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Marketing Communications Manager

Work Experience

A highly motivated, dynamic and versatile Marketing Communications professional with extensive management experience. Current experience has involved managing a substantial A&P budget, defining the marketing communications strategy, building and heading an innovative Marketing Communications team to deliver a diverse range of marketing and promotional programs within a constantly changing environment.

PROFESSIONAL EXPERIENCE

November 2000 – Present - ENERGIS COMMUNICATIONS PLC
Energis House, Forbury Road, Reading, Surrey

HEAD OF MARKETING COMMUNICATIONS

Responsibilities:
To lead the team responsible for planning, strategy, development and implementation of all campaign activities and communications for the Energis brand and related products and services in the UK. This includes advertising, direct marketing, fulfilment, and new media support communications.

Responsible for the centralisation, planning, creation and delivery of all marketing communications programmes for 5 individual business units - Communications, Internet, Integration Services, Interactive and Mobile. Overall objectives being to eliminate duplication, deliver integrated campaigns, deliver one brand and one promise to the customer.

· To develop an annual marketing communications plan which supports the 5 business units.
· Responsible for the strategic review, formulation and development of the Energis Brand.
· Development of campaign communications strategy to support brand and market objectives.
· Development of tactical campaign and communication activities to meet specific business objectives.
· Budget planning, setting and management for all campaign communication activities.
· Responsible for leadership and direction of main agency partners (Media, Advertising, Direct Marketing) ensuring that all agencies are working to deliver against brand and business objectives.
· Provide leadership, strategic direction and oversee delivery of all campaign and communications developed and delivered by the campaign and communications team.
· Develop campaign effectiveness, evaluation and reporting measures and ensure delivery of relevant reports.
· Ensure that all campaign communications and support materials are synergistic and on brand.
· Manage the performance of the campaign communications team including coaching, appraisals, and skills development and monitoring.

Achievements:
· After just 3 months, successfully centralised and streamlined all marketing processes and systems, and implemented a comprehensive program of activities to support the 5 business units and their objectives.
· Reviewed all incumbent agencies the result being a more efficient and cost effective base.
· Launch National Poster campaign after just 6 weeks, which resulted in a 20% increase in brand awareness.
· Restructured the marketing team to provide a better service to the 5 business units and provide individuals within the team a career development path.
· Introduced dedicated RMS (Response Management System) to capture all customer enquiries for Energis Interactive at the time of launch.
· Introduced new Corporate Hospitality program to replace existing program. Reduced budget by 50% but increased level and quality of activity.
· Introduced new customer loyalty Direct Debit Campaign that was successful in reducing customer churn by 6%.



September 1998 – August 2000 - TELEWEST COMMUNICATIONS PLC
Genesis Business Park, Albert Drive, Woking, Surrey GU21 5RW

HEAD OF MARKETING COMMUNICATIONS
- Promoted January 1999 -

Responsibilities:
Responsible for the planning, preparation and management of the Marketing Communications Strategy to maximise Telewest revenue, profit and brand image through the provision of a comprehensive communications program and service. Overall objectives being to raise brand awareness, generate new business opportunities and maximise customer retention.

· To develop an annual marketing communications plan which supports the business plan and channel strategies.
· To plan, develop, produce and manage campaigns to generate new business, and to implement to time and to budget.
· Brand Management - To establish Telewest’s Business Brand, communicate and position across all activities both internally and externally.
· To develop, co-ordinate and manage implementation of appropriate promotional programmes for individual products, product groups and regional markets.
· To identify, recommend and manage appropriate external agencies that add value and increase efficiency to carry out agreed marketing programmes.
· To implement business customer/sector segmentation and targeting through effective direct response management and measurement, and maximisation of return on investment.
· Internal marketing communications strategy and plan
· Marketing Communications strategy and plan for the development and introduction of all new E-Commerce products and services
· To evaluate the success of all marketing activity and implement changes to support increased response to campaigns.
· To manage and motivate the Marketing Communications team, with a participative management style that ensures their professional development and well being.
· To maximise the return on marketing communications expenditures – including the most effective and efficient use of media.
· To manage marketing expenditures and commitments in line with pre-agreed budgets.

