Strategy & Planning
Strategies, content and a never ending problem solving machine
Is what she would call herself if you'd ask her. Working very closely with the CEO and the heads of departments to create targetted strategies to win new business.
She takes ownership of research, analysis, strategy, and planning. When she first joined CI Group, there was no synergy between Business Development and Marketing. She changed that single handedly - starting with deep research into the agency’s core audience - C-suite executives and CEOs within the IT Channel and retail sectors.
Account-Based Marketing
She has spent the past two years honing her craft in Account-Based Marketing (ABM), specialising in building highly targeted strategies. Here is an overview of how she pitched her ABM strategies to the leadership team, securing buy-in to implement the approach in the following quarter.
The IT Channel is a complex sector to penetrate, with key audiences like Microsoft, HP, and Adobe - each presenting hundreds of different personas.
Working closely with the sales team, she focused on reaching high-value prospects by building channel-specific journeys across organic social media, paid campaigns, email marketing, and web touchpoints.
From these account based marketing strategies companies such as Microsoft, HP and Curry's were generated.
Understanding that different personas require different engagement at various stages of the buyer journey, she mapped out the types of content, messages, platforms, and touchpoints that would resonate most at each stage of the funnel.
Client projects....
Maureen works within the New Business team, however as she is well versed within the social media and paid advertising world, as client work was won. Maureen was called in a social and paid media specialist, consulting and creating proposals and strategies for clients such as Curry's, HP and Computacenter.
At TBWA\Media Arts Lab, I led the strategic planning and execution of integrated marketing campaigns for Apple.
- Managing multi-market activations in over 10 languages. - Translate complex research and product insights into actionable campaign strategies. - Ensure content was localised and on-brand. - Worked closely with cross-functional teams to align creative, data, and media planning with Apple’s broader commercial objectives.
Global localisation workflows across EMEA & MERT markets for Apple.
Grew into a well-rounded Account Manager
At Media Arts Lab, she learnt to balance strategy, planning, and client management at the highest level. Managing multi-million-pound budgets, partnering closely with producers, editors, and creative teams, preparing cast calls, joining shoots, and overseeing content reviews where perfection was the only expectation.
Precision, accountability, and a relentless pursuit of quality.
This role sharpened her core professional traits. It was here that she learnt the importance of balancing creative excellence with commercial rigour... and if a brand isn't marketing at the standard and quantity of these big giants. They will fall behind.