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National Foundation for Educational Research (NFER)

PM for website redesign, testing and ongoing optimisation

MY ROLE: Build a high performing website in line with rebrand.

In my role as Digital Marketing Manager for an education research company, I worked alongside a third-party agency to deliver a website as part of a rebrand project, which I managed from the client side. I managed and executed the project from concept through to completion, working closely with internal stakeholders initially to determine a suitable platform for the website. As the internal IT team were proficient .NET developers, it was decided that Umbraco suited the business needs from an internal perspective. I then embarked on creating a scope, brief and invite to tender from several Umbraco gold partner agencies. The project was eventually delivered on-time and on-budget and saw an uplift in organic traffic by 15% in its first two months.

Project stage I

Brief and initial project phase sign-off

Once the tender process was over and the agency was onboarded, I made regular contact and check-ins were arranged to establish and maintain a relationship with both internal stakeholders and the agency themselves. This allowed me to communicate the requirements of internal stakeholders into more appropriate terminology and requests, also ensuring the brief was closely met and delivered by the agency. Each phase was set out in a project timeline which required my in-depth review at UAT stage before sign-off on behalf of the company.

Project stage II

Ongoing optimisation of the website

Having delivered the website to the required timeline, crucial to concurrent project launches and PR announcements, I looked at ways in which the website could be optimised and marketed to its maximum potential. Using on-page, off-page and technical SEO methods, the website achieved successful ranking positions for many key search terms which has been pivotal to the acquisition of new business. In addition to organic SEO, I also managed several successful PPC campaigns which achieved CTRs of over 6%.

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