Fiona Merwood

I'm an experienced marketer with a very hands-on approach, I have an excellent set of digital and traditional marketing skills to help shape a brand and drive impactful campaigns through multiple channels. My career is mainly based in marketing software, services and includes consumer, business-to-business and channel marketing expertise.

Over the years, I've developed excellent marketing skills to generate effective messaging and creative for advertising, email, web and social media, plus management and logistics for webinars and online events. I’ve worked closely with sales teams to develop marketing strategy and deliver leads through campaigns and events to increase visibility and customer engagement. I have in-depth experience of loyalty marketing and partner marketing programmes. I’m proficient at using HubSpot and Canva together with copy-writing to quickly create engaging marketing emails and social media posts.

Working in the IT sector has brought out my innate analytical nature and enjoyment of continuous learning of new apps and techniques. What sets me apart is my ability to think strategically while really enjoying the execution and detail, balancing analytics with creativity. I’m proactive, a highly organised project manager and enjoy being part of a team. I’ve most recently worked remotely and have experience of contracting which makes me excellent at getting up and running fast and working autonomously.

RWS Group, 2016 – August 2025
Marketing Manager, Field Marketing and Programmes
• Planned and delivered digital campaigns globally to target audiences in multiple languages to support direct, online and reseller sales
• Ran promotional campaigns to drive revenue towards short-term sales targets
• Refined search engine optimisation (SEO) for web pages based on keywords
• Developed customer content on tech topics to appeal to business decision makers
• Developed customer case studies and run webinars
• Ran pay per click (PPC) targeted advertising
• Social media marketing and support for industry, and virtual events
• Co-marketing with trade associations and reseller networks
• Marketing of global university partner programme, RWS Campus
  o Ran bi-annual student awards and promoted online via web and social media
  o Created and maintained programme content online and via email
  o Designed and developed regular, webinars and training together with virtual team
  o Annual online event support with planning, presenting and marketing
• Analysis and reporting of marketing activities

RWS Group (previously SDL Ltd), 2013 – 2015
Senior Marketing Executive, Global Programmes
Ran two global loyalty marketing programmes, ‘LSP Partner Programme’ for top translation agency customers and global academic partner programme RWS Campus for universities and students.
• Working with sales and resellers to plan and run campaigns via email, webinar,
web, partner case studies and testimonials, promotions and incentives
• Building a pipeline of new partners using prospecting marketing activities
• Develop and deliver partner co-marketing activities, via events, webinars, blogs, email
• Plan and run annual in-person partner conferences in Germany and the US
• Plan and run multilingual online virtual conferences to consumer audience

Contract roles at AQA, Guildford and Intuit, Maidenhead February 2013 – May 2013

The Chartered Institute of Marketing (CIM), 2011 – 2012
Course Materials Executive – Fixed-term contract (maternity cover)
• Support for course directors on course materials, advising on content and design
• Applied CIM branding, managed copyright and intellectual property for course content

InterContinental Hotels Group, 2010 – 2011
Guest Marketing Communications Executive
Developed consumer marketing communications for customers and Priority Rewards club members in EMEA and the Ambassador loyalty programme worldwide
• Developed and localised communications via email, web, statements and direct mail
• Ownership of Loyalty Programme/Priority Club Rewards POS materials for EMEA
- Increased revenue of inactive club members by re-engaging with points promotions
- Met co-marketing objectives with tailored offers to targeted geographical audiences
- Used revenue projections to build promotions supporting sales for hotel clusters

InterContinental Hotels Group, 2007 – 2009
Business Development Specialist EMEA
• Managed communications to EMEA hotels re third party partners, via email and web
• Managed projects to support hotel training and revenue growth e.g. events such as, ‘The Booked Solid Tour’, in London, Paris, Munich, Rome and Dubai
• Programme marketing support for EMEA hotels with the company’s third-party intermediaries

Career break (time with my young son) 2005 –2007

InterContinental Hotels Group, 2002 – 2005
Online Marketing Manager, Europe Middle East and Africa
• Managed EMEA ecommerce sites for 3 hotel brands, plus SEO and keyword purchase
• Managed online partnerships, affiliate marketing and online advertising for UK
• Managed EMEA email customer acquisition, reduced cost of sale from 30% to 10%

Microsoft Ltd, 1998 – 2002
Relationship Marketing Manager
• Event management and collateral development for the Digital Britain Summit
• Direct marketing and advertising for Digital Britain Summit and Digital Britain Awards
• Designed, managed and maintained the campaign web site and the fulfilment process
• Managed co-marketing relationships with BT, Compaq, KPMG Consulting and SAP
• Managed creative agencies, budget, reporting and analysis of campaigns

SMA Nutrition part of Pfizer, 1997 – 1998
Product Marketing Manager
• Managed 5 Special Feeds products providing £11mill sales with £550k spend
• Developed three-year strategic business plan for the Special Feeds product range
• Created marketing plan for Ready-to-Use products (liquid Tetra packed baby formula)
• Launched new product July ’98 – SMA High Energy

Microsoft Ltd, 1996 – 1997 Communications Programme Manager – Contract
• Managed through-the-line promotions; web, direct mail, advertising and point-of-sale
• Developed direct mail to launch the new version of MSN
• Designed and implemented advertising campaign to launch Flight Simulator 6.0

GCSEs - 7
A Levels - 3