Acerca de Joe
A senior marketing leader with 18+ years' experience driving strong commercial growth for major UK consumer brands through integrated brand, acquisition, retention and customer value strategies. Proven track record of delivering measurable commercial impact in highly competitive, regulated markets. I bring together clear customer insight with strategic intent, award-winning creative and a strong focus on effective media investment across £20m+ budgets.
Recent achievements include moving a challenger brand from 6th to 2nd in market for consideration, delivering over 740k active loyalty users, +58% growth in customer lifetime value (CLV), 4% reduction in churn, +4.5% increase in additional +1 product penetration.
Inglés
Bilingüe o nativo
Alemán
Competencia profesional básica
Solo teletrabajo
Lleva a cabo sus proyectos principalmente en remoto
Experiencia
- OVO EnergyBrand Advertising LeadENERGÍAdiciembre de 2022 - febrero de 2026 (3 años y 2 meses)London, Reino Unido• Built and led OVO's brand advertising function from the ground up post-Energy Crisis. Directed the end-to-end planning and investment of a £20m+ annual media budget, working closely with commercial, product and finance teams to align brand investment with business priorities.• Established a modern, effectiveness-led media function, introducing data-led optimisation, AI audience profiling, propensity modelling and econometrics (MMM) to drive both brand and commercial impact, improving customer lifetime value (CLV) and reducing profitable customer churn.• Defined and delivered brand strategy and an integrated campaign approach, driving significant improvements in key brand metrics: Unaided Awareness +14% (to 34%), Aided Awareness +16% (to 79%) and Consideration +13% (to 36%), moving OVO from 6th to 2nd in market.• Led the ATL launch of a new loyalty proposition, delivering 743k active users within 18 months, reducing churn by 4%, increasing '+1' product penetration by +4.5% and driving +58% uplift in CLV.• Developed and launched a new AV-led creative platform, improving brand distinctiveness and consistency across all channels - recognised with three Silver Kinsale Shark awards (2025).• Generated £7.4m in additional media value over three years through strategic partnerships, negotiations and innovative media buying approaches.
- O2 UKSenior Marcomms ManagerTELECOMUNICACIONESseptiembre de 2014 - diciembre de 2021 (7 años y 3 meses)Slough, Reino Unido•Led the end-to-end delivery of flagship brand, trading and customer campaigns, managing individual campaign budgets of up to £13m, within a c.£67m annual budget.•Recruited, managed and developed a high performing team of six campaign managers working across both paid advertising and CRM, overseeing the delivery of hundreds of campaigns while ensuring quality, effectiveness and impact.•Led the strategic launch of O2’s bundled tariff proposition - PlusPlans - to drive higher-value customer acquisition and increase CLV. Drove consideration to a 7-year high and shifted new tariff mix to >55% 30GB plans.•Created and launched a new brand character (‘Bubl’) and creative platform, alongside a major ‘#1 Network’ campaign, delivering a +9pt NPS uplift in just four weeks.•Drove commercial growth through customer cross-sell and in-life upgrade programmes, including +105k ‘+1’ product sales in 2021 (+151% vs target), £1.2m revenue from an accessories financing proposition launch (+£617k vs target) and maintaining industry-leading churn of <1%.•Led O2’s 2015 Rugby World Cup sponsorship campaign, including the brand’s first fully animated TV creative (‘Make Them Giants’), generating 6m+ pledges of support.•Oversaw major partner and BTL programmes, including Disney+, delivering over 220k customer subscriptions in four months, more than double the 100k target.
- EDF EnergySenior Communications Executive / Marketing Campaign ExecutiveENERGÍAabril de 2011 - septiembre de 2014 (3 años y 5 meses)Brighton, Reino Unido• Led £1m+ multi-channel campaigns to 4m+ customers, supporting EDF's London 2012 Olympic sponsorship and launch of new tariff propositions.• Led BTL acquisition campaigns achieving conversion rates over 10% and CPAs under £0.50. Boosted quote-to-conversion rate by +6% using automated trigger campaigns.• Improved customer communication journeys, which drove +17pt NPS uplift.
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Formación
- 2:1 (HONS) - International MarketingBournemouth University2009
Certificados
- AI Marketing Strategy and ToolsCIM (Chartered Institute of Marketing)2026