Hugh McClelland

Hugh McClelland 13 Meadway, Staines-upon-Thames, Middlesex, TW18 2PW 07585 779806 • 01784 454836 • hugh@moonsailors.com

 

Personal Statement

 

A highly-motivated individual with strong communication skills and a broad skillset. I understand the importance of effective marketing communications and have extensive experience of providing quality content for online and offline channels.  Excellent writing and editing skills, plus a strong understanding of email marketing methods and content  management systems.  Key areas of experience include intranet management, marketing communications, website design and development, copywriting and editing.  Currently aiming to bring these skills to a larger organisation.

 

 

 

 

Work Experience
	Immediasite Ltd, Bray, Berks. Customer Services Director	July 2009 to August 2013

 

As a marketing and design agency, Immediasite offered a wide range of online and offline marketing services.  However, many customers weren’t fully aware of the marketing tools available to them as part of their website package.  I was tasked with maintaining and expanding the customer base by ensuring customers made best use of these marketing tools, helping them achieve measureable results through their online marketing activities.  I set up a CRM system and used e-marketing to keep customers informed about system benefits.  I also established a Google Adwords / SEO package with monthly reporting to show customers definite results.  The outcome was 96% customer retention year on year compared to 70-75% of previous years.

 

Key elements to this role:

 

• Managing content of customer websites and e-marketing campaigns

• Proof reading and editing clients’ copy as required

• Planning and implementing email marketing strategies and campaigns (B2B & B2C)

• Writing training materials and online tutorials for Immediasite customers to follow

• Challenging existing practices where necessary to obtain better results

• Setting up and measuring organic SEO and PPC campaigns for clients

• Developing digital content specifically for mobile use

• Providing effective content for online and offline channels    

 

 

Key achievements within this role:

 

• Improved customer retention rates by over 25% on previous years

• Demonstrated clear links between quality content and improved sales

• Established CRM and e-marketing systems to build relationship with client base

• Established SEO and PPC packages which gave clients’ measurable results

• Planned successful email marketing strategies for B2B and B2C customers

• Designed and implemented a mobile-specific website package   

 

 

 

 

 

 

Immediasite Ltd, Bray, Berks.

October 2006 to July 2009

Web Designer / Developer
 

Initially, the Immediasite content management system was strong on features but weak on design. My task was to grow the customer base by improving the design, sales and IT elements of the business to create a powerful and attractive package for prospective customers. I engaged in an intensive program of business networking to promote the Immediasite web offering and to encourage word-of-mouth referrals.  As a result, the customer base grew steadily to 300+ customers in less than 5 years.

 

 

Key elements to this role:

 

• Ability to understand and use content management systems

• Using desktop software programmes (Photoshop / Paintshop / Illustrator)

• Writing and understanding HTML & CSS code

• Ability to use Dreamweaver to create and edit webpages

• Ensuring customer websites followed a logical navigation process

• Ensuring standards of compliance and useability were maintained

• Giving high levels of customer support to encourage loyalty and retention

• Using business networking / referral marketing to build a strong client base

  

 

Key achievements within this role:

 

• Grew customer base from 20 to over 300 within 5 years

• Raised local awareness of the Immediasite brand and product offering

• Established networking group to raise company profile and encourage referred business

• Expanded my knowledge of HTML, graphics editing and website construction

 

 

 

Moonsail Ltd, Old Windsor, Berks.

January 2004 to October 2006

Freelance Copywriter / Web Designer

 

Following redundancy from Sabre Travel Network, I used my web content experience to launch a freelance copywriting and web design service.  Initially I spent much time cold-calling and networking in order to find clients.  This effort paid off when I ultimately established a portfolio of regular clients which included World of Water, Castrol and Business in Berkshire. I also developed and launched a website starter package aimed at small businesses.

