Andrew Jones
Head of Communications
with Proven Experience in Engineering, Infrastructure and Regulated Sectors
I bring 14 years of senior marketing and communications leadership, including leading global communications for Coopers Fire, an engineering company supplying life safety products to iconic buildings across the globe from the Natural History Museum, to Buckingham Palace to the Sydney Opera House. I’ve worked in the Engineering / trade sectors supplying services and products across airports, roads and critical infrastructure projects for various companies leading communications and marketing efforts crafting over 150 automations campaigns in one year. For the last five years, I have exceeded both KPIs and targets, and won the above and beyond award for every organisation I have worked for.
I currently manage international campaigns for 48 distributors across Europe, the US and the Middle East, exceeding sales targets by £1.2 million last year and expanding targeted architect and engineer databases by over 65% (43,039 to 71,534). My hands-on skills span Adobe Creative Suite, video production, digital content, and SharePoint management, enabling me to deliver both strategic vision and practical execution.
I have worked closely with engineers, contractors and consultants to deliver clear, compelling communications that influence technical audiences while supporting business growth. My experience includes developing internal communications channels, creating video and newsletter content, and supporting board-level messaging during periods of transformation. With a Google certification in Analytics and AAT certification in accountancy, I combine data-driven decision making with a commercially focused approach, ensuring communications align to business objectives, engage employees and strengthen brand reputation in complex, regulated industries. I started off my career in email campaigns sending out to over 1 million emails per month, back when the only way to get nice looking emails was to code the emails from scratch, so I have a solid foundation in the principles in campaign marketing.
I’ve since moved onto various automation platforms, and have HubSpot certification for email marketing. I bring life into my campaigns, as you can see below, not just in the visuals but the numbers speak for themselves. This year the numbers for engineering database growth: Expanded the architect and fire engineer database from 43,039 to 71,534 and achieved a 35% increase in CPD completions, rising from 2,395 to 3,411. Led internal and external comms for 48 distributors, driving high-engagement with both campaign groups. Led global marketing campaigns and events in key regions – including Dubai, Saudi Arabia, the US, and Europe.
Campaigns that deliver…
Creative Email Campaigns that ‘pop’
It’s the phrase every designer and video editor hates… make it ‘pop’, what does that mean? It means creating content that works for the audience and where they can engage with it. These examples performed particularly well, the evidence is in the numbers, we had increased subscribers, the best open rates not only against our own metrics but against the industry. From Travel we won the TTG award off of the results from these campaigns.
- +18,498 more emails opened
- 94 more campaigns sent
- +13,711 more email addresses
Personally, I like campaigns that bring a return, are part of an email automation flow and campaigns that teach, are part of a wellbeing plan or help get the customer further down the pipeline. I also like a bit of animation too if it adds some value to the campaign…
National Coverage – PR and Backlinks
In conjunction with 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.
Social and video campaigns
This campaign was created post-Covid to encourage the return to travel. A targeted campaign to Travel Managers across the UK, it was a great way to warm up cold leads, introduce ourselves to new organisations and keep current customers aware of the latest trends. It also led to further campaigns on training of our current and updated systems too, to remind users how to use the travel booking systems and effectively help our revenue.
Incorporating Video Communication
Viewers retain 95% of a message when they watch it in a video, compared to 10% when reading it in the text (source). So it can be a very powerful tool when you need to communicate clearly your vision. This also allowed me to condense the overarching messages and stir-up emotion and comradery with our staff coming through a very difficult time in the travel industry we used video weekly to create clear communications that kept focus on our objectives.
68% of people say they’d prefer to learn about a new product or service by watching a short video.
Training videos across SAAS, E-Commerce, or product training video are one of the best ways for users to understand how to use the products. I have created hundreds of videos from how to guide screen shares for software to more practical product usage guides. Video increases users interaction with your brand whether it’s time watching your social post, or time on your website which also boosts your SEO rankings.
Client and Staff Retention
When transition occurs like a buy-out , it is important to communicate to clients and staff about the changes. I filmed this communication to go out as a Press Release and also filmed a second video with more of a staff focus. By communicating out to clients and the staff it encouraged retention and avoided staff leaving, and competitors proactively jumping on the news. The video also got some PR coverage and also helped to show the industry and our customers that it was business as usual.
An average of 80% open rate for internal communications that I created within this organisation. It didn’t start that way, the first email got a 17% open rate, which is the opposite way around for most businesses, so it showed the value the staff saw in the communications for the staff to get engaged with the content.
Maximising Engagement Through Segmented Automation Campaigns in Engineering
In the engineering sector, developing targeted segments for automation campaigns has been instrumental in driving both engagement and measurable results. By carefully analysing customer behaviour, industry-specific needs, and decision-making patterns, distinct segments were created to ensure messaging was highly relevant and tailored to each audience type, whether potential clients exploring new solutions, existing customers seeking upgrades, or technical professionals requiring in-depth product information. This approach not only supported the launch of new products through integrated microsite campaigns, email automation, and PPC advertising but also helped elevate performance significantly, with average email and automation campaign open rates rising from 3.4% to 27% within just nine months. Alongside these segmentation strategies, the development of a new e-commerce website further enhanced campaign effectiveness by delivering a seamless user experience, improved SEO visibility, and a complete visual overhaul that aligned with modern digital expectations. Together, these efforts ensured that automation campaigns were not only data-driven and strategically segmented but also supported by a robust digital infrastructure that amplified visibility, engagement, and conversion across the engineering sector.
