CityFibre

Marketing Growth

CityFibre — The Background:

CityFibre are the UK’s largest independent full fibre platform.

They provide gigabit-capable FTTP broadband across the UK to homes, businesses, and public sector organisations. They are the third-largest network provider in the UK, after Openreach and Virgin Media. CityFibre is committed to expanding its network to at least 8 million premises over the coming years.

I was hired to work within CityFibre’s award-winning Channel Marketing team. Operating in an account-based marketing management role, I built impactful relationships, supporting my wholesale (B2B) business partners to implement tailored marketing approaches to target new business growth – all underpinned by data-led decision making.

In 2020, my telecoms role expanded when the Sales and Marketing Directors entrusted me with managing the sales and marketing data for the Wholesale division. The Directors felt my expertise and analytical mind aligned well for this important role.

This was a pivotal moment that ignited my passion for data analytics.

I managed the team’s marketing budget (calculating ROMI), data, and associated customer analysis, plus, campaign reporting and dashboarding. This work helped to drive transformative change in CityFibre’s B2B and B2C sales environment — improving the delivery and visibility of commercial data.

Additionally, I also supported the team’s wider promotional and digital marketing activities, including brand management and web development.

The Results:

• ✅ Cleaned and analysed sales, marketing, and customer data using Excel.
• ✅ Collaborated with the Data Analytics team to enhance reporting.
• ✅ Managed third-party data provider relationships and worked with internal/external datasets.
• ✅ Pulled live sales data from Salesforce and integrated it into reporting tools.
• ✅ Built dashboards in Tableau, Excel, and Salesforce to track KPIs.
• ✅ Delivered insights to senior stakeholders to drive strategic decision-making.
• ✅ Helped our Wholesale Marketing team to drive over £2 million in TCV in 2022.
• ✅ Delivered 16:1 ROMI against my budget spend in 2022.
• ✅ Our marketing campaigns underpinned every one in three sales made in 2022.
• ✅ Won ‘Marketing Team of the Year, 2022’ & ‘Team of the Year, 2022’ – Channel Champion awards.
• ✅ Collaborated on business growth initiatives with the sales, product, legal, and data teams.