Oisin McMullan

• Managed a website development project from concept and implementation through to launch in August 2024
• Generated custom AI imagery using Midjourney for website banners and homepage content
• Designed marketing collateral and signage for high street retail stores using Photoshop and other Adobe Tools
• Created wireframes and mockups to visually convey the design direction and user experience to both the client and web developers

• Completed 88 days of regional work as a general construction labourer

• Optimised company websites to enhance search engine rankings, user experience, and conversion rates, leading to a significant increase in organic traffic.
• Led targeted campaigns for SMEs, increasing conversion rates from 1.97% to 7.31% and reducing the cost per acquisition by 79%, resulting in a 392% increase in lead volume (Dec '22 vs. Dec '23).
• Developed and implemented digital marketing strategies to engage target audiences, resulting in improved brand visibility and customer engagement.
• Managed digital projects from concept to implementation, ensuring on-time delivery and alignment with business objectives.
• Directed digital strategy across five EMEA business units, aligning efforts with overarching business goals and streamlining processes, saving USD $312,000 annually.
• Managed a digital marketing budget of USD $800,000/year, effectively allocating resources across PPC, SEO, email, and social media channels.
• Created and deployed social media content that increased reach and engagement, including strategic ad placements and innovative brand messaging to support new product launches.
• Employed A/B testing to continuously optimise campaign performance, improving click-through rates and conversion metrics.
• Implemented marketing automation tools to streamline repetitive tasks, enhancing team efficiency and productivity.
• Collaborated on the development of an internal generative AI tool, integral to the company's future strategy, and contributed to its transformation into a Marketing as a Service (MaaS) product.
• Coordinated global digital media planning and content production, working with cross-functional teams, outsourced developers/designers, and local agencies to deliver cohesive and impactful marketing campaigns.
• Reported progress and strategic insights to senior leadership, including VPs of Marketing, ensuring campaigns supported sales, product, and business objectives.

• Developed dashboards and reports to track product performance, providing insights that enhanced digital marketing strategies and campaign effectiveness.
• Drafted product requirements and feature specifications, ensuring alignment with user needs and business objectives, leading to successful product launches.
• Devised a targeted content strategy for the top 7 revenue-generating products, tailoring content by industry to drive engagement and increase sales.
• Collaborated with Sales and Bid Management to create persuasive pitch decks, contributing to winning significant RFPs and boosting revenue.
• Initiated market research studies and analysed findings, enabling data-driven recommendations that improved digital marketing campaigns.
• Prepared and presented sales and marketing materials, including social media campaigns, that effectively engaged clients and increased campaign success rates.

Ireland's largest independent chain of outdoor stores.

• Developed a long-term digital roadmap balancing customer needs, business objectives, and retail marketing capabilities across SEO, PPC, email, and social channels, contributing to a 267% revenue increase from 2017 to 2021.
• Optimised e-commerce fulfilment strategy to minimise costs while maximising profits and customer satisfaction, significantly enhancing overall operational efficiency.
• Drove a 563% increase in pageviews and an 80% decrease in bounce rate through iterative website improvements and A/B testing, improving user engagement and retention.
• Led cross-functional teams in the development and launch of e-commerce strategies and website redesigns, consistently exceeding annual sales targets and establishing three e-commerce stores with a combined revenue of over €1M.
• Conducted user feedback and behavioural analysis surveys, increasing e-commerce conversion rate from 0.48% to 2.15% by aligning strategies with customer preferences.
• Leveraged Google Analytics and A/B testing to monitor and optimise online marketing strategies, website content, and user experience, driving improved digital performance.
• Orchestrated data-driven marketing campaigns within an agile environment, significantly enhancing customer lifetime value and average basket size through targeted efforts.
• Enhanced brand reputation by generating over 3500 5-star Trustpilot reviews and utilising chatbots and live chat, achieving a 126% conversion rate increase among engaged users.
• Collaborated with developers and designers to introduce innovative website features and strategies, further elevating the user experience and driving digital growth.

• Designed engaging social media content for Facebook and Instagram, increasing brand visibility and user engagement.
• Created email marketing campaigns for e-commerce stores, achieving a 9% conversion rate.
• Managed website inventory and optimised product catalogues for SEO, improving search engine rankings and online visibility.
• Collaborated with product development teams to create and maintain marketing materials for digital and print promotions.