B2B Lead Generation

The Growth Brief

The organisation needed stronger digital acquisition and engagement across its website, social media and email channels. The work needed to support audience growth, member acquisition, retention, campaign visibility and business development goals across a large multi-channel environment.

The challenge was not simply to publish more content. The work needed to improve how web, social and email channels worked together, with better audience targeting, stronger campaign execution, clearer reporting and more consistent optimisation.

The digital environment included Sitecore web properties, paid and organic social channels, weekly email marketing activity, campaign reporting requirements and a large audience base across multiple platforms.

What I Owned Across Digital Channels

My role covered web, content, social media, email marketing and reporting. I supported both campaign delivery and ongoing channel optimisation, making sure digital activity was connected to acquisition, retention and brand outcomes.

I also supported a Sitecore web replatforming project, aligning the site with broader web properties and updated site architecture and governance.

• Managed key web properties and supported ongoing Sitecore web optimisation.
• Supported a website replatforming project from a legacy CMS to Sitecore.
• Developed paid and organic social media activity across 20+ channels.
• Owned weekly Salesforce Marketing Cloud email activity, including planning, build, testing, deployment and reporting.
• Optimised content, UX and SEO to support acquisition, retention and audience engagement.
• Reported on campaign and channel performance to support ongoing optimisation and decision-making.

How I Led The Work

I approached the work as a connected digital acquisition program, not a set of separate channel tasks. Website optimisation, social content, email activity and reporting all needed to support the same broader goals: stronger audience growth, better engagement and more effective campaign performance.

The work combined hands-on execution with ongoing optimisation. I planned and delivered content, improved website properties, managed social activity, delivered email campaigns, tested sign-up flows and used reporting to improve what happened next.

• Sitecore and web optimisation: supported migration from a legacy CMS to Sitecore, improved site architecture and managed ongoing web content quality.
• SEO and content performance: improved web content, metadata, UX and organic visibility to support acquisition and retention goals.
• Social media growth: developed and delivered paid and organic social activity across 20+ channels, aligned to membership growth and business development goals.
• Email marketing optimisation: owned end-to-end weekly email activity, including planning, build, testing, deployment, reporting, A/B testing and sign-up flow improvements.
• Campaign reporting: monitored web, social and email performance to understand what was working and where optimisation was needed.
• Workflow improvement: audited and streamlined production processes so the team could support more digital and media production demand.

What This Shows

This case study shows my ability to connect digital marketing channels to practical growth outcomes. The work combined website optimisation, SEO, social media, email marketing, content quality, campaign reporting and production workflows.

The value was not only in running campaigns. The broader value came from improving how the digital channels worked together: clearer website journeys, stronger organic visibility, larger social audiences, better email performance and more consistent reporting.

This experience is relevant to Digital Marketing Manager, SEO Content Strategist, Website Manager, Content Operations Lead, Campaign Manager, B2B Marketing Specialist and Digital Experience roles.