Leading international marketing for Dext

I was responsible for leading all in country marketing activity across the globe for Dext. The role included building and developing teams in the UK, Aus, USA, Canada, France and South Africa, liaising with the Managing Directors in each of these territories and working with the central marketing functions to develop effective campaigns.

Understand the Audience

Using in-house data from CRM, the App and Business development teams, combined with external research and 10 years’ experience of the profession research I built personas that helped us to map the customer journey, understand their requirements, pain points and objections and then position Dext as the solution.

Build out the plans

I led the international development of marketing strategy to build awareness, drive lead generation, increase conversion for prospects and encourage upsell / loyalty amongst existing customers.

My teams created detailed marketing plans to identify campaign needs, set targets, define the channel mix, identify the messaging, brief the creative, manage the budgets and implement the campaigns.

Implement the Campaigns

1000 campaigns
40,0000 leads
2,000 new customers

5,000 registrants for the new brand launch online event

Free Sonos Book a demo campaign delivered 500 incremental leads and 100 additional sales in one month

Free Trial promotion at the start of the pandemic delivered 650 new users

Multi Channel execution – Events, Webinars, Social Media, eMail, Direct Mail, Trade Partnerships, PR

Report the Performance

Working with the Business Insight team I built a dashboard of key metrics for the organisation to review marketing performance, including channel effectiveness, lead pipeline progression, conversion, spend, CPL and CAC.

Every month I reported performance to the senior leadership and board, highlighting successes, addressing any underperformance and setting out plans for the following month.

I also created investor packs to explain marketing performance – which led to the buyout by HG in spring 2021.