John Cooley

Hacking the customer journey from Google to Checkout

Partner and founder of the growth agency 2nd Persona, we are specialized in Hospitality & destination marketing

We are also serving other creative agencies as a white label services provider

• Met online growth goals for 2020 in February 2019
• Raised the online market share with 40+%
• Raise the SEO visibility score with 44+%
• Newsletter opening rate at 47,7%
• Lowered the OTA share of online bookings with -37%
• Raise the conversion rate for direct online bookings with 89%

TASKS:
• Optimize Kurhotel Skodsborg´s marketing automation, lead and customer nurturing processes through email, content, and social channels

• Analyse, explore and test new opportunities, campaigns, product performance and strategies to uncover new optimization opportunities

• Responsible for making strategic decisions on which channels to focus on to maximize growth

• Manage all online day-to-day operations, including ad trafficking as well as bid and budget management for the company’s paid digital channels

• Communicate performance and opportunities with frequent analysis and key metrics

• Evaluate and advise on the use of new ad buying, measurement and attribution technologies

• Support the marketing team by effectively managing performance marketing campaigns across a variety of channels

• Manage day-to-day campaign operations with ad networks and other partners

• Provide critical reporting to internal stakeholders

• A/B test everything

• Leverage analytical skills to help expand our referral programme

• Champion cost-effective growth

Member of the Think Tank’s Expert Panel on digital tourism marketing. I contribute with my expertise in data driven marketing and search engine optimisation.

http://thinkdigital.travel/experts/john-cooley/

Promoted twice. Originally employed as Online Marketing Specialist, then promoted to Online Manager. In 2016, I was promoted Marketing Manager.

Results
o Content marketing strategy implemented for MICE and tourism
o Launched the MICE initiative Mødeakademiet.dk
o 400 % growth in website visitors (to 1,6 million in 2016)
o Implemented a marketing automation that allows behaviour tracking and personification in newsletters and on the websites visitvestsjaelland.dk and mødeakademiet.dk
o Raised newsletter subscriptions with 100 % with an average opening rate of 38 %
o The online campaign ’The World’s Most Relaxing Film’ won a Danish Digital Award in 2016 and was shortlisted for a Lovie award
o 135.000+ user generated online articles and blogposts
o 100+ positive front page articles about the marketing campaigns in international news media including Huffington Post, Business Insider, B.dk, Børsen, BT, and TV2
o SEO and SEM campaigns across EMEA.

Responsibilities include
o Strategical and tactical responsibility for all marketing activities (B2B/B2C)
o Digital destination development
o Team and project management (partners, agencies, and suppliers)
o Campaign development and execution
o Representation of VisitVestsjælland A/S in various industry networks and co-operations
o Advisor and sounding board to VisitVestsjælland’s partners
o Education and supervision of staff and partners in digital marketing, e.g. SEO/SEM, content marketing, and SoMe.