Natalie Carpenter
Verified Expert in Marketing
Marketing Expert
Brighton and Hove, United Kingdom
Toptal member since October 14, 2024
A seasoned marketing executive with 20 years of experience, Natalie excels in crafting data-driven strategies that boost brand visibility and drive revenue growth. Proven in leading multichannel campaigns, managing teams, and overseeing large budgets, she aligns creative solutions with business goals to achieve impactful, measurable results. Natalie is passionate about strategic thinking and delivering long-term growth.
Project Highlights
Expertise
- Customer Segmentation
- Digital Campaigns
- Digital Marketing Strategy
- Integrated Marketing Communications Planning
- Marketing
- Marketing Mix
- Marketing Plans
- Marketing Strategy
Work Experience
Head of Strategy and Delivery
Creative Blend
- Collaborated with the founder to develop a B2B marketing strategy to grow the Creative Blend brand and increase new business client numbers.
- Supported existing clients to develop and execute marketing strategies to improve their business and increase agency income.
- Collaborated with the Creative Blend team to improve processes and increase profit YoY.
Head of Marketing | Acquisition, Retention, and Engagement
Boundless
- Led a strategic marketing program covering brand, sales, retention, and engagement, exceeding new member sales by 22% and achieving overall member retention rates of over 90%.
- Worked collaboratively with a creative agency to develop a full-funnel omnichannel marketing plan, resulting in increased brand recall by +67% YoY and a +28% increase in the share of voice.
- Delivered the Boundless insight and research program, including finding and onboarding an agency and adopting a data-driven targeted segmentation strategy. The research included cluster segmentation, ethnography, and conjoint research.
- Implemented a communications strategy and ongoing plan for two new tiers of membership. I worked closely with 3rd-party partners, including Royal Botanic Gardens Kew, Historic Royal Palaces, National Trust for Scotland, Tastecard, and Kids Pass.
- Handled the SEO strategy and agency relationships, increasing organic new visitor traffic by 10% YoY using online and offline content, on-page optimization, and technical updates.
- Led the agency to create an overarching content strategy both online and offline to drive sales, engagement, and revenue.
- Owned the segmentation strategy across the business, using extensive research and insight to create key target segments and developing a segmented contact strategy to drive high engagement and increase YoY revenues by 22%.
Project History
Full-funnel Market Strategy and Campaign
Led a full-funnel market strategy and campaign to increase new member sales.
This project involved researching and identifying the target audience based on behavior and attitudinal research around their leisure time. I identified three target segments and key sectors. I then created a messaging matrix for the key segments, with products and services that would appeal best to these personas.
I collaborated with the creative team to develop an innovative campaign that could be used across key channels to showcase key reasons to join. In addition, a combined media plan was created, covering both brand awareness activities and conversions. As a result of our successful efforts and innovative campaign, we won Masterclassing’s Effective Digital Marketing Awards 2022.
Year-one Retention Strategy
Increased the retention rate for year-one memberships by 12% YoY by adding additional customer touchpoints and onboarding processes.
This project entailed mapping and implementing customer touchpoints and creating a suite of email communications that supported an onboarding process when new members joined the membership. It also looked at setting up triggered and event-lead emails that used transactional and behavior-based communications to cross-sell or push new members to the site.
Boundless Time for Fun Campaign
https://www.boundless.co.ukSupported a full-funnel marketing strategy for Boundless, which exceeded new member sales by 22%.
I worked collaboratively with a creative agency to develop a full-funnel omnichannel marketing plan to build long-term brand awareness and short-term activation. Our efforts resulted in an increased brand recall by +67% YoY and a +28% increase in the share of voice. In addition, sales improved by 22% YoY. This was achieved through an omnichannel approach that included TV, display, social, PR, email, and search campaigns.
Education
Diploma in Marketing
Oxford College of Marketing - Brighton, UK
Bachelor's Degree in Fine Art
Solent University - Southampton, UK
Certifications
Mini MBA
Marketing Week
Skills
Core
Marketing, Marketing Mix, Marketing Strategy, Digital Marketing Strategy, Digital Marketing, Customer Segmentation, Strategic Marketing, SEO Content, B2C Marketing, Digital Campaigns, Branding, Brand Strategy, Social Media, Display Advertising, Pay-per-Click (PPC), Omnichannel Marketing, TV Advertising, Google Paid Ads, Performance Marketing, Channel Strategy
Business Models
Integrated Marketing Communications Planning, B2B
Platforms & Tools
Microsoft 365, CRM Systems, Linkedln
Other
Marketing Plans, Campaigns, People Management, B2B Marketing, Research, Market Segmentation, Media Planning, Creative Thinking, Leadership, Email, Direct Mail, Creative Design, Microsoft Teams, Microsoft Office, Slack, Website Traffic, Digital, Paid Search, Podcast Marketing, Email Content, Email Marketing Strategy, Demand Sizing & Segmentation, Customer Insights, Pricing, Creative Strategy, Art, Landing Page Optimization, SEO Copywriting, SEO with AI, Advertising Copy
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