HR Access UK
International provider of web-based HR and payroll software and outsourcing services, headquartered in Paris and owned by Fidelity Investments.
“It was a key advantage that Aileen spoke excellent French, not that common amongst English-speaking natives, that made her mission with us a success.”
Jean-Marc Duquenoy, International Product Marketing, HR Access Solutions
Brief
Establish the UK marketing department following the launch of HR Access’s UK office, with a remit to manage a £175,000 marketing budget, deliver marketing activity and prepare the following year’s plans. The assignment required close coordination with the UK sales team, corporate headquarters in France and the PR agency.
What I delivered
- Established the UK marketing department, combining marketing planning with delivery across PR, research and lead generation, client communications, events, the website and sales material.
- Created the 2007 UK marketing plans and associated budget forecast against a £2.27 million revenue objective. The plans addressed awareness, positioning, client communications, acquisition, retention and partnerships, with activity grounded in the pressures facing HR and payroll decision-makers.
- Managed the complete rewrite of the 120-page corporate website into clear, fluent UK English and delivered a four-page corporate brochure for the UK market.
- Launched the HRa Suite 5.2 software upgrade to the UK market, with the November launch documented in the trade press.
- Managed telemarketing research and lead generation within the UK sales and marketing programme, which reported 272 completed prospect profiles and 78 leads for follow-up.
- Delivered two white papers and a synopsis of a third to establish HR Access as a thought leader and generate PR coverage. The assignment’s PR activity delivered 12 pieces in the trade press, ranging from full profiles to comments.
- Managed and developed the PR agency relationship, then briefed and invited tenders for a new agency for 2007.
“As soon as I met Aileen, I knew we were going to work well together. Not a simple context to manage for her, a UK start-up, and part of an international organisation: plenty to do and plenty of co-ordination necessary with corporate headquarters in France. It was a key advantage that Aileen spoke excellent French, not that common amongst English-speaking natives, that made her mission with us a success. I’m ready to work with Aileen again.”