 

 

Key elements to this role:

 

• Ability to work on projects alongside agency staff as required

• High attention to detail, particularly if proof reading

• Understanding the difference between effective online and offline content

• Ability to work independently or as part of a team

• Ability to work to tight deadlines

• Ability to liaise comfortably with staff at all levels within an organisation

• Strong knowledge of website design, HTML and desktop graphics programmes  

 

Key achievements within this role:

 

• Established strong portfolio of quality clients

• Developed and launched website package aimed at start-up businesses

• Created service packages to encourage monthly recurring revenue

Sabre Travel Network, Hounslow, Middx.

May 2001 to December 2003

Intranet Manager, Europe, Middle East and Africa

 

The corporate intranet site at Sabre had been created to convey corporate news stories, company policies, recent successes and announcements to employees throughout the EMEA region.  The site had grown in a haphazard way and needed some direction and re-organisation.  I was tasked with co-ordinating the redesign and restructure of the site, also setting up several sub-sites for specific departments and countries.  In 2003 I developed and published a monthly email newsletter for distribution to Sabre customers throughout the region.  This was in the early days of email marketing so was considered an innovative approach at the time.

 

 

Key elements to this role:

 

• Ability to manage multiple threads within a large project

• Excellent writing and editing skills

• Strong knowledge of website design, construction and navigation methods

• Willingness to challenge existing processes where necessary

• Ability to liaise with staff at all levels within the organisation

• Training regional teams to manage their respective webpages

• Understanding the effectiveness of successful email marketing

 

 

Key achievements within this role:

 

• Redesigned, restructured and relaunched a vast corporate intranet website

• Trained teams throughout EMEA region to update their respective pages

• Established regular features to encourage steady readership

• Developed and launched monthly email newsletter for EMEA customers

 

 

 

Summary of Earlier Work Experience
	Sabre Travel Network, Hounslow, Middx.	September 1999 to May 2001

Market Team Specialist

 

Co-ordinating installations of hardware and software at customer sites - typically travel agencies, airlines, cruise companies and tour operators. 

 

Sabre Travel Network, Hounslow, Middx.

December 1997 to September 1999

Helpdesk Support Agent

 

Supporting airlines, tour operators and travel agencies using the Sabre CRS or Sabre-supported hardware (ticket printers etc).  

 

American Airlines, Hounslow, Middx.

September 1994 to December 1997

Conference & Incentive Market Specialist

 

Account management to 30+ of the UK's top Conference and Incentive travel companies.

 

American Airlines, Hounslow, Middx.

September 1992 to September 1994

Cruise Account Manager

 

Working with a portfolio of cruise operators, negotiating annual seat allocations on American Airlines and representing the company at industry and corporate events.

 

 

Other Relevant Experience
	Ecommerce Experience

In 2005 I set up a successful ecommerce website for my wife’s home-based business (Minimoonsailors.com).  Although we recently closed the site down owing to other work commitments, it grew steadily since launch, eventually having an annual turnover in excess of £100,000.

 

Business Networking
I was Chapter Director of BNI Spelthorne, the local branch of an international business networking organisation.  I also helped launch and run Thameside Business Association in Shepperton, a similar networking group for local businesses.  I was Chairman of this group when it launched in 2010 and for a year thereafter.

 

 

 

 

 

Langley College of Further Education, Langley, Berks.

September 1985 to July 1987

BTEC National Diploma in Business Studies and Travel & Tourism.

 

Windsor Boys School, Windsor, Berks.

September 1980 to June 1985

A Levels in English (Grade B) and Economics (Grade D)

O Levels in English Language (Grade A), English Literature (Grade A),
Mathematics (Grade B), Design Technology (Grade B), Art (Grade B)
and Music (Grade C)

Grade 1 CSEs in Chemistry, Physics and Biology.  Grade 2 CSE in German

 

 

 

Hobbies and Interests

 

My main hobby is music.  I play several instruments including guitar, piano, bass and drums.  I also enjoy cycling, cooking and family holidays.

 

 

 

References are available on request.