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.
I also 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:
- Helped the Channel Marketing team to drive over £2million in TCV in 2022, directly attributable to marketing spend and activities.
- Delivered 16:1 ROMI against my budget spend in 2022.
- The marketing campaigns we ran with key partners, helped to underpin every one in three sales achieved by CityFibre’s Wholesale division in 2022.
- Won ‘Marketing Team of the Year, 2022’, plus, ‘Team of the Year, 2022’ at the Channel Champion awards.
- Supported a portfolio of 35 strategic wholesale partners with their marketing campaigns and activities.
- Managed a small team of six sales personnel to drive marketing initiatives and sales incentives with key customers.
- Helped to launch various products above the line, collaborating with the Product, Sales, and Legal teams.
- Supported multiple company wide rebrands, generating collateral including brochures, datasheets, and more.
- Created trade press advertisement designs in key publications, such as Comms Business and Comms Dealer.
- Supported new enterprise product launches above-the-line, including CityFibre’s Business FTTP solution.
- Performed critical CMS website updates and development.
- Created a suite of new Salesforce, Tableau, and Excel-based dashboards to monitor sales and marketing performances.
- Helped to drive transformative change in CityFibre’s B2B and B2C sales environment — improving the delivery and visibility of commercial data.
- Planned, built, delivered, and reported on client marketing campaigns using a range of CRM tools, including Salesforce, Pardot, and HubSpot.
