Lookers PLC

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

• 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

• 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!