At the technology company Trainline, I led on the content of all marketing activity for its work travel booking platform, Trainline Business.

Here are summaries of what I achieved in various marketing disciplines.

Copywriting: I adapted Trainline’s breezy tone of voice for a B2B audience and created a comprehensive messaging framework, containing dozens of product selling points, to bring the Trainline Business brand and its UVP to life.

Product marketing: I produced attractive, step-by-step guides on key features and functions: buying tickets, amending bookings and personalising your account.

SEO: Built out a new microsite using the content management system Umbraco. I optimised it for search engines, resulting in 20,000 homepage visits in September, a click through rate (CTR) rise from 25% to 39% and page ranking for 10 branded keywords.

Performance marketing

Display and paid social (DAPS): Wrote the script for the graphics video below on the main benefits of Trainline Business. I sourced voiceover artists for English, French and Italian versions and liaised with them on the desired tone and timings. And I wrote the copy for Meta and LinkedIn ad posts of a concise version of the video.

CRM: Crafted marketing emails for various customer journeys, including onboarding, ‘churned’, reactivation and advocacy series, and I wrote the copy for the emails. I a/b tested different elements including name personalisation and hyperlinks in search of performance improvements. The emails consistently achieved open rates above the travel industry average of 20.2%, driving ticket sales and other high value actions.

Editorial

Blog: I wrote articles for the Trainline Business Blog to engage and enlighten customers and prospective customers. These largely centred on the themes of sustainability, travel tips and company insights.

Thought leadership: Collaborating with a fellow travel tech company, I wrote a 2,300-word essay about Gen Alpha impacting the future of business travel.