About Me
I am a digital specialist with over 15 years experience in marketing and communications. In the last 6 years I worked in pure digital roles across a number of industries. I have extensive knowledge of multi-channel digital marketing namely web, social media as well as email and some mobile. I am currently at AstraZeneca where I am responsible for the development and roll out of the digital and social media strategy for their R&D division. A key focus of my role is driving digital performance through thought leadership, stakeholder management as well as digital capabilities development. Other relevant roles include working in pure B2B and B2C roles including RBS retail banking, where I developed the strategy and managed the implementation of an award winning digital marketing campaign for mortgages and was responsible for social media and web development in sponsorship. In my role at eBay I managed online strategic partnerships with the likes of BSkyB, where I developed integrated partnership strategies and drove sales through innovative and highly targeted customer campaigns. I also worked at Gatwick Airport where I was responsible for the transition of their online platforms (including e-commerce) and established their social media presence. On the agency side I was at Hill & Knowlton in their digital consultancy.
My Links
Linkedin Profile
For more information please visit my Linkedin profile or contact me at biancaspiez@gmail.com
Career History
Global Digital Manager at AstraZeneca
From August 16, 2010 and still in this role.
Key achievements:
- Successfully developed the digital strategy and social media for AstraZeneca’s research and development (R&D) function with buy-in from senior stakeholders across functions
- Successfully managed the development of a global digital learning programme for over 300 staff across the globe
- Secured USD 1 million pa in savings by identifying opportunities to streamline the number of online asset
Responsibilities:
- Developing and delivering digital and social media strategy
- Stakeholder management to ensure project buy in
- Working across functions and managing agencies for timely project delivery
- Delivery of digital training programme to employees around the globe
- Digital consultancy including governance and best practice
Digital Marketing Consultant (contract) at Royal Bank of Scotland
From February 28, 2010 until July 30, 2010.
Key achievements:
- Successful development and delivery of a strategic online campaign to promote the banks mortgages products. Results included:
* 30% increase in traffic to mortgages pages on NatWest and RBS sites
* 25% increase in visit to lead ration on mortgages pages for NatWest site
- Winning the RBS prize for best onsite digital campaign, for the above mentioned
- Successful delivery of a cricket website and Facebook page on behalf of NatWest’s sponsorship division
Responsibilities:
- Campaign development & implementation, including:
- Development of digital campaign strategy for mortgages
- Project management inc. channel and content requirements
- Management of agency timelines and delivery
- Management of staff from other departments (namely internet teams) to ensure smooth delivery
- Management of reporting and analysis requirements
Online Consultant (contract) at Gatwick Airport
From March 1, 2009 until December 1, 2009.
Key achievements:
- Successfully developing and selling-in a vision for a standalone external digital presence for Gatwick Airport, prior to its separation from the BAA (namely its website and associated e-commerce platforms)
- Securing sign off for this transition with senior management (CIO, Marketing and Communication Directors) through successful consultancy and development of a business case which resulted in approval for funding from the board (approximately £500K+)
- Managing the new website development, including incorporating business requirements for the project across key functions namely marketing, communications, passenger relations and CSR
- Developing a social media strategy (focusing on Twitter) which resulted in a fundamental shift in management thinking about crisis communications
- Under my management www.gatwickairport.com had a15% increase in y-o-y traffic and generated £2 million per month in parking revenues through its e-commerce platform
Responsibilities:
- Developing the strategy for the airports online presence (including e-commerce platforms) and obtaining buy-in from senior stakeholders
- Development and sell-in of the airports social media strategy, namely Twitter
- Managing multiple stakeholders for the delivery of these strategies - including IT, communications and commercial, as well as digital agencies
- Managing the airport’s existing website prior to transition including content and functional improvements that resulted to increased traffic and conversions
- Managing development delivery to time and budget
Digital Account Director (contract) at Hill and Knowlton
From June 1, 2008 until December 1, 2008.
Key achievements:
- Securing HSBC International Bank as a new client through the development of a social media strategy targeted at its expat client base
- Successfully managing the delivery of a complex web project for the Egyptian government, which meant with not only working with multitude of stakeholders but also being able to manage political and cultural sensitivities
Responsibilities:
- Leading on strategy for digital campaigns on behalf of consumer and corporate clients
- Managing a complex web development projects
- Managing staff and budgets
Strategic Partnerships Account Director at eBay
From June 1, 2007 until June 1, 2008.
Key achievements:
- Successfully selling-in the concept of strategic partnerships as a complimentary service for the eBay community to senior company stakeholders in community, brand and PR
- Successfully launching key strategic partnerships for Sky (fixed value GBP 2m pa + CPA) and PruHealth (fixed value 1.2m GBP pa + CPA) from contract, through to go live
- Exceeding partnership targets – Sky conversions tripled within the first three months and we exceeded targets by 30%
Responsibilities:
- Managing high value strategic partnerships from contract through to the conclusion of each partnership (inc Sky, Prudential and a number of other insurance clients)
- Managing the ROI on online advertising campaigns for these clients, to ensure we delivered and exceeded revenue targets on a monthly basis
- Developing and executing strategy for online campaigns inc. incentivising partner campaigns, and integrating with the client’s marketing strategy
- Developing and maintaining cross-functional relationships with eBay teams
- Working with the sales team to secure new partners, this involved pitching for new business
- Utilising existing and managing the development of new online solutions to enhance partnership performance on the eBay site
- Integrating my online advertising initiatives into multimedia campaigns inc. direct marketing, PR, branding and offline advertising.
- Managing reporting and analysis of performance
- Managing teams, budgets and suppliers.
Education and Qualifications
Bachelor of Arts (Journalism and History)
