Claire Knapp

As Digital Strategist I undertake strategic and tactical planning to help develop brand strategies and translate these into the digital environment; creating bespoke and tailored campaigns that match the needs and profiles of the audience and strategic objectives of the brand. In the conception of a digital experience I ensure all aspects of a digital strategy are considered, from content strategy through to engagement planning to enable a cohesive and engaging communication. Through the integration of the insight as well as the campaign, I aim to create an evolving structure, with every element organically aligning to any strategic developments of the brand.

In my role, I create and execute over-arching strategies, through the implementation of strategic and behavioural models I have developed. By focusing on exciting leverage points within patient pathways I have designed creative and strategic-led campaigns, whilst always ensuring strategy is at the heart of everything delivered.

As Digital Insight Manager I was critical in the application of research and analysis into the shaping of a campaign.

Through the understanding of a brand vision and strategic objectives I was able to help identify challenges and opportunities for a brand. Ultimately working to ensure success is measurable and every element of a campaign brings value to the brand, the market and the audiences involved.

Digital strategy is a key interest for me; integrating online and offline channels to create a holistic and evolving experience. By understanding the digital environment and the brand story, I have worked to highlight opportunities and create effective and creative campaigns that capitalise on these.

I believe that a campaign should never stand still, but should be dynamic to evolve with the changes of the environment within which it sits. As part of the Insight and Planning team, I developed the Progression Cycle, encouraging insight through investigation, execution through planning and evolution through evaluation.

As part of my role at LYNX, I have developed and executed my own Digital Landscaping and Social Media Monitoring methodologies, helping to shape the Investigation stage of the Progression Cycle and ultimately to turn numbers into insight and insight into actions.

Within this position, I designed and implemented a number of Search Engine Marketing campaigns, focused on capturing relevant and valuable traffic. Analysing the behaviour of visitors once they had clicked on an ad, to optimise campaigns toward specific website objectives and ultimately maximising budget and ROI.