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Head of Marketing
James Wall
,
London, United Kingdom
Experience
Other titles
Skills
I'm offering
Over 13 years working for luxury brands including Gieves & Hawkes, Vertu, Harrods, Ernest Jones and Accurist Watches, developing compelling products and delivering fully integrated marketing strategies to an extremely high standard. For example, having been tasked to drive additional revenue for the Personalised product line at Vertu, I developed product and marketing strategies that led to a 20% year-on-year sales uplift. Experienced in strategic and tactical marketing, as well as brand strategy and positioning as demonstrated when leading Accurist Watches through a major rebranding exercise, resulting in 8% growth year-on-year.
Markets
United Kingdom
Language
English
Fluently
Ready for
Larger project
Ongoing relation / part-time
Full time contractor
Available
My experience
2016 - ?
job
Head of Marketing & PR (London)
Gieves & Hawkes.
Part of the senior management team, this role has a high level of autonomy and accountability for the 360 marketing and PR strategy in the UK and for global content creation. Reporting directly to the UK MD and managing a team of marketing and visual merchandising executives a significant contribution was made in turning a £1.6m loss into a £150k profit over 2 years by creating brand awareness, driving footfall to both retail and online channels and enhancing sell through.
• Creation and implementation of global content in line with core brand values including photo and video
• Developed and implemented UK media and marketing strategy including digital, print, social and influencer
• Full control over local PR strategy and management of PR agency. Achieved a 2018 total PR value +42% vs 2017
• Implementation of digital strategy including website content, SEO, social media marketing and newsletter
• Refocus marketing efforts on growth areas of Made-to-Measure and Bespoke tailoring including rebrand and relaunch of Made-to-Measure. Resulted in +12% sales performance in the subsequent month since relaunch
• Initiated and negotiated partnerships with pier brands such as Rolls Royce, The Savoy, Comme Des Garcons and Home House and in doing so creating incremental sales and awareness.
• Overall control of A&P and marketing budget
• Developed a clear and affective marketing calendar to coincide with key seasonal trading periods
• Creation and implementation of global content in line with core brand values including photo and video
• Developed and implemented UK media and marketing strategy including digital, print, social and influencer
• Full control over local PR strategy and management of PR agency. Achieved a 2018 total PR value +42% vs 2017
• Implementation of digital strategy including website content, SEO, social media marketing and newsletter
• Refocus marketing efforts on growth areas of Made-to-Measure and Bespoke tailoring including rebrand and relaunch of Made-to-Measure. Resulted in +12% sales performance in the subsequent month since relaunch
• Initiated and negotiated partnerships with pier brands such as Rolls Royce, The Savoy, Comme Des Garcons and Home House and in doing so creating incremental sales and awareness.
• Overall control of A&P and marketing budget
• Developed a clear and affective marketing calendar to coincide with key seasonal trading periods
Management, Sell through, Social, Online, Growth, Implementation, Content, Website, Sales, Pr, Visual Merchandising, Marketing, Print, Video, Budget, Retail, Content creation, MArketing Strategy, Digital Strategy, Social Media Marketing, Seo, Social Media
2014 - 2016
job
Product Manager, Personalisation (Hampshire)
Vertu Ltd.
This position has a broad remit and end-to-end accountability from concept initiation to ramp-down, including all of the phase's in-between. These phases include specification creation, decision making authority during R&D development, go-to-market strategy, launch readiness execution and in-market performance.
• Initially hired for the role to define a clear strategy and subsequently drive greater affectivity across all Personalisation related marketing touch points. This strategy resulted in a greater online presence and footfall (+23%) with the introduction of a dedicated landing page, CRM mailers, social media and an online configurator. Specific visual merchandising and a VIP area devoted to Personalisation increased visibility and footfall (+6%) in store.
• Product Management of the Personalisation function, which includes 'Bespoke', 'Made to Order', 'Monogram' and 'Engraving' services. Successfully devised and implemented strategies that contributed to a 20% year-on-year increase in revenue.
• Ownership of product launches. Responsible for the product's financial performance, which involved owning the specification, business case, defining RRPs & BOM targets. Breakeven achieved after 6 months.
• Generated an Average Selling Price 60% above core portfolio products.
• Collect and use input from customers and market intelligence to keep the offering current and competitive.
• Ensure all functions are aligned and integrated, by:
◦ Coordinating the contribution of other functions in the organisation (R&D, marketing, sales, finance and logistics) to co-ordinate development and launch plans.
◦ Identifying roadblocks and facilitating possible solutions across functions.
• Increased Personalisation footprint by introducing the service into new own retail and trade partner stores. Fully supported this with staff training, launch events, VM and back end infrastructure.
