Experience

CASMIN GROUP

• United Kingdom
• Business Consulting and Services
• 1 - 100 Employee

• Senior Advisor & Brand Specialist

  • Jan 2023 - Present

  Sourcing and commissioning the world's rarest and most bespoke vehicles, built to order. - Cutting-edge manufacturer partners. Ultra-low volume vehicles. Off-market products. One-off commissions. A curated buying and ownership experience. - Super-luxury, extreme performance, resto-mod, coachbuilding. Sourcing and commissioning the world's rarest and most bespoke vehicles, built to order. - Cutting-edge manufacturer partners. Ultra-low volume vehicles. Off-market products. One-off commissions. A curated buying and ownership experience. - Super-luxury, extreme performance, resto-mod, coachbuilding.



The Longshore Consultancy Ltd

• Motor Vehicle Manufacturing

• Director/owner

  • May 2001 - Present

  Provider of strategic, knowledge-based brand, communications strategy and market insight to automotive clients plus other businesses requiring specialist automotive market expertise including media agencies and financial/business services companies. Provider of online and offline content. Extensive PR, brand and marketing comms experience combined with in-depth knowledge of automotive industry products, trends and markets to inform and execute strategies and to identify new opportunities. Clients have included Toyota Motor Europe, Toyota Motor Corporation, Kia Europe, Honda UK, Mini, General Motors/Opel Eur, Hyundai Motor Co, McLaren Automotive; Renault F1, JCB; Meritor, Tenneco; Thomson Reuters, Grant Thornton Global Automotive Practice, RBS, Lombard; Siegel+Gale, Leagas Delaney, Wolff Olins, M&C Saatchi; JATO Dynamics, IHS/Global Insight, Automotive News Europe; University of Exeter Business School Show less



Alcraft Motor Company Ltd

• United Kingdom
• Motor Vehicle Manufacturing
• 1 - 100 Employee

• Chief Operating Officer

  • Jan 2015 - Jan 2023

  British start-up focused on developing low-carbon vehicles and technologies, and committed to making dynamic, design-led, high-tech, high-performance products. Conceived brand offering/positioning, and a core product and variants taken through virtual development with Delta Cosworth and Williams Advanced Engineering. British start-up focused on developing low-carbon vehicles and technologies, and committed to making dynamic, design-led, high-tech, high-performance products. Conceived brand offering/positioning, and a core product and variants taken through virtual development with Delta Cosworth and Williams Advanced Engineering.



Thomson Reuters

• Canada
• Software Development
• 700 & Above Employee

• Associate, automotive sector specialist

  • Oct 2017 - Mar 2020

  Consultant to Automotive Industry Practice Group of Thomson Reuters, a leading solutions-provider for the automotive industry. Drove development of the practice to challenge Bloomberg for automotive sector intelligence and favourability. Consultant to Automotive Industry Practice Group of Thomson Reuters, a leading solutions-provider for the automotive industry. Drove development of the practice to challenge Bloomberg for automotive sector intelligence and favourability.



Siegel+Gale

• United States
• Advertising Services
• 100 - 200 Employee

• Strategy Director, Automotive

  • Aug 2015 - May 2017

  Siegel+Gale is a global brand strategy, design and experience firm. Using facts, intuition and creativity, we blend science with art, unlocking the power of simplicity to help organisations realise their full potential. Mapped out the development a clear, insightful and authoritative point of view and positioning for Siegel+Gale in automotive, transport and mobility, including a deep-dive project on the game-changing impact of coming automation technologies. Worked on McLaren Automotive brand refresh. Show less



SPROUT LIVE LIMITED

• United Kingdom
• Advertising Services

• Associate, automotive sector specialist

  • Apr 2003 - Apr 2017

  Four-times Event Agency of the Year with clients including household names from the Fortune 500 to Formula One. Helped build automotive client base and provide automotive sector insight to develop the most resonant brand experiences. Four-times Event Agency of the Year with clients including household names from the Fortune 500 to Formula One. Helped build automotive client base and provide automotive sector insight to develop the most resonant brand experiences.



Deeper Blue Ltd

• United Kingdom
• Public Relations and Communications Services
• 1 - 100 Employee

• Project Director

  • Mar 2014 - Jun 2016

  Leader of a project for General Motors Europe spanning branding, culture change, strategic consulting, training, external communications and internal communications affecting those at the core of GM's Opel and Vauxhall brands. Leader of a project for General Motors Europe spanning branding, culture change, strategic consulting, training, external communications and internal communications affecting those at the core of GM's Opel and Vauxhall brands.



Car Design Research Limited

• Associate

  • Jan 2009 - Jan 2016

  Unique consultancy providing automotive design research services. Unique consultancy providing automotive design research services.



Michelin Tyre

• United Kingdom
• 1 - 100 Employee

• Director of Communications, Northern Europe

  • Dec 1998 - Apr 2001

  Responsible for PR and marketing communications internationally and led the global 2001 F1 re-entry launch and ongoing exploitation strategy. Exploited non-core assets such as Red Guides, creating affinities through sponsorships including Cirque du Soleil and the Royal College of Art, transforming media profile and brand favourability. Responsible for PR and marketing communications internationally and led the global 2001 F1 re-entry launch and ongoing exploitation strategy. Exploited non-core assets such as Red Guides, creating affinities through sponsorships including Cirque du Soleil and the Royal College of Art, transforming media profile and brand favourability.



Daewoo Cars Ltd

• Head of Communications

  • Jan 1995 - Dec 1998

  Devised brand launch campaign resulting in record market share for a new car brand and established uniquely customer-focused brand positioning. Advisor to the Group Chairman's office in Korea and chaired European national PR managers. Worked closely with global and European design and R&D facilities on future products, planning and testing. Devised brand launch campaign resulting in record market share for a new car brand and established uniquely customer-focused brand positioning. Advisor to the Group Chairman's office in Korea and chaired European national PR managers. Worked closely with global and European design and R&D facilities on future products, planning and testing.



Toyota (GB) plc

• Motor Vehicle Manufacturing
• 1 - 100 Employee

• Press & Public Affairs Manager

  • Jul 1990 - Jan 1995

  Responsible for Toyota brand communications, part of Lexus brand launch team and worked with European R&D office on product planning and testing. Responsible for Toyota brand communications, part of Lexus brand launch team and worked with European R&D office on product planning and testing.