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International marketing professional

International marketing professional

Work Experience

KEY SENIOR ROLES

Head of Strategy & Business Innovation, UK & Ireland
Experian
Global leader in Information services, analytical tools, and e-Marketing services to organisations and consumers; to help them manage commercial and financial decisions. Revenue: $4 billion (2010). Top 60 company (UK).

Senior Manager, Global Brand Communications
British Airways
British Airways is the National carrier and a Top 10 global player in the airline industry. Revenue: $12.8 billion (2010). Top 50 company (UK).

Global Director, Innovation Business WPP
WPP is the world leader in Marketing Communications Services. The group includes Advertising; Digital; Branding & Identify; PR; Marketing Consultancy and Consumer Insight agencies. Group Revenue: $14 billion (2010). Top 50 company (UK).

European Innovation Manager Unilever
One of the top 3 global consumer goods company; owning many of the world’s leading consumer products brands in 14 categories across foods, beverages, cleaning agents and personal care. Revenue: $53.7 billion (2009). Top 20 company (UK).


MAJOR CAREER ACHIEVEMENTS

•Gained approval from the Experian Group Board for a comprehensive 5 year growth and innovation strategy for the UK & Ireland business; to achieve additional revenue of €300m; which represented 50% of the growth projection. This will take Experian beyond its core business in credit risk and expand into a broader offer of services in other sectors.

•By working in close partnership with the Asia Regional Marketing Team created the first British Airways advertising campaign unique to India. Through applying strong cultural insights, ‘The world is waiting’ achieved a strong increase in core brand equity and British Airways maintained its dominant position in the Asia market at a time when it was opening up to increased competition from other international carriers.

•Created and introduced across the global Marketing function in British Airways ‘Invent, Adapt, Adopt’, an innovative model for brand communications development. This increased usage of core global creative assets and reduced re-invention at regional & local country level; thereby Increased brand consistency globally. It delivered resource efficiencies and advertising savings of €620k within the first 12 months.

- Created, launched and led a highly successful global innovation business for Research International, a key agency within WPP (the leading global Marketing Service group). Successfully transitioned a traditional quantitative research agency to become a comprehensive innovation player; encompassing early stage future planning and ideation as well as Marketing. Grew the Innovation business to €162m revenue, 38% of the agency’s global revenue (2004), and raised gross margin to 68%.

•Re-positioned Pringle of Scotland from a traditional, tired knitwear brand in rapid decline; to become a high aspiration, global lifestyle designer label. The new positioning acted as the catalyst for a fresh design direction and dramatic change in the retail environment and customer experience. The re-energised brand has since delivered strong, sustained business growth.

•Developed a Five Year Strategy for fabric washing tablets to maintain market leadership for Unilever across Europe in the Fabrics Cleaning category. By launching the double layer tablets within 12 months of the initial tablets launch, it maintained the momentum and was the first time for a major innovation with in this fiercely competitive category that Unilever retained and grew leadership against Proctor & Gamble.

CAREER OVERVIEW

EffectiveBrands September 2009 – current (contract)
Director Amsterdam / now Switzerland
Help leading multinational organisations to increase the impact of global marketing and accelerate business growth. Build the ‘How’ (marketing structure, process, capability) and ‘What’ (brand strategy, positioning, innovation) for global brands.

•Part of a team that facilitated a Marketing Capability program for Sony Ericsson, initially across Europe. Trained local commercial teams on a new structured approach to business and marketing planning. 2010 Commercial Plans (Sales and Marketing) were developed by each market to support key product launches.
•Created a consumer centric approach to NPD for TomTom, a major culture change within their business and fundamentally different way of working. Trained the Group Marketing function (50 individuals). Worked with them to apply it in defining and creating a Two-Year NPD programme (products, services and applications).
•Developed a brand positioning for a start-up Skin Care business in New York, which will be launched during 2011 and initially retailed only online; a major challenge and ‘step change’ within a highly competitive sector which is predominantly bought in-store. This has been followed by creation of an innovative, digital launch plan.
•Led an €180k project with Philips Lighting to develop a ‘step change’ global Marketing Master Class for ‘high potential’ individuals across the business. The 6-day programme will run annually in Europe, Asia and USA.
•Worked for the President of Givenchy Parfums (part of LVMH) to develop an optimised approach to 3-Year business planning globally. Reached an aligned and agreed plan with key stakeholders across the organisation.


