Kelly W

Owned CRM strategy and performance across marketable audiences, leading a team of two and delivering record funding application volumes and an all-time high campaign conversion rate of 2%. Developed targeting, segmentation, and optimisation strategies, and delivered strategic initiatives including scalable reporting, email deliverability improvements, and audience segmentation redesign.

Owned end-to-end email marketing across broadcast campaigns and automated customer journeys, leading strategy, creative development, and testing. Partnered with Sales, Partnerships, Data, and Operations teams to deliver conversion-focused campaigns and managed CRM campaigns for commercial partners, delivering +213% YoY email leads and +322% YoY revenue in H1 2021.

Owned direct mail and email acquisition channels with an annual budget exceeding £1.5 million, leading channel strategy, end-to-end campaigns, experimentation, and performance reporting. Partnered with Data Science to enhance customer lifetime value modelling and multivariate testing frameworks, improving email deliverability by over 20% YoY and doubling campaign engagement.

Delivered audience, campaign, and social listening insights that informed digital acquisition, retention, and PR strategies. Built and distributed dynamic digital marketing, media, and campaign performance reporting using PowerBI, Sprinklr, and Data Studio.

Owned CRM strategy across email and mobile app channels, leveraging segmentation, A/B testing, and lifecycle optimisation to drive retention, engagement, and revenue across global markets. Grew channel revenue by 150%, conversion rate from <1% to 2%, and active subscribers by 33% YoY, and developed a dynamic reporting solution reducing reporting time by over 90%.

Grade: Honours

Completed an MA in Economics with Honours from the University of Cambridge from 2012 to 2015.

Completed a certification in Social Media Marketing from Meta.

Completed a certification in AI Fluency Framework & Foundations from Anthropic.

Completed certifications in Deliverability and Digital Marketing from Klaviyo Academy.

Completed a certification in Introduction to Marketing from the University of Pennsylvania.