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Salisbury, United Kingdom
I've been marketing for publishing companies for several years. Like Livingstone - if the source of the Nile was people's attention.
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I am a marketer who has worked on many things in the publishing industry, from digital archives by specialist publishers to school resources at Hachette, the biggest publishing company in the world. I've worked on purely print stuff for academic publishers, blended titles for international schools, and digital-only archives of publications like The Times and The Economist. I've managed multi-national and bilingual campaigns, branding new product lines, and designing and writing for print and digital, among many other things. Well traveled, as they say...
Developing strategy and tactical plans for the digital archives of world-famous media brands (including The Times and The Economist)
o Created a method to improve poor performance measurement infrastructure, allowing significantly more advanced measurement, analysis and insight in response to CFO requirements on future departmental budget allocation
o Led a major rebranding project across the archives, and devised an implemented a Key Account strategy
o Introduced several new initiatives to address strategic weaknesses, including improved product positioning, a content marketing programme, opening new customer segments, and data capture
o Introduced integrated campaign methodology, working closely with the Communications team to launch activity that is consistent and fully measureable across physical and digital channels
o Introduced variant testing to tactical activity, developing an evidence-based picture of customer preferences to improve STP strategy, channel planning and communication content
Developing branding, products and strategies for a diverse range of products and services, working with multiple international offices and functions.
o Created the job description for, hired and line managed an Associate Marketing Executive, including setting performance review goals, deciding budget allocations, and creating a development plan
o Developed new brand identities and positioning for two key product acquisitions working with regional stakeholders at all levels of management, including regional sales reps, retailers and distributors
o Helped develop a new, bespoke website for one of the key acquisitions, working with a range of agencies and internal development teams, including co-planning with the book production team
o Created and implemented new workflows to improve efficiencies in content production and assessing event ROI, as well as more detailed campaign reporting
o Redesigned and restructured the international section of the main website to improve UX and increase the provision of information to meet the needs of more customer segments
o Devised a market research program to help gain better customer insight and improve product development, and integrated the program into outbound marketing activity
Marketing products and services to various international audiences through integrated, multichannel campaigns utilising on- and offline channels.
o Cultivated strong working relationships with brand partners, and used these relationships to deliver global campaigns that aligned with bran guidelines for improved consistency
o Implemented a data cleaning project that resulted in > 97% successful delivery rates for subsequent email campaigns in the following nine months of the financial year
o Helped to develop the positioning strategy and campaigns for the new professional development service, that led to a 160% increase for training requests
o Used my self-taught graphic design skills to save the department nearly £20,000 on work that would have been outsourced to freelancers
o Managed the Email Service Provider account, created new templates, and delivered team training on areas such as personalization and contextual content
o Introduced PPC advertising as a standard campaign channel, using variant testing to identify the best performing copy and information structures
Delivering campaigns for a key product list, including the development of social media channels for selected subject lists and working with a wide range of stakeholders.
o Consistently delivered targeted direct email campaigns that achieved open and click through rates up to 8% above the internal benchmarks
o Managed social media activity for three subject lists, including sourcing and creating content for Facebook, Twitter and LinkedIn
o Managed budgets, strategy input and stakeholder relationship building
o Delivered marketing activity for two high visibility, high value products key to financial year performance
o Attended conferences throughout the UK, alongside authors and editors, in a customer facing capacity
Supporting the Humanities marketing team on key projects, acting a central point for stakeholder inquiries and developing improved procedures for core departmental initiatives.
o Rewrote the catalogue production workflow, resulting in all 33 department catalogues being delivered on schedule for the first time
o Managed the promotion and assessment of the department sale, exceeding the agreed sales target by over 30%
o Developed brand identity for the course portfolio, and expanded data capture practices
o Acted as a super-user for departmental systems, and delivered systems training to new staff
Michael Doane is a marketer and web developer who loves to help authors build their platforms and connect with their audiences.
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