Andrew Jones
Transalis
Marketing Manager
Growth-focused Head of Marketing with over 15 years of experience leading high-impact B2C and B2B campaigns across tech, SaaS, and regulated sectors.
I’ve delivered growth and demand strategies that last year exceeded targets by £1.2 million, scaled content and CRM programs globally. Exceeded KPIs growing audiences from 43,000 to over 71,000. I’ve built and led marketing functions across regulated sectors and for SaaS. Led ABM for 48 distributors across Europe, the US, and the Middle East, delivering results across brand, product, social. Certified in Google Analytics, Ads, HubSpot, and AAT, I bring strategic insight, bold ideas, and a fast-moving mindset aligned with organisations with a mission to grow their business. I have successfully launched go-to-market strategies for new products and led in-house creative teams to deliver integrated campaigns at scale. With a track record of coaching high-performing marketers and collaborating directly with senior leadership, I drive alignment, clarity, and measurable impact across every channel. Strong practical skills sets across design, video, campaigns and web development.
Related Experience
Launched over a 100 websites
Years experience of web and e-commerce
Product launches on time and to budget!
Videos created for digital campaigns
Budgeting and ROI
Strong budget management of marketing projects and teams, and recently completing an AAT accountancy qualification. I have an analytical approach to projects which has helped me consecutively exceed KPIs for trade sales on the Meon E-commerce website.
Marketing Execution
A Senior Marketing Manager who can plan strategically, design and develop projects, ensuring they are measured and optimised to get the best return on investment. When you run your own agency you need to be able to back up why projects have taken the shape they have and remain results focused. I am a very competent designer able to train team members on Adobe Photoshop, Illustrator, InDesign and XD.
Partner Collaboration
I’ve delivered multi-market strategies that last year exceeded targets by £1.2 million, scaled content and CRM programs globally, and grew audiences from 43,000 to over 71,000 through data-led creative execution. Hands-on and team-oriented, I’ve built and led marketing functions across regulated sectors. Led marketing for 48 distributors across Europe, the US, and the Middle East, delivering results across brand, product, social.
Reporting and KPIs
I maintain regular communications with key stakeholders from presentations, to board reports. Over the past 5 years I have exceeded KPIs. Last year I delivered multi-market strategies that exceeded targets by £1.2 million. This even when the targets were the largest they’d ever been, £4m up on the previous year to £28m. Last year I also grew audiences from 43,000 to over 71,000 through data-led creative execution.
In every company I have worked, I’ve won the Above and Beyond Award (or equivalent names). Some were a monthly award, some were the annual with only one winner each year.
Campaign Email Marketing
A very strong background in running email campaigns, growing audience numbers, creating email automation campaigns and segmentation of customers, one year completing over 150 campaigns.
Compelling Copy
Campaigns that truly grab attention go beyond just compelling copy. They must extend past a white paper, blog post or article to sell the purpose, captivate the reader, and leave a lasting impression.
With Coopers Fire, my goal was to align the brand with larger, well-known organisations. This made case studies vital, highlighting collaborations with Google, LinkedIn, Burberry, the Natural History Museum and the British Museum. These associations built trust and strengthened brand credibility.
The copy campaigns included authoritative articles aimed at industry bodies, government departments and RIBA, which not only reinforced thought leadership but also generated valuable backlinks to boost SEO performance.
To complement these articles, I integrated engaging videos designed to increase visitor time on site and on specific pages, further enhancing SEO and user engagement metrics.
Conversion Growth
It’s the main driver of what marketing should be, I focus heavily on bringing in leads. Over the last 5 years I’ve exceeded my KPIs and targets against budget. At every company I’ve worked at I’ve been awarded the Above and Beyond Awards (or their equivalents, depending on what each company calls them). In terms of practical outputs, in the last year I have successfully grown our database of targeted architects from 43,039 to 71,534. I also surpassed the agreed KPIs and goals for email open rates and CPD event attendance increased 35%. My efforts led to a 5% increase in specifications on the RIBA tendering platform, growing it to a 28% market share, significantly ahead of the nearest competitor at 14.5%. This equated to exceeding budget in the UK alone by £1.2m. I led the marketing team, and strategy for 48 distributors and retention strategy, including product training and specification planning. I also designed event stands and collateral across the globe, including language variations.
