Kate Macknight, Marketing Expert in London, United Kingdom
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Kate Macknight

Verified Expert  in Marketing

Marketing Expert

Location
London, United Kingdom
Toptal Member Since
April 7, 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

Dishpatch Brand Creation
Developed 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.
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.
Launch of Co-working Brand
Developed the market positioning, membership types, and customer stories for the new co-working space 'Working From.'

Expertise

Work Experience

Product Owner

2022 - PRESENT
Sweaty Betty
  • Optimized on-site search and navigation to increase product discovery.
  • Refined sets and bundles offering to increase conversion by 22%.
  • Optimized basket and checkout flow to minimize abandonment rate.

Product Growth Consultant

2022 - PRESENT
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.

Marketing and eCommerce Manager

2020 - 2022
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

2020 - 2020
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

2019 - 2020
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

2018 - 2019
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

2017 - 2018
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

2012 - 2015
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.

Dishpatch Brand Creation

http://www.dishpatch.co.uk

Developed 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.
JANUARY 2022 - PRESENT

Agile Development Practices

LinkedIn

NOVEMBER 2021 - PRESENT

SQL

Codeacademy

NOVEMBER 2020 - PRESENT

Certified Product Manager

Udemy

JUNE 2020 - PRESENT

Google Adwords Certification

Google

Core

Digital Marketing, Marketing, Marketing Strategy, Digital Marketing Strategy, Brand Marketing, Email Campaigns, Email Marketing, Product Marketing, Google AdWords, Email Marketing Automation, Influencer Marketing, Search Engine Marketing (SEM), Content Creation, Market Research & Analysis, Conversion Rate Optimization (CRO), AWeber, Print Advertising

Business Models

Business to Consumer (B2C), B2C, Business to Business (B2B)

Platforms & Tools

Google Analytics, Mailchimp

Other

Advertising, Brand Positioning, eCommerce, Growth Marketing, Restaurants & Dining, Competitive Analysis, Digital Strategy, Food & Beverage, Email Delivery, Paid Media, Brand Building, Google Docs, Photoshop CC, Consumer Insights, User Research, Launch Strategy, Product Launch, Advertising Design, Product Management, Conversion Rate, Growth, Customer Journeys, Optimization, Campaign Development, Customer Insights, Strategy Development, Quantitative Research

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