1. Esther Walker
1
Derbyshire
Tel: 07812 341838
Email: estherwalker595@btinternet.com
A marketingprofessional specialisinginCRM/Loyalty withover tenyears’ experience ofdeveloping
and maintainingauthenticand robustclientandsupplierrelationships forwell-knownUKandglobal
brands. Highly proactive, creative and commercial; acknowledged for a collaborative approach to
strategic account management, which maximises revenue and account growth opportunities. A
hands on senior Manager with a passion for delivering customer excellence who achieves
exceptional levels of service.
Key Skills and Achievements
Marketing
 Successfully ledanewUK Shell loyaltyprogramme,with1.3millioncardholders,which
became the bestpractice programme for Shell globally. Launchcompletedwithin6months
witha budgetof £1m
 Introduceddigital marketingcampaignsonline,email andSMSusingthe pluspoints
customerdatabase,resultinginthe reductionof paperstatementsandmailingsand
significantcostsavingsof £400k inyear 1
 Developedandlaunchedatieredmarketingmodel strategy toenablemarketingbudget
focuson highvalue customers, resultinginasavingof £1.5m perannum froma launch
budgetof £0.5m
 LaunchedV Powerelite clubfortoptiercustomers,fromconceptdevelopment,throughto
operational delivery.NominatedforanIDMbusinessawardandvotedrunnerup
 Createda monthlydashboardreportproviding in-depthcustomeranalysisenablingeffective
campaigntargeting,whichinadditionledtosale of licenseforadata miningtool, generating
additional income streams
 Introducedcosteffective,segmented customercommunicationstoreduce marketingspend
permemberanddrive desiredcustomerbehaviourthroughdetailedanalysisof trends
Strategic Account Management
 Builttrust-basedrelationships throughthe deliveryof exceptionalcustomerservice which
resultedinaccessing opportunitiesforadditional revenue,accountgrowth andbeing
recognisedasa partnerof choice (ultimatelybeingofferedarole withthe client)
 Builtandleda flexible andproactive accountteamwhichmanagedmultiple complex
projectswithchangingpriorities,workingtotightdeadlinesandalwayswithinbudget
 Awardedtopsaleswithinclientservicesteam, increasedrevenueby25% foradditional
servicesandexpanded the dedicatedheadcountwithinthe accountteam
 Projectmanaged the firstloyaltybrandedforecourtPOScampaignacross1000+ retail sites
inthe UK. Createdpromotionthemes,managed all aspectsof delivery,includingsourcing
rewardpartners,operational mechanicsandoverseeingdevelopmentof website
 Setup effectiveaccountmanagementprocessesfromscratch,managedclientbudgetsand
developedaccountplansagainstprojectedtargetswhichwere presentedatBoardlevel

2. Esther Walker
2
Operational Delivery
 Builta global outsourced contractual model forthe fulfilmentservice deliveryof Cards,PINs
and invoices across35 countriesforShell CommercialFleetB2Bfuel, 4 key contracts with
annual budgetresponsibilityfor60meuros
 AppointedasStatutoryDirectorforeuroShell B.V.contracts,actingasSME for all new
partnercontracts, responsible fornegotiatingall service level agreementsandensuringfit
for purpose fromanoperational delivery stance acrossIT,Card OperationsandMarketing
 AppointedasImplementationLeadforaglobal restructure of the SalesSupportteam,
involvingmanaginganumberof internal andexternal teamsacrossmultiple culturesand
time zoneswithinthe Commercial Fleetretailbusiness
 Turnedaroundperformance of whatwas viewedasacriticallyfailingbusinessareabysenior
stakeholders within6months
 Deliveredservicedeliveryprocessimprovementsachievingcostsavingsof upto$2.2m pa
within12 months
Career Summary
SELF EMPLOYED June 2015 – current
The MarketingDepot - Freelance MarketingSpecialist
I have setup my owncompanyThe MarketingDepot and workingas a freelancerIam sharingthe
marketingexperience thatIhave gainedworkingforinternational companieswithsmall business
owners,helpingthem tomaximisetheirreturnoninvestmentand touse theirmarketingbudget
effectively. Iprovide arange of services acrossthe full marketingmix,clientstodate include:
The HR Dept- Belper,Derbyshire.A franchise providingoutsourcedHRservicestosmall/medium
businesses. 2monthcontract.
 Createda customermarketingstrategyalignedtothe businessplan
 Prepared promotional marketingmaterial forlaunchof new service
 Reviewedoperational processesandresourcingplan
Izzi of Baslow - Baslow, Derbyshire.A fashionretailersellingluxury designerbrands.4 month
contract
 Revieweddatasystemsinordertoconsolidate andprovide asingle customerview andto
enable datadrivenmarketing
 Cleanedcustomerdatabase of 2,500 customers,workingwithEPOSsupplier tofullyleverage
the systemcapabilities
 Designed,briefedandoversawdeliveryandsetupof a suite of marketingKPIreportsforthe
businessowner

