|Job Title||Head of Digital and Online Retail|
|Organization||R.Twinings and Company Limited|
|Subscription Level||Small Business|
|Registered Since||7 May 2009|
|Areas of Expertise||Ecommerce, Multichannel Marketing, Social, Organic/Natural Search (SEO), Strategy & Operations|
Address: Twinings, Southway, Andover, SP10 5AQ, United Kingdom
Heading up Digital and Online Retail for the oldest tea brand in the world.
Digital is a new department in Twinings, with social presence and direct consumer retail being only 18 months old.
We work in an integrated way with our Brand/ Marketing function and with our wider team of PR, Media, Search, TV and digital production agency teams.
The direct to consumer business has grown online in the last year to a £4m channel from nothing and now we are on a journey to develop a global digital online retail platform to serve our global markets.
We are exploring econometrics and attribution modelling to see the joined up impact our digital marketing campaigns have on our trade consumer channels, as our core business is selling in volume and value to supermarkets in the UK and globally. It will be interesting to see from an investment and worth (ROI) point of view the revenue contrabution our channel has on our overall revenue.
We are lucky in that our category is firmly routed in consumer life and behaviour, that our brand is famous for premium tasting teas and hot drinks and our consumers like to engage heavily with us.
This being said (written) we have some pressing issues and goals which keep us all on our toes - as Twinings aims to be #1 in tea, in market value in the coming years.
Creative Director at Milkround Online
From November 1, 2001 until November 10, 2006.
Education and Qualifications
1st - BA (HONS) Fine Art (University of London)
MA Photography (The Royal College, London)