I worked for Lookers PLC as a Digital Marketing Manager, and headed up the Marketing Function for my division within Lookers. Within that role, my responsibilities include:
- Management of Team:
- Three Marketing Execs in my team with varying levels of experience
- Previous to my management of the team, there was a culture of lack of planning, lack of man-management, budget responsibility and accountability
- I restructured the responsibilities within the team so that everyone had a clear understand of what their role entails, and managed with the senior team what the roles do not entail
- We have also as a team pulled together a detailed rolling quarterly plan, and a more fluid annual plan – updates on this plan are shared with the senior team on a fortnightly basis
- I have introduced weekly 121 meetings with the team to support them in their delivery of the plan
- Getting the Basics Right:
- Initially spent time getting the basics right on the website:
- Typos, images, videos, correcting dead links, meta data, etc.
- This resulted in:
- Increase in visits of 22%
- Extra 59 days per month spent on the site
- Extra 95,000 pages being viewed per month
- Increase in engagement (pages / visit and visit duration) of 25%
- Reduction in bounce rate of 14 percentage points
- Increase in enquiries of 23% year on year
- Initially spent time getting the basics right on the website:
- Search Engine Optimisation:
- Development of content marketing plan, as currently very little inbound marketing
- Development of link-building strategy through great content
- Pay Per Click:
- Currently, budgets are not held by Marketing, but by individual branches
- Gained agreement from all branches to run PPC continuously
- Measurement of PPC performance (never completed before) illustrated Cost Per Enquiry increases, currently being worked on with digital agency
- Web Development:
- Development of a number of tools to the Lookers website:
- Value My Vehicle online (see below, click to enlarge or click here)
- Book a Service online
- Implementation of live chat
- Development of a number of tools to the Lookers website:
- Social Media:
- Development of social media strategy
- Development of tactical training sessions and meetings with people who have set up social media accounts before understanding the network!