3. Esther Walker
3
 Prepareda segmentedcustomermarketingstrategybasedupondatareportstodrive
acquisition,retention,stretchspend,etcandintroducedROIandcampaignmeasurement
 Organisedmarketingevents –fashionshowsforcharitycausesandoptimisedeventsto
collectcustomerdataand thencovertto purchasers
 Reviewedsocial mediacontentstrategyandmade recommendationsalignedtooverall
marketingstrategy andcustomerinsights
 Providedcopyandcreative forbothon and offlinecreatives,includingmanagingprint
suppliers
 Introducedoperationalprocessesonthe shopfloortoleverage marketingopportunities
withthe customerand differentiate the customerexperience,forexamplepurchase value
basedfree gifts,collectingcustomerdataaccuratelyat POS
 Preparedproposal forlaunchof a loyaltycard forcustomers
FITISM- Bakewell,Derbyshire.A healthandfitnessprovider.Currentcontract.
 Overseeingdevelopmentof apre and post launchstrategyfora new site launch
 Reviewingexistingbusinessendtoendprocessestoensure operational excellence and
overseeingdeploymentof processimprovements,includinganynecessaryteam trainingand
development
 Carryingout customerjourneymappingtoensure thatthe customerisat the heartof
delivery andthe marketingstrategy
 Reviewingall customerdatasystemswithaview toconsolidate toenableeffective and
efficientbusinessprocessesand executionof adata drivenmarketingstrategy
 Overseeingdevelopment(layoutandcontent) of new website
SHELL INTERNATIONAL PETROLEUM COMPANYLIMITED 2006 - 2014
Global Contract Manager 2011 – 2014
A leadingissuerof in-housespecialpaymentcardsforB2B customersrepresenting25%+of global
retail sales. PromotedtoSeniorGrouppositionasContractManager overseeingoutsourcingof B2B
fuel card operationstoanindustrystandardfuture state solutionplatform - $300m investmentover
10 year contract across 35 countries. Single pointaccountabilityforglobal service deliveryand
contract management. Leaderof multicultural globalvirtual team - 15 directreports.
 Negotiatedcontractual SLA’s,financial service credits,KPI’s, incidentmanagement,
governance,reporting,performance reviews,disasterrecoveryandchange management
 Deliveredservicedeliveryprocessimprovementsachievingcostsavingsof upto$2.2m pa
 IntroducedfirstGlobal ContractFrameworkrecognizedas‘BestinClass’byexternal auditors
for Shell Retail CommercialFleetcontracts
 On boarded newglobal team - recognizedashighperformersduringfirst12 months
 Managed transitionprocessof global fulfilmentservices(card,invoice andPIN) including
novating 5 global suppliercontracts
 WorkedcloselywithSalesandMarketingtoensure thatB2B marketingCVPswere robust –
actingas the service deliverySMEfor all new CVPconceptsandoversaw the endto end

4. Esther Walker
4
deliveryof these throughmultipleandcomplex channels
 Createdcomplex change managementmodeltomanage change requestsacross35
countries,responsible forreview and signoff of all businesschange
 ReceivedService RecognitionAwardsforoutstandingperformancewithinShell Groupover7
consecutive years
Global FulfilmentManager 2010 - 2011
EU Fulfilment&Global ProcessManager 2009 - 2010
FulfilmentExcellence Co-ordinator 2006 – 2009
CARLSON MARKETING
AccountDirector 2001 – 2006
NCH MARKETING SERVICES
Headof AccountManagement 1996 – 2001
Training and Education
 Shell DirectorshipTraining
 Global BrandingandCommunications
 RelationshipBuilding
 VariousManagementDevelopment,TeamLeadershipandCoachingSkillsCourses
 Presentationskills,SalesNegotiationandEffectiveCommunications
 HND BusinessandFinance (MarketingStream)
 Certificate MarketingResearchSociety
 2 A’Levels,9GCSEs
 CurrentlystudyingforDiplomainSocial Media