Projects
Over the course of my career I have had the pleasure of engaging in a wide variety of tasks that have allowed me fine tune my skills, grow & learn, and develop a passion for developing innovative marketing strategies that allow companies grow. Below are some interesting projects I have worked on, to find out more, you can reach me here.
Digital Marketing
Throughout my career, I have built annual B2B digital marketing strategies in line with business objectives. To ensure the success of the marketing strategies implemented, I became well-versed in data analytics, taking a course on LinkedIn Analytics and Google Analytics. This has allowed me to effectively measure the success of strategies and adjust strategies according to the results obtained, while also defining and measuring various KPIs to measure the success of strategies.
To support my digital marketing strategies, I developed content calendars for various personas, developing targeted campaigns for potential clients and their specific needs. These calendars were built in advance, noting the important days of the year, such as the anniversaries of the development of particular technologies that allowed the company and so many others to exist today. For example, the 1st X-ray was conducted on November 8th, 1895, which laid the foundation for the existence of Radiomics.bio, a medical image analysis company, thus making it an important day
to acknowledge and capitalise on.
Social media was, of course, a significant part of my digital marketing experience, having worked on LinkedIn, X, and YouTube. For these platforms, I have worked on short and long format posts such as whitepapers, scientific & technical articles, and press releases. I also developed the visual aspects for these posts, including pictures, videos, gifs, infographics, and more. To develop the images I primarily used Canva and Adobe Illustrator, and for video content, I also used Canva and Adobe Premiere Pro. I obtained a certification for Adobe Illustrator earlier this year.
I also sustained relationships and partnerships with the press and other community groups that would disseminate company news and updates, thus propelling our PR efforts.
Furthermore, I led Radiomics.bio's email marketing strategy, leveraging platforms such as Mailchimp and Brevo with the goal of increasing brand perception and lead generation.
Above are some of the visuals I used to promote events from this year.
Content Creation
Content creation has been a significant part of my career, developing digital and print materials for a variety of platforms. In order to improve the quality of the content I developed, I obtained a Professional Diploma in Content Marketing.
I develop marketing campaigns from conception to execution regularly for various reasons, e.g., to promote event participation, to share company updates, and to publicise project results and updates. For the most part, I work on these campaigns individually, sometimes with the help of internal experts, but on some occasions, I have the opportunity to work with clients and other project partners.
For example, I worked on the sustainability marketing plan of the DRAGON project. DRAGON was an 11.4 million Euro project funded by the European Commission. The aim of the sustainability marketing plan was to ensure the longevity of the project. In order to do this, 4 videos were developed for the stakeholders involved in the project, explaining the objective of the DRAGON project and the stakeholders' role.
For this project, I worked closely with the marketing agency that created the videos. I designed the briefs and became the contact person between the other companies and the agency, ensuring that the brand guidelines of both the project and the companies were respected, supporting the development of the script, and working on the communication plan for the videos. The marketing campaign included a specific calendar in which one video was released every week, including some text to accompany the videos on platforms such as LinkedIn, X (formerly Twitter), and YouTube.
Here is the video that was developed for Radiomics.bio, explaining our contribution to DRAGON. Additional videos were developed for Comunicare, Imperial College London and the University of Cambridge, and CDISC.
Website Management
Throughout my academic and professional careers, I have built and managed websites using Wix, WordPress, and SiteManager.
I linked social media posts and print material regularly to our website to increase visits.
One of my favourite achievements of my career was the redevelopment of the Radiomics.bio website, as seen here, I am truly proud of what the website is today.
Although this was a complex task, I am very grateful for the experience, as it helped me to become better at problem-solving, project management, delegating, and managing multiple tight deadlines at a time.
To kick off the project, I met with several marketing agencies before ultimately selecting one. I then collaborated with the sales team and the Chief Business Officer to decide which pages were relevant for the new website and what pages needed to be
developed. I spearheaded the copywriting for the site, writing the information on each page and collaborating with other functions of the company to ensure the content was scientifically sound. I shared the relevant documents with the agency to be used on the website, such as ISO Certifications and other marketing materials, including photos of team members. For this project, I also organised a photoshoot with. professional photographer for individual headshots, team pictures, and company photos.
I met regularly with the marketing agency to ensure that the project was on track and acted as a liaison for the company and the agency.
In the website copywriting, I ensured the website could be used as a “source of information” for those in the industry, answering questions that users would search for on search engines, thus positioning the company as a thought leader in the industry, and making sure that the company website became a one-stop shop for information. I also ensured that the text on the website was SEO friendly to increase the number of visitors. During the project, I took a course on SEO to ensure the content developed would allow us to be easily found within search engines. I also took a Google Analytics course to increase my understanding of the platform and to update the analysis criteria so that we could accurately review the success of the website.
Branding
Branding is a fascinating aspect of marketing that ties into everything that I didn't expect to enjoy so much, watching a simple piece of work come to life through the use of logos and colour schemes.
An interesting brand-related project I undertook was a mini rebranding wherein the company Radiomics changed its name to Radiomics.bio. The addition of the word "bio," short for "biology," symbolised the positioning of the company, making it known that the company wasn't just a biotech but a biotech working in the biology space looking to make an impact in oncology. During the rebranding project, I updated the logo using Adobe Illustrator and updated all company templates across Microsoft Word, PowerPoint, and Excel. I updated the company email signature at the time and later down the line redeveloped the signature using coding with a more exciting design, as exciting as an email signature can be.
Furthermore, I developed the logo and branding for Radiomics.bio's Ikonic's platform. The Ikonics platform was an extension of Radiomics.bio, the platform was used internally and could also be viewed by commercial partners. I worked with the tech team to ensure the branding guidelines were implemented for a cohesive and aesthetic look across the platform.
To support our branding cohesion, I developed a marketing repository in which all members of staff could refer to for information related to the company, including primary and secondary logos, company definitions, and brand guidelines.
I also developed branded materials such as business cards, pens, and key clips, these items were used either internally for members of the team or shared with connections made at trade show events.
Event Management
At Radiomics.bio, our event strategy was a key element of our sales and marketing strategy, helping us achieve our business and investment goals. Throughout the year, I would find relevant events for the team to attend for publicity, to position the company as a thought leader within the industry, and to make and sustain connections with leads, partners, and investors.
Business objectives such as hiring, investment, and sales were defined, which allowed me to find the most appropriate events to attend. I would also develop marketing materials and campaigns tailored to each of the events to enable sales and facilitate discussions. To support those attending events, I would develop and or design flyers, brochures, case studies, rollups, and posters. Here are images of tradeshow booths and rollups that I designed.
I am well-versed in organising commercial events and all that goes with it, including administrative tasks such as booking flights,
coordinating calendars, budgeting, defining attendance, developing marketing campaigns, finding suitable vendors, designing booths, and sometimes joining the business developers out in the field while ensuring the upkeep and standards of the booth.