Experience

CASIO UK

• United Kingdom
• Computers and Electronics Manufacturing
• 1 - 100 Employee

• Head of Marketing (Education)

  • Sep 2020 - Present

  Defining marketing strategy to drive brand and performance growth within education vertical. Lead team of creative and technical specialists. Full agency and budget responsibility. Creative briefing, concepts and production alongside in-house and external agency partners. eCommerce, CRM and digital marketing activation. B2C and B2B programmes relevant to channel segmentation. Development of NPD and associated market growth opportunities. Building robust, long term partnerships with bodies, boards and sector influencers. Measurement, analytics and reporting at board level and into HQ directors.



Bugaboo

• Netherlands
• Consumer Goods
• 300 - 400 Employee

• EMEA Head of Marketing

  • Jan 2020 - Jul 2020

  Lead marketing contact for region and link between EMEA markets and Global HQ functional teams.• Strategy and activation planning, built alongside regional marketing and sales teams, developing effective budgeting and measurement plans.• Overall control of EMEA marketing budget. Quarterly effectiveness analysis and monthly spend monitoring alongside finance teams.• Cross-functional integration alongside brand, category and digital functions – both in lead and collaborative roles to deliver effective support to local markets and enable market relevance and priority within global functions.• Build new initiatives and business cases with digital and omni-channel focus; combining owned and retail channel activations. Test and learn approach to prove effectiveness and enable investment agility.• Reporting and alignment with Executive Leadership Team, functional and area sales directors.

• EMEA Digital Marketing Manager

  • Jul 2019 - Jan 2020

  Digital marketing lead for EMEA region; strategy, planning, budget, activation and measurementResponsibilities:• Lead contact for region, co-creating and executing a cohesive Digital Marketing Strategy for EMEAA.• Implementation of full-funnel digital initiatives, processes and KPIs to ensure that campaigns are delivering on commercial, brand and product priorities, always keeping the consumer experience and journey at the heart.• Coordinating the rollout of digital marketing activations and ensuring they are properly localised alongside EMEAA campaign and content calendars.• Ensure all key digital consumer touchpoints are covered, including prospecting and re-marketing, social, crm, partnerships, bloggers, community websites, forums, apps.• Output insights and share with Area Sales Directors, Head of Regional Marketing and Local Marketing teams.

• Marketing Manager UK and Ireland

  • Apr 2017 - Aug 2019

  UK and Ireland marketing management; brand and communicationsResponsibilities:• Build 360° omni-channel communication plans across key touchpoints within the new parent consumer journey.• Plan and monitor all UK budget activity and reconcile via global finance team on monthly and annual basis.• Management of UK Communications agency including objective setting, outreach delivery and KPI measurement. • Lead on all decision making for media targeting, influencer engagement, digital strategy and content outreach.• Media buy across digital, social and traditional channels, along with impact analysis and optimisation. • Implement regionalised activation using global brand asset and content toolkits.• Deliver consumer events programme to drive experience and product engagement opportunities.• Ensure retailer training, in-store activation and online content is delivered alongside brand content plans.