15 Years Experience
Experience running a digital agency for 4 years. I delivered projects for M&S, University of Portsmouth and various companies. I have a wide breadth and depth of knowledge across digital and print. My staff and I delivered projects across direct mail, email, telephone and digital ad campaigns, always providing reports on campaign successes and improvement opportunities.
PR and Strategic Stakeholder Engagement
I’ve led high-impact PR initiatives, developing and executing campaigns around product launches, corporate milestones, and visits from government stakeholders, including MPs and ministers. One standout initiative involved securing and managing a ministerial visit from the Secretary of State for Defence. I took ownership of the full event strategy, from concept to execution, developing presentation materials, briefing documents, and media coverage plans. The visit not only elevated brand visibility but also opened strategic discussions around technology adoption and innovation at a national level. It played a key role in influencing the adoption of more environmentally friendly road surface paints, aligning with sustainability goals.
Market Intelligence and Positioning
I do enjoy getting into the data to help understand industry insights, customer intelligence to help create strong messaging and get a grip on the size of the market. I also like to look at drop-off points, customer frustrations, conversion challenges and brand / solution awareness, as often organisations get so focused on sector, competitor or even industry focused they miss the biggest market opportunities.
Team Leadership – Direct Reports
My leadership style is that of coach. I have high expectations of myself, and endeavour to train, coach and develop staff with that same pace and encouragement. I particularly like to develop a variety of team members, as it sharpens your skill sets along the way. As I’m a geek and love to get into the detail of how things are done, I have a clear understanding of how long things should and could take. I use that understanding to help my team get a deeper understanding of their field and encourage them to develop their outputs.
SEO, PPC and Conversation Rate Optimisation
My background in web development, copywriting and video production gives me a unique, full-spectrum approach to SEO by combining technical site optimisation with engaging, search-friendly content. Having built and managed websites, I understand how site architecture, load speed and structured data impact rankings, while my copywriting skills ensure every page balances keyword targeting with compelling, user-focused messaging. My video expertise allows me to leverage rich media for improved dwell time and search visibility. Backed by certifications in Google Analytics and Google Ads, I can analyse performance data, refine campaigns and integrate SEO efforts with paid strategies to maximise reach and ROI.
Growth Opportunities & Marketing Strategy
As I ran my own agency for 4 years, I understand the need to adapt, grow and expand revenue. It’s partly why I did postgraduate certification in AAT Accounting in 2019, to ensure my budgets were exacting. There aren’t many marketers who invest the time in Accountancy studies on top of the design, web coding and video. I feel it’s a strong asset as it means I always bring a financial view from ROAS to ROI. I balance the creative side with the numbers by continually developing my skills through self-directed learning.
Case Studies
Partner Collaboration:
The World’s Longest Drop Concertina Fire Curtain – Collaboration with KIWA
Coopers Fire designed and manufactured the world’s longest drop concertina fire curtain system at 15.5 m drop. This landmark installation took place in St. Nicholas’ Church, home to the Niguliste Museum in Tallinn, Estonia.
This innovative approach to fire safety was recognised by the industry and earned the project a place on the FSM (Fire and Security Matters) Award shortlist. The nomination reflects the strength of the collaboration with all the stakeholders and the successful delivery of a fire protection solution that previously wasn’t thought possible. I heavily played into that narrative and built strong campaigns off of the back of this, to architects highlighting that what competitors thought impossible, we delivered. It was accompanied by videos, photos, and email campaigns to the lists of architects and fire engineers which I grew from 43,000 to 71,000.
