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Interim Marketing Director

Work Experience

I am a professional interim marketeer and a member of the Interim Management Association Institute.

With extensive sales and marketing experience at board room level gained over thirty years I have successfully worked in the financial services, retail, travel, hospitality and advertising agency sectors.

The breadth and depth of my experience is extensive and incorporates both B2C and B2B across a wide range of disciplines not exclusive to but including - brand development, customer insight and segmentation, product marketing with P&L responsibility, direct marketing, affinity marketing, PR, procurement, CRM, and sales. I have also designed and implemented successful sales processes, new product launches, brand strategies, large scale e-commerce strategies and websites, marketing & branding campaigns and co-ordinated them within a complex and international multi-million pound frame work.

I am Six Sigma Green Belt qualified, commercially focused with proven man management, complex process, IT, communication, and presentation skills and consider myself to have a strong pragmatic approach. In addition, I have large scale project management experience together with strong FSA regulatory and compliance experience. I enjoy managing and motivating a team of people, am hard working, very focused with a strong attention to detail.

In December 2006 I set up my own marketing consultancy and interim management company
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INDEPENDENT INTERIM MANAGEMENT AND CONSULTANCY CAREER
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Interim Group Marketing Director, Ralph Trustees Ltd, April 2008 to date

Ralph Trustees is a privately owned luxury hotel and serviced apartments group specialising in the high end of the four and five star markets. The group consists of The Grove (Favourite UK leisure hotel – Condé Nast Traveller magazine), Piccadilly’s Athenaeum Hotel (voted a top ten luxury London hotel - US Traveller magazine), Runnymede Hotel & Spa near Windsor and 23 Greengarden House luxury serviced apartments off just off London’s Oxford Street.

Here my assignment was to bring to life and deliver a number of group marketing initiatives, namely,

* Manage, deliver and interpret an extensive programme of customer research to define the property brand strategies, customer segmentation strategies and the mapping of customer journeys through the sales and reservations process.
* To work closely with each property’s senior management team and implement the strategic outcomes of the research programme in respect of the product and service delivery in the operational environment.
* Athenaeum Hotel – to realign the hotel’s brand, marketing, PR and collateral following an extensive refurbishment. Supported by an innovative marketing campaign to increase average room rates by 20%.
* Runnymede Hotel & Spa – To completely re-launch the hotel and its brand following a major refurbishment of the property. Again supported by an innovative marketing campaign to increase average room rates by 15%.
* Greengarden House – Review, refresh and update the properties marketing collateral including identity, website and brochure.
* Group ecommerce – to design and implement a customer driven ecommerce platform that enables integration of all online and offline activities from web sites to email marketing to brochures to corporate sales and more. Design, build and deliver new websites for each property.
* Reviewed group marketing partner relationships, realigned as appropriate running completive tenders and negotiating contracts. Resulting in significant cost savings and added value.
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Interim Marketing Consultant, Allianz, November 2007 to March 2008

Premierline Direct are the leading B2B commercial insurance provider to the SME market, they are the direct sales division of Allianz Commercial Insurance. The company is run on rigorous direct marketing principles and drives new business through a number of its own web sites, direct mail, outbound telemarketing, directories, data marketing and a direct sales force.

Following the successful completion of a 9 month interim assignment I was further retained on a consultancy basis to create and deliver the following marketing led projects:

* Product Development – Identified thirty-seven potential opportunities, which were homed down to four core product launches. Wrote the business case and gained Board approval to launch two new products - Buy to Let and New Business Start Ups. Successfully designed the products with Underwriting, defined and built the business model and ran the project team to deliver them.
* Email Marketing – Defined business requirements, designed business process, sourced supplier, ran tender process and implement functionality.
* Providing the client facing marketing support to a number of embryonic white label and outsourcing affinity opportunities.
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Interim Marketing Director, Allianz, February to October 2007

To provide interim cover for the marketing director whilst she was away on maternity leave and ensure a smooth hand-over upon her return. Key achievements and responsibilities were:

* Working closely with the executive board and using a programme of customer focused research and segmentation techniques implement and deliver an extensive revision of the marketing programme.
* Resulting in the launch of two new brand groups – Cornhill Direct Business and a genre of seven specialist niche online brands. Plus the re-branding and re-launch of main Premierline Direct brand.
* Reviewing the customer journey process in respect of these findings and aligning the operational team accordingly.
* Undertake a full review of all offline marketing activities revising as appropriate resulting in significant cost efficiency.
* Realignment of creative and media agencies, resulting in a 15% cost saving
* Revision of PPC & SEO strategies, driving online response up 70% year on year
* Day to day running and management of the marketing team and suppliers
* Implementation of sales strategies and delivery of sales targets
* Launch of new direct mail packs and database campaigns for Premierline Direct and Cornhill Direct Business
* Negotiated a 17% saving in annual data costs from Experian
* Design and implementation of the marketing and sales process for a new B2B Direct Sales Force. Providing marketing collateral to best support their activities.
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PERMANENT EMPLOYMENT CAREER
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Head of Marketing, Littlewoods Shop Direct Group, Financial Services 2002 to 2007

