<ul><li>Managed the day-to-day of Marketo and Salesforce to ensure consistent tracking across all marketing campaigns and programs.</li><li>Oversaw Marketo implementation and marketing database, including data hygiene, data transformation, and data enhancement projects.</li><li>Built marketing analytics reporting and developed insights to make recommendations on areas for optimization and improve performance benchmarks.</li></ul>

Senior Manager Marketing Operations

<ul><li>Developed and expanded the Squiz EMEA marketing automation proposition, growing venue contribution over 3,500% in 10 months.</li><li>Acquired the largest UK new business client within the past 12 months, leading and delivering a custom Marketo implementation project, allowing the client to recognize value within 26 days of provision.</li><li>Implemented channel acquisition and lead generation strategies to grow client customer base, with end to end visibility of marketing contribution to revenue.</li><li>Established marketing strategies for clients to implement and leverage the power of marketing automation to build team efficiencies, drive customer engagement, and prove marketing ROI.</li><li>Managed technical implementations of marketing automation strategy, including developing complex custom system integrations and creating business processes to ensure the adoption, ongoing success, and proven ROI on client investment in marketing automation.</li><li>Created and ran workshops to provide relevant and personalized solutions for clients. Challenged preconceptions to produce innovative, but lean and efficient solutions from complex problems and business requirements.</li></ul>

Marketing Automation Consultant

<p>CACI is a UK consumer and market analysis company offering an unrivaled range of solutions and information systems.</p><ul><li>Developed the marketing plan for the Location Planning Group with goals, objectives, strategies, and tactics to drive profitable business growth. Management of £113,000 marketing budget.</li><li>Increased event attendance by 130% and reduced event drop out rate by 50% by working closely with the business to develop targeted, automated communications and new customer acquisition tactics.</li><li>Created new business lead nurture campaigns, structured to ensure optimal send time for varying lead time zones, improving engagement by 20%.&nbsp;</li><li>Established analytics dashboards to easily track performance of business unit webpages and effects of SEO strategy, leading to a 8% increase in organic traffic</li><li>Built rapport rapidly with key stakeholders across all business units and maintained trusted working relationships by consistently working to deadlines and ensuring regular communication</li></ul>

Marketing Manager

<ul><li>Managed marketing automation system like Marketo and other integrated business apps to support business objectives across a range of business units.</li><li>Trained marketing team in Marketo and other business apps, writing documentation to support training and business processes.</li><li>Developed program templates in Marketo, allowing the scalable and efficient creation of marketing campaigns, reducing campaign creation time by at least four hours.</li><li>Streamlined campaign reporting process by devising and implementing channel conversion tracking, enabling the marketing team to make more efficient marketing investments.</li><li>Implemented and maintained application documentation for use by the marketing team to ensure accuracy and consistency when campaigns go live, reducing time spent on retraining.</li><li>Established company wide Master Data Suppression list to improve email marketing deliverability rates and inbox placement, improving the Data Lab deliverability rate by nearly 10% YOY.</li></ul>

Senior Marketing Executive

<ul><li>Implemented new web page wireframes for BTEC Nationals subject pages to accurately present a new proposition.</li><li>Developed automated system to be used by the wider team to allow messages and communication to be personalized by customer segment, without duplication of efforts.</li><li>Created a data strategy to allow the team to accurately track leads and their engagement across campaigns to improve decision making for future investments.</li><li>Coordinated marketing communications including PR, advertising, digital and social for BTEC National teaching events at five locations across the UK, with consistent messaging and branding.</li></ul>

Marketing Executive

<ul><li>Planned and adapted international campaigns and collateral to the NZ market to align with strategic goals and local strategy.</li><li>Managed national brand image and integrity across all 145 offices.</li><li>Launched the Make the Move recruitment campaign, including the management and maintenance of the project filming schedule, budgeting, and design of conjunctional print and online advertising.</li><li>Oversaw print media bookings across more than 15 publications, including negotiation of rates.</li><li>Implemented responsive email newsletter template to be used to communicate with over 3,000 staff, improving engagement by 10%.</li><li>Created and managed the brands’ content calendar for social media.</li><li>Researched and wrote three articles per week for the company blog.&nbsp;</li><li>Handled multiple senior and C-Level stakeholders.</li></ul>

NZ National Marketing Executive

Focused on marketing automation, and plunged herself into learning and understanding more about the technology.

30 Under 30 in B2B Marketing

Kathryn Collins

Developed a campaign using Marketo marketing automation, focusing on construction analytics.

How Will Analytics Shape the Next Ten Years?

Planned and executed a demand generation campaign for CACI.

Infographic: Bringing Personas to Life

Teamed up with LARIA to produce a useful guide to help local authorities understand how to blend Government Open Data with owned public sector and commercial data sources, to achieve a detailed and up-to-date picture of a community.

Cut Through the Public Sector Data Jungle

Developed marketing strategies to drive sustainable and profitable growth for the Location Planning Group.

Unprecedented Insight for Residential Development

Presented the importance of personalization in higher education at the HE Student Acquisition Event.

Marketing Automation and the Art of Personalization

Wrote about how AI can fix crucial flaws of traditional lead scoring.

How AI Can Fix Your Crap Lead Scoring Model

English (British)

Kathryn Collins is a senior marketing operations leader with nearly a decade of experience managing global marketing automation, CRM, and analytics programs across technology, consulting, and consumer sectors. At Expedia Group, she has spent the last five years overseeing Marketo and Salesforce operations, driving data hygiene, transformation, and enhancement projects, while building analytics dashboards to optimize campaign performance and improve conversion benchmarks.  Her consulting background at Squiz and CACI showcases her expertise in Marketo implementations, lifecycle strategy, lead generation, and ROI-focused automation solutions, where she delivered measurable revenue impact and grew marketing contribution by over 3,500%. Kathryn is also skilled in stakeholder management, process standardization, and training, having enabled marketing teams through workshops, documentation, and scalable program design.

Kathryn Collins

Employment Highlights

Education Highlights

Portfolio

30 Under 30 in B2B Marketing

How Will Analytics Shape the Next Ten Years?

Infographic: Bringing Personas to Life

Cut Through the Public Sector Data Jungle

Unprecedented Insight for Residential Development

Marketing Automation and the Art of Personalization

30 Under 30 in B2B Marketing

How Will Analytics Shape the Next Ten Years?

Infographic: Bringing Personas to Life

Cut Through the Public Sector Data Jungle

Unprecedented Insight for Residential Development

Marketing Automation and the Art of Personalization