Thuha Wright
Performance Marketing Expert

Thuha Wright

Previously from Travelopia.
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About

Thuha Wright is a performance marketing expert with 13 years of experience developing and implementing short-term and medium-term digital marketing strategies for all channels such as PPC, programmatic, paid social, and SEO. Her past clients include TrustedHousesitters, Explore Worldwide, and Rickshaw Travel. She was the former head of biddable media at Travelopia, responsible for overseeing the programmatic, paid social, and PPC growth campaigns across Tailormade UK and Marine brands. In 2016, she was nominated for the Travolution award for Best Use of Search Engine Marketing.

Employment

5 roles
Jul 2018 - Present 7 years 10 months
Performance Marketing Specialist
Independent

Thuha has worked on variety of projects for several clients.


As a performance marketer for TrustedHousesitters:

  • Managed transition of international PPC accounts from agency to in-house.
  • Implemented optimization recommendations to hit CPA and ROI targets set within two months. 

As a performance marketer for Explore Worldwide:

  • Oversaw PPC, display, retargeting, SEO, affiliates, conversion optimization managed by external agencies.
  • Recruited digital marketing team, filling three vacancies.
  • Re-established team relationship with Infinity call tracking.
  • Set up in-house team managing Facebook Ads.
  • Key achievements: Google Analytics UTM audit, improved visibility as to where PPC budget was spent, 22% YoY uplift in calls generated.

As a performance marketer for Rickshaw Travel:

  • Acted as mentor to PPC executive.
  • Assisted in setting out medium-term PPC and retargeting strategy.
  • Built Google Analytics Data Studio report.
Sep 2016 - Apr 2018 1 year 7 months
Head of Biddable Media
Travelopia (Formerly Specialist Holidays Group)
  • Oversaw the programmatic, paid social, and PPC growth strategies across Tailormade UK and Marine brands.
  • Managed a team of seven PPC specialists, some members were French and German speakers.
  • Worked as the lead on recruitment and training.
  • Built roadmap and managed delivery.
  • Assisted e-commerce and digital teams as a consultant on their PPC strategy for Tailormade Ireland and Scandinavia brands.
  • Partnered with external agencies to ensure the team was at forefront of Biddable Media products and technologies, including Google, Bing, Periscopix, CACI, Jellyfish, Quantcast, Tripadvisor, and Flashtalking.
  • Worked with senior stakeholders to ensure digital marketing strategy is in-line with business/brand strategies. Call Tracking tools used were Google Call forwarding, Infinity call tracking, and Response Tap.
  • Developed regression modelling to forecast leads.
  • Built customer journey to identify retargeting opportunities/audiences.
  • Worked with L&D to plan group-wide marketing conferences.
  • Worked with finance business partner to reduce FX exposure by £35,000.
  • Set up best practice goals, views, channel groupings within GA and built business reports with Data Studio for top-level reporting and optimization. 
Jan 2015 - Aug 2016 1 year 7 months
Senior PPC Manager
Travelopia (Formerly Specialist Holidays Group)
  • Managed three teams responsible for executing UK and international PPC campaigns across two office locations.
  • Successfully transitioned half the team to Crystal Ski from SHG to TUI following SHG sale. 
Oct 2012 - Sep 2015 2 years 11 months
PPC Manager & Digital Team Leader
Travelopia (Formerly Specialist Holidays Group)
  • Managed the £4 million budget.
  • Coordinated digital marketing activities with marketing teams and co-planned integrated marketing plans.
  • Managed coordination of SEO, social media, display, affiliate, and PPC activity.
  • Acted as the program manager of SHG Digital Academy.
  • Set up and implemented automated reports to demonstrate to wider team that PPC budget was spent in the right places and demonstrate how team was tracking against budget.
  • Aided brands in their digital transformation via step changes and helped wider teams to make step changes and break down silos.
Dec 1011 - Sep 2012 1000 years 9 months
Online Marketing Specialist
Travelopia (Formerly Specialist Holidays Group)
  • Provided daily PPC management of five luxury holiday brands, including GDN remarketing.
  • Performed keyword generation and research, ad copy writing, account optimization, and forecasting.

Education

Sep 2003 - Jun 2006 2 years 9 months
CIM Professional Postgraduate Diploma, Marketing
Chartered Institute of Marketing (CIM)
Sep 1999 - Jun 2002 2 years 9 months
BSc, Mathematics with Management
University of London, Royal Holloway