Launched over 100+ Products
Experienced in launching SaaS products from a radiotherapy dosage app to bidding software for estate agents to Analytix software for our customers at Meon. I have experience in launching products into the market and bringing fresh life into previously launched products that need to be more commercially viable. I also managed the go-to-market strategies creating videos, photoshoots, web development and getting them adopted by organisations, from chains like Toolstation and Screwfix to FatFace adopting the new travel management analytics software. My experience also extends to managing international distributors campaigns, from Brazil to Hong Kong providing support for international growth.
Fast paced and skilled across design, video, web and campaigns.
Experienced in practical outputs and campaigns, with a proven track record of delivering integrated campaigns across digital and offline channels. Known for creating high-impact, data-driven marketing strategies that drive engagement, expand audiences, and deliver measurable results.
I bring a hands-on background in campaign execution, having started my career as a web developer before moving into email marketing with publisher Wiley. My hands-on experience means I craft GDPR-compliant and accessible campaigns that consistently outperformed industry benchmarks. For example this year, I grew a niche architect and fire engineer database from 43,039 to 71,534 and increased CPD completions by 35%, directly contributing to a 5% year-over-year rise in specifications and securing a 28% market share on the RIBA platform.
Thought Leadership – Articles, Videos and Backlinks
To stand out in an industry where there were a lot of imports, I focused on highlighting our UK Manufacturing, site tours, RIBA approved CPDs and speaking slots. For every key event we attended I organised speaking slots. This not only maximised our presence it was also great profile building for our Sales Leaders and Managing Director. It’s fair to say, that most people don’t like to be front and centre of stage, on video, or in-person, but through coaching, and a structured development I honed key leaders into spokesman for the organisation and industry. Linking with Government backed organisations, National Day’s, speaking days with MPs, and Ministers, all built into the development and thought leadership capabilities of the Senior Leadership teams.
One example is when I worked with the organisers of National Manufacturing Day, organised by MakeUK.org, we hosted an event welcoming over 60 students from a local school. The day featured interactive activities, including hands-on product-making, a guided factory tour, and even the chance for students to operate the fire curtains in our training facility.
Beyond the strong CSR benefits, the event served a strategic SEO purpose providing an excellent platform to showcase Coopers Fire’s UK manufacturing capabilities. The campaign was well received, earning a feature on the MakeUK.org homepage and becoming the main video in their media section for over six months. It played a key role in positioning the organisation as a prominent UK manufacturer, securing valuable backlinks and reinforcing our reputation as thought leaders in the sector not simply importers of products.
Developing Media Spokes People
From people barely able to look into camera, I start off getting the team used to the camera, lights and microphones with internal communications. Building confidence on how to talk naturally and progressing them through carefully curated content schedules. Thought leadership doesn’t happen overnight and these opportunities for National stages have to be sought out through effective networking and communications with key stakeholders Nationally and Internationally.
National Campaigns
Linking in with National organisations like National Manufacturing Day, and National Apprenticeship Week helped with both our profile, connections and SEO. All highlighting we were a bigger player in the field.
Developing Media Spokes People
From hesitant team members who struggle to look into the camera to confident voices that inspire audiences on national stages, I help professionals grow into recognised thought leaders. I begin with internal communications, helping individuals build comfort in front of lights, cameras and microphones in a supportive, low-pressure environment. This stage is about developing an authentic presence that feels natural, relatable and engaging.
I then create strategic, SEO-driven content schedules focused on long-term personal brand growth. Inspired by Richard van der Blom’s approach, my aim is to develop content that performs on LinkedIn, appears in Google searches and positions the individual as a trusted voice in their field, rather than simply promoting the company. Thought leadership is built over time. National and international speaking opportunities come through consistent content creation, effective networking and meaningful engagement with key stakeholders. By combining personal branding strategies with platform-specific best practices, I help professionals attract opportunities that make their expertise stand out and their influence grow.
Core Principles of Richard van der Blom’s Approach
1. Authentic Personal Branding
Richard champions authenticity as the foundation of personal branding. He emphasises speaking in your own voice and sharing what truly resonates with you rather than mimicking popular formats or tones that aren’t natural.
