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Marketing Director

Work Experience

Commercial marketeer with strong track record in manufacturing and retail, and experience of both permanent and interim assignments, who delivers both strategic insight and effective programmes. Critical and creative thinker with a confident, challenging leadership and communication style.

Meyer International
Marketing Director, Jewson Ltd 1999-2000
Appointed to lead the development and communication of Jewson and Graham brands in 530 builders’ merchant branches. Turnover £1.4bn. Member of Executive Board. Marketing budget £10m, team of 12.
· Appointed to Saint-Gobain European marketing task force following acquisition of Meyer in April 2000, and identified best practice opportunities in pricing, branch branding, and own brand development.
· Realigned Marketing around products, customers, and branches in February 2000, providing clear accountabilities and focus for strategy and trading development initiatives.
· Led marketing integration of Graham business following acquisition in September 1999, including re-badging and relaunching of 80+ branches and development of architecture for branch and own brands.
· Initiated segmentation/brand tracking studies to identify performance drivers and sources of differentiation.
· Championed the adoption of in-branch satellite TV system – “Jewson Live TV”.

Boots Healthcare International
Head of Marketing, URT (Throatcare) 1999
Promoted to drive global throatcare strategy development and local implementation in 20 major territories to maximise value. Accountable for Strepsils growth programmes (1998/9 t/o £70m); evaluation of acquisition targets; NPD strategy; global advertising (budget £17m). Team of 6. Member of Category Board.
· Led development of Strepsils Brand Vision and 3 year strategic plan, resulting in increased focus for NPD & marketing investment, and brand stretch into new therapeutic areas.
· Set up international programme & project teams to kick-start global category management restructure.

Marketing Manager, Strategic Marketing 1997-1999
Recruited to support Head of Marketing in throatcare brand development and global advertising initiatives.
· Controlled development & rollout of new international Strepsils brand advertising campaign, resulting in £200k production savings and improved impact & awareness scores.
· Directed brand strategy and product development of Strepsils Zinc Defence, resulting in UK launch August 1998, and international rollout now in progress.

Cott Beverages Ltd 1997
Led marketing team on interim, part-time basis. Steered category and key account strategy and NPD.
· Directed strategy development programme, including market position assessment, customer and portfolio strategy, resulting in aggressive customer marketing plan and targeted NPD initiatives.


Asda Stores Ltd
Head of Marketing Communications 1996-1997
Promoted to support Marketing Director and CEO in developing \"Breakout\" corporate marketing strategies. Accountable for marketing communications across all business units. Team of 9, budget 1996-7 £26m.
· Controlled evolution of theme TV campaign \"Forever\" Jan 1997, achieving record levels of recall and highest advertising effectiveness index in UK retail (Millward Brown).
· Initiated “Pocket The Hits\" campaign across TV / Radio / Press, driving Music & Video Category growth above 20% from Sept 1996, and “More Health Cuts” TV / Press campaign versus Retail Price Maintenance on medicines, dovetailing with PR campaign, and achieving referral to MMC.
Category Manager - Edible Grocery 1994-1996
Headhunted to drive sales (£440m) and gross business income (£80m+) in beverages, biscuits and savoury & canned categories. Category strategy, range development, Asda Brand NPD, terms improvement, promotion & pricing management, supply chain initiatives via team of 8.
· Steered July 1995 Category Plan for biscuits which increased growth from 5% to 13% in static market and established record shares.
· Negotiated solus sourcing of Asda Brand tea September 1995, improving terms and achieving supplier promotion investment of £250k.

Kellogg Company of Great Britain Ltd
Senior Brand Development Manager 1994
Selected to develop NPD projects from concept generation to launch decision and market introduction, leading R&D / operations / ad. Agency efforts.
· Led marketing thinking within UK Strategy Development Programme, using Value Based Management principles, resulting in portfolio approach to NPD and brand investment.
· Developed strategy to drive convenient breakfast category, resulting in launches of Kellogg’s NUTRI-GRAIN and cereal bars in UK & Europe.

Senior Brand Manager, UK 1992-1993
Selected to manage 2 of the top 7 brands in UK Cereal Market, reporting to Marketing Manager, delivering planned volume within agreed A&P levels. Brand turnover £160m, A&P £20m.
· Introduced new adult-directed advertising campaigns on Kellogg\'s RICE KRISPIES & FROSTIES.

Market Manager, ROI & Special Projects 1991-1992
Promoted to manage portfolio of 26 brands (15 advertised) in Republic of Ireland market - turnover £44m, A&P budget £6m.
· Achieved annual ROI growth in volume (up 4.9% vs 1.5% budget), share (up 0.6%), net profit (up 9.4%)

Executive Assistant to Director, European Operations 1989-1990
Promoted to assist Director of European Operations to review the strategy, performance and long range plans of 6 European Kellogg companies, total turnover £500 million.
· Set up 8 pan-European task forces, resulting in manufacturing, logistics & IT synergies.

Earlier Career
9 years in manufacturing, progressing within RHM Foods and Kellogg’s from Graduate Trainee to Production Manager.

Education

MBA 1988-91 Warwick Business School
BA Hons Modern History 1977-80 Durham University

Skills

Brand vision, strategy and plan development in both retail and manufacturing. Involvement in strategic position assessment and strategy review projects, both internal and as consultant. Led brand planning, segmentation, tracking research. Managed brand identity & communications, including creative & media for TV, radio, press, outdoor, direct, website and in-store campaigns. Led international TV campaign development. Developed new in-store media including TV, radio, magazines. Major new product development, reformulation, launch activity. Retail branch launch/re-badging programmes. Evaluation of acquisition targets, post-acquisition integration & restructure programmes. Retail category management including leadership of category strategy, range development, own brand NPD, terms negotiation, promotion & pricing management, supply chain initiatives. Internal marketing, customer service leadership campaigns. Board-level awareness of commercial, financial, general management issues.

Languages

German (A level + 6 months residence), French (O level)

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