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> ellenjpickett@gmail.

com

Ellen
Pickett

> 07900 956157
> @ellen_pickett
> www.ellenpickett.com
> nz.linkedin.com/in/ellenpickett

Profile
I have recently returned from New Zealand where I gained 8 years’ experience in digital marketing, both inhouse and within an agency. I am a highly motivated, creative individual with excellent communication skills
and management experience. My key strengths are my high attention to detail, ability to multi-task and
competence in building good rapport with both clients and colleagues.

Core Skills
My breadth of experience across client, freelance and agency roles have given me a well-rounded perspective
on the complete digital marketing mix, including:

Digital Marketing
o Search Engine Optimisation
o Google Analytics Certified
o Google Adwords Certified
o Conversion Optimisation
o Content Strategy and Copywriting
o Social Media Strategy, Online Reputation Management
o Email Marketing
Web Design and Development
o CMS Knowledge, in particular Umbraco, Silverstripe and Wordpress
o User Experience (UX) Design
o Understanding of Front End Development: HTML and CSS
Account and Project Management
o Management of Key Client Accounts
o Proposals, Pitch Preparation and Delivery
o Agile and Waterfall Methodologies, Experience with Jira, ZenDesk and other PM Systems
Team Management and Training
o Integrity Coaching Course

Employment History

Tomahawk (Auckland, NZ)





Sept 2014 – May 2016
Digital Marketing Manager – Tomahawk is a full service digital agency that specialises in the tourism industry.
They work with businesses of all sizes, from SMEs to DMOs and a national airline.
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Senior management position with financial accountability and large contribution to company strategy.

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Led the digital marketing team, consisting of five people. Services included digital strategy, search
marketing (SEO and Adwords), web analytics, content strategy, copywriting, social media, conversion
optimisation and product development. Ensured department consitently produced a profit.

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Client-facing role, providing consultation and implementation of above services. Personally managed
15-20 key client accounts and numerous one-off projects. Grew client relationships to acquire
additional work/sales. Collaborated with sales team on proposals.

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Worked closely with both clients and Tomahawk’s web team on website projects, in particular as part
of the discovery and design phases.

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Responsible for Tomahawk’s own online brand and marketing.

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Ran educational workshops internally and externally. Regularly attended conferences and events
within both tourism and digital marketing industries.

Stray Ltd. (Auckland, NZ)





June 2013 – Sept 2014
Digital Marketing Manager – Stray runs a guided travel network in South East Asia and New Zealand. In this
role I was responsible for the digital output, budget and sales for both Stray NZ and Stray Asia brands.
§ Launched complete redesign of both websites which included implementation of new branding.
Worked closely with UX designer and conversion optimisation consultants to undertake split testing
and other analysis.
§ Responsible for ongoing SEO and content strategy.
§ Managed Adwords campaigns with aim of reducing Google spend ($2,000 per month) whilst
improving ROI.
§ Created enewsletter strategy.
§ Managed affiliate marketing and implemented travel blogger scheme.
§ Ran all social media channels and campaigns, with large focus on Facebook. Worked with production
companies to create a series of promotional YouTube videos.
§ Managed a small team of interns and an in-house web developer.

Terabyte Interactive (Auckland, NZ)



Nov 2011 – June 2013
Support Manager – Terabyte is one of New Zealand’s most established web agencies, with a high reputation
for quality of website design, development and service. The majority of clients are corporate enterprises with
large budgets, e.g. New Zealand Trade and Enterprise, New Zealand Parliament and Tourism NZ.
Terabyte’s support department was responsible for clients and their websites following go-live. The role
therefore required detailed knowledge and familiarity of 50+ clients, their brand and their websites. It was
essentially an Account Management role.
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Client-facing, including consultation on digital strategy, SEO, analytics, PPC, social media, web design
and user experience.
Grew client relationships to acquire regular work, mainly in the form of SLAs.
Interpreted clients’ briefs and worked closely with a dedicated team of designers and developers to
implement solutions.
Managed any project under $25k.
Led daily studio meeting and twice-weekly production meetings.

In my 20 months’ employment, I grew the support department from billing $3,000 per month to $100,000.

Self-Employed (UK)

July – Oct 2011

Freelance Digital Marketing Consultant – For four months I took a sabbatical in the UK in order to expand my
digital marketing and web development skills whilst deciding on my next career direction. During this time I
undertook various consulting jobs which included web design, social media strategy and SEO.

Haka Tours NZ Ltd. (Christchurch, NZ)

Sept 2007 – June 2011

Digital Marketing Manager – Full-time role with adventure travel operator, with innovative business model of
going direct to the consumer online.
I was Haka Tours’ first employee and played a crucial role in helping the company go from start-up to awardwinning brand. The business now employs 70 staff members and has five backpacker hostels under the subbrand of Haka Lodge.
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Launched business into UK market with large social media campaign in association with STA Travel.
Travelled around universities attending student events and running a YouTube competition. Fifty
percent of the following 12 months’ bookings were attributed to the campaign.

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Managed SEO and content for three websites. Doubled organic traffic for Hakatours.com over six
months.

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Responsible for all social media communication and campaigns, building a strong presence on
Facebook, YouTube and Twitter.

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Ran seasonal Google Adwords campaigns.

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Project managed redesign of Hakatours.com (budget of N$80k).

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Launched secondary business Haka Lodge in 2011. Personally designed and built website
Hakalodge.com using Wordpress.

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Managed business when company’s director was on extended leave.

MUSICON, Durham University’s Professional Concert Series:
1) Administrator


2006 – 2007
Managed 20 students working for the organisation, which held 20 different music concerts throughout the
year. Chaired regular meetings and oversaw marketing, publicity and box office teams.

2) Concert Manager


2005 – 2006
Managed all events for organisation, in varying locations including Durham Cathedral and Durham Gala
Theatre. Audiences would range from 200 to 1,000 people.

BBC, Classical Music Television Department (London, UK)

August 2006
Runner, The Proms – Unpaid work experience on location (outside broadcast) at the Royal Albert Hall.

Education

Durham University, County Durham, UK
Music BA with honours: Graduated with a high 2:1.

Glossopdale College, Derbyshire, UK
A levels: 3 A grades in Maths, Geography and Music.
AS levels: 2 A grades in Psychology and General Studies.

Sullivan Upper School, Holywood, Northern Ireland
GCSEs: 6 A* and 4 A grades.

2004 – 2007

2002 – 2004

1997 – 2002

Interests
My passions centre around the web, music and travelling. I am most happy when I am being creative, which
includes blogging, playing the piano and cooking. I am proud of my inner-geek and taught myself HTML as a
teenager. For the future, I would love to undertake an MBA, start my own business and own 10 cats.

Referees
Mark Hendry
Former Operations Manager, Terabyte
mark@whiteroom.co.nz
+64 21 626 392


Holly Zimmerman
Ryan Sanders
Former General Manager, Stray Asia
Director/Owner, Haka Tours
holly@straytravel.co.nz
ryan@hakatours.com
+64 27 5350 005
+64 21 290 0343


Further references are available via LinkedIn: http://uk.linkedin.com/in/ellenpickett
Gina Paladini
Marketing Director, Tomahawk
gina@tomahawk.co.nz
+64 27 4999 146

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