| Name | Philip McGuin |
|---|---|
| Job Title | Internet Marketing Manager |
| Organization | Kaplan Open Learning |
| Member Level | Platinum |
| Member Since | 11 Dec 2007 |
| Areas of Expertise | Affiliate Marketing, Lead Generation, Search Marketing - Organic/Natural (SEO), Search Marketing - Paid (PPC), Web Design |
| Contact Details |
Email:
Telephone: 0113 388 8867Mobile: 07976614840 Address: Kaplan Open Learning, West One, 114 Wellington Street, Leeds, West yorkshire, LS1 1BA, United Kingdom |
About Me
Commercially experienced online marketing professional with 15 years experience within the Public and Private sectors. Experienced in planning and deploying online marketing channels including Paid Per Click (PPC) and Search Engine Optimization (SEO), as well as, performance based online marketing including:
1. Affiliate Marketing
2. Display Networks
3. Electronic Direct Mail.
I have a firm technical and commercial understanding of web site development, e-commerce, online traffic analysis, web accessibility and usability standards.
Strengths lie's in my ability to develop innovative online lead generation techniques and turn these into a sustainable sales pipeline, motivating others through clear creative thinking and enthusiasm for the task at hand, and the ability to balance strategic and medium term objectives against short term requirements.
1. Search Engine Optimization
2. Website Architecture
3. Performance Based Online Marketing
4. Inbound Link Generation
5. Paid Per Click Advertising
6. Affiliate Marketing
7. Online Media Buying
8. Electronic Direct Mail
9. E-Commerce Management
10. Web Development and Design
11. Accessibility Standards
12. Web Display Management
13. Social Media and Online PR
14. Lead Aggregation Portals
15. Lead Generation
16. Building CPL/CPA, CPC, CPM, CPS Lead Generation models
Privately Held; Education Management industry
September 2007 – Present (2 years)
• Responsibility for driving the brand and online product position strategy within the UK professional training and higher education market.
• Responsible for all aspects of Kaplan’s online marketing strategy including PPC, SEO, affiliate marketing, electronic direct mail and display advertising.
• Responsible for increasing acquisition of new customers through the effective management of the marketing and sales budget.
• Lead, develop and grow external marketing and affiliate relationships.
• Extensive experience at negotiating and building the following types of lead generation models including Cost Per Lead, Cost Per Thousand and Cost Per Sale.
• Ensure friction free relationships between external agencies; marketing teams, IT and internal finance.
• Responsible for extensive online budget covering all aspects of marketing and sales as well as web development, creative design and technical support.
• Manage the online process from creative development and execution through to post campaign analysis and recommendations.
• Manage the website and internal IT development team in order to deliver a successful online Infrastructure.
• Responsible for the project management and deployment of IT infrastructure that's supports all aspects of marketing.
• Create and report on a range of KPI's using a variety of web analytic tools, sales reports and CRM software.
• Work closely with American based parent company marketing and branding team to ensure that campaigns meet with the company's quality assurance procedures.
• Schedule, manage and control the creative and technical development of all campaign components and processes.
Computer Software industry
May 2006 – September 2007 (1 year 5 months)
• Responsible for driving the company’s brand and product position strategy within the enterprise professional services and project portfolio management market.
• Managed the companies e-business platforms including transaction website and SaaS product environment.
• Responsible for managing marketing budget and reporting directly to the Financial Controller on marketing costs, budgets, invoices and quotes.
• Accountable for management reporting on the performance of marketing campaigns.
• Responsible for managing and motivating marketing team through KPI’s and targets.
• Responsible for generating leads and new business opportunities via online and offline marketing channel activity.
• Responsible for all aspects of marketing activity including advertising, search marketing (including SEO/PPC), affiliates, telemarketing, branding, corporate events, trade shows and exhibitions.
• Represented Atlantic Global at conferences giving seminars and speeches on the subject of project portfolio management.
• Highly proficient in the development of online and offline content including case studies, product literature, white papers, press releases and editorial content.
• Extensive experience at negotiating with agencies and managing affiliate, advertising, PR and search marketing campaigns.
• Co-author of Project Portfolio Management: Leading the Corporate Vision 2007 published by Palgrave Macmillan.
Computer Software industry
June 2001 – May 2006 (5 years)
• Overall responsibility for generating leads via the online marketing channels.
• Detailed knowledge of online marketing techniques including: display advertising, electronic direct email, SEO and PPC advertising.
• Responsible for managing relationships with external online marketing agencies.
• Responsible for managing a team of designers and web developers.
• Strong understanding of creative processes, extensive experience over seeing the creation of all marketing and sales literature including: brochures, CD-ROM, website, marketing accessories, multi-media, direct mails, exhibition stands and adverts.
• Developed corporate and product Website using PHP, HTML, CSS and Flash.
• Experience in developing corporate CD-ROM, website, banner advertising and electronic direct email using Macromedia Dreamweaver, Flash and Adobe Photoshop software packages.
• Designed corporate sales brochures and case studies using QuarkXPress and Adobe Indesign
• Conducted industry and product competitor research and making recommendations regarding competitive strategies, market segmentation and sales opportunities.
Education and Qualifications
1995 – 1998
Research into the following areas:
EPU and EMU,
Multi-speed European Integration
British Government Policy towards EMU and EPU
1994 – 1995
Specialised in British policy towards European Integration with particular reference to the UK opt outs on EMU and the Social Chapter.
Subjects studied:
European Union Policies and Policy-Making
Concepts and Theories in the Study of Contemporary European Politics
Comparative European Politics
European Political Economy
European Institutions
Political Theory
European Law
EMU and EU Integration
International Security
International Relations Theories
1991 – 1994
Specialised in Modern European history with particular reference to the French Revolution, Germany and WWII as well as British domestic and foreign policy.
Subjects studied:
The French Revolution 1789 to 1799
European History 1789 to 1914
Fascism and Nazism in Italy and Germany
The Rise and Fall of the Soviet Union
US Foreign Policy and Expansionism since 1840
The Rise and Fall of the British Empire
Crime and Society in England and Wales c 1660-1900
English Urban and Rural Perspectives 1750-1914
Conflict and Social Change: France Since the Popular Front
Black Life and Black Protest in the United States since 1895
Britain's Prime and Britains' Decline
Archival Studies and Research Methods
