Case Studies

I’ve led marketing and communications projects for 25 years in Telecomms, IT, SaaS, Aviation, Finance & Energy.

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New vertical industry propositions with content marketing programme

Created multi-form, multi-channel content for 5 industries, used in 10 countries, delivered €250m pipeline

Vertical portfolio messaging used for external communications, marketing campaigns and sales engagement.

Global reseller partner program and launch of salesforce.com to partners

Created value propositions, messaging, content and communications plans for use by in-country teams

Launched to 2,100 partners in 5 Regions generating 58% of total mid-market bookings.

New Brand, Comms & Content team and Sales Enablement platform

Hired & developed new content & comms team and PR & AR agencies. Created all sales & marketing content for all channels

Selected and launched Seismic platform for content management, social media sharing and sales enablement.

Building an industry profile from scratch with multi-channel comms

Digital marketing using multi-form content – website, SEO, blog, social, Google Ads

External comms with a PR agency for earned media – CEO-profiling, thought leadership & customer case studies.

New Airline Consultation Process for Regulator Price Control Review

Gained crucial support from the Regulator (CAA), airlines and industry bodies

Improved commercial engagement with airlines and commercial awareness in this UK Public Private Partnership.

New vertical industry propositions and customer reference programme

5 industries, multi-form content, new website delivered 10% QoQ increase in gated downloads

Developed customer case study content for each target industry – used in sales activity, marketing campaigns & PR.

New Marketing function for new global business unit – Cyber Security

Developed propositions, messaging, content, website, social media, PR and analyst engagement

Commissioned & published a research project with a PR campaign, delivering media, prospect customer engagement.

New Reseller Partner MDF Program for co-marketing campaigns in UK & Ireland

Developed criteria for co-marketing funding with process & KPIs to review leads generated & ROI

Enabled effective leverage of available MDF budget to optimise campaign results and partner engagement.

New UK mobile marketing agency with partners delivering services to brands

Partner selection & relationships, commercial terms, operational set-up with billing & customer care

Engaged sales channel, developed launch plan & PR. Vodafone Target delivered new revenue from major brands.

Marketing consultancy for a group of marketing, PR & research agencies

Developed propositions, messaging frameworks, blog programmes, content campaigns, PR outreach, KPIs & reporting. Upgraded all websites.

Provided direction to the marketing team and management consultancy for future marketing resource.

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“Sally-Anne is a wonderfully wise strategic marketer who gets stuff done. She has curated new value propositions and relevant content to engage different customer segments. She is a collaborative colleague who is an absolute pleasure to work with.”

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