MARKETING, DIGITAL & COMMUNICATIONS CONSULTANT
Most of the work I undertake is strategic marketing with a focus on brand and go-to-market plans. This may include everything from brand strategy, key messaging, data analysis, user experience, customer journey planning, creative briefing and development, execution of campaigns and reporting and ROI analysis. Consultancy clients have included Yorkshire Air Ambulance, BEN Automotive Charity, Captain Jacks - Cape Town, propertyinvestorportal.com, Imperial Homes.
2005 - 2017
MANAGING DIRECTOR, NEW BUSINESS DIRECTOR - REDROUTE AGENCY LONDON
A creative agency with multi-sector experience in luxury, retail /e-commerce, technology, consumer goods, travel/hospitality and our own product: ‘OPD’ Old Product Development – taking historic brands and bringing them back to life. Whether creating brands, re-positioning brands or re-inventing brands – we used multi-channel marketing to engage and interact with customers, across B2B and B2C brands.
I was responsible for all day-to-day management: business strategy, financials, forecasting, staff recruitment, training – which included IPA Continuous Professional Development.
I also drove the new business strategy and developed the agency positioning and credentials.
1998 - 2005
CLIENT SERVICES DIRECTOR, NEW BUSINESS DIRECTOR - PUBLICIS DIALOG
I was Client Services Director for Publicis Dialog, the integrated marketing division of Publicis. Responsible for developing the agency’s clients into new areas of marketing. i.e. Direct marketing and Digital.
I was also responsible for integrated communications on the £25M ASDA retail account (reporting directly to the CEO) and we successfully launched one of the first home shopping delivery services – asda.com
I also worked as New Business Director for Publicis Dialog, working with Publicis London on international pitches that came into the group – we successfully won, Ericsson Worldwide – 3G/Mobile (£20M), UPC Chello Broadband ($30M), . ASDA re-pitch (£25M) and Renault integrated Marketing (£15M)
I also worked on the Publicis global team responsible for briefing all Publicis agency’s (especially all Asian network companies) how to effectively use integrated marketing – Liaising with all country Managing Directors to ensure consistency of external messaging and delivery via agency process and working practice.
My early career was spent working with some of the UK's top international agency networks, including McCann's, JWT (Manchester & London) and BDH/TBWA Manchester, where I progressed from Account Exec to Board Account Director.
I’ve worked in the creative industry all my professional career and I've seen many changes in technology, media channels and consumer behaviour. One thing that still rings true though, is a strong, focused brand coupled with a great creative idea is still the core foundation of marketing any product or service, whatever the outcome/s you're working towards.
Defining the business purpose, the brand truth, the unique insight, customer mindset, creative idea and the route to market is the corner stone of any good strategy....so if you get that right, you're well on the way.
Just like search engine marketing, general marketing is about optimising what you do. Understanding all the opportunities you have to reach your target audience. To seek and build the connections you want to make and ultimately persuade them to take the action you want... and then do it again.
In today's hyper connected world, with so much for any Marketeer to consider, it's worth remembering that basic marketing principles still apply to any brand whether consumer or business to business and that now more than ever the customer really is King and you have to fight harder and smarter for your share of voice (and wallet).
From a pure consultancy perspective, I'm happy to take a look at the bigger picture, but equally, I'm happy to role my sleeves up and get the job done.