An enthusiastic digital marketing professional with over 12 years experience encompassing customer-side, agency and freelance roles within multiple industries including hospitality, travel, luxury, edtech, transport, higher education, health, legal, entertainment and third sector.
During my career I’ve managed multiple website launches, online campaigns and digital projects. In addition, I’m the creator and editor of a hotel and travel marketing community (hotelspeak.com) that now receives over 160,000 visits annually.
I’ve also lectured in digital marketing at both Heriot-Watt and Napier University in Edinburgh;
- Heriot-Watt University, January 19, full 12 week module on ‘Digital Marketing Analytics’ – I collaborated with Heriot-Watt to create this new module for their postgraduate programme, creating weekly course material, an exam and delivering weekly lectures. This was also taught within their Dubai campus.
- Heriot-Watt University, February 17, guest lecture on “The Importance of Marketing Personas”
- Heriot-Watt University, March 16, guest lecture on “The Importance of Attribution”
- Heriot-Watt University, February 15, guest lecture on “Campaign Planning for Digital Media”
- Napier University, October 14, guest lecture on the “Impact of Digital on Customer Experience and Organisational Performance”.
I feel my breadth of experience has given me a very well-rounded and comprehensive perspective on the complete digital marketing mix.
- Management of key client accounts
- Management of the creative development and build process
- Proposals, pitch preparation / delivery
- Team management / training
- Digital media selection and planning
- Online advertising (Display, CPC etc.)
- SEO and content marketing
- Desk research; market, competitor etc.
- Online reputation management
- Affiliate marketing
- Social media marketing/engagement
- Internationalisation (European & emerging markets)
- Conversion analysis / improvement
- Lead Generation
- Blogging (See hotelspeak.com)
- CMS (Ektron, Umbraco, WordPress, ModX, Drupal etc.)
- Google Analytics (GA Certified)
- Dreamweaver, Photoshop, MS Office
- PC and Mac experience
- HTML / CSS
April 2017 – Present … Marketing Manager, 80 DAYS
80 DAYS is a creative & digital marketing agency, specialising in the luxury travel sector. I’m responsible for marketing the agency through various digital channels (e.g. SEO, PPC, content marketing and social), helping develop the sales process and expanding our network through partnership development.
January 2019 – March 2019 … Lecturer, Heriot-Watt University
Delivery of a 12 week module on ‘Digital Marketing Analytics’ (while working at 80 DAYS) – I collaborated with Heriot-Watt to create this new module for their postgraduate programme, creating weekly course material, an exam and delivering weekly lectures. This was also taught within their Dubai campus.
April 2016 – April 2017 … Marketing Manager, Administrate
As part of a fast-growing SaaS company with very high aspirations, I enjoyed working within a team that believed that ‘nobody is ever done learning’. Day-to-day my role was very varied and challenging, typically centred on lead generation, content authoring, SEO, PPC, CRO and analytics/attribution. Key projects included: persona creation and rollout across the company, creation of a persona based email automation campaigns (Open Rates and CTR up 100%, prospects reached target lead score 70% faster), setup of robust marketing attribution (including Google Tag Manager), supporting expansion into the MENA market and content marketing, including auditing existing content performance and devising a content strategy.
Jan 2014 – April 2016 … Senior Digital Account Manager, Occupancy Marketing
In my role as Senior Account Manager I was responsible for managing the digital marketing accounts of multiple clients. Services included; overall digital strategy, online advertising (PPC, display, remarketing, social, metasearch etc.), SEO/content marketing, analytics/data analysis and reporting, CRO, benchmarking, reputation management and general online marketing consultancy. Clients included; Red Carnation Hotels, The Office Group, Edinburgh Business School, Goodwood Estate, The Beaumont Hotel, The RTL Group and more.
May 2013 – Oct 2013 … Digital Media Manager, MediaCom Edinburgh
I managed the relationship between MediaCom Edinburgh office and the PPC / SEO team in Manchester, along with wider digital media planning (PPC, SEO, display, social etc.) for key digital accounts including; ScotRail, Canvas Holidays, QualitySolicitors, Subway, Hachette Partworks, SMWS, DB Regio, Public Health Agency (NI), Teesside University and First Milk.
Mar 2012 – May 2013 … Senior Digital Account Manager, The Union Advertising Agency Ltd.
I project managed site launches (full design and build), email marketing campaigns, social media campaigns, mobile apps, analytics projects, SEO and other digital media for a range of clients including; Principal Hayley Hotels, Scottish Enterprise, Foundation Scotland, Cycling Scotland, Quality Meat Scotland, Whyte & Mackay (Dalmore & Jura), Project Scotland etc.
Apr 2009 – Mar 2012 … E-Marketing Manager, Apex Hotels Ltd.
I managed the digital marketing for the group; their online marketing budget and strategy as well as website and booking engine development. During my time at the company I managed two site launches and development of a bespoke booking engine. Managing a team of 3, online revenue quadrupled during my time at Apex; from £1.8m in 2006/2007 to £7.3m in 2011/2012.
Nov 2006 – Apr 2009 … E-Marketing Executive, Apex Hotels Ltd.
Starting in 2006, I developed Apex’s online presence and its contribution to overall company profitability. Driving site development forward, I created a comprehensive digital strategy, justifying further investment in online marketing. This resulted in substantial increases in online revenue, an Apex Hotels Directors Award and my promotion to E-Marketing Manager in 2009.
2002 – 2005 … Retail Sales Advisor, O2 UK
Part time, whilst studying. Involved sales targets, customer service and general retail duties.
2011 – Present… Freelance Digital Marketing Consultant
Small website builds (WordPress), SEO and general digital consultancy for a range of clients, including Jacobite Cruises, LoveLochLomond, Ticket Technology, Hotel Christiania, Vergécosse, Glenfeshie House, Craigton Cottages, Rory Gibson Architects, Smart Tourism etc.
I volunteer my time as part of the team managing #ScotlandHour – the monthly Twitter chat promoting Scottish Tourism. This is an increasingly popular initiative that has been debated at the Scottish Government and received support from VisitScotland. I also volunteer my time to help with the digital marketing of the Edinburgh International Magic Festival.
2002 – 2006 … Marketing & Psychology BA Hons 2:1 Heriot-Watt University
Dissertation Title: ‘The Barriers and Facilitators of Ethical Consumerism: An Exploratory Study of Belief Formation and Purchase Priorities’ (Achieved 1st Class and highest marked dissertation within the School of Management for 2006).
Professional references available on request. Several brief recommendations (peers, clients and academic) are available on LinkedIn – http://uk.linkedin.com/in/samuelweston
Address: Edinburgh, UK, Available upon request
Date of Birth: 1982, Available upon request
Marital Status: Married