Achievements:
· After just 12 months, successfully recruited a fully functional Marketing team of 12, centralised and streamlined all marketing processes and systems, and implemented a comprehensive program of activities to support the business strategy and objectives.
· Formulated and implemented a campaign strategy, which now generates over 5,000 enquiries per month and accounts for over 43% of business sales.
· Introduced Sales Incentive program, which after the 1st year accounted for a 15% increase in revenue
· Tailored existing Sponsorship program which, within an 8 month period 100K spend achieved over 800K worth of promotional coverage
· Introduced RMS (Response Management System) to capture all customer enquiries. Streamlined 276 registered contact numbers down to ‘one’ customer contact number. After 3 months the system captured over 45,000 customer calls and now successfully tracks and monitors an average of 30,000 calls a month.
· Introduced new Corporate Hospitality program to replace existing program. Reduced budget by 75% but increased level and quality of activity. Entertained 25% more customers, which accounted for 5m revenue.
· Internal marketing program – introduced comprehensive internal marketing program, which successfully raised the internal awareness of the B2B division and its activities.
· Developed ‘Outlook’ Customer Magazine, circulation 50,000. Generates an average of 3,500 leads per issue
· Introduction of regional seminars, which directly resulted in additional press coverage and new business for the company.
· Appointed PR agency to focus on B2B PR strategy. Successfully launched the B2B division to the City, which resulted in an increase in share price.
· Successfully launched new E-Commerce product to market. The DM campaign achieved a 54% response rate.
· Introduced Telesales program initially as a 3 month pilot, generated an additional 350K revenue within period and was extended for a further 6 months.
· Introduced new customer loyalty Direct Debit Campaign that was successful in reducing customer churn by 3%.
· Ran the Telewest B2B Annual Conference which on both occasions 98% of all attendees said that they were the best ever from both a motivational and content perspective.


MARKETING COMMUNICATIONS MANAGER
- September 1998 – January 1999

To plan, prepare and co-ordinate all elements of the marketing communications mix for Telewest Business products and services.

Responsibilities:
· Developed annual marketing communications plan which supported the regional business plans and channel strategies.
· Managed the implementation of appropriate direct marketing, advertising and promotional programs.
· Selected and appointed appropriate external agencies to a carry out agreed marketing programmes.
· Developed and implemented an events program which included conferences, exhibitions, road shows, seminars and workshops to generate new business and raise awareness of Telewest Business
· Ensured timely distribution of all marketing materials, i.e. press releases, newsletters, new collateral, etc.
· Provided marketing support across all sales channels, SME, GEH and Select Corporate.
· Evaluated the success of all marketing communications activities and recommend the appropriate changes to increase customer awareness and acquisition.
· Responsible for the integration of all newly acquired companies from both a customer communications and brand perspective



December 1995 – September 1998 - MOTOROLA INFORMATION SYSTEMS GROUP
Church Road, Lowfield Heath, Crawley, West Sussex

MARKETING COMMUNICATIONS MANAGER - EUROPE, MIDDLE EAST & AFRICA (EMEA)
- Promoted December 1996 -

I was responsible for the planning implementation and measurement of a broad range of communications across Europe, Middle East and Africa, which include advertising, promotions, direct marketing, exhibitions, seminars, new product launches, public relations, strategic planning and brand development. Liaising with the sales teams to increase volume, profit and brand share.

I had management responsibility for the EMEA Marketing Communications Budget and Team. Working closely together with the local sales/product marketing teams across Europe, the Middle East and Africa we identified and provided the appropriate resource to ensure the successful implementation of all planned programmes and product launches.

MARKETING COMMUNICATIONS MANAGER - UK - December 1995 - December 1996

My responsibilities were to develop and implement both Business to Business and Retail marketing communications strategies. These were channel specific and involved all elements of the marketing communications mix.

