MARKETING SYSTEMS & OPERATIONS

I design and operate marketing systems that replace reactive work with structure, clarity, and scale.

Across East London Sport, I unified planning, demand intake, content production, CRM, and reporting into a single operating system — transforming marketing from a collection of campaigns into institutional infrastructure.

My work focuses on designing and governing marketing systems, not optimising isolated campaigns. Across multiple programmes running concurrently, I have treated marketing as infrastructure: controlled, measurable, and resilient.

Screenshot of a digital marketing project management board showing various tasks categorized by status and funnel stage, including in progress, completed, live, review, and to do. The board contains columns with task details such as campaign names, owner, lead time, start and end dates, and notes.
Master table of marketing operating system with columns for all work, status, funnel stage, weekly plan, channel, and priority, containing detailed tasks and project statuses.
A digital marketing master planning board with columns for different campaigns, including CRM, Event, Paid, Screens, and Social, featuring tasks, deadlines, and progress indicators. 
Daily tracker built in Notion - workflow categorised by Task status, assigned tiers and funnel stage.

Demand Intake & Governance

Centralising all requests - via single Gecko form sent on the generic mailbox for marketing.

Briefs sent to stakeholders (internal or external) managed via Asana productivity app and Jira Atlassian platform.

Line managing the interns, assistants and placement students via Asana. It’s makes it easy to assign tasks, comment and feedback, set deadlines, attach content, links and track their progress all in one place.

Briefing and stakeholder management | Asana productivity platform

Screenshot of a project management software showing a list of tasks and a detailed view of a social media request post for ACE at UEL Twitter.
A screenshot of a task management spreadsheet listing various tasks assigned to Toby Way and Coneyl Taylor, including due dates, sizes, and statuses such as 'New' or 'Existing'.

Marketing request form | Gecko Engage platform

An online marketing request form titled 'East London Sport — Marketing & Communications Request Form'. The form includes fields for personal details, project information, campaign details, purpose, call to action, target audience, deliverables, event date, notes, and marketing materials. There is also a section for deadline and a submit button at the bottom.

Briefing and stakeholder management |Jira Atlassian platform

Screenshot of a request management dashboard with a list of service requests, status updates, and icons indicating request types and progress.

Campaign Operations

Evidence across programmes

  • East London Sport (umbrella system)

  • Active Campus

  • SportsDock / Project 1300

  • Sport In Your Futures

Active Campus (Wellbeing campaign)

Campaign operated as a long‑running participation system rather than an event series.

  • Behaviour‑led system linking social → QR → CRM → attendance

  • Structured comms cadence across digital and physical channels

  • Participation tracked weekly, not reported retrospectively

Key results

  • 77,289 impressions

  • 73,595 reach

  • 1.74% engagement rate

  • Thousands of verified QR‑based registrations

  • Sustained weekly attendance across semesters

A detailed digital schedule or plan for various communications and activities from September to January, with sections for online, offline, and paid media, including events, social media, newsletters, and press releases, color-coded for different types of activities and milestones. 
Active Campus - Comms plan | Spreadsheet tracker
A detailed project timeline with four color-coded segments: green for a general project, orange for skate park development, blue for a pool project, and white for active campus planning, each showing various tasks and phases across June to November. 
Active Campus - Campaign timelines | Spreadsheet tracker
A project management timeline with tasks and statuses listed across dates, including ongoing, completed, and scheduled activities. 
Active Campus - day-to-day tasks | Spreadsheet tracker

Sport In Your Futures (Community and youth programme)

A long‑running, operationally complex programme managed through systems rather than effort.

I designed a full lifecycle:

  • recruitment → confirmation → delivery → follow‑up → repeat participation

This allowed the programme to scale year‑on‑year without redesigning workflows.

Key results

  • 1,730+ primary school children engaged

  • 26 schools

  • 200+ student workforce contributors

  • 100% teacher recommendation rate

A project management timeline or tracking spreadsheet with various tasks, statuses, and progress notes across months, from June 2024 to July 2025. 
Sport In Your Futures comms plan | Spreadsheet tracker

SportsDock (Multi-purpose sports complex)

Rebuilt a growth operation following four months of stagnation.

