Planning Director - iris
Built from scratch a Behaviour Planning team of ten. Developed several key accounts through driving creative development and strategic thought leadership including:- Trade Advocacy strategy & implementation roadmap for Sony Ericsson Global Retail. Future of Retail think piece used as a new business tool. Developed a new methodology to create relevant and effective communications with the customer at the heart called Helping People Buy. I was also a speaker at various conferences in 2008 talking about multimedia measurement (ESOMAR 3M), What consumers want from sales promotions (Marketing Week Sales Promotion) & How a networked research approach can pinpoint point of purchase and stronger category leadership tactics (MRS Online Conference)
Biggest Achievement - Sony Ericsson
- Helped shift client’s perception of iris from the “doing agency” to the global strategic lead agency resulting in significant income growth for iris
- Implemented numerous test marketing plans throughout CEEMEA all resulting in over 50% sales uplift
- Developed a framework to improve the quality of retailer training resulting in customer satisfaction scores exceeding targets
- Worked closely with the global sales teams to ensure improved ranging negotiations with customers such as Vodafone & T-Mobile
Planning Director - Arc Worldwide
Created a Behaviour Planning team of five based around the agencies six marketing services disciplines. Developed several key accounts through driving strategic and thought leadership including the integrated pan EMEA account Intercontinental Hotel Group. Also made an active contribution to developing Arc’s Direct Marketing vision, approach and insight tools.
Biggest Achievement - New Business
Responsible for being the strategic lead on the following pitches:- Fiat UK Vans, The Post Office, Halifax, Alzheimer’s Society
Snr Strategy Planner - claydon heeley
Led the development of the agency’s vision & implemented internal team building activities to bring the vision to life. Resulting in increased staff morale and decreased staff turnover. Client wise developed the global proposition, branding, internal communications and through the line marketing plan for Callaway Golf’s most important new product launch in recent times. The ERC Fusion driver achieved double the expected sales for 2004 in just the first 6 months.
Biggest Achievement – Award winning effective Micro Marketing
Guardian Newspaper
Developed a highly targeted campaign promoting a free CD
Campaign not only resulted in sales being the 4th biggest in the history of the paper but also won a D&AD
Selfridges
New store launch for the architectural delight in Birmingham.
Another highly targeted strategy based around turning tourists into shoppers
Campaign exceeded targets set and went on to win a Globe award
Reuters
Strategic lead for the global launch of various new products aimed at a very discrete audience
Head of Planning - AIS
Biggest Achievement – First profitable brand campaign for an online brand
Devised the first ever UK integrated Online brand campaign. After the first year of activity Virgin.Net’s unique users increased by 30% and Virgin.Net became one of a few profit making online organisations.
Freelance Account Planner & Researcher in San Francisco & UK
Biggest Achievement – Understanding markets outside of the UK
Threw myself in at the deep end and learned many markets, sectors, models and techniques in various agencies including Chiat Day, St Luke’s, Hicklin Slade & BMP.
Strategy Planner - St Luke's
Biggest Achievement – IKEA
Became responsible for IKEA’s ATL advertising after the first “Chuck out your Chintz” campaign at St. Luke’s. Devised the strategy to explain to people why they should ‘de-chintz’ their rooms. The “Furniture Findings” campaign was developed and sales increased by 100% that year.
