Experience

Extra UK
• United Kingdom
• Sporting Goods Manufacturing
• 1 - 100 Employee
• Chief Executive Officer

  • Nov 2021 - Present


SHIFT Active Media Ltd

• Client Services Director

  • Nov 2017 - Sep 2021

  • Acting as COO, driving significant business growth tripling revenue and increasing profitability, within this well-known agency business. • Led the team through the COVID pandemic, maintaining business growth at a key time; increasing efficiency, despite many challenges.• Responsible for the commercial performance of the business, its client services team, including all client management and PR functions. • Leadership of our media planning and buying team responsible for significant global digital and specialist media budgets. • Responsible for the commercial development of the business and client relationships across the majority of the client base.• Direct consultancy with leading global brands on their product positioning, distribution, planning their channel and consumer marketing.• Selected, implemented and developed new technology integrations and migrations to increase productivity and efficiency.

• Brand Director

  • May 2017 - Nov 2017



Specialized Bicycle Components

• Sporting Goods Manufacturing
• 700 & Above Employee

• Marketing Director - UK

  • May 2016 - Apr 2017

  • Briefed to drive and refocus the UK business direction and radically change business culture following the recent departure of the MD. • During my tenure we reduced legacy stock levels, increased profitability by two points and placed nearly 20k helmets in 1 month. • Part of a small team of Global strategic market leaders planning international launches, events, campaigns and integrated activity. • Restructured the marketing team to create direction and function, with a ground up rebuild of the company’s marketing plans. • Responsible for all aspects of marketing from brand, to product; speaking to both consumer and retail audiences. • Ensured that all activity was sense checked to make sure that it not only elevated our brand, but that it was key to making this global brand the rider’s brand of choice, within budget. • Initiated a focus on the consumer journey, from acquisition, along their journey to purchase and beyond at every touch point.



Madison

• United Kingdom
• Sporting Goods Manufacturing
• 100 - 200 Employee

• Brand Director

  • Jan 2012 - Apr 2016

  • Full P&L responsibility for 80% of Madison's brand portfolio and revenue from approximately 70 distributed brands.• Managing a large team of both office and field-based brand managers and technical representatives.• Supplier liaison, brand acquisition, brand and portfolio management, marketing and go to market commercial planning.• A key member of the board of directors that have grown Madison by 20%+ YOY since 2005 to £142 million at the end of 2014.• Working as a partner to a diverse range of brands from large international corporations like Shimano and GoPro, through to a variety of smaller specialist brands within the outdoor, cycle, snow, motocross, run and action sports sector.• Organised and led the Neutral Service mechanics team for all cycling events at the London 2012 Olympics, including a legacy project.• Managed the promotional schedule for all our brands, including email marketing, direct mailshots and brochure content and production.

• Marketing Director

  • Dec 2007 - Dec 2011

  • Management and planning the execution of all aspects of the company’s B2B and B2C marketing plans; optimising the £2.25m budget.• Transformed the way Madison marketed it’s brands (owned and 3rd party) driving significant growth and positive media coverage.• Increased investment in real customer facetime; with a new trade show format that is now the most attended event in the UK industry.• Working with the CEO and other directors across all aspects of the company’s strategy and operations.• E-Commerce planning and delivery to meet the company’s needs as it moved into new markets and sectors.• Working with IT and 3rd parties to develop new e-commerce and marketing websites as part of the company’s planned change of ERP.• Part of Madison’s management team that has achieved sales growth of £40m in under 5 years.

• Head Of Marketing & eCommerce

  • Jan 2006 - Dec 2007

  • Took over a long-neglected function, restructuring and resourcing it carefully to match the company’s fast growth.• Worked with the brand managers, our suppliers and sales to learn and implement their needs for marketing support.• Changed the company’s reliance in the value of product and brand to one of growth using effective marketing.• Management and development of our B2B website, accelerating channel intake growth from 0 to 70% of orders within 4 years.• Managed a team of eight staff based over two locations, including recruitment and payroll.

• eCommerce Manager

  • Aug 2004 - Jan 2006

  • Responsible for the day-to-day running and development of the company B2B and B2C websites.• Developed and modified these market leading sites to meet the fast-adapting needs of the business.• Organised, held and presented training and sales sessions to both staff and customers.• Moved from the cycle division to a central management role working with all divisions of Madison & Leeda (sister fishing tackle company)• Planned and helped implement a key marketing plan to promote B2B and B2C usage and sales.

• Senior Product Manager

  • Jul 2002 - Jul 2004

  • Promoted to manage a division of the company’s busy product team reporting to the product director.• Managed the integration of the company’s product range into an on-line B2B and B2C environment.• Developed a database and processes for the introduction of new products.• Coordinated interaction between IT, sales, marketing and product departments.• Forecast sales and margin for each brand within the product division as part of the company’s budget process.• Continued responsibility for all house brand products.

• Product Manager

  • Mar 2000 - Jul 2002

  • Responsible for the range planning, trade promotion and margin planning of numerous 3rd party and house brands.• Design of own brand identities and their packaging using QuarkXpress, Adobe Illustrator and Adobe Photoshop.• Negotiated pricing and terms of trade with an international base of house brand suppliers.• Trained sales, marketing and warranty personnel in all house brand products.• Influenced key pricing and marketing strategies across my brand portfolio and maintained their price files.• Sourced new products from worldwide suppliers traveling extensively.



Farnham Cycles / Aldershot Cycle World

• Purchaser & Store Manager

  • Jul 1995 - Feb 2000

  • Responsible for stock purchasing of all cycles, parts, accessories and apparel for both stores. • Implemented set range plans and a supplier rationalization programme to increase profit levels. • Re-organised, formalised and simplified company processes and reduced stock levels. • Helped design, build and install a purchase order, EPOS and stock control system using Microsoft Access. • Increased branch sales by 200% within two years to over £500k at the point of departure. • Worked to create a more modern, comfortable retail environment by implementing a gradual shop fit programme. • Responsible for the day-to-day running of a large independent retail business; managing three full-time and four part-time staff. • Introduced and implemented a basic marketing plan for the business to grow shop awareness and sales.



Evans UK Ltd

• United Kingdom
• Sporting Goods Manufacturing

• Sales

  • Jan 1991 - Sep 1995

  • In charge of both local and national advertising • Consistently achieved the highest personal sales figures in the group • Gained proficiency in the use of Apple Macintosh computers • Key Holder • In charge of both local and national advertising • Consistently achieved the highest personal sales figures in the group • Gained proficiency in the use of Apple Macintosh computers • Key Holder