· Responsible for the creation and execution of retail/reseller marketing programmes and activities.
· Management of the co-operative marketing budgets
· Management of all elements of the marketing mix with the objective being to focus marketing activity and increase revenue and profits through all indirect distribution channels.
· Developed marketing programmes and activities with indirect channel to support sales targets, including incentive schemes, merchandising programs, advertising and direct marketing.



July 1995 - November 1995 - LANDMARK EAME LTD
203 Brooklands Road, Weybridge, Surrey

MARKETING COMMUNICATIONS MANAGER
To develop and implement a strategic marketing plan, including new business initiatives, client communications, research, direct marketing and advertising. To propose and justify marketing budget, manage and control expenditure against budget. In conjunction with the sales managers, assist in the development of core business and expansion into new client bases and market sectors. Management of 2 staff and external agencies.



July 1994 - June 1995 - EXACT SOFTWARE (U.K.) LTD
729 London Road, Hounslow, Middlesex

MARKETING MANAGER
To manage and control all elements of the marketing communications mix. Identified tools for the promotion of Exact’s
products, encompassing exhibitions, direct marketing, public relations, promotional literature and advertising.



September 1987 - June 1994 - TOSHIBA INFORMATION SYSTEMS (U.K.) LTD
Weybridge Business Park, Addlestone Road, Weybridge, Surrey

MARKETING COMMUNICATIONS EXECUTIVE - Promoted November 1990

Responsibilities:
· The planning & organisation of major Exhibitions, Roadshows, Product Launches, Corporate Briefings, Workshops and Press Conferences, this includes the writing of proposals and briefs, agency briefings and project management from start to completion.
· To develop, co-ordinate, implement and control appropriate advertising, promotional, planning and research programmes for individual products, product groups and markets.
· To review, implement and manage the Lead Management System.
· To assist in all Direct Mail, Advertising and PR Activities.
· To act as a marketing consultant for the channel and provide resellers with advice and assistance with joint marketing activities/programs.
· The design, development and production of reseller & customer brochures, manuals, literature, point of sale and sales support materials.
· The implementation of a Corporate Presentation/Sales support tool
· The production of `In Touch' an end-user publication with a circulation of over 40,000.

MARKETING SERVICES EXECUTIVE - Promoted November 1988
Responsible for the Marketing Administrator.

MARKETING ADMINISTRATOR - September 1987 - November 1988

On joining Toshiba one of my main responsibilities was to devise and implement a system for maintaining and controlling budget expenditure, this proved to be so successful that the system was introduced by the Finance department to the other divisions within Toshiba. I played a significant roll in establishing the Dealer Support Programme and was responsible for the administration of the programme, this involved constant communication with customers and visits to customer sites. I was responsible for the day-to-day control of the Fulfilment House, Loan Stock and liaison with external agencies and suppliers. I also assisted in the organisation of major exhibitions and launches.

I put forward recommendations for a Dealer Incentive Programme, which during my time with Toshiba ran successfully for seven consecutive years. The last programme accounting for 73% of total sales during the period of the promotion.



April 1985 - September 1987 - DATA GENERAL COMPUTERS LTD, Hounslow, Middlesex
Senior Administration Assistant

June 1982 - April 1985 - Panther Express Transport Limited, Colnbrook, Berks
Office Manager/Administrator

June 1981 - June 1982 - R.S.L. Travel Services Limited, Stanwell, Middlesex

Travel Representative

Education

PROFESSIONAL SKILLS SUMMARY

Member of the Chartered Institute of Marketing (C.I.M)
Member of the Institute of Direct Marketing (I.D.M)

C.I.M - Management Strategy and Planning, European Marketing Concepts and Strategies, Direct Marketing
Trans Cultural Training, Time Manager, Writing Reports and Publicity Materials, Broadcast Media Training
Dealing with the Press, One to On

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