Independent Consultant 2008 – 2009

•As part of a team assessed the potential of a targeted acquisition within the Lingerie sector (valued at €12m). Explored future growth opportunities; creating an online brand and business stream; developed different market scenarios; projected commercial potential and gained investment funding (€6m) from a major commercial bank. Reached agreement on the deal and ‘Heads of Term’.
•Optimised the brand proposition for a start-up business in medical publishing for kids. Introduced the consumer perspective through interactive research with both parents and children. Through developing tailored potential Investor presentations, both Marketing and CSR angles, helped the co-founders gain Round 2 funding prior to the launch in mid 2009.
• Through development of a distinctive positioning for MWB Business Exchange, the No.2 player in the Serviced & Flexible Office market, increased brand awareness. By applying insights from the Hospitality market created 3-tier brand architecture, with separate product and service offers, and in-centre experience. Began to achieve clear brand differentiation in a crowded, commodity driven market which is ‘owned’ by Regus.


Experian 2007 – 2008 (12 months)
Head of Strategy and Innovation, UK & Ireland
Identify and take to full business case substantial new commercial opportunities (joint ventures; acquisition; business creation) which combined will yield €300m additional revenue by fiscal 2012/13.

•Led an early stage NPD programme with the Automotive Business leadership team. Stretched the division beyond a B2B model to exploit the substantial consumer market opportunity.
•In partnership with Microsoft identified a major online commercial opportunity, Identity Management, with both customer and consumer application. Preliminary research projected commercial potential in excess of €75m.
•Established carbon footprint tracking, both at a business and consumer level; as a compelling, emergent growth platform for Experian in the next 3-5 years. Gained commitment to dedicated R&D resource and investment.
•Created and introduced an objective, quantitatively validated approach to assess NPD projects; focused and prioritised investment (financial and resource) on those only those forecast to deliver minimum £15m additional revenue without cannibalising existing business. Achieved 60% reduction in early stage NPD projects, retaining
•Developed an interactive ‘creative thinking & business insight’ training initiative. Delivered a 2 day workshop for 25 Marketing Directors from across Experian. Seeded new skills in identifying and creating innovative business opportunities.
•Worked closely with key client directors to seed and build more effective innovation partners with their key strategic clients. With Bank of America, HSBC and American Express started to move the relationship from one of ‘being sold to’ and towards one of joint collaboration.

British Airways 2005 – 2006 (18 months)

Senior Manager, Global Brand Communications
Develop a new global brand positioning for British Airways. Drive its implementation through all aspects of communication (e.g. ATL, sponsorship, events, digital), to ensure brand consistency across all regions. Build strong working relationships with regional marketing directors & local teams. Manage £20m global marketing budget, 6 direct reports and 55 ‘brand ambassadors’.

•Created a global market segmentation model against key competitors and identified a unique positioning space. Developed with the advertising agency a creative platform to communicate the new brand positioning. ‘Upgrade to British Airways’ which was applied in ATL advertising (radio, posters) from 2007 onwards.
•Led an initiative to bring the positioning to life (product, service and experience) at every ‘touch point’ for a customer flying with British Airways: initial online research pre-ticket purchase; to post travel Customer Service.
•Introduced an innovative model for brand communications development, Invent, Adapt, Adopt’. Increased use of core creative assets and global brand consistency by reducing re-invention at regional & local country level.


WPP 2000 – 2004

Research International Global Director, Innovation Business
Create, launch and lead a global innovation business, encompassing opportunity identification through to market launch).Deepen and diversify the relationship with clients. Recruit and lead a global team. General Manager.

•Recruited, managed and developed a global team of 20 individuals in a complex matrix structure. Based in their local markets, mentored and coached individuals in new marketing skills and ways of working.
•Worked with various FMCG multinational clients on large scale innovation programmes e.g. Allied Domecq, Reckitt Benckiser; to become more effective in identifying and creating new business opportunities.
•Developed a customer segmentation and innovative CRM model for AIG Europe; launched Europe.


EARLY CORPORATE CAREER


WPP - Added Value 2000-2001
(launched a new agency in Greece) Associate Director
Brand Futures Strategy Consultancy 1999-2000
(start up backed by Grey Global Group) Senior Consultant
Unilever 1996-1999
European Innovation Manager

Britvic Soft Drinks 1993-1996
(alliance with PepsiCo) Senior Brand Manager

Bestfoods 1991-1993
(now part of Unilever) Product Manager (Professional Foodservice)

Allied Breweries (part of Allied Domecq) 1988-1991
Graduate Management Training Scheme


Education

1988 Psychology BSc Hons. 2.1 University of Manchester
1990 Marketing Post Graduate Diploma Chartered Institute of Marketing
1992 Direct Marketing Post Graduate Diploma Institute of Direct Marketing
2004 Senior Leadership Programme London Business School
2008 Pre Masters, Psychotherapy Regents College, London (Affiliated to University of Cardiff)


Skills

Global Marketing
Business Strategy
Commercial Innovation
Business change (structure, process, culture)

Languages

English - Mother Tongue
French - Good conversational
Italian - Currently learning

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