Ross McKenzie - Work at Featurespace

Featurespace is a Cambridge-based FinTech fighting financial crime with machine learning and Adaptive Behavioural Analytics.

As the Digital Marketing Executive for Featurespace, my remit focused on a mixture of outbound and inbound product-led campaigns and content creation. I worked closely with a range of stakeholders, including customer success, commercial, SMEs, project teams and a range of external agencies and partners. I managed the global digital marketing activity, including GTM digital comms.

Developing the digital marcomms strategy and tactical plan, including managing the budget
Managing the growth of paid ad channels (PPC) – LinkedIn, Google AdWords and Bing Ads
Managing campaign automation and CRM with Salesforce and Pardot
Managing and optimising our websites to improve the look and user experience (including SEO)
Monthly reporting on all website, paid ad and campaign activity with Google Analytics and Data Studio

Project Case Study: Insight Center

Problem: 2020, as we all know, was a tricky year. With all conferences and other events being cancelled due to the pandemic, we had to pivot our content strategy rapidly. At the beginning of the year, the Featurespace website did not have a dedicated content section, meaning we were missing a significant opportunity to host our growing range of videos, articles and podcasts.

Solution: Our solution was to create an additional WordPress based content hub to host our rapidly growing portfolio of thought-led content. Working with several colleagues, we rapidly built the content hub and integrated our plethora of 3rd party integrations, including our CRM Salesforce and video hosting platforms Vimeo and Wistia. The project had several essential requirements, including:

The ability to track user journey/acquisition points/ content engagement activity across the site, allowing the commercial team to understand prospect content interests
The ability to track content downloads (with Google Tag Manager) and report to the senior marketing stakeholders monthly (with Google Data Studio)
The ability to create a simple webinar registration process for leads/ customers

Webinars and Ads

At the beginning of the 2020 webinars became a key channel for our global audience. Within a few weeks, we started producing over 25 pieces of video content covering a range of topics with customers, partners and other key industry leaders. Below, you'll find several videos that I either project managed (working with external agencies) or recorded and edited.