CASIO UK

• United Kingdom
• Computers and Electronics Manufacturing
• 1 - 100 Employee

• Senior Marketing Manager

  • Mar 2010 - Mar 2017

  Marketing Management of Digital Imaging, Musical Instrument and Calculator divisions, ensuring turnover and margin performance objectives are achieved. • Defining of marketing strategy and implementation of all through-the-line planning. • Responsibility for UK marketing budgets, forecasting and divisional fiscal return. • Analysis of market performance to optimise positioning and tactical propositions. • Defining of product roadmaps in conjunction with divisional planners and managers. • Product life cycle and SKU management in line with market and competitor analysis (Gfk) to ensure controlled entry-exit within pricing and distribution strategies. • Product team, project and stakeholder management for all three consumer divisions. • Agency and campaign management including objective setting, consumer profiling, channel and media relevance, implementation and measurement. • Category management in conjunction with sales divisions for national accounts such as John Lewis, DSGi, Tesco, Argos, Amazon and WH Smith. • Implementation of retail drivers, including branded shop-in-shops, POS, marketing materials, promotions and events. • Monthly reporting to UK Managing Directors and quarterly to Tokyo headquarters. Key achievements: • Delivery of Exilim digital cameras re-positioning campaign including microsite, media launch, advertising, sales toolkit and retail engagement drivers and CRM expansion. • Launch new products and branding concepts for Casio music, including brand ambassadors, premium branded zones within Main Dealer network delivering 26% uplift in stockists and 40% sales improvement year on year. • Defining of business strategy and growth within Education sector for Graphic Calculators, driving 23% annual growth and market segment leader position within two years.



Pioneer Electronics

• Appliances, Electrical, and Electronics Manufacturing
• 500 - 600 Employee

• Senior Marketing Specialist

  • Dec 2007 - Jan 2010

  Responsibility for planning and implementation of premium brand strategy, including all communications planning, channel propositions and campaign messaging. • Management of five person Marketing Executive team, driving brand experience within online and retail communications, product and PR implementation. • Responsibility for up to £5 million UK marketing budget and all agency management. • Management of online and traditional retail channel tools execution within national accounts; DSGi, Comet, John Lewis, Argos, Amazon and Carphone Warehouse. • Management of independent distribution marketing tools, including retailer training programmes, shop-in-shop formats, point-of-sale, product support and promotions. • Defining of product roadmaps and associated marketing activities. • Through-the-line advertising, including online, print, outdoor media and copy sign-off. • Project management of exhibitions, retailer events and product launches. • Driving of online communications via Pioneer websites, e-tailer content, and eCRM programme expansion and retention. • Defining of product development requirements for head office engineering teams. • Monitoring of market performance, competitor activity, ROI and KPI models. • Production of monthly reports to Senior Management and Company Directors. Key achievements: • Delivery of multiple discipline marketing calendar, encompassing national and specialist press advertising, online traffic and eCRM, retail merchandising and experiential events. • Execution of branded experience zones and shop-in-shop formats within national and independent retail channels, delivering key category and SKU growth. • Implementation of experiential events delivering £1m+ incremental sales and 250% ROI. • New UK website and eComms implementation, delivering 35% increase in unique users, 120% increase in dealer locator visits, 90% growth in eCRM database.



Bosch UK

• United Kingdom
• IT Services and IT Consulting
• 100 - 200 Employee

• Strategic Concepts Manager

  • Jan 2005 - Dec 2007

  UK implementation of Bosch Automotive's global new business development strategy. • Responsibility for £24million business unit marketing and product management. • Budget responsibility for £1 million and management of four person concepts team. • Implementation of Bosch branded concepts at consumer and B2B level, trade marketing initiatives and training programmes within key channels and distribution. • Conception, creative management, production and review of communication tools. • Below-the-line advertising, promotions, exhibitions and PR implementation. • Promotional loyalty scheme implementation, targeting first and second tier distribution. Key achievements: • Execution of key strategic shift across internal departments, distribution and client base. • Establishing of new product and concepts strategies, delivering treble market growth rate. • Growth of Bosch Car Service automotive garage network from launch to largest in UK. • Development of training programme communications to mass and specialist channels. • Implementation of distributor loyalty scheme achieving 370% GP return on investment



Bosch UK

• United Kingdom
• IT Services and IT Consulting
• 100 - 200 Employee

• Product Manager

  • Jan 2001 - Jan 2004

  Responsibility for £10m business unit with £250k budget responsibility per annum.• Control of product, price and promotion, delivery of trade marketing initiatives.• New product development within automotive retail channels, including Halfords.• Direct mail and point-of-sale production including agency and supplier coordination.

• Sales and Marketing Executive

  • Jan 2000 - Jan 2001