JOHANNA PAYNE

Hello! I'm a passionate, energetic, resourceful marketer with over 15 years of experience in marketing strategy, management and operations, acquired via Global and EMEA roles in B2B and Consumer, both client- and agency-side. 

Global Marketing Manager | Barcelona                      March 2015-present

HP Inc. - 3D Printing Business

• Shaping the HP 3D Printing global brand, marketing strategy and planning, digital and content – including narrative, value proposition and messaging for priority segments and personas 
• Planning and overseeing marketing assets production for one of HP’s most strategic launches deployed via digital and offline channels in over 10 key markets
• Building, hiring, and coaching the 3D Printing Global and Regional marketing teams. Implementing core infrastructure, processes and best practices to drive marketing innovation
• Leading teams of agency, contractor resources and graduates covering digital and content production, as well as global and local creative and media agencies
• Effectively planning and managing a significant global marketing budget
• Took HP 3D Printing from “category newcomer” to impressive Market Share within 4 years
• Driving growth via Digital channels – Paid and Organic Search and Social Media and an optimized hp.com experience across 8 countries – throughout the outbound and inbound customer journey from Awareness to Conversion. Increased hp.com site content engagement by 241% YoY and clicks to contact forms by 129% YoY
• Using qualitative and quantitative data via Adobe Analytics, Eloqua, CRM systems - Salesforce and Microsoft Dynamics - to test, optimize and improve results
• Developing strategy, content and orchestration for 1:many ABM pilot targeting US and EMEA accounts

EMEA - promoted to Global - Digital Marketing Manager | Barcelona   May 2010-February 2015

HP Inc -  Graphics Solutions Business

• Defining the EMEA and Global B2B hp.com experience – strategy, deployment, optimization
• Social Media strategy and operations to create and rapidly grow HP Graphics Solutions Business channels
• Social Media content creation and coverage live from industry tradeshows and events
• Covering multiple geographies and segments

EMEA Marketing Manager | Barcelona                 December 2008-April 2010

HP Inc. - Designjet Business 

• Defining and deploying B2B Marketing and Demand Generation strategy and plans for HP’s large format printer business – both direct and in collaboration with channel partners
• Working with Marketing and Sales across 8 countries to deploy events, digital, media initiatives
• Creative, translation and paid media agency management. EMEA region budget management
• Working closely with Category and Global Business teams on new product introductions and monitoring EMEA region KPIs

EMEA Marketing Manager | Barcelona                 April 2007-November 2008

HP Inc. - Snapfish by HP - HP’s online photo service

•  Enabling Marketing and Demand Generation synergies between Snapfish by HP and HPs Consumer business
• Driving business results through collaboration with stakeholders in 2 different businesses - Snapfish and Consumer Marketing - across 8 countries to deploy customer acquisition marketing campaigns 

Senior Account Manager | London                           Dec 2005 – March 2007

Publicis - Marketing and Communications agency

•  Maintaining excellent EMEA and local client relationships, developing innovative strategies and proposals to meet client needs, managing client expectations
•  Delivery of on-brief, on-time, on-budget online and email marketing campaigns designed to build the brand, acquire new consumer segments, and retain existing customer base
• Email marketing campaign planning, production and management, serving a database of 6 million customers across 18 EMEA markets

Digital Marketing Consultant | Barcelona            Dec 2003-November 2005

HP Inc. -  EMEA Consumer Print Marketing

• Leading the launch and optimization of a new web site in 17 European markets, 11 languages - strategy, objectives, concept, design, technical business requirements
• Managing and briefing agencies for creative, web development, translation and research
• Coordinating with internal marketing functions and business stakeholders to ensure strategic and tactical alignment on marketing activities and maximum cross-channel marketing impact
• Leading Installed Base Marketing initiatives to drive loyalty and increase share of wallet with Most Valuable Customers

Pipeline Inventory Specialist EMEA | Barcelona   June 2001-November 2003

Agilent Technologies

Co-ordinating a multicultural team of 65 to reduce EMEA pipeline inventory by 64% in one year through process improvements and trainings and improved financial results. Financial analysis and performance reporting for senior management.

Account Executive UK | Barcelona                                  Dec 1999-May 2001

Agilent Technologies

Issuing quotations and managing orders for key UK accounts - Nokia, Ericsson, Motorola, Marconi, Alcatel. Liaising between clients, sales force and manufacturing divisions.

Adapting processes to improve customer relations and drive growth with strategic accounts.

Master’s degree Marketing Management - Special Merit                               

Escuela de Administración de Empresas, EAE, Barcelona                       October-july 2006                                                                                     

Bachelor’s degree Joint Hons French, Italian and Business Studies, Marketing specialization – Grade 2:1                     

University of Wales, Swansea, including 1 year at Université Jean Moulin III, Lyon, France         Sept 1995-June 1999