
Steven Cathcart
Marketing / Advertising / Public Relations
About Steven Cathcart:
Results-driven Digital Marketing leader with a proven track record of delivering £660M in annual attributable revenue. Expertise in crafting and executing global digital marketing strategies across email, CRM, SEO, content, etc. Implementing new business technology, leading high-performing teams, and driving digital transformation. Proven ability to optimise customer journeys, increase customer lifetime value, and deliver exceptional ROI.
Experience
Jan 2021– Aug 2024: VP Global CRM & VP Digital Marketing (Jul 2022 - April 2023)
INTO Global
- Develop and execute a comprehensive CRM strategy that aligned with the overall business goals across all workstreams and all other areas of the student lifecycle globally.
- Introduced global SEO strategy, including hiring a team, SEO agency and re-launching B2C SEO campaigns.
- Leveraging CRM data to identify trends, opportunities, and areas for improvement.
- Ensuring all digital marketing initiatives supported sales, marketing, and customer service objectives ensuring that the end to end journey is joined up and seamless.
- Building high performance content campaign strategies to boost engagement and SEO rankings.
- Built and lead high-performing teams, understanding their needs, driving high performance and ensuring their skills complement each other to maximise efficiency and results.
- Launched the successful implementation and optimisation of digital marketing systems. For example, spearheading the migration to Eloqua from Marketing Cloud.
- Streamled processes to enhance efficiency and productivity.
- Ensured data quality and integrity within business systems across all areas and workstreams.
- Utilised technology to create a unified customer view (Eloqua, SalesForce, Instant Marketing etc).
- Customer Lifecycle Management: Managing the entire customer lifecycle, from lead to enrolment and beyond.
- Customer Experience: Driving initiatives to improve customer satisfaction and loyalty. Customer Segmentation:
- Sales Enablement: Providing sales teams with the tools and insights needed to succeed - eg lead scoring, Eloqua profiler etc.
June 2020 – Dec 2020 – Head of Digital Marketing
Insendi
- Spearheaded the development and implementation of comprehensive digital marketing strategies across SEO, content and email marketing.
- Led the Insendi brand relaunch - including branding, design, tone of voice and launch of a brand new website.
- Led and mentored a high-performing digital marketing team, fostering a culture of collaboration, innovation, and continuous improvement.
- Defined key performance indicators (KPIs) and implemented robust tracking mechanisms to monitor campaign effectiveness and optimize ROI.
- Successfully managed and optimized digital marketing budgets.
- Conducted in-depth market research and competitive analysis to identify trends, opportunities, and threats, informing strategic decision-making.
Dec 2016 – Feb 2020 – Head of Digital Marketing
The Student Room
- Managing and developing CRM, outreach, social, SEO and all other aspects of user marketing.
- Developed and launched a successful SEO strategy that saw over 300% uplift in organic traffic.
- Ensured that the digital content strategy was aligned to the SEO strategy to push organic rankings.
- Owned the implementation of three major CRM platforms – Salesforce Marketing Cloud, Krux and Dynamic Yield.
- Introduced deeper personalisation through data driven email marketing.
- Set business objectives for the marketing team, ensuring cross team collaboration to achieve these objectives.
- Created and owned the 5 year digital marketing plan.
- Increased website engagement through personalisation.
Jun 10 – Dec 2016: Senior CRM Manager
TUI UK&I (Head Office)
- Led and developed a high-performing CRM team of 9 to deliver 15+ highly personalised automated journeys, alongside weekly campaigns for 4 major brands.
- Drove over 100% improvement in incremental revenue from 10% to over 25% increase through data-driven CRM strategies and optimisations.
- Grew total attributable CRM revenue from £110m to over £660m during my 5 year tenure.
- Successfully delivered multiple complex CRM projects, including web analytics integration, social media platform development, and mobile app enhancements.
- Collaborated with cross-functional teams to establish a single customer view database and enhance customer insights.Spearheaded the growth of CRM attributable revenue from £110m to over £660m within 5 years
- Led and expanded a high-performing CRM team of 9, delivering over 15 highly personalized automated journeys and weekly campaigns for 4 major brands
- Collaborated with cross-functional teams to develop a single customer view database and enhance customer insights
- Successfully delivered multiple complex CRM projects, including web analytics integration, social media platform development, and mobile app enhancements
- Increased incremental revenue by over 100%, from 10% to over 25%, through data-driven CRM strategies and optimizations
Sep 08 – Jun 2010: Head on Digital Marketing
Bay Restaurant Group (Slug & Lettuce, La Tasca, haha bar & Grill, etc)
- Led the development and launch of six new websites and associated CRM systems across multiple restaurant brands.
- Managed and delivered comprehensive training programs to over 2000 staff members, driving user adoption and engagement.
- Launched and optimised the company's first ever CRM system, resulting in huge website traffic and database increases.
- Implemented and managed the company’s first online booking system for 200+ locations, increasing bookings by well over 500%..
- Spearheaded the ‘restaurant discount voucher craze’ driven by the 2008 ‘credit crunch’ and used as a method of data capture - growing our database from nothing to over a million.
June 07 – June 08: West Midland Centre for Constructing Excellence
Position: Marketing Co-ordinator
- Managed the content schedule and hit ratio of the company website, and compiled reports accordingly.
- Managed all aspects of design and maintenance for the company website.
- Project managed an average of 6 monthly e-marketing campaigns – including making key targeting decisions that would ultimately reflect the success of the campaign.
- Created and designed e-marketing campaigns, with emphasis on directing traffic back through the company website.
- Analysed campaign results, trends, and click-throughs; presenting findings to senior management in report and presentation format.
- Made recommendations for on-going campaign improvement.
Education
EDUCATION HIGHLIGHTS
2005 – ‘07 University of Birmingham – BA (hons) Marketing Management – Upper 2nd (2:1)
2003 – ‘05 University College Birmingham – HND Business – Merit Profile
1999 – ‘02 Barnfield College Luton – National Diploma Business – Pass
1994 – ‘99 Putteridge High School – GCSE’s – 8 C and above including English Literature B, English Language B, Maths C, and Science C,C
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