Available to hire
Hello, I’m Karen Richardson. I’m a resilient and adaptable marketing professional with 15+ years of B2B experience across SaaS, health and social care, education and construction. I’ve led campaigns that transform brand positioning, revitalise CRM strategies and deliver measurable ROI, while building and guiding high-performing teams. I thrive on aligning marketing with business goals to drive growth and have a hands-on, data-driven approach to creating value.
During the pandemic, I navigated redundancies by upskilling, consulting and volunteering on impactful projects. I now bring a refreshed perspective, sharpened digital capabilities and a proven track record of delivering high-value marketing strategies and campaigns that matter.
Experience Level
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Language
English
Fluent
Work Experience
Marketing Consultant at Freelance
April 1, 2025 - PresentPartnering with two early-stage technology startups in the health and social care sector to define market positioning, develop go-to-market strategies and build scalable marketing channels. Focused on driving lead generation and increasing brand visibility through data-driven, content-led campaigns.
Marketing & Communications Manager at Place Group Ltd
March 1, 2025 - September 18, 2025Led and implemented marketing strategies to increase leads and brand awareness across all public sector audiences (including schools, local councils, the NHS and Housing Associations). Oversaw the execution of fully integrated marketing campaigns undertaken by 2 direct reports.
Marketing Consultant (Voluntary Role) at NSPCC
June 1, 2024 - September 18, 2025Collaborated on Go-To-Market strategy for Partners in Business, helping to define positioning, target audience, market segmentation, messaging, channel identification and budget allocation. Strategy set for 2025 implementation.
B2B Marketing Manager (Temporary Role) at Reframe Cancer
May 1, 2023 - September 18, 2025Researched and created a B2B marketing strategy targeting businesses by size, location and industry. Implemented and oversaw B2B marketing communications. Persuaded pricing changes to enable higher-volume adoption through trade unions and associations, enabling scalable sales.
Marketing Manager at Trilateral Research
December 1, 2022 - September 18, 2025Researched and created a commercial marketing strategy to meet ambitious growth targets. Line managed a team of 10 across communications, design and marketing, coaching them to reach career goals. Rebranded and refreshed the website, improving traffic, and implemented CRM-driven processes to shorten lead follow-up time.
Marketing Manager at everyLIFE Technologies Ltd
December 1, 2021 - September 18, 2025Overhauled the marketing department focusing on lead generation, customer retention and brand building to support growth. Built a customer lifecycle marketing strategy with cross-functional collaboration.
Marketing Communications Manager at Siemens Healthineers
October 1, 2019 - September 18, 2025Strategy and budget planning and implementation with senior stakeholders. Executed integrated campaigns comprising events, sales collateral, white papers, PR and social media. Led a premium product launch and conducted Account-Based Marketing for key accounts.
Group Marketing Manager at Petards Group plc
June 1, 2018 - September 18, 2025Planned and implemented marketing strategies across three divisions to increase brand awareness and sales leads. Managed third-party vendors and oversaw website build and launch, driving traffic through SEO and content improvements.
Marketing Manager at Constructionline (Capita plc)
December 1, 2016 - September 18, 2025Oversaw the marketing department, planned and executed campaigns to raise awareness and generate leads across 14 audience groups. Repositioned the company from public to private ownership and introduced a full digital marketing strategy with strong ROI.
Marketing Manager – Head of Marketing at TMA World
March 1, 2014 - September 18, 2025Sole strategy planning, development and execution of marketing activity, including integrated campaigns and international trade shows. Repositioned and rebranded the company, tripling website traffic and generating high-quality leads.
Account Manager at Creative Marketing Direct
September 1, 2010 - September 18, 2025Project-managed campaigns, liaised between clients and creative teams, and managed PR and media scheduling. Increased brand awareness through successful partnership campaigns and landmark in-store campaigns.
Account Executive at CIB Communications
March 1, 2010 - September 18, 2025Managed and co-managed campaigns for over 20 clients, including nationwide product launches and early AR campaigns in the construction sector.
Marketing Consultant at Freelance
April 1, 2025 - PresentPartnering with two early-stage health and social care startups to define market positioning, develop go-to-market strategies and build scalable marketing channels. Focused on driving lead generation and increasing brand visibility through data-driven, content-led campaigns. Responsibilities included developing content across websites, landing pages, blog posts and social media; executing targeted email campaigns; conducting in-depth market research to identify trends and growth opportunities; and monitoring marketing performance to refine campaigns and improve ROI.
Marketing & Communications Manager at Place Group Ltd
March 31, 2025 - September 18, 2025Led and implemented marketing strategies to increase leads and brand awareness across public sector audiences (schools, local councils, NHS and Housing Associations). Oversaw the execution of fully integrated marketing campaigns by 2 direct reports. Achievements included overhauling HubSpot usage (leads, lead scoring, automations, campaigns and dashboards) and incorporating social media posting/reporting into the CRM. SQLs increased 433% YoY 2023–2024. Repositioned the brand with a refresh and a new HubSpot-built website.
