Marie-Ophelie McGlone

Reporting to the Director of Sales & Marketing 🔹 Leadership & Team Management Head of the central marketing team, overseeing paid media strategy with 6 direct reports (Marketing & Social Media teams). 🔹 Strategic Planning & Collaboration Partnered with Regional Heads of Sales & Marketing, commercial teams, and C-suite executives to align 2024 marketing initiatives and budgets with business objectives. Conducted work in partnership with Google's Growth team, leveraging incremental studies and Geo-X testing to measure the incremental value of PPC against SEO. Delivered brand audits with EssenceMediacom to inform business planning. 🔹 Revenue Growth & Campaign Execution Designed and executed high-impact marketing campaigns to drive self-pay revenue growth, translating business challenges into effective go-to-market strategies across the UK & international markets. 🔹 Agency & Partnership Management Led relationships with top-tier media and creative agencies (EssenceMediacom, GroupM, WPP). Managed key strategic partnerships & affiliates ensuring maximum ROI and brand exposure. 🔹 Budget & Performance Oversight Managed a multi-million-pound marketing budget, ensuring accurate forecasting, cost control, and ROI measurement to optimise investment efficiency.

Driving multi-million-pound omni-channel marketing strategies from planning and execution to performance analysis and ROI measurement. 🔹 Campaign Leadership & Revenue Growth Led the Q4 "Take Control of Your Health" campaign, delivering a 5% uplift in Self-Pay revenue across multichannel ATL/BTL. 🔹 Always-On Paid Media & Performance Marketing Google Ads/Bing: Achieved a 6.5:1 trackable ROI, generating 70K+ leads and reducing CPA from £112 to £14. Developed performance marketing roadmaps and forecasting to exceed self-pay targets across PPC, paid social, and organic content. 🔹 Team Leadership & Development Managed and mentored a team of two Executives and a Marketing Manager, fostering high-performance growth. 🔹 Product Launches & Market Expansion Led new-to-market product launches in the UK, driving market adoption. 🔹 Agency & Partner Management Oversaw national & international marketing agencies, including RFP creation and media agency selection. Managed global campaigns (Middle East & Africa) from strategy to in-flight optimisations and ROI tracking. Built partnerships & affiliates to expand brand reach and support commercial teams. 🔹 Digital & Above-the-Line Strategy Designed and executed national & local campaigns across digital, paid media, and ATL while aligning PR efforts across 55 sites. (Influencer, Display Programmatic, META ads, Radio, DOOH, Door Drops, Billboards) 🔹 SEO & Martech Innovation Supported BrightEdge SEO implementation for organic growth. Led CRM migration & Salesforce Marketing Cloud adoption (B2B & B2C), collaborating across data, IT, and governance teams. 🔹 Analytics & Data Leadership Spearheaded GA4 migration, managing supplier relationships (Infinity Call Tracking, CACI Consumer Data). 🔹 Customer Insights & Brand Consistency Developed consumer pen portraits across 50+ locations, leveraging 1st & 3rd-party data for brand consistency.

🔹 Digital Acquisition Leadership Led digital acquisition strategies & execution across PPC, SEO, Paid Social, Email, Display, YouTube, and Google My Business to drive performance and efficiency. 🔹 Team Leadership & Development Managed a team of digital specialists (SEO Manager, Senior Email Executive, Paid Social Manager, Social Media Manager), fostering collaboration and innovation. 🔹 Performance Optimisation & Cost Efficiency Achieved a 25% reduction in CPA within six months for PPC and increased SEO lead volume by 15% YoY. Owned the testing bible, including Geo & incremental tests and landing page optimisation tests, ensuring alignment between paid and organic strategies (CRO, A/B testing, consumer feedback). 🔹 Strategic Planning & Stakeholder Management Partnered with national product leads to align propositions with channel plans and budget requests. Managed relationships with Heads of Regional Marketing, covering 55+ hospitals and dozens of medical specialties & products. 🔹 Data-Driven Audience Targeting & CRM Integration Worked with the data team and media agencies to define target audiences & customer journeys, optimising transitions from paid to organic to retention (CRM). 🔹 Budget & Martech Innovation Managed a £1M+ marketing budget, ensuring efficient allocation and ROI tracking. Implemented new call tracking system (ResponseTap) to enhance attribution and performance insights. Spearheaded the transition from Falcon to SproutSocial, championed the company-wide adoption of Canva, and integrated Reputation.com for social listening and brand management.

🔹 PPC Leadership & SEO Alignment Managed a £500K+ PPC budget across brand and generic campaigns, ensuring synergy with SEO objectives for maximum efficiency. 🔹 Digital Agency & Budget Management Led agency collaboration (Twentysix Digital) on budget forecasting, performance analysis, and digital roadmaps to optimise acquisition strategy. 🔹 Local & Social Advertising Created and managed local Facebook Ads in-house, provided campaign approvals, and trained local teams for effective execution. Supervised the Social Media Manager, overseeing the social content calendar and approvals. 🔹 Email Marketing Leadership Directed B2C & B2B email marketing strategies, targeting GPs, referrers, and direct consumers to drive engagement and conversions. Managed a Senior Executive (Email & META Paid Ads) to ensure seamless execution and optimisation. 🔹 Performance Tracking & Growth Impact Developed weekly & monthly reporting dashboards, tracking run rates vs. forecasts for ongoing optimisations. Delivered a 30% increase in lead volume while maintaining CPA in the first year. 🔹 Strategic Acquisition Planning Supported the Head of Acquisition in defining the acquisition roadmap, ensuring alignment between central and local marketing plans through quarterly reviews with Regional Heads of Marketing. Hitting weekly KPIs.

Skills: Performance Management · Funnel Optimization · Annual Planning · Growth Hacking · Growth Strategies · Team Management · Presentations · Web Traffic · Acquisition Campaigns · Benchmarking · Talent Development · Digital Media · Consumer Behavior · Agile Methodologies · Problem Solving · Direct Marketing · Industry standards · Paid Social Media · Facebook Ads · Lead Generation · Team Coordination · Digital Trends

Skills: Annual Planning · Team Management · Web Traffic · Acquisition Campaigns · Benchmarking · Digital Media · Consumer Behavior · Agile Methodologies · Problem Solving · Direct Marketing · Industry standards · Paid Social Media · Facebook Ads · Lead Generation · Intranet · Digital Trends