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Work Background
Mercedes-Benz Club of AmericaChief Marketing Officer & Creative Director
Oct. 2023 - Aug. 2024United KingdomCMO & Creative Director | Brand responsible for MBCA [ Mercedes-Benz Club of America ] covering all aspects of marketing and brand awareness, marketing communications, events, digital and motorsport. Refreshed the corporate identity and created brand guidelines + redesigned The Star magazine. Developed a 'fan centric' marketing proposal encompassing lifestyle events and motorsport. European liaison for key motorsport and Concours d'Elegance events and Mercedes-AMG PETRONAS Formula One Team. The Mercedes-Benz Club of America. Founded 1956. A community for those that share the passion for Mercedes-Benz and Mercedes-AMG in North America and Canada. mbca.org @mbca1956
Sekhmet International Motorcycle Racing TeamConsultant
Aug. 2023 - Nov. 2024GlobalMentoring the team founder of Sekhmet International Motorcycle Racing Team. Currently competing in the WorldWCR - The FIM Women's Circuit Racing World Championship, with six rounds in 2024, is a pioneering single-make series exclusively for aspiring female riders, featuring the Yamaha R7.
For sponsorship enquiries please email me : db@sekhmetracing.com This is a bold step towards inclusivity for the motorcycle racing world, the WorldWCR provides elite performance athletes a platform to demonstrate their motorcycle racing skill and talent. This is true, pure racing. The WorldWCR races alongside the MOTUL FIM Superbike World Championship. www.WorldSBK.com
INHERENTChief Marketing Officer
Aug. 2020 - Aug. 2023United StatesA men's fashion and lifestyle brand with purpose. Advancing men's mental wellness through distinct menswear fashion and lifestyle products. On brand. On purpose. #dressedforlife #thisisinherent Total responsibility for all aspects of marketing, brand awareness and brand growth. From strategy to customer experience including store interior, brand extensions, CRM, CSR, advertising, digital, content generation, film/commercial production, internal communications, investor relations, marketing procurement, events including NYFW, brand development, PR… the whole nine yards!
The Distinguished Gentleman's DriveGlobal sponsorship & partnerships
Sep. 2019GlobalFrom the founders of the world's largest motorcycle charity event we bring you The Distinguished Gentlemen’s Drive - Dapper dress code is de rigueur and we shall be cutting a dash to selected locations around the world in support of The Movember Foundation. Every September distinguished gentlefolk worldwide will don their driving gloves, tweak their moustaches, press their tweed and climb aboard their classic and collector cars to raise funds and awareness for men’s health - specifically prostate cancer and men's mental health. Show your interest at https://www.facebook.com/gentlemansdrive/ https://www.gentlemansdrive.com/
The Distinguished Gentleman's RideGlobal sponsorship & partnerships
Apr. 2019GlobalEvery May distinguished gentlefolk ride dapper in the annual The Distinguished Gentlemen’s Ride | The world's largest motorcycle culture lifestyle event founded in 2012. We have raised over $40,000,000 USD as we ride dapper to support Movember in funding prostate cancer research and mens mental health programs. #ridedapper Tens of thousands of distinguished gentlefolk in hundreds of cities worldwide will don their cravats, tweak their moustaches, press their tweed and sit astride their classic and vintage styled motorcycles to raise funds and awareness for Movember - specifically prostate cancer and men's mental health. https://www.gentlemansride.com/ To help us help Movember please reach out to me ... db@gentlemansride.com
MeasuredRiskCMO
May. 2016 - Feb. 2017United StatesResponsible for the design and implementation of the corporate identity, branding, visual communications, online presence, marketing collateral, investor packs, product UX / GUI [graphic design] and development of International marketing plan, profile and rollout.
LifeAndEnginesFounder + Creative Director @lifeandengines
Mar. 2013United KingdomL&E | @lifeandengines | www.lifeandengines.com Automotive, motorcycle & lifestyle. Event, engagement, social and experiential consultancy for brands that want to connect with fans and communities that share the lifestyle and passion of cars & motorcycles. #LifeAndEngines [part of sbmktg]
REAL EquipeMarketing & Business Development
Mar. 2011 - Mar. 2019UKREAL - www.realequipe.com - makers of Real race seat inserts and race chair infills for drivers, teams and manufacturers - including Formula One, F2, F3, LMP1, LMP2, BTCC & GT. Now recognised as the preferred race seat insert supplier in the UK and Europe - providing a complete seat insert fitting service and bespoke seat covers [fire retardant] which are branded with team/driver name, sponsor logo or National flag.
Abarth & C. SpaMarketing & Sponsorship
Oct. 2009 - Mar. 2016UK & ItalyTrofeo Abarth 500 Great Britain - One make motor racing championship for the Abarth 500 linked to the Abarth Trofeo European Series. Lead agency for Abarth UK until 2016 building the brand through social media and events including dealer marketing, track event management [Make It Your Race], MotoGP sponsorship activation etc.
Suzuki MotoGP TeamHead of Sponsorship and Marketing | Suzuki MotoGP & BSB
Oct. 2007 - Nov. 2011GlobalHead of Sponsorship and Marketing for Suzuki MotoGP and BSB - British Superbike Championship teams based at the Crescent Racing Team in the UK. Responsibilities include overseeing all sponsorship and sponsor activation for both teams, team livery & branding working with in-house creative teams, liaison with existing sponsors and partners, all marketing activities and building relationships with future team sponsors and partners. Identifying future sponsors and partners, building the business case and creative direction of presentation materials. Development and implementation of sponsor and partner activation and motorsport marketing plans and campaigns.
Lateral SyncingCo-Founder
Jan. 2004 - May. 2007Founded a 'next generation' digital technology company focussed on bringing emerging technologies to the sports marketing and brand communications sectors. Secured Series A and B venture funding, built the management team, developed and successfully took to market own software technology and worked with clients including the American Le Mans Series, Texaco, NASCAR.COM and MotoGP. Trade sale exit.
sbmktgFounder
Jan. 1991United KingdomSomerville Baddeley Marketing - Driving Business | A marketing and branding consultancy specialising in the Motorsport / Automotive, Men's Lifestyle and Men's Fashion sectors. Providing brand management, brand creation, marketing strategy, marketing communications, sponsorship management, sports marketing, sponsorship activation, fan/community engagement, events, social media + content strategy & generation services. Consultancy services for startups and one-to-one CMO/CEO mentoring available with Denis Baddeley - contact me directly to book a discovery call. Recently worked with a US based men's fashion brand with purpose as a 'remote' CMO including introducing the Steve McQueen family to develop an official bespoke automotive centric capsule and events including the NYFW + Consulting CMO [remote] for the Mercedes-Benz Club of America to oversee creative direction and brand alignment. Experienced in working with motor racing Teams, Championships and Manufacturers e.g. Abarth and Alfa Romeo to activate WorldSBK and MotoGP partner programs delivering marketing / brand awareness, track experiential, fan/community engagement & marketing programs + key event management - e.g. Goodwood Festival of Speed. Providing branding & marketing communications with over 30 years of motor racing, men's fashion/lifestyle and automotive marketing experience. Experience gained in, amongst others, Formula One, GT & Le Mans, Historic Motorsport and MotoGP. sb:mktg | Driving Business
- Developing and implementing high performance marketing and branding projects
- Creating, managing and implementing Branding programs in motorsport/men's lifestyle
- Sponsorship strategy / planning / activation consultancy
- Workshops facilitation for brand communications and motorsport marketing - Motorsports marketing and sponsorship activation and management
- Outsourced motorsport marketing service - DWY or DFY
- Marketing Communications + social media management / content generation
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