Sean Tindale - Brand and Marketing specialist, By The Way

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Work Background

PolygieneChief Marketing Officer

Sep. 2021Malmö, Skane County, Sweden · HybridPOLYGIENE – The leading global Ingredient Brand partner for Odor Control. Headquartered in Malmö, Sweden, with offices in China, Germany, UK and North America. Listed on the Swedish Stock Exchange with a turnover of SEK200M. Polygiene partners include some of the world’s biggest brands such as Adidas, The North Face, Tommy Hilfiger, Calvin Klein, O’Neill, Mammut, Black Yak, Diesel and Woolrich Responsibilities: Member of the Global Executive Management team responsible for the global brand and marketing strategy. Lead the Global Marketing Team of 10 FTE’s and manage all external partners such as creative agencies, media relations, PR, activation, copywriting and digital agencies. Responsible for the global, regional and country marketing budgets. Go-to-market lead on all new product development. Results: Implemented a brand reset bringing three companies together under one common brand identity. Implemented a UX, digital first, category approach to drive new sources of traffic, connect data and deliver clear consumer journeys across all digital marketing touchpoints. Set up an agile supply model for creative services to ensure a limited FTE headcount at Headquarters and redistribute budgets into trade marketing support for key accounts. Resulted in a 25% increase in trade marketing activities and brand visibility in top 20% key accounts. Developed and implemented a category driven approach across 10 categories to connect marketing and sales seamlessly and drive lead generation. Launched two ISPO award-winning products across the Sports & Outdoor and Fashion & Lifestyle categories. Achieved the highest team leadership result within the organisation with a score of +90%

Vero ModaVice President Marketing

Apr. 2020 - Aug. 2021Århus, Middle Jutland, Denmark · On-siteVERO MODA – one of the top three brands within the Bestseller Group. Present in 45 countries with approximately 600 stores in Europe, 1500 stores in China and more than 3800 points of sale through wholesale customers, shop-in-shops and some of Europe’s largest online retailers. Turnover of +€500M annually. Responsibilities: Part of the Senior Management Team responsible for the global brand and marketing strategy. Responsible for leading the Global Marketing team of 36 FTE’s with 8 direct reports and managing an annual marketing budget of +€15M. Results: Implemented a brand reset driving alignment across Retail Buying & Operations, E-Commerce, Campaign Development and key Wholesale partners. Implemented a digital first approach to drive traffic, connect data and deliver customer journeys across digital marketing and E-commerce. Implemented shoppable video collection presentations to support sales. Result of +€2M per collection selling in. Setup and steered the Omnichannel and Sustainability committees. Best index on an e-commerce category launch. + 500 index on launch weekend, and a sustained index of +300 for the two week promotional period with virtually zero discounting. Implemented and streamlined a B2B digital toolkit including the launch of the digital showroom project. Launched live shopping and social selling during COVID, achieving an index of +20 without any foot traffic. Launched the first Shopify solution, adding an additional €300k turnover per month across 28 pilot stores. Connected product and marketing seamlessly to drive an aligned focus on key products linked to consumer insights and the ideal candidate profile. Launched the first Renewcell line with the Bestseler Group. Launched the first ever Brand named artist on Spotify.

ECCO ShoesSenior Global Marketing Manager

Aug. 2018 - Apr. 2020Tønder, Denmark · On-siteECCO - the 3rd biggest shoe brand globally with an annual turnover of +€1,3bn. Sold in 99 countries from 2 250 own stores, more than 14 000 sales points and employing approximately 21,000 people globally. Responsibilities: Part of the Senior Management Team in Outdoor and Kids, responsible for the global brand and marketing strategy, product marketing and activation. Responsible for managing an annual marketing budget of +€10M. Responsible for Business Development across key markets such as Japan, Scandinavia and the US. Results: ECCO OUTDOOR: Brand repositioning to drive the modernity of the brand and open new distribution channels and attract a younger audience. Actively drove the average age of SoMe followers from 47 to 32 years old. Fastest growing division within ECCO with YoY double digit growth and overall growth from €187M to €225M within four years. Instrumental in turning ECCO Outdoor into the spearhead of modernity within ECCO through key media relationships, launching of the ambassador program and internal promotion of the collection. Drove product marketing across multiple channels, including new channles to drive acquisition and adoption of new consumer profiles. ECCO KIDS: Repositioned the brand to open new distribution channels and attract a younger millennial audience. Implemented a new WHS toolkit across SCAN, DACH and BENELUX markets, delivering an additional 20% on-shelf space, driving visibility and sales. Launched the ECCO Kids SoMe channels, digital communication plan and social advertising strategy.