The stand alone Financial Services business within the Littlewoods Shop Direct Group, providing retail credit and insurance products across the group’s diverse mail order and e-commerce businesses. It is one of the UK’s biggest providers of retail financial services providers with a credit loan book of some £1.3bn and insurance sales of £160m.

Key functions and achievements were:

* Oversaw the successful integration of the Littlewoods and GUS financial services marketing teams and processes, delivering a £13m P&L improvement in insurance sales. This was achieved via a detailed and rigorous process of supplier tender and negotiation.
* Project managed the relocated the two financial services businesses from Manchester and Liverpool to a new build site in Aintree – on budget (£950k) and on time.
* Directly managed a team of 90 staff via 8 direct reports – marketing services, campaign management, insurance & credit product management, customer services, customer insight, business delivery & development.
* P&L responsibility for the groups £160m insurance portfolio, covering a range of creditor, warranty, personal lines and general insurance products. consistently delivered growth via NPD and initiatives – resulting in an additional £8.5m sales contribution for the 2006 financial year.
* Developed and managed a detailed programme of highly profitable and successful cross channel (inbound/outbound telemarketing, email, direct mail, statement inserts and on-line) direct marketing credit and insurance campaigns to a budget £16m.
* Group credit marketing – provided the home shopping brand directors and retail marketers with clear commercial and regulatory implementation and strategic guidance.
* Launched a new fixed term retail credit product, incorporating IFO and DIFO
* Led the corporate governance and compliance initiative in the development of clear commercially based credit and insurance guidelines. Championed TCF throughout the business.
* Successfully outsourced the previously in house claims functions and then managed the ongoing relationship for an £80m and £40m book of creditor and electrical warranties.

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Marketing Director, MyTravel, 2000 to 2002

At that time My Travel was one of the largest providers of air inclusive holidays in the world, trading in 24 countries and employing 29,000 staff. It managed a portfolio of 59 call centres, a fleet of aircraft and cruise ships, over 100 brands, 70 web sites, 132 resort properties and owns some 2500 travel agency businesses. The group provided leisure travel services to 15m customers each year. My role was principally direct marketing, online and branding which encompassed a number of specific responsibilities:

* Airtours Direct – Delivered sales of £250m into the UK call centre operation and instigated a number of direct marketing initiatives that delivered a 40% (£4m) saving in expenditure but with a net gain of 25% additional revenue. Increased call conversions by 30% via pricing and strategy initiatives. Directly managed a team of 50 staff.
* Built a £30m affinity relationship travel business from scratch.
* Online – Managed and ran Late Escapes.com from launch. A founder Director of the group’s very successful international online business MyTravel.com – which now has sales in excess of £500m.
* Group Marketing – Key member of the international management board that delivered the transition of the group’s global distribution businesses under the MyTravel umbrella. Devised and implemented the MyTravel global brand strategy through the application of customer insight and segmentation techniques.
* UK Group Marketing – Co-ordinated and Chaired UK group activities across 14 core businesses. Established community of best practice and led initiatives to consolidate customer databases, a UK customer segmentation analysis, media centralisation, and reviews of group supplier contracts.

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JWT, Saatchi & Saatchi and Carat, 1979 to 2000

Before moving client side I spent a total of twenty one years working for three of the country’s leading advertising agencies. During this time I held a number of senior roles in planning, segmentation, research, strategy, media buying, client services and new business. Nine years of which were as a main board director. The key accounts I was directly involved with were: Axa Insurance, Iceland Frozen Foods, Matalan, Travelodge, Tesco, Asda and Allied Carpets; plus a number of well known B2C brands and B2B companies.

Education

n/a

Skills

B2C marketing, B2B marketing, brand development, customer insight and segmentation, product marketing, sponsorship, direct marketing, affinity marketing, PR, Planning, strategy, email marketing, marketing procurement, CRM, sales support and the sales process, new product launches, brand strategies, large scale e-commerce strategies and websites, marketing & branding campaigns co-ordinated within a complex and international multi-million pound frame work, Six Sigma Green Belt, large scale project management experience, strong FSA regulatory and compliance experience.

Languages

English

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