PREPARATION & ANALYSIS
The creative may get all of the glory but without the research, analysis and planning it would be nothing.
BRANDING DEVELOPMENT
I have developed a number of unique positioning's
- Health Education Authority (UK)
- Great Western (UK)
- Telecom (b2b)
- Unitec
- AT Metro
consolidating focus and growth potential.
RESEARCH, ANALYSIS, INSIGHT
Research and analysis has played a particularly big part in my career.
From strategic and effectiveness through to simple analysis of programmatic, my numerate strength and confidence brings great advantage in decision making.
COMMUNICATION VEHICLES
I have written and implemented strategy's that include all media at one time or another.
Larger campaigns may include TV and other ATL media. Equally as important can be the engagement with retail and use of events and activation (below) or retention of current customers.
Public relations has been particularly powerful in increasing leaders profile within the press.
STRATEGY DEVELOPMENT
I have been author of the following types of strategy
- Marketing: annual
- Marketing Strategy: 12 months+
- Brand launch & values appreciation
- Awareness
- Acquisition
- Sales increase
- Retention/Churn reduction
- Seasonal – maximising Xmas, Summer etc.
- Product launch
- Informational
- Gaining leads for sales team
- Member-get-member
- Sales promotion (trial, adoption, switch)
- Public relations
and variations of the above
DIGITAL
I have worked for two websites
marketing manager
partnership development manager
Led a web and development team at Unitec.
All strategies include a digital element of some sort.
- Web enhancement
- Programmatic
- Social
- App. promo' & download
- EDM
- Video production/use
All with subsequent analysis and evaluation.
PEOPLE & TEAMS
I have led teams since the early ‘90’s, ensuring focus, effectiveness of output and individual learning. A number of groups within my teams have had specialisations and skills that I do not share e.g digital-technical.
No team ‘stands still’ as cultural change and change of responsibilities is ever present.
Representation of the team and their impact on the business plan to other parts of the organisation ensure a positive collaboration; to everyone’s benefit.