ECCO ShoesHead of Global Creative Services

Aug. 2017 - Aug. 2018Tønder, Denmark · On-siteResponsibilities: Responsible for heading up the Global Creative Services team of 17FTE’s, with 4 direct reports. Responsible for managing an annual marketing budget of +€10M. Results: Tasked with creating an internal agency setup within the ECCO Global Marketing Department. Restructured all in-house design, photography, videography, project management, creative services, copywriting, retail, visual merchandising and campaign development teams to drive the brand and support all product divisions within ECCO. Implemented a full Project Management System across the entire Marketing department. Resulted in an increase in team efficiency of +20%. Reallocated spend from external suppliers to the in-house agency resulting in a factor of 2X on content creation for the same budget. Had the highest engagement driver results across Global Marketing with a score of +90%.

ECCO ShoesHead of Conceptual Marketing

Oct. 2015 - Aug. 2017Tønder, Denmark · On-siteResponsibilities: Responsible for heading up the Conceptual Marketing Team, Go-To-Market and Creative partners for all Push collection launches within ECCO. Responsible for managing an annual marketing budget of +€10M. Results: Launched the Soft 7. ECCO’s most sold sneaker to date with more than 5 million pairs in sales and accounting for +5% of annual sales. Launched the revolutionary SHAPE women’s collection, with the best selling-in across a women’s product in the past 15 years. The SHAPE division contributes +10% of the women’s sales volume to date. Launched the EXOSTRIKE. ECCO’s most awarded outdoor/street product over the past decade. Launched the first contributor-generated content campaigns with VICE Media repositioning ECCO as a go-to-sneaker brand for urban outdoor products.

ECCO ShoesLeader Global Brand & Campaign Development

Aug. 2013 - Sep. 2015Tønder, Denmark · On-siteResponsibilities: Responsible for leading the Global Brand & Campaign development team of 16FTE’s and 5 direct reports, Responsible for managing an annual marketing budget of +€10M.across 90 markets and 4 divisions. Results: Tasked with resetting the team culture to be performance and service led. Turned the deadline score on projects from 65% to +90% within 18 months. Had the highest engagement driver results across Global Marketing with a score of +90%. Successfully led the brand campaign alignment into China with the launch of KOL’s. Revised all sell in and total communication processes and material across 90 markets. Initially responsible for all creative and content for the Men’s and Women’s categories. Within 12 months was responsible for 4 out of 5 categories globally. Conceptualised and launched the first community and socially led product campaign on the CS14 sneaker. Successfully launched the ECCO Cool, one of the top 5 best-selling products within ECCO for 5 years.

Cando AdvertisingFounder and CEO

May. 2004 - Aug. 2013Johannesburg and Cape Town · HybridResponsibilities: Built an agency from a two-man start up into one of South Africa’s most respected strategic and creative partners with a staff of 16FTE’s and up to 10 freelance partners at any given time. Offices in Johannesburg and Cape Town. Acquired Eggplants and Additives and launched a digital division in Cape Town. Worked with numerous international brands such as Nestle, Kraft / Mondelez Foods, SABMiller, Distell, Kansai Plascon, Mugg & Bean, KFC, and Barclays Bank.

BATCustomer Relations Manager

Jan. 2001 - Apr. 2004Cape Town Area, South Africa · On-sitePart of the global-first CRM implementation team within BAT and an active team member of the Lucky Strike relaunch.

iKineoVirtual CRA

Apr. 2000 - Jan. 2001Cape Town Area, South AfricaThe first online community manager for the BAT brands globally representing Lucky Strike.

Princess CruisesFood and Beverage Manager

Oct. 1998 - Mar. 2000Los Angeles, California, United StatesThe position was a newly created role in the Princess Cruises job stable in order to facilitate the gap between the Food and Beverage Director and the rest of the food and beverage management team. The position was fairly challenging due to the multi-cultural nature of the cruise industry and the infancy of the position. On a ship with 900 staff and 2500 passengers, there were two FBM’s managing five restaurants serving approximately 5000 covers per day.

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