PERFORMANCE Marketer

Natalie Eagling

Profile

• Strategic international marketer experienced in developing and delivering digital acquisition campaigns and CRM-based retention/monetization strategies across global markets.

• 9+ years’ experience in direct response subscription marketing within an international publishing group.

• 5 years’ experience as hands-on marketing partner within international publishing businesses, helping to grow their businesses, execute digital campaigns, achieve performance metrics, test new campaigns/products/markets and sustain best practice through training and mentoring, globally.

• 2 years working abroad, and many more traveling internationally to build relationships with international partners and work alongside colleagues. Adept at connecting with people in their locale, building and nurturing relationships to achieve common goals.

• Very well versed in digital acquisition channels: PPC (Google Ads Search and Display, Bing), Social (Facebook, Instagram and Messenger), and Native (Dianomi, Taboola and Outbrain) with budgets topping $4million+.

• 3+ years as editor, podcaster, keynote speaker and writer for members-only online marketing forum, Agora Marketing Masters. Created to share best practice and accelerate performance and impact globally.

• Experienced in leading and building teams remotely (pre-Covid and throughout) across multiple countries and time zones.

• Growth-minded and ambitious, always learning. Avid reader and podcast listener; digital marketing, entrepreneurial and personal development content.

• Passionate and driven marketer who thrives on making an impact.

• Determined to work with businesses who harness that passion, but deliver on a greater purpose.

CV

Head of performance marketing - Lead Technologies Europe
March 2020 - Present

Lead Tech helps financial services businesses to grow their businesses by generating high-quality B2C leads using targeted digital campaigns.

Responsibilities:

• To create, gain buy-in and implement the digital roadmap (containing multiple strategies) to improve acquisition strategies for Lead Tech, helping to achieve ambitious growth plans.

• Responsible for all marketing performance across the business, delivering on revenue target in excess of £8million through performance channels alone.

• Introduced new marketing measurement reports and dashboards to deliver OKRs (myriad marketing metrics, spend, ROI and lead quality – all previously unreported).

• Implemented alternative pricing model to product teams to better monetize lead generation activity while prioritizing lead quality - not quantity.

• Implemented new marketing channels (SEO, Native) and new revenue channels (affiliate).

• Introduced business to customer-first approach to product and marketing, segmentation and targeting.

• Introduced creative ideation and testing process (ready, fire, aim) for all campaigns.

• Identified tech stack was insufficient for ambitious innovative growth plans. Selected partners and project managed re-platforming of all existing brand websites (X6) including Hubspot for organic site and nurture journeys. Saved the business £85K/year.

• Re-designed marketing team to better suit needs of the business, reducing headcount by half, rebuilding with experienced specialists and investing in existing team. Team covers array of disciplines including; PPC, SEO, CRO, CRM, Nurture.

• Built relationships with external agencies and consultants helping the internal team to become more robust and fill skills gaps. 

• Leadership responsibilities including monthly board meeting, P&L, £3million+ marketing budget, strategic guidance and stakeholder management, new product development.

• Led a new team completely remotely and achieved growth in lead volume and revenue during pandemic. YoY Q1 results:

  • 21% increase in lead volume

  • 6% increase in total revenue (£1.6million)

Strategic Account Director - Agora Integrated Marketing
November 2015 - Present

The Agora is the biggest underground news and research publisher in the world. With more than 2 million paid subscribers globally and offices in over 20 countries, Agora Inc is bigger than the New York Times and the Wall Street Journal combined. Agora is a direct-to-consumer publisher; you won’t find their books or research titles on newsstands.

Agora Integrated Marketing ("AIM") was created to support the Agora businesses globally, with strategic marketing consultancy, hands-on help, training and support across all digital channels and from acquisition to retention. Our team based out of Ireland, UK and US cover almost all timezones and are experts in all areas of marketing from lead generation to Messenger bots and retention and renewal campaigns.

●      Set up AIM: Moved abroad for the role, recruited and trained staff across three countries, set up partnerships with global publishers, delivered all marketing campaigns globally while growing team, alongside co-founders and under international CEO and Vice President.

○      Created processes for partner and ad platform on-boarding and management.

○      Designed and delivered monthly reporting and analysis.

○      Created digital roadmaps and SLAs.

○      Managed monthly billing and P&L.

○      Managed multiple stakeholders across teams in matrix business.

●      Created digital campaigns aligned to KPI’s. Delivered, optimized (using ‘ready, fire, aim’ methodology) and maintained campaigns via PPC (Google Ads Search and Display, Bing), Social (Facebook, Instagram and Messenger), and Native (Dianomi, Taboola and Outbrain).

●      Responsible for budgets of more than $4million.

●      Generated in excess of $2.6million in revenue from a spend of $1.5million (Great Escape Publishing) growing campaigns from zero and scaling across PPC, SEO, Social, YouTube, Native.

