Andrew Arthur Horton Email Address
@britishcouncil.org
Director of Marketing and Communications
The British Council is the United Kingdom's international organisation for cultural relations and educational opportunities.
B2B marketing & communications executive with a 15-year track record driving $150 million in attributable revenue and innovative brand engagement with small to large high growth technology companies—Dayforce/Ceridian, Teknicor/Dell EMC, Morneau Sheppell and numerous tech start-ups. Specialty is persuasive communications, data-driven lead generation/nurturing, brand innovation/engagement and flawless go-to-market execution. Growth & Brand Innovation/Engagement-------------------------------------------------------$150M in attributable revenue generated (acquisition/cross-sell/channel) - 107% average annual revenue growth - 63% lower cost/lead - Market share + 29% - 38% higher cross-sell - 98% retention - Doubled industry conversion CTR benchmarks - 200% increase in perceived brand & product differentiation (via Harris Decima) - 50%+ increase in media/analyst coverage via PR/media programMarketing Strategy & Execution---------------------------------------------Marketing strategy, planning and go-to-market - B2B, B2C - Serial brand innovator, thought leadership & content marketing - Market research, competitive intelligence, analytics - Communications, media, PR & analyst relations - Marketing automation, content, lifecycle nurturing, CRM, customer experience, loyalty, NPS - Brand, segment & product marketing - Growth hacking to $3M budget - Agency & in house - Webby Award winning digital—SEM (SEO, PPC), display (CPM), programmatic (DSP, exchange, affiliate) & SoLoMo (social, local, mobile) - Traditional (print, broadcast, DM & telemarketing) - Project management (Stage Gate, PMI) - Privacy & CASLCollaborative Leadership---------------------------------Hands-on leader of teams up to 18 reports - +12% engagement - Change management - MBA (Ivey) - C-Level presence, leadership & coaching - Alignment with stakeholders—particularly sales teams, vendors and distributorsAdvanced skills in Excel, PowerPoint, Word, Visio, Access, Project, HTML and Illustrator
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