Wayne Burden

White Calm Retreats create organized and tailor-made retreats in beautiful and luxurious locations in the UK and worldwide. It also provides personalised wellness programs, including stress management, weight loss, personal coaching, and wellness concierge service.

• Increased leads from 26% to 250% via development and implementation of CRO roadmap, structured A/B tests (Google Optimize), data analysis, and customer feedback.
• Strategized and launched Facebook and Instagram ad campaigns, including conversion optimization and scaling, achieving 34 sales exceeding targets and selling out two wellness days. Also handled the strategy and development of Google Ads and affiliate marketing, including creative briefing.
• Increased Facebook followers by 2500%, page likes by 3333% MoM and post engagement by 438%.
• Developed SEO strategy, including extensive keyword research and on-page optimization; increased organic website traffic by 85% YoY.
• Defined business cases for tests and prioritized test schedule based on commercial value.

Move Your Frame provides fitness classes in London.

• Worked closely with founders to develop a mid to long term emergent digital strategy and roadmap, including reporting to the board and chairman on business growth via online contribution.
• Worked with external agencies to launch media plans for all new studio openings, develop and drive new acquisition for current studios and plan for 2020-2021 (test and learn).
• Exceeded Q1 new customer bookings target by 12%.
• Reworked paid media strategy which has increased new customer acquisition by 20% and reduced CPA by 10%. Also developed an omnichannel approach via customer journey mapping and improved attribution modelling.
• Developed website CRO roadmap and strategy, using qualitative, quantitative research, and arranging two live focus groups for website and digital experience feedback.
• Built SEO strategy to increase organic acquisition.
• Led the CRM strategy with strong focus on loyalty and increasing second booking rates. Launched SMS which contributed to a 25% uplift in second booking rates.
• Reworked customer win back journey and increased conversions by 12% vs. 6% (control).
• Grew in-house digital team to remove reliance on agencies.

• Managed a 3.8 mm media budget across paid search, programmatic, and affiliates for food, flowers, and wine (food division) food lead on seasonal campaigns, including Britain’s Got Talent and ‘This isn’t just any Food’.
• Oversaw budget and forecasting for FY 2019/20 including creation of a new test and learn framework across channels.
• Led the restructure of digital marketing integration with trading and marketing.
• Managed three digital agencies, including food division lead for new search agency RFP selection.
• Worked with new agency to support ad group restructuring (SKAGS) exceeded revenue targets by 18% in Q3.
• Acted as SEO consultant for food division, supporting a newly created internal team with the ambition of developing a true total search framework.
• Provided customer journey support on digital transformation with Ocado partnership.

SThree provides specialist contract and permanent recruitment services.

• Directed digital transformation for a £1 billion FTSE global recruitment firm and launched 14 new websites. Developed innovative strategy, roadmap, process, and objectives as main component of corporate restructuring.
• Introduced agency agile methodology to digital projects, implemented new project management tools globally, reworked internal digital operations and new team structure to support transition to Glasgow offices.
• Temporarily managed teams of 20 staff spanning multiple geographic locations, including APAC, US, DACH, UK and a team of three web developers.
• Launched 14 new global websites across ten brands targeting UK, US, DACH, and APAC audiences and implementation of a new CMS; Volcanic.
• Supported attainment of over 100,000 leads (culminating in £15 million annual revenues) through CRO, UX and website functionality implementation.
• Developed CRO frameworks and A/B testing utilizing VWO and defined business cases for tests and prioritized test schedule based on commercial value.
• Supported strategy development of marketing automation through SFMC journey builder to build a customer-generation engine, particularly enabling brands to convert and retain potential clients by identifying qualified leads and handing warm prospects to sales and recruitment teams.

Flash Pack is a multi-award-winning travel company.

• Innovated digital marketing and e-commerce strategy, roadmap, and digital optimization plan. Successfully transitioned company to experience-focused context marketing.
• Created digital strategy and enhancement of one of UK’s fastest-growing e-commerce brands by achieving an 89% increase in total bookings (December to March) and improved brand awareness considerably with a 37% rise in impressions and 12% rise in CTR across search. Flash Pack has now grown to a £10mm business.
• Restructured and optimized Google Ads (PPC and Display) account to achieve 37 transactions (last click) and 72 assisted transactions and dramatically improved SEO, including technical optimization.
• Managed continuous audience learnings, and subsequent informed creative improvements that lead to increasingly more cost efficient search activity as messaging resonance and quality score improved. Total ROAS increased to 22:1.
• Optimized website UX, CRO roadmap, and email marketing strategy.
• Cultivated robust data partnerships with Experian (Facebook Hidden Filters), Sojern (Travel Intent Data), Quantcast (Web Audience Data), and Hello Soda (Social Connect Data) empowering the business to be more targeting across touch points.
• Supported CRM migration from Infusionsoft to Sugati (Salesforce), utilizing Sugati to facilitate intelligence-based decisions.
• Created RFP process for digital agency selection, implemented agency by presenting business case, budget allocation, processes, and KPIs.
• Created digital team structure for future hires in the eventuality of removing digital agency support.