Luke McCormick

CV of Luke McCormick E:-L: https://www.linkedin.com/in/mccormickluke/ Profile • • • Leadership focused performance and digital marketing expert for high-growth sector Extensive travel, luxury and property experience Specialist in performance marketing, leadership, high-growth start-ups Icon Luxury Residences, Founder, UK/Australia (Jul 2018-Present) Icon is an international luxury property consultancy offering sales and marketing services to clients and developers. Key Responsibilities: • Manage lead generation campaigns on behalf of developers • Manage prospective buyers and sales process Sabbatical, travelling and marketing consulting, Australasia/Europe (Jul 2017-Jul 2018) Edge Retreats, Founder & CEO, London (2015-Jul 2017) Edge Retreats is the global curated marketplace for luxury villa rentals, with exceptional service and expert concierge. Key Responsibilities: • Developed proposition and responsible for all aspects of the business • Built supply and demand side channels • Hired team and managed internal and external stakeholders Key Achievements: • Raised £1.6m seed round from multiple VC and private investors • Developed and delivered company roadmap and revenue of +£2m • Contracted 5,000 global villas Secret Escapes, Digital Acquisition Manager, London (2014) Key Responsibilities: • Manage all UK market Adwords, paid social, affiliate and metasearch activity • Responsible for execution and attribution of +£5m budget • Managed and developed team of acquisition execs across European markets Key Achievements: • Improved account efficiency by ~30% in 6 months • Launched Tripadvisor metasearch integration • Introduced CPA sales campaigns to CPM acquisition model Explore Montenegro, Marketing Manager, London (2013) Explore Montenegro is a self-catering villa and apartment specialist start-up with operations in Montenegro, Croatia, Serbia and Albania and revenue of £2.3m per annum. Key Responsibilities: • Managed all consumer and trade marketing activity and external agencies • Delivered £50k marketing budget. Key achievements: • Successfully rebranded company and launched new website project on time and to budget • Brought new cruise and tours program to market; performed pricing and margin controls • Successfully organised and led group press trips to Croatia and Montenegro; negotiated marketing support from partners on the ground and secured national coverage WEXAS Travel, Channel Editor, London (2010 - 2013) WEXAS Travel is a leading travel company of 120 employees, comprising leisure, corporate and cruise divisions, with £50m revenue. Key Responsibilities: • • • • Produced all on- and off-site optimised content to increase traffic and conversions Managed all online editorial, product and social media content, including production of travel news, travel features, travel blogs, hotel and product pages and member emails Manage PPC function, with responsibility for £50k annual PPC budget Prepare weekly sales, analytics and industry/competitor trends reports to influence product to market and lead weekly product planning meeting with marketing/commercial Key Achievements: • • • • Increased search traffic by 27% in year 1, 44% by year 3 to account for 50% of visits Planned and implemented website rebrand and 90,000-word destination section Developed and implemented online content strategy, editorial calendar, format guidelines and brand tone of voice for communications consistency Engaged at director and board level to align marketing and product departments AOL Travel/Orange Travel, Freelance travel and lifestyle writer 2008 – 2010 Candour Marketing/Loewybe, Event and Scheduling Manager 2006 – 2008 MTV UK, Online Sponsorship Co-ordinator 2006 – 2006 Beam PR Agency, Account Executive 2005 – 2006 Hicklin Slade & Partners, Account Executive 2005 – 2005 Sportal, National Motorsport Reporter and Sports Writer 2004 – 2004 McCann-Erickson Advertising, Account Co-ordinator 2004 – 2004 Technical Skills: Design thinking and Lean start-up methodologies Fundraising and investor relations Financial modelling and management accounts OKR and product roadmap development Hiring and team management A/B and multivariate testing Google Adwords, Bing, Facebook Power Editor, Marin Software Mixpanel and Jira Languages • Conversational French Education, Qualifications and Training • Bachelor of Mass Communication (Advertising/International Journalism), QUT, Aus, 2004