2. Value-First, Algorithm-Savvy Content
In his book Connect. Qualify. Close., he outlines a methodical five-step system, Identify, Engage, Outreach, Build Trust, Convert, that’s tailored to effectively use LinkedIn’s algorithm without gimmicks or outdated tactics (richardvanderblom.com).
3. Platform Mastery with Strategic Focus
Richard views each platform as serving a distinct role, LinkedIn as a “virtual boardroom,” Twitter as a casual coffee shop, and so forth. Rather than spreading yourself thin, the goal is to build mastery and meaningful presence in the right channels.
4. Structured, Value-Rich Content Planning
He advocates content that addresses the right audiences with clarity, relevance, and actionable insights, not fluffy posts. Part of his four-month transformation includes defining audience pain points, crafting messaging frameworks, and steadily building community, culminating in scalable and optimised growth.
5. Profile Optimisation and Consistency
A strong profile isn’t just a static CV, it’s a conversion tool. Richard helps a wide range of professionals optimise their LinkedIn profiles: crafting compelling headlines, strategic summaries, and curated Featured sections. Then, he guides consistent content creation and engagement to generate inbound interest and leads (linkedin.com, richardvanderblom.com).
Effective Segmentation
Creating campaigns that aligned to landing pages saw growth in sales across the e-commerce and trade sales. Educating a disinterested database, turning the woeful 3.4% open rate to 27% within 9 months. These statistics were transformed into industry leading open rates and improved sales and helped brand recognition and perception of the brand as industry experts.
Account Based Segmentation
Account based segmentation was set up to support the sales team hit the most profitable sectors. I set up automation campaigns drip feeding training and campaign teasers, follow up and post-purchase feedback. These campaigns were based upon a wide set of factors from seasonal trends of product purchase, current stock to CRM data insights and web sales trends.
App visualisation
To validate our concept and gain buy-in from stakeholders, I designed a high-fidelity prototype using Adobe XD, which was showcased in a concept video. This helped communicate the vision clearly to suppliers, customers, and the company board, enabling early feedback and accelerating project approval.
Key features of the concept app included:
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Role-Based Purchasing & Approval Flow
Only authorized roles could initiate purchases, with a built-in sign-off process to ensure compliance and accountability. -
Integrated Video How-To Guides
Embedded tutorial videos provided users with on-demand support, reducing training needs and helping new users onboard quickly. -
Project-Based Cost Allocation
Purchases could be assigned directly to projects, making it easier to track budgets and align spending with strategic goals.
This prototype was a crucial communication tool, turning a complex process into a clear, interactive experience that helped move the project forward with confidence.
PR – Maximising Reach
Ever the opportunist I managed the visit of Secretary of State for Defence, Penny Mordaunt to attend Meon’s Head Office. As Marketing Team Leader at Meon I organised the event delivering presentation materials, staff cheat sheets and PR from the meeting as well as securing some strategic goals for industry contacts and opening discussion about eco-friendly paints being brought into adoption for the UK roads, and discussing new technologies and product usage across the UK.
Knowledge Base Creation
I also created a digital knowledge base with step by step guides, and cross sell opportunities. It helped with engaging with our practical audience, with printable step by step guides and an easy search function. I coded this in-house saving us any external costs, and it could be hosted on our existing hosting.
A Night at the Museum
Case studies don’t get much better than this. At the Natural History Museum I managed to secure a 360 tour of the whole site, photos and videos.
The results were incredible. The campaign achieved a 42% engagement rate, our highest organic performance to date, along with record-breaking click-throughs. But beyond the numbers, it sparked meaningful conversations with senior stakeholders across National Trust projects and helped secure work with other major heritage sites.
It also raised the bar. This campaign became a blueprint for future case studies, setting a new standard for storytelling, production value, and creative ambition. It showed what’s possible when you take a bold idea and bring it to life with care, vision and a willingness to do things differently.
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