●      Developed and rolled out creative marketing strategies across key client accounts.

●      Reported regularly on KPIs to key stakeholders across local and global HQ.

●      Editor, podcaster, keynote speaker and writer for members-only online marketing forum, Agora Marketing Masters. Goal was to share best practice and accelerate performance and impact globally.

●      Travelled monthly to meet with stakeholders, build and nurture relationships across the organisation, deliver in-person training and communicate digital marketing best practice.

●      Regularly conducted audits on Agora businesses globally, delivering key tactical and strategic recommendations and best practice to stakeholders within local office and in US HQ, covering:

○      Marketing team structure and performance

○      Account and campaign structure and performance

○      Channel performance

○      SWOT

○      Funnel performance and nurture journey (post-lead gen) and ROI

○      Creative, copy and editorial quality

○      CRO on page

○      Market conditions (particularly focused on international businesses)

Marketing Manager - Force24
December 2014-November 2015

Force24 are the number one UK-based marketing automation platform and service provider. They are trusted by leading brands including Worldpay, Aviva, Hitachi and Prudential, to plan, create and execute marketing campaigns using our intuitive platform, supported by our team of marketers.

My role at Force24 was to effectively ‘put them on the map’ as a unique and effective marketing automation platform which also delivered hands-on account management. The role broadly entailed;

• Rebranding Force24 to the brand they proudly use today.

• Launching a brand new website which explained in detail their complicated product and service offering.

• Creating sales collateral to allow sales people to confidently and easily sell the platform.

• Entering awards and creating other PR-positive press to boost brand and assist with recruitment and retention of staff

• Advised the joint CEO’s on direction, became a sounding board for their ideas, plans and goals.

• Influenced the product development roadmap heavily with both competitor insights and with personal past experience as a marketer heavily reliant on email and reporting dashboards.

Group Marketing Manager - IDHL Group (WMG, Ingenuity Digital, NetConstruct)

IDHL is one of the fastest-growing digital marketing agencies in the UK with a growing network of select agencies includes WMG, Ingenuity Digital, NetConstruct, Pinpoint, Statement, equation and Wired Plus.

My role at IDHL was two-fold. First, I needed to lead the rebrand and culture-shift (and that was no mean feat!). Then, I stepped into a client facing role helping to deliver their newest product offering; content marketing.

Content marketing eventually became a hybrid of online PR and high-end link building/influencer marketing. This was a completely new area for me but one which I really enjoyed and took to easily. It meant pitching 2-3 times per week either in-person or on calls, designing and developing the strategy for the pitch and pricing up a cost without really knowing what would work or how long our creative suggestions may take to implement.

Online marketing manager - Agora business publications
June 2009 - August 2013

My first foray into The Agora was as the assistant to a product manager within a business we owned called “Agora Business Publications”. Over the 4 years I rose from assistant to eventually being in charge of the entire online acquisition marketing along with all offline activity (direct mail, inserts and telemarketing) for a variety of B2B and B2C newsletters and books. I also continued to dabble in the editorial planning and content delivery, scheduling of campaigns, and was a regular sounding board to the MD.

Roles and responsibilities including but not limited to:

• Responsible for all online acquisition via all channels, including email marketing, affiliate partnerships, PPC, SEO, direct mail, inserts and telemarketing.

• Budget and P&L responsibility for 4 products across a variety of topics.

• Developed and launched new products (books and newsletters) to improve performance of funnel.

  • Market research and marketing analysis; how could we improve overall profitability and conversion?

  • Hiring editors and authors to create content (books, newsletters etc).

  • Design, print, stock and distribution.

  • Landing page creation from writing copy through to developing HTML.

  • Tracking and reporting.

Other interesting things you should know…

What’s important to me:

• Personal development and constant growth: Books, podcasts, video on all things personal development, productivity, mindset, leadership, happiness, entrepreneurship.

• My husband and children.

• Marketing, especially digital marketing

• Writing; I write mainly for myself, but would one day love to write a book to working Mothers, telling them they absolutely can have it all.

• Working out at the gym, regular yoga and meditation

• My family

• Amateur dramatics (I sing and dance!) and musicals;
  Hamilton is my current all time favourite.

• Travel

• Dining, drinking and dancing… usually, but not always in that order.

Education

CAMBRIDGE MARKETING COLLEGE

DIPLOMA IN MARKETING COMMUNICATIONS
CHARTERED INSTITUTE OF MARKETING
June 2008 

UNIVERSITY OF LINCOLN

LEVEL 1 MEDIA PRODUCTION
DOCUMENTARY FILM MAKING, SCRIPT WRITING
May 2006

KING JAMES’S SCHOOL, KNARESBOROUGH

A-LEVELS;
ENGLISH LITERATURE, MEDIA, MUSIC, HISTORY
June 2005