fans and raised awareness.

Launching The Sanatorium by Sarah Pearse

I was the marketing lead for the launch of The Sanatorium, a debut thriller by Sarah Pearse, devising an immersive marketing strategy that resonated with crime/thriller readers. The Sanatorium went on to become thriller of the month at Waterstones, was a Reese Witherspoon Book Club pick and a number one Sunday Times Bestseller, spending weeks in the charts for both hardback and paperback. The marketing campaign for the hardback delivered over 6 million impressions alone through digital advertising. Throughout the campaign, we also ran multiple ebook promotions, optimising metadata and securing chart position.

Portfolio (6 selected works)

The Sanatorium

Sarah Pearse

'The Sanatorium will keep you checking over your shoulder. This spine-tingling, atmospheric thriller has it all: an eerie Alpine setting, sharp prose, and twists you'll never see coming. A must-read.' Richard Osman'An eerie, atmospheric novel that had me completely on the edge of my seat.' Reese Witherspoon*WATERSTONES THRILLER OF THE MONTH**HALF A MILLION COPIES SOLD**THE NO.1 SUNDAY TIMES BE... read more

'The Sanatorium will keep you checking over your shoulder. This spine-tingling, atmospheric thriller has it all: an eerie Alpine setting, sharp prose, and twists you'll never see coming. A must-read.' Richard Osman'An eerie, atmospheric novel that had me completely on the edge of my seat.' Reese Witherspoon*WATERSTONES THRILLER OF THE MONTH**HALF A MILLION COPIES SOLD**THE NO.1 SUNDAY TIMES BE... read more

Miss Benson's Beetle

Rachel Joyce

WINNER OF THE WILBUR SMITH ADVENTURE WRITING PRIZE | BEST PUBLISHED NOVELWOMAN & HOME BEST BOOKS OF THE YEAR and A NEW YORK TIMES BESTSELLER'The perfect escape novel for our troubled times.' PATRICK GALEIt is 1950. In a devastating moment of clarity, Margery Benson abandons her dead-end job and advertises for an assistant to accompany her on an expedition. She is going to travel to the other s... read more

WINNER OF THE WILBUR SMITH ADVENTURE WRITING PRIZE | BEST PUBLISHED NOVELWOMAN & HOME BEST BOOKS OF THE YEAR and A NEW YORK TIMES BESTSELLER'The perfect escape novel for our troubled times.' PATRICK GALEIt is 1950. In a devastating moment of clarity, Margery Benson abandons her dead-end job and advertises for an assistant to accompany her on an expedition. She is going to travel to the other s... read more

Listen To Me

Tess Gerritsen

'Outstanding - inventive, scary, and funny. Listen to Me is Gerritsen at her best!' KATHY REICHSThis time she should have trusted her mother's intuition... The murder of Sofia Suarez is both gruesome and seemingly senseless. Why would anyone target a respected nurse who was well-liked by her friends and her neighbours? As Detective Jane Rizzoli and Forensic Pathologist Maura Isles investigate ... read more

'Outstanding - inventive, scary, and funny. Listen to Me is Gerritsen at her best!' KATHY REICHSThis time she should have trusted her mother's intuition... The murder of Sofia Suarez is both gruesome and seemingly senseless. Why would anyone target a respected nurse who was well-liked by her friends and her neighbours? As Detective Jane Rizzoli and Forensic Pathologist Maura Isles investigate ... read more

Battle Scars

Jason Fox

THE EXTRAORDINARY NUMBER ONE BESTSELLER.'The most important book you'll ever read... Battle Scars will save lives.' TOM MARCUS, author of SOLDIER SPYBattle Scars tells the story of Jason Fox's career as an elite operator, from the gunfights, hostage rescues, daring escapes and heroic endeavours that defined his service, to a very different kind of battle that awaited him at home.After more tha... read more

THE EXTRAORDINARY NUMBER ONE BESTSELLER.'The most important book you'll ever read... Battle Scars will save lives.' TOM MARCUS, author of SOLDIER SPYBattle Scars tells the story of Jason Fox's career as an elite operator, from the gunfights, hostage rescues, daring escapes and heroic endeavours that defined his service, to a very different kind of battle that awaited him at home.After more tha... read more

The 4-Week Body Blitz

Chloe Madeley

Chloe Madeley's 4-Week Body Blitz is an at-home workout that shows you how to transform your body shape in just 28 days. No gym equipment needed.If you have a short-term weight-loss goal, then this is the exercise and nutrition plan for you!Chloe Madeley is a qualified personal trainer who specialises in body shape transformation. In the 4-Week Body Blitz, she lays out the exercises you need t... read more

Chloe Madeley's 4-Week Body Blitz is an at-home workout that shows you how to transform your body shape in just 28 days. No gym equipment needed.If you have a short-term weight-loss goal, then this is the exercise and nutrition plan for you!Chloe Madeley is a qualified personal trainer who specialises in body shape transformation. In the 4-Week Body Blitz, she lays out the exercises you need t... read more

Rutherford and Fry’s Complete Guide to Absolutely Everything (Abridged)

Adam Rutherford, Hannah Fry

THE SUNDAY TIMES BESTSELLER'Explores just about every area of life' DAILY MAIL'If only Adam Rutherford and Hannah Fry were on tap to all of us, all the time . . . The pair have such a gift for making life, numbers and the forces at work in the universe all the richer, stranger, funnier and more marvellous.' Stephen FryIn Rutherford and Fry's comprehensive guidebook, they tell the complete stor... read more

THE SUNDAY TIMES BESTSELLER'Explores just about every area of life' DAILY MAIL'If only Adam Rutherford and Hannah Fry were on tap to all of us, all the time . . . The pair have such a gift for making life, numbers and the forces at work in the universe all the richer, stranger, funnier and more marvellous.' Stephen FryIn Rutherford and Fry's comprehensive guidebook, they tell the complete stor... read more

Em has 4 reviews

Professionalism
Professionalism
Quality
Quality
Value
Value
Communication & Punctuality
Communication & Punctuality

sam bunch
Em is fantastic, helpful and very organised. This is just the beginning of our working relationship THANK YOU

sam bunch, March 2023


Ipsita Deb
If you need someone who really knows her stuff and effortlessly get you as a person, that's Em. She is fantastic! I didn't have a clear plan of what I was looking for when I reached out to her, but she understood me straight away, making an experience I usually find terribly unsettling (social media), welcoming! She went over and beyond, was super communicative and prompt, dove into numbers an...
Read more

Ipsita Deb, January 2023


Chris Davidson
Em is a star. Clearly knows her job. Good, clear communications, with helpful commentary. Flexible and professional. Strong recommendation. Would be happy to use again.

Chris Davidson, January 2023


Leo Hofford
Excellent. Thoroughly professional and does everything she says she will do. In my case, a great help in providing a clear strategy on marketing.

Leo Hofford, January 2023

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