Caitlyn Shiel: in Glasgow, GLG

• 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

• 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

• 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

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

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

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

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