Bike

Creative Agencies

Lifestyle

Snow

Surf

Swim

Wake

Yoga

Health & Fitness

I am a customer centric, analytical marketer with a strong background across digital marketing, media and
performance. I'm an avid mountain biker, hiker and kiteboarder so it is my dream to work in the adventure sports
or destination marketing industries to help others experience the same thrill of the trails, forests and oceans as I
do. I pride myself on my communication and analytical skills and seek a role where I can combine data driven
and interpersonal approaches. Having recently moved to Glasgow from Australia I am looking to further my
career in the UK and can't wait to take on a new challenge.

• Increased media attributed leads by 81% by implementing a digital always on paid media strategy (PPC, programmatic, social media, affiliates, partnerships)

• Scrutinised weekly performance and optimisation, slashing blended CPAs by 35%

• Improved PPC performance by 12% across all products, defining and rolling out optimisation roadmap

• Implemented new offers into direct response social media strategy that made up 20% of the total
campaign sales and exceeded business forecasts

• Integrated first party data into paid media as a business first (+20% increase in display efficiency)

• Drove a more personalised customer experience by defining customer segmentation profiles which fed
marketing strategy, media and creative

• Successfully project managed rebrand of all digital assets over 3 month period

• Delivered +11% in on-site conversion from advertising channels by optimizing on-site landing pages

Digital Marketing Manager

• Step changed social media strategy and creative, driving 127% uplift in result

• Beat annual commercial CPA targets through meticulous media planning and optimisation across ATL,
BTL and digital channels (multi million dollar budget) for Coles Insurance

• Increased business understanding of media ROI by consolidating data sources into a new internal
attribution model and reporting format

Media and Performance Planner

• Delivered bi-monthly email campaigns that exceeded business acquisition forecasts

• Drove a 49% uplift in eDM quotes by planning and executing new offers and design approach

Email Marketing Lead

Built and executed social media strategy for Australia's largest loyalty program, including strategic pillars,
content calendar, creative, targeting, media buy and results analysis (Facebook & Instagram)

• Exceeded industry benchmark for in-feed engagement rates by 30%

• Commercialised social media channel to a partner funded model within 6 months

Marketing Graduate - Brand Management

Social Media Manager

Chasing my passion for adventure sports I worked a season at one of Australia's top ski resorts. Working in a
customer facing role I gained first hand insight into mindsets of customers in the ski tourism industry.
Reception and Administration
Jun 2016 - Oct 2016 (5 months, winter season)
• Provide phone support to guests in planning their trip, purchasing lift passes and lessons, questions
while they are on the mountain and managing complaints.

• Provided administrative support to management

administrative support to management

Working for a small business in graphic design and marketing I was able to work closely with clients throughout every stage of the design process. This developed my account management and end to end
graphic design skills while delivering final products that enhanced our clients brands and drove business.
Lead Graphic Designer and Marketing Specialist
Nov 2012 - Aug 2016
• Acquired & maintained multiple key accounts for the business, managing end-to-end client relationships

• Introduced end-to-end graphic design services to Colour Source

• Drove 200% increase in leads by developing a company first digital marketing program for Colour Source
- website redesign and re-platform, content & SEO strategy and paid media strategy across social & PPC

Lead Graphic Designer and Marketing Specialist

Working for a marketing consultancy I was able to gain valuable learnings and experience from a variety of clients, across B2B and B2C industries.
Marketing Intern
July 2014   • Improved clients SEO rankings by developing and implementing content strategies, including copywriting

• Increasing clients leads through social media strategy across LinkedIn, Twitter and Facebook

Marketing Intern

Find out detailed information about Caitlyn Shiel,  in Glasgow, GLG

Caitlyn Shiel: in Glasgow, GLG

Caitlyn Shiel

SWINBURNE UNIVERSITY OF TECHNOLOGY