Alison Woods

A positive, creative, and highly versatile marketing professional and senior manager, with a strong track record in strategic and operational planning across B2C and B2B markets in both the public and commercial sectors. Strengths include creating integrated multichannel campaigns for lead generation, branding, enhancing customer experiences, digital transformations and marketing automation initiatives.

Professional Experience:

Head of Marketing and Communications (Executive Management Team)
Canford Healthcare, July 2017 – Present
A provider of specialist nursing, residential and dementia care across the south of England.

• Led the redesign and relaunch of the brand, including its associated values. Thereafter acting as brand guardian to ensure continuity of the brand and messaging.
• Created and launched 12 independent websites with headless CMS.
• Developed a content strategy, enhancing brand reputation through award submissions (20+ awards and finalists in the health sector since 2019), social media and PR.
• Managed PR and external communications as well as creating internal communication channels. 
• Worked with external suppliers to create an industry focussed CRM integrated across all media channels to centralise enquiries and provide analytical data, now utilised across the sector.  
• Implemented a centralised customer service model substantially increasing conversion rates from enquiries to visits and move-ins whilst also improving the customer experience in the process.
• Project managed the tendering and installation of a new VOIP telephone system to monitor communications and customer service standards, prioritising distressed callers and medical professionals.
• Produced publications and resources for residents, families, and staff.
• Designed and analysed annual surveys to improve service delivery.
• Conducted data analysis, campaign evaluations and market research to identify new opportunities.
• Developed the marketing strategy and executed multi-channel campaigns. 
• Created a digital infrastructure to maximise output while optimising available resources.
• Collaborated with in-house teams to support the organisational goals.
• Managed ROI against budget effectively.

Marketing Consultant
Spice Print Management, December 2015 – July 2017
A print management and digital design company serving both B2B and B2C clients.

• Created and implemented a marketing strategy and digital advertising plan.
• Improved enquiry generation, conversion, and ROI.
• Identified new markets, business opportunities and partnerships.
• Advised on value-added services and diversification opportunities.
• Reviewed and improved communication processes across touchpoints enhancing lead generation.
• Identified opportunities for automation.

Director of Marketing and Operations (Consultancy Contract)
IM Technology, November 2015 – April 2016
Specialising in the creation of bespoke technology software products (SaaS) for B2B and B2C sectors.

• Revised the service design process to prioritise customer activity and needs.
• Proposed organisational infrastructure revisions and pricing strategies for both B2B and B2C markets.
• Developed a framework for online software purchases and product development.
• Advised on branding, customer feedback, and communication processes.
• Created an information architecture for a new website incorporating e-commerce and system integrations.
• Conducted a digital review and identified new business opportunities.
• Developed and launched a digital marketing strategy, considering international requirements.
• Wrote the Service Level Agreement (SLA) and implemented data insight reporting.

Voluntary Work & Travelling
Conservation work in the Peruvian Amazon, August 2015 – November 2015

Head of Marketing
University of Greenwich, September 2003 – August 2015
A multi-site university with 39,000 students from 140 countries.

• Managed brand strategy, budget (1.7m), corporate brand, and advertising across national and international markets.
• Developed and implemented marketing automation and digital strategies.
• Led CRM management, digital transformation, and website management.
• Oversaw content generation and social media, resulting in increased engagement and awareness.
• Managed a team of 24 staff and collaborated across the institution for marketing initiatives.
• Developed a flexible marketing team, leading to a 1500% increase in publications.
• Executed digital transformation, improving reach, segmentation, and targeting capabilities.
• Designed and launched a 70,000-page website, ranked among the top universities.
• Established the university's CRM system, winning an award for innovation.
• Implemented online engagement tools such as virtual tours, tailored prospectuses, NLP profiling, virtual Open Days and mobile apps.
• Managed marketing systems and led a brand repositioning to increase tariff points.
• Managed social media, increasing engagement by 74% in the first year.
• Identified, negotiated and managed contracts with suppliers.
• Organised key events both nationally and internationally.

Marketing Manager
Salisbury College, 2001 - 2003

• Managed marketing strategy, corporate identity, and team of 25+ across multiple locations.
• Increased student enquiry generation and conversions.
• Led PR activities, and internal communications
• Exceeded targets and generated £1m in conference centre and resettlement activities.
• Improved Open Day experiences and implemented successful schools and business networking initiatives.

MA Marketing Management and CIM

Undertaken numerous courses and webinars to stay current with marketing practices.