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I am a Digital Marketing Manager with 13+ years of experience driving scalable growth across paid media, CRO, SEO and lifecycle marketing for global B2C and B2B brands. I specialize in data-led, full-funnel strategies that reduce CPA, increase ROAS and deliver multi-million-pound revenue impact. I’m an experienced leader who owns budgets, teams and performance across complex, multi-market environments.\n\nI have a proven track record of turning insights into tangible results, building and aligning cross-functional teams to accelerate growth and optimise the customer journey from first touch to loyalty. I thrive in fast-paced environments and enjoy translating complex data into clear strategic direction and practical action.…I am a Digital Marketing Manager with 13+ years of experience driving scalable growth across paid media, CRO, SEO and lifecycle marketing for global B2C and B2B brands. I specialize in data-led, full-funnel strategies that reduce CPA, increase ROAS and deliver multi-million-pound revenue impact. I’m an experienced leader who owns budgets, teams and performance across complex, multi-market environments.\n\nI have a proven track record of turning insights into tangible results, building and aligning cross-functional teams to accelerate growth and optimise the customer journey from first touch to loyalty. I thrive in fast-paced environments and enjoy translating complex data into clear strategic direction and practical action.

Fiona Kinkela

Digital Marketer, Growth Marketer, Performance Marketer, +5

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I am a Digital Marketing Manager with 13+ years of experience driving scalable growth across paid media, CRO, SEO and lifecycle marketing for global B2C and B2B brands. I specialize in data-led, full-funnel strategies that reduce CPA, increase ROAS and deliver multi-million-pound revenue impact. I’m an experienced leader who owns budgets, teams and performance across complex, multi-market environments.\n\nI have a proven track record of turning insights into tangible results, building and aligning cross-functional teams to accelerate growth and optimise the customer journey from first touch to loyalty. I thrive in fast-paced environments and enjoy translating complex data into clear strategic direction and practical action.…I am a Digital Marketing Manager with 13+ years of experience driving scalable growth across paid media, CRO, SEO and lifecycle marketing for global B2C and B2B brands. I specialize in data-led, full-funnel strategies that reduce CPA, increase ROAS and deliver multi-million-pound revenue impact. I’m an experienced leader who owns budgets, teams and performance across complex, multi-market environments.\n\nI have a proven track record of turning insights into tangible results, building and aligning cross-functional teams to accelerate growth and optimise the customer journey from first touch to loyalty. I thrive in fast-paced environments and enjoy translating complex data into clear strategic direction and practical action.

Available to hire

I am a Digital Marketing Manager with 13+ years of experience driving scalable growth across paid media, CRO, SEO and lifecycle marketing for global B2C and B2B brands. I specialize in data-led, full-funnel strategies that reduce CPA, increase ROAS and deliver multi-million-pound revenue impact. I’m an experienced leader who owns budgets, teams and performance across complex, multi-market environments.\n\nI have a proven track record of turning insights into tangible results, building and aligning cross-functional teams to accelerate growth and optimise the customer journey from first touch to loyalty. I thrive in fast-paced environments and enjoy translating complex data into clear strategic direction and practical action.

Skills

Experience Level

Expert

Expert

Expert

Expert

Expert

Expert

Expert

Expert

Expert

Expert

Expert

Expert

Expert

Expert

Intermediate

Intermediate

Intermediate

Language

English

Fluent

Work Experience

Senior Social Media Manager at LMSUK

June 1, 2025 - October 1, 2025

Owned paid and organic social strategy across TikTok and Meta, driving rapid audience growth, engagement and cost efficiency for multiple clients. Delivered an average £0.08 CPC across six TikTok campaigns, generating 913,000+ impressions and 12,500+ clicks. Scaled client TikTok presence from 82 to 766 followers in 2 months and Instagram from 1k to 4k+ through data-led content optimisation. Launched new TikTok accounts from zero to 1,000+ followers within 8 weeks, with individual videos exceeding 7k views organically. Increased Instagram interactions by 2,700% and drove 28,500 profile views within one month following strategy overhaul. Produced clear, insight-led reporting highlighting performance drivers, optimisation opportunities and next-step recommendations.

Global Digital Marketing & Analytics Manager at Wella Professionals

October 1, 2021 - October 1, 2024

Led digital performance and CRO strategy for Wella.com across 10+ EMEA markets, owning optimisation roadmap and analytics strategy. Increased homepage banner CTR from 1% to 3.21% in 3 months through structured A/B testing. Drove a 383% uplift in traffic from product pages to Hair Quiz, strengthening lead capture and engagement. Reversed declining blog engagement with a 47% click uplift, followed by an additional 23% increase. Built and executed full-funnel CRO programmes translating behavioural insights into measurable conversion gains. Owned monthly performance dashboards and executive reporting, enabling data-driven decision-making across markets. Managed agencies across media, creative and development, ensuring delivery, governance and budget control.

Digital Growth Manager at DMG Media

March 1, 2021 - September 1, 2021

Owned growth strategy across two consumer brands, managing acquisition, retention, and lifecycle marketing. Delivered within 4 months: +728% website traffic, +78% app traffic, +494% conversions, and +49% CRM subscriber growth. Managed £60k/month performance budget, reducing CPA by 37% and CPC by 40%. Executed multi-channel campaigns across Google Ads, Meta, programmatic, CRM and email. Built KPI dashboards in GA and Looker Studio to track funnel performance and ROI. Line-managed PPC Manager and Digital Designer while coordinating external agencies.

Digital Marketing Manager at Beano Studios

May 1, 2018 - March 1, 2021

Led performance marketing across Beano.com, ecommerce, publishing and digital subscriptions. Reduced CPC by 80% on Beano.com and 45% on ecommerce campaigns while increasing CTR from 8% to 44%. Increased organic traffic by 550% in 12 months through SEO strategy and technical optimisation. Delivered highest monthly ecommerce revenue of 2020 through seasonal campaign execution. Grew Instagram following by 60% to 11k+ and generated organic social-driven ecommerce revenue. Scaled email list by 30%, generating £50k+ in attributed revenue within 6 months. Managed £30k+ monthly media budgets and reported ROI to senior stakeholders.

Digital Marketing Executive at Optimax Clinics

August 1, 2016 - May 1, 2018

Managed Meta, Google Ads, Bing and affiliate marketing campaigns across multiple brands. Improved CPA through keyword restructuring, audience segmentation and creative testing. Optimised CRO and landing pages using A/B testing, heatmaps and UX improvements. Increased Trustpilot rating from 8.1 to 9.1 through reputation and review management. Built HTML email campaigns supporting retention and patient lifecycle marketing.