Phil Clark

Consultant trainer and copywriter for publishing, membership businesses and SMEs.

• ● Marketing and research consultancy - Advised on new marketing strategy for membership and publishing clients - work has led to new product launches, successful digital programmes and cost savings. Carried out research project for digital transformation programmer for U3A (membership body for seniors).

• ● Training - Delivered editorial and communications training to publishing and membership organisations -

covering core skills as well as topics such as AI use and implementation - described by clients as 'excellent' and 'very valuable'.

• ● Copywriting/ghostwriting - Delivered wide range of copywriting projects - for new and relaunched websites, email newsleters and campaigns and externally published content (in the BMJ) for respected leadership coach in the healthcare sector.

• ● Columnist/media commentator - Respected columnist, writer and broadcast on media sector - featured on titles such as InPublishing, Journalism.co.uk and The Media Mentor podcast.

Overall responsibility for content and digital marketing for leading trade union and membership body.

• ● Membership Growth: Contributed to 9% growth in membership (165K to 180K) from 2019-2023 through cross channel digital marketing strategy and acquisition and retention campaigns

• ● Digital marketing - Led transformation in digital marketing – restructured team and implemented audience segmentation approach, use of analytics/performance tracking, implemented new email platform and strategy, welcome journeys and PPC/SEO (which increased new joiners by 134% YOY)

• ● Digital transformation - Content owner for full redevelopment of BMA's website (2019 & 2023) delivering personalised and user focused site aligned to key member journeys (increasing conversion rate by over 50%)

• ● Membership campaigns - managed membership campaigns and messaging during industrial action (2016 and 2022-2023) and COVID 19 pandemic working closely across entire organisation

• ● Product launches: Oversaw and launched multiple member-facing digital products with clearly defined KPIs and performance measures:

◦ o Rota checker and Doctor Diary – two new digital services (web-based and app) for resident doctors and consultants – used by over 35K members since launch

◦ o Digitisation of magazine: Led the digitisation of The Doctor publication, with savings of £300k.

On two occasions for 6 months I jointly led the BMA's overall communications function (60-strong team). Key achievements:

• ● External campaigns - led successful influencing campaign to grant foreign born doctors rights and status post the Brexit referendum result and successful junior doctor contract negotiations

• ● Membership magazine - led a rebrand of BMA membership magazine (from BMA News to the Doctor) - increased product satisfaction by 15% and saved over £200K costs (by changing frequency)