Marketing and comunicación

•	Responsible for providing marketing strategy and advice, as well as implementing specific B2B marketing tactics and campaigns to support Capital Markets businesses in the UK, Europe and Asia Pacific – predominantly Global Markets sales and trading teams including, Fixed Income, Currencies and Commodities, Debt Capital Markets, Research and Global Equities. 
•	Brand activation across Global Markets using Digital Marketing and Events to speed up the journey of the customer through the marketing funnel, from awareness to conversion. 
•	Development and execution of thought leadership: video, audio and written content. 
•	Management of Social Media strategy and channels.
•	Planning, development and launch of websites as well as improvement of existing ones. 
•	Launch and measurement of campaign results using Marketo. 
•	Implementation of ABM strategy tailored to the specificities of the business: alignment of sales teams, audience segmentation, selection of tactics and KPIs. 

Strategy and planning

•	Organising and leading the B2B EMEA Marketing strategy planning phase including workshops with different lines of business, agencies, communications and marketing team stakeholders.
•	Proposing and managing the annual Marketing budget as well as analysing and tracking it on a monthly basis to ensure full alignment to revenue growth minimising variances to the annual plan.
•	Analysing the competitive environment and consumer trends working with the Customer Insights team.
•	Mapping the customer journey and defining the KPI strategy to produce effectiveness reports.
•	Providing expert advice on messaging and delivery adapted to specific markets.
•	Leading the relationship with creative, PR and media agencies and responsible for managing crisis communications (i.e. Huawei case in China and Brexit) working together with the Communications team.
•	Planning of the regional content strategy and calendar.
•	Liaising with Heads of, relationship managers, and other stakeholders in country to ensure global brand values and adhered to in country whilst understanding the country’s needs.
•	Implementation of ABM approach for Commercial Banking across EMEA.
•	Leading a team of 10 (4 of which in country), coaching and developing their knowledge in digital marketing to achieve not only the team’s objectives but also their own professional objectives. This includes mid-year and end of the year reviews.

Delivery

•	Leading the IMC function in digital, content and events, ensuring optimal brand awareness and activation through all the touchpoints of the customer journey.
•	Launch of integrated campaigns in EMEA and China, ensuring lead generation from Awareness stage to MQL and SQL. 
•	ABM campaigns across several countries in the region. 
•	Delivering the yearly marketing plan with ownership and management of budgets across the region.
•	Creating and delivering new thought leadership pieces in written and video format, i.e: client case studies.
•	Creation and sign off of briefs across the region. 
•	Responsible for the governance of marketing deliverables adhering to regional marketing legal and compliance standards.
•	Leading and overseeing implementation of GDPR regulations on a country by country basis. 
•	Planning and launching the Marketing automation tool Eloqua in all EMEA countries. 
•	Measuring KPIs and effectiveness of regional and country campaigns with Adobe Analytics.
•	Supervision of events management across Europe.

Campaign management

•	Development of the annual global Marketing and Communications plan and campaign-specific strategic plans for the institutional and public sectors.  
•	Responsible for agency liaison with ownership of budgets ensuring the strategy remains integrated throughout the output of the different agencies. 
•	Reporting performance (ROI) in a clear way, translating data into stories and identifying trends.

Business Development

•	Responsible for Marketing the SME export programme. Building the customer journey aligned with
the relationship manager. Nurturing leads by developing a series of communications to hit all touchpoints on different channels: landing pages, white papers, blogs, social, webinars and events…

•	Driving the entrepreneurship agenda to drive awareness of the Santander brand and our business banking products. Partnered with over 80 UK Universities to leverage the activity. Content creation and delivery focusing on video content and storytelling, case studies that would resonate with the target market. We used email and direct contact to move MQL to SQL and conversion. The success of the campaign meant it was eventually rolled out to other countries such as Spain and US. 

Events

•	PR stunt featuring Jenson Button and Myleene Klass with extensive coverage in national media (The Sun, Daily Mail…). 
•	Planning, delivery and PR of the Santander Universities Entrepreneurship Award. The events were held in large venues in Central London and guests include members of the Santander Board at group level, MPs, Ambassadors, journalists, …

Content

•	Responsible for the organisation of the design, copywriting, proofing, production and distribution of marketing materials, including: product literature and application forms, mailings, advertising collateral, exhibition kit, promotional goods, terms and conditions, and presentations. 
•	Liaising with all relevant stakeholders to achieve sign-off within agreed deadlines, including Compliance and Data Protection. 

Digital Marketing

•	Generation and ownership of online content: printed, online, social media, with all content being signed off by Compliance and all relevant stakeholders ensuring it is compliant and respond to the TCF (Treating Customers Fairly) principles.
•	Launch of the first Santander Facebook page, aimed at young people and students, which achieved 120,000 fans after our first acquisition campaign.
•	Management of video production for online use: drafting storyboards, selecting agencies, shoot management, stakeholder management, final approval and media planning recommendation. 
•	Digital Ambassador for Santander UK employees, delivering presentations to train colleagues on digital technologies. 
•	Measurement of online campaign metrics: conversion, reach, engagement, sentiment.
•	Briefing, UX design, testing and launch of several Santander microsites, the most recent one being the Santander Breakthrough website aiming at the internationalisation of SME businesses.

Brand management/Rebranding

•	Rebranding from Abbey to Santander after the acquisition of Abbey, ensuring the global ethos of the brand was perfectly aligned to the UK market. This was done via focus groups, questionnaires, and direct contact with Abbey customers. 
•	Launch of the Santander UK Student Account, positioning Santander as the “Bank for students”. Within 5 years Santander went from not being present in this market segment to becoming leader. 
•	Launch of the Santander Universities brand, a Corporate Social Responsibility, a worldwide leading financial education programme.

Project Management

•	Responsible for the Marketing of the Santander SmartBank App including pre-launch (customer insight), launch (PR) and implementation (delivery) stages as well as ROI using Google Analytics.
•	Responsible for the CRM and retention strategy of the team. Pioneered through marketing automation (Dotmailer) the launch of new mobile optimised email campaign for 3 different customer segments. The project was aimed at building loyalty by providing content that will boost engagement, loyalty and advocacy. It reached 500,000 individuals of our customer base and paved the way for similar email campaigns to other customer segments.