Kate Macknight
Verified Expert in Marketing
Marketing Expert
London, United Kingdom
Toptal member since January 19, 2022
Kate has over ten years of experience in product marketing, management, and marketing strategy. She has worked with some of the world's biggest brands, including American Express, Dyson, Coca-Cola, and early-stage startups. Kate has grown organic audiences by 2,000% across social media, overseen successful product launches, and increased sales by over 400% within weeks of implementing insightful marketing strategies. She is passionate about creating products and solutions that delight customers.
Project Highlights
Expertise
- Brand Marketing
- Brand Positioning
- Digital Marketing
- Digital Marketing Strategy
- Growth Marketing
- Marketing
- Marketing Strategy
- eCommerce
Work Experience
Digital Product Manager
Ocado Group
- Managed a re-platform project for app and web eCommerce grocery platform.
- Collaborated with business stakeholders to define requirements and needs.
- Defined the business needs to be related to the upcoming roadmap planning.
Product Growth Consultant
Genie
- Collaborated with founders to define user onboarding journeys.
- Led strategy development and implementation for user retention and engagement, utilizing the in-product experience and CRM tools to drive sustained user interaction.
- Collaborated with the CTO and product manager to improve UX and natural language chatbot flows.
Product Owner
Sweaty Betty
- Optimized on-site search and navigation to increase product discovery.
- Refined sets and bundles offer an increase in conversion by 22%.
- Optimized basket and checkout flow to minimize abandonment rate.
Marketing and eCommerce Manager
Dishoom
- Owned the end-to-end eCommerce redesign and re-platform, including complex journey mapping for fresh, nominated date deliveries.
- Led the planning and implementation of a new CRM platform, Atreemo, to enable the business to develop a single customer view and better consumer insights.
- Retendered the print production contract to create annual cost savings of 25% and introduced a new digital print ordering system to develop efficiency and visibility of costs for stakeholders.
- Led bi-annual menu updates across eight UK restaurants, covering copy updates, price changes, print procurement, and estimation of restaurant volumes.
Head of Marketing
Dishpatch
- Launched an at-home meal kit product service, which recreates an immersive restaurant experience for customers at home.
- Grew the organic audience by 2,000% across social media and CRM databases.
- Completed customer research and user journey mapping to leverage consumer insights across multiple product iterations.
Head of Brand
The Hoxton (Ennismore)
- Solved guest frustrations with fixed hotel check-in and check-out times by introducing a proprietary, flexible check-in tool that allowed users to select any time within 24 hours.
- Supported the implementation of the Triptease direct booking engine tool to maximize conversion through the booking journey.
- Developed the market and brand positioning, membership types, and customer stories for the new co-working space. Led the development of the launch website to drive inbound leads and directed in-house development and design teams.
Head of Product Marketing and eCommerce
Plumen
- Created a reactive product repositioning for our 002 bulb, which had high volumes in the warehouse to align it with dining experiences, increasing sales by over 400% within three weeks and achieved sellouts in the UK market.
- Owned the eCommerce strategy, development roadmap, and all maintenance and website design.
- Collaborated with product designers and sales leads, using consumer insights and market trends to set our course for NPD development.
Digital Marketing and eCommerce Manager
Rebel Kitchen
- Led the website redesign and discovery, built user stories, and managed the developers. I also oversaw email marketing through AWeber.
- Oversaw sustainability projects, including securing B Corp certification status.
- Recruited a customer insights panel and developed a research plan, creating cost savings and richer insights by bringing this in-house. Led quantitative research, user interviews, and consumer insights to develop recommendations for the sales team.
Product Marketing Manager
Dyson UK
- Owned in-life and NPD product strategy, positioning, and campaign development across all environmental control products globally from prototype to market.
- Seconded to establish the Dyson APAC central marketing hub for launch into six new markets, training, and onboarding of local marketing agencies and retail partners.
- Collaborated with cross-functional teams, including engineering, data analysts and management of stakeholders up to C-Suite level.
Project History
Dishpatch Brand Creation
http://www.dishpatch.co.ukDeveloped the brand tone of voice, design identity, and visual style for a 0-1 B2C brand, ensuring physical and digital assets created an immersive restaurant experience for our customers at home.
Dishpatch is an eCommerce startup that partners with leading restaurants to create at-home dining experiences. I was part of the founding team and constructed the brand and associated assets completely from scratch.
Rebel Kitchen Insights Panel
Recruited a customer insights panel and developed a research process, creating cost savings and richer insights by bringing this process in-house.
Rebel Kitchen is an organic, vegan, health food company that was first to the UK market with flavored coconut milk drinks. I led marketing campaigns and product launches during my time there, supporting a cross-functional team.
Launch of Co-working Brand
https://workingfrom.thehoxton.com/Developed the market positioning, membership types, and customer stories for the new co-working space 'Working From.'
I launched ‘The Hoxton’ hotel group’s first co-working space. I led the development of the ‘Working From’ brand and market positioning as well as project managing the website, all member assets, interior design elements, and launch event series.
Certifications
Agile Development Practices
SQL
Codeacademy
Certified Product Manager
Udemy
Google Adwords Certification
Skills
Core
Digital Marketing, Marketing, Marketing Strategy, Digital Marketing Strategy, Brand Marketing, Email Campaigns, Email Marketing, Product Marketing, Copywriting, Writing & Editing, Google Ads, Email Marketing Automation, Influencer Marketing, Search Engine Marketing (SEM), Marketing Analytics, Content Creation, Market Research & Analysis, Conversion Rate Optimization (CRO), AWeber, Print Advertising, Elevator Pitches
Business Models
Business to Consumer (B2C), B2C, Business to Business (B2B)
Platforms & Tools
Google Analytics 4 (GA4), Google Analytics, Mailchimp
Other
Advertising, Brand Positioning, eCommerce, Growth Marketing, Restaurants & Dining, Competitive Analysis, Digital Strategy, Cross-channel Marketing, Travel & Leisure, Travel, Food & Beverage, Email Delivery, Paid Media, Helpdesk, Manuals & Documentation, Brand Building, Google Docs, Photoshop CC, Consumer Insights, User Research, Launch Strategy, Product Launch, Advertising Design, Product Management, Conversion Rate, Growth, Customer Journey, Optimization, Campaign Development, Customer Insights, Strategy Development, Quantitative Research, Affinity Marketing, Consumer Protection, Web Product Management, SEO Product Management, Product Strategy
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