Marketing Consultant (Voluntary Role) at NSPCC
June 30, 2024 - September 18, 2025Collaborated to help define Go-To-Market Strategy for their new B2B offering, Partners in Business, including positioning, target audience identification, market segmentation, messaging, channel identification and budget allocation. Strategy planned for implementation in 2025.
B2B Marketing Manager (Temporary Role) at Reframe Cancer
May 31, 2023 - September 18, 2025Researched and created a B2B marketing strategy targeting businesses based on size, location and industry. Implemented and oversaw marketing communications. Achievements included persuading senior management to adjust the pricing model, enabling wider adoption by Trade Unions and Trade Associations, creating the opportunity for high-volume sales; optimised marketing spend through targeted messaging and channels, resulting in an 18% reduction without impacting lead volume or brand awareness.
Marketing Manager at Trilateral Research
December 31, 2022 - September 18, 2025Researched and created a commercial marketing strategy to meet ambitious growth targets. Line-managed a team of 10 across communications, design and marketing, coaching them to reach career goals. Rebranded and repositioned the company; the new website saw a 32% increase in traffic. Created and optimised processes across sales and marketing, including the introduction of a CRM system, reducing lead follow-up time to under 48 hours. Worked closely with Directors, sales, product and technical teams to identify market opportunities and devise marketing plans.
Marketing Manager at everyLIFE Technologies Ltd
December 31, 2021 - September 18, 2025Overhauled the marketing department with a focus on lead generation, customer retention and brand building to support rapid growth. Collaborated with sales, customer success and product to create a customer lifecycle marketing strategy. Achievements included improving email campaign performance (open rates from ~10% to 23% and CTR from ~3% to 11%), overhauling the digital strategy with a new agency and assets, and improving the website’s technical SEO (Lighthouse score from 9 to 72).
Marketing Communications Manager at Siemens Healthineers
October 31, 2019 - September 18, 2025Maternity cover; responsible for strategy and budget planning with senior stakeholders; integrated campaign development and execution across events, sales collateral, white papers, PR and social. Achievements included launching a premium Ultrasound product and enabling the sales team to exceed targets by ~400%; led Siemens Healthineers UK’s first fully integrated digital campaign and secured European HQ approval to proceed; conducted Account Based Marketing to cross-sell to key accounts.
Group Marketing Manager at Petards Group plc
June 30, 2018 - September 18, 2025Planned and implemented full marketing strategies and campaigns across three business divisions to increase brand awareness and sales leads. Managed third-party vendors (print, design, digital). Achievements included repositioning and rebranding the company to align with strategic objectives and launching a new website that increased traffic by 30% due to SEO and content improvements.
Marketing Manager at Constructionline (Capita plc)
December 31, 2016 - September 18, 2025Oversaw the marketing department with a significant budget and team of 3. Planned and executed campaigns to raise awareness, generate leads and increase usage across 14 audience groups. As a management team member, contributed to overall business decisions. Achievements included overhauling the department, repositioning the company from publicly to privately owned and introducing a full digital marketing strategy delivering 240% ROI; managed the company’s most successful events program, boosting footfall and revenue.
Marketing Manager – Head of Marketing at TMA World
March 31, 2014 - September 18, 2025Sole responsibility for strategy planning, development and execution, including agency management. Developed and executed all marketing activity, including fully integrated campaigns, international trade show planning and Account Based Marketing.
Account Manager at Creative Marketing Direct
September 30, 2010 - September 18, 2025Managed campaigns for multiple clients, acting as the liaison between the client and creative teams, developing briefs, managing PR and media scheduling. Achievements included increasing brand awareness for clients and leading a market-share-winning in-store POS campaign.
Account Executive at CIB Communications
March 31, 2010 - September 18, 2025Managed and co-managed marketing strategies for 20+ clients, including CrossRail, Scotts Miracle Gro, AkzoNobel and CEMEX. Achievements included a nationwide Artex product launch that exceeded sales targets by 320% and the first AR campaign in construction for CEMEX.
Education
MSc Research Methods in Experimental Consumer Psychology at University of Wales, Bangor
January 1, 2003 - January 1, 2004Bachelor of Psychology (BSc.) at University of Reading
January 1, 2000 - January 1, 2003MSc Research Methods in Experimental Consumer Psychology at University of Wales, Bangor
January 1, 2003 - December 31, 2004Bachelor of Science in Psychology (BSc.) at University of Reading
January 1, 2000 - December 31, 2003Qualifications
CIM Accredited Social Media Strategy
January 11, 2030 - September 18, 2025Industry Experience
Healthcare, Education, Software & Internet, Real Estate & Construction, Government, Professional Services, Media & Entertainment, Other, Non-Profit Organization
Experience Level
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Expert
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