Instead of adding spend or introducing discounts, I redesigned the operational model:

  • single‑offer framework

  • clear lifecycle journeys

  • consistent messaging across channels

  • monthly governance of churn and Direct Debit

Key results

  • £31,371 highest recorded monthly Direct Debit

  • +40 net members in one month (to 1,186)

  • 50% reduction in cancellations

  • Clear inflection from flat growth to sustained momentum

Screenshot of a social media communications plan with columns for date, owner, status, and description, including activities like event planning, social media posts, CRM, email, and website updates, with status labels such as "In Progress," "Ongoing," and "Completed." 
SportsDock  comms plan | Notion (collaborative AI workspace)
A detailed project plan timeline for SportsDock's social media communications, showing tasks scheduled from February to April 2026, with progress statuses and associated labels. 
SportsDock  timeline tracker | Notion (collaborative AI workspace)

Budget Envelope & Actual Spend

A spreadsheet titled 'PO Tracker' with columns for project code, PO number, supplier, category, purpose, amount, date raised, invoice submitted, approval, and notes. It contains data about various projects, including printing assets, staffing, and paid media management.
Two Excel spreadsheets showing project costs. The first summarizes expenses by category with a total of 54213.92, and the second shows a breakdown of project spending with categories, amounts, and percentages totaling 54,213.92.
A spreadsheet showing campaign budgets and rationales for sports marketing, including revenue growth, recruitment, and community engagement, with details on supplier, financial year start, itemized costs, and account reasons.

Between 2024–2026, I reduced actual marketing spend from £54.2k to £38.1k (–29.7%) while increasing delivery and outcomes. Efficiency gains of £16k were strategically reinvested into a graduate marketing assistant role, improving operational capacity, consistency, and sustainability without increasing the £100k budget envelope.

Screenshot of an online timesheet management system showing a list of three completed timesheets for week 38, with details such as resource, assignment, customer, contractor, supplier, and billed amounts. 
Employee and timesheet management and approval workflows | Randstad salesforces tool

  • Total annual marketing budget governed: £100,000

  • Actual spend to date: £38,122.60

  • Budget efficiency: Delivered outcomes across all major programmes using 38.1% of the total budget

  • Remaining headroom: £61,877.40, preserved intentionally for:

    • peak recruitment periods

    • campaign surges

    • contingency

    • creative experimentation

This was controlled underspend, not under‑delivery.

Paid Advertising

Actual spend: £8,490.29
 (~8.5% of £100k budget)

How the spend was deployed

  • No continuous “always‑on” paid spend

  • Budget held centrally and deployed only at:

    • SportsDock membership pushes (Project 1300)

    • priority campaign moments

    • time‑bound conversion windows

Comparison insight

This paid spend was lower than the notional £18k–£20k annual paid allocation, because:

  • organic systems were strengthened

  • CRM and intent signals reduced dependency on ads

Outcome

  • Paid media acted as an accelerator, not a crutch

  • Contributed to:

    • record £31,371 monthly direct debit (May)

    • +40 net live members in a single month

    • 50% reduction in cancellations

Workforce & Content Production

Actual spend: £22,759.96
 (~22.8% of £100k budget | ~59.7% of total spend so far)

Includes:

  • Randstad workforce: £18,654.96

  • Videographers / photographers: £4,105.00

What this funded in practice

  • Marketing assistants

  • Student content creators

  • Selective external creatives for flagship moments only

Key optimisation decision

  • Reduced spend on multiple low‑output paid interns

  • Reallocated workforce budget toward fewer, higher‑impact content creators

  • Output shifted from:

    • one‑off campaign content
      → to reusable assets feeding social, CRM, paid ads, screens, and print

Result per £ spent

  • Higher asset reuse rate

  • Lower cost per usable piece of content

  • Faster turnaround across Active Campus, SportsDock, and SIYF

Print & Physical Marketing

Actual spend: £4,421.85
 (~4.4% of £100k budget)
What the spend covered
  • Posters, banners, signage
  • SportsDock wayfinding and refurbishment comms
  • Multi‑campaign physical assets
Spend discipline
  • Print treated as infrastructure, not default output
  • Focused on:
    • high‑footfall areas
    • long‑life assets
    • reuse across campaigns
Result
  • Reduced duplication
  • Longer asset lifespan
  • Strong on‑site reinforcement without repeat spend

Equipment & Content Infrastructure

Actual spend: £2,018.70
 (~2.0% of £100k budget)
Strategic decision
  • Replace outdated, unreliable equipment
  • One‑off capital investment instead of recurring outsourcing
Why it mattered
Old equipment created hidden costs:
  • failed content
  • reshoots
  • wasted staff time
  • external supplier reliance
Return on investment
  • Enabled consistent in‑house content production
  • Reduced future videography costs
  • Supported multi‑campaign output from a small spend

Publicity & Miscellaneous

Actual combined spend:£431.80 (~0.4% of £100k budget)

  • Publicity & advertising: £252.07
  • Miscellaneous operational costs: £179.73
This category was intentionally kept minimal and tightly controlled.