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Work Background
Shay & Blue LtdManaging Director | D2C
Dec. 2019London, England, United KingdomResponsibility for all of Shay & Blue's operations, including revenue generation and cost control. Accomplishments include:
- Ecommerce Re-platform
- ERP Implementation
- Internationalisation - Unfunded Supercharged Expansion
- Manufacturing Tenders
Larsson & JenningsMarketing & Ecommerce Director | D2C
Nov. 2018 - Dec. 2019London, United Kingdom4.0m Turnover
20% YOY E-comm growth
Rebooted performance marketing strategy
Consolidated systems architecture
Internationalisation
Nestlé ProfessionalPerformance Marketing Lead | B2B
Nov. 2015 - Nov. 2018Gatwick- Lead the B2B Brand & Communications team for Nestlé Professional UK. - Positioning Nestlé Professional as the most top of mind Food and Beverage Solutions Provider in the market. - Development and implementation of full funnel lead generation across all channels to deliver market and industry leading customer experiences and B2B sales generation. - Supporting the implementation of a world class marketing automation system as the lighthouse market for Nestlé global. - Reorientation of our PR and Corporate Communications strategy around a digitally focused and fully measurable mindset. - Providing meaningful and powerful partnerships, sponsorships and trade associations to leverage our brand positioning. - Ownership of creative excellence in all areas. - Led the Performance Marketing function to measure, monitor and mentor all areas of the business to transform traditional marketing tactics into high performing digital marketing strategies.
Triangulate LtdFounder
Apr. 2015London, England, United KingdomProviding hands-on strategic and operational support for small to medium sized businesses. Helping you grow through the implementation of digital brand & e-commerce strategies. Covering all aspects of digital and e-commerce performance including; Brand & Communications, Structure and Systems, Data & Insight, Reporting and Measurement. Key experiences include:
- Brand development and delivery
- Digital media strategy
- Product development & go-to-market
- Internationalisation
- Ecommerce setup & migration
- Systems consolidation
- Talent strategy
- Data consolidation & reporting Key Clients:
- Rebrand Development & Delivery | Trainline.com
- Media Strategy & Optimisation | Trainline.com
- Internationalisation | LarssonJennings.com
- Custom Systems Development | LarssonJennings
- Proposition Development & Go-To-Market | Batfast Retail
- Systems Architecture Strategy | Pinter.com
TrainlineMarketing Consultant | D2C
Apr. 2015 - Nov. 2015London, United KingdomWe want to be your first choice mobile app.
- Responsible for delivering the re positioning strategy across all areas of the business to drive brand metric improvements over 9 months. With live information, journey planning and smart mobile tickets,
you can feel in control, even when plans change.
- Work with the product teams to deliver the brand positioning through the product road map and innovation pipeline We are the go-to solution for saving money on train tickets.
Saving you money by helping you plan your journey in advance
rather than buying your tickets at the station.
- Responsible for the review and delivery of a media strategy and plan that improves CPA across TV We combine data and the latest technology
to make train travel easier, cheaper and smarter.
- Be the brand guardian across performance media and CRM to ensure that the customer experience is true to the brand positioning through media and content We are there for the whole journey.
On web, mobile, and in your pocket.
Before, during and after.
- Lead the rebrand and repositioning culturally across the whole business and be a key contact of project management and delivery to the Exec Team Trainline.
Moss Bros Group plcBrand & Promotions Manager
Jul. 2013 - Mar. 2015London, United KingdomKey Responsibilities:
1. Responsible for the development of the brand proposition & the overall strategic direction of the Moss Bros Brand across multiple customer touch points including digital in conjunction with e-Commerce
2. Responsible for the delivery of effective marketing communications activity across all parts of the promotional mix for the Moss Bros brand including recommendations for promotion and communications improvements to deliver best value
3. To develop, execute and evaluate the Sales Plan to support sales targets through effective leadership and project management skills to ensure all component parts are successfully executed on time and within budget
4. To maintain clear and defined guidelines for the Moss Bros Brand
5. To assist the Marketing Director in key Marketing Development activities such as step changes in brand look and offering
6. Develop, execute and evaluate the Marketing Sales Plan to support agreed sales targets
Greene KingSenior Marketing Manager
Nov. 2012 - Jul. 2013Bury St EdmundsResponsible for managing a divisional retail and hotel marketing strategy for Greene King:
- Developed the strategy for brand repositioning, defining both target consumer and product segmentation alongside a business deployment strategy.
- Created the annual marketing and F&B strategy including margin yield, pricing and promotional mix.
- Development and deployment of a brand new hotel and restaurant web site, CRM & social media strategy including database segmentation and targeted consumer comms.
- Introduced an annual retail communication plan including integrated marketing campaigns across all channels and executed through all business segments.
Formerly Tragus GroupGroup Brand Manager
Jun. 2011 - Nov. 2012Euston• In conjunction with the marketing director develop, review and manage all Strategic Partnerships and tactical third party relationships ensuring financial analysis and business benefit optimised for Tragus.
• To develop clear processes for alignment to brand strategy, ensuring both elements of the balance sheet – brand and sales are managed • To create and manage a marketing and financial analysis management tool including the creation of a PAR Databank, post initiative benefit modeling and promotional analysis tools
• To support the marketing director in the delivery of key strategic business projects • To manage the relationship between marketing and Finance to ensure projects, promotions and channels are delivering required sales uplifts to hit all internal hurdle rates
• Coach and develop the Local marketing manager in line with their annual objectives and career development
Formerly Tragus GroupBrand and Communications Manager
Mar. 2010 - Jun. 2011• Create (including artwork) and implement annual national and local marketing activity plans in line with budget and meeting objectives of sales and profit growth targeting particular restaurants as necessary including new openings
• To communicate with and actively manage effective agency relationships of brand, design, PR, database marketing, distribution and print in order to achieve business goals within budget and brand constraints • To manage the development and content of the brand website
• To create brand position in market versus competitors
• To create all print/e marketing materials for the brand
• To work with the Ops team to ensure the ‘desired brand experience’ is executed
• To manage and understand BIS such as covers/sph, impact of promotional offers
Formerly Tragus GroupBrand and Product Development
Oct. 2007 - Mar. 2010• Create (including artwork) and implement annual national and local marketing activity plans in line with budget and meeting objectives of sales and profit growth targeting particular restaurants as necessary including new openings managing all key relationships
• Manage and implement the full menu process from concept and product development through design and execution with the development chef
• Attend food tasting and panels to ensure consistent quality and direction in the product offering
• Fully responsible for managing margin and pricing in line with company targets
• Support and coach the assistant brand manager in their career with constant goal setting and
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