• Initially hired for the role to define a clear strategy and subsequently drive greater affectivity across all Personalisation related marketing touch points. This strategy resulted in a greater online presence and footfall (+23%) with the introduction of a dedicated landing page, CRM mailers, social media and an online configurator. Specific visual merchandising and a VIP area devoted to Personalisation increased visibility and footfall (+6%) in store.
• Product Management of the Personalisation function, which includes 'Bespoke', 'Made to Order', 'Monogram' and 'Engraving' services. Successfully devised and implemented strategies that contributed to a 20% year-on-year increase in revenue.
• Ownership of product launches. Responsible for the product's financial performance, which involved owning the specification, business case, defining RRPs & BOM targets. Breakeven achieved after 6 months.
• Generated an Average Selling Price 60% above core portfolio products.
• Collect and use input from customers and market intelligence to keep the offering current and competitive.
• Ensure all functions are aligned and integrated, by:
◦ Coordinating the contribution of other functions in the organisation (R&D, marketing, sales, finance and logistics) to co-ordinate development and launch plans.
◦ Identifying roadblocks and facilitating possible solutions across functions.
• Increased Personalisation footprint by introducing the service into new own retail and trade partner stores. Fully supported this with staff training, launch events, VM and back end infrastructure.
Finance, Manager, Go, Social, Organization, Online, Development, Infrastructure, Business Case, Service, Sales, Marketing, Visual Merchandising, Management, Product Manager, R, Training, Product Management, Retail, CRM, Social Media
2013 - 2014
job
Head of Marketing (London)
Accurist Watches Ltd.
This role was specifically created to lead and implement a comprehensive re-brand at Accurist. Reporting directly into the CEO, responsibility for all elements of the re-brand from packaging, POS, creative, trade marketing, web development, agency and campaign management. Critical to this role were budgetary control and pace of output to meet the demands of the business.
• Overall responsibility of £1.1 million marketing budget.
• Overall responsibility of media planning and campaign management, digital media, trade marketing strategy, key account marketing strategy and creative, PR and media buying agencies.
• Complete overhaul of the Accurist brand including:
- Appointed a new creative agency to lead the repositioning and re-branding of Accurist including brand mission, logos, marketing campaign, website redesign and retail presence.
- Implementation of new in store display units to over 1,000 stores including design, negotiation with the manufacturer and subsequent distribution.
- Re-design and manufacture of all product packaging.
- Development of trade marketing strategy with the implementation of 4 trade shows, and partnerships with key trade publications, resulting in unprecedented level of sales and new accounts.
- Re-design of all creative, including in store POS, advertising, web site, catalogues & sales packs.
• Led the social media strategy resulting in an incremental 2000 followers being gained in under 6 months.
• Overall responsibility of £1.1 million marketing budget.
• Overall responsibility of media planning and campaign management, digital media, trade marketing strategy, key account marketing strategy and creative, PR and media buying agencies.
• Complete overhaul of the Accurist brand including:
- Appointed a new creative agency to lead the repositioning and re-branding of Accurist including brand mission, logos, marketing campaign, website redesign and retail presence.
- Implementation of new in store display units to over 1,000 stores including design, negotiation with the manufacturer and subsequent distribution.
- Re-design and manufacture of all product packaging.
- Development of trade marketing strategy with the implementation of 4 trade shows, and partnerships with key trade publications, resulting in unprecedented level of sales and new accounts.
- Re-design of all creative, including in store POS, advertising, web site, catalogues & sales packs.
• Led the social media strategy resulting in an incremental 2000 followers being gained in under 6 months.
Media planning, LED, Re-branding, Social, Redesign, Campaign, Web, Development, Ceo, Implementation, Pos, Media buying, Website, Marketing, Sales, Pr, Management, Packaging, Budget, Retail, MArketing Strategy, Advertising, Branding, Design, Social Media
2011 - 2012
job
Marketing Manager, Partnerships
Signet Trading Ltd.
This was a multi-disciplined role, in which the main responsibilities included working in partnership with a wide range of luxury and fashion watch brands to initiate co-operative marketing campaigns as well as managing all marketing activities in the UK for Ernest Jones' luxury diamond brands, and other fashion jewellery brands.
• Managing a marketing budget of over £1.3 million
• Planned and implemented successful advertising campaigns for the luxury diamond brands, Leo Diamond, Le Vian and Tolkowsky for 2012, generating positive YTD sales results of 15%, 32% and 11% respectively year on year.
• Undertook a comprehensive re-branding exercise for Ernest Jones premium diamond bridal brand that was rolled out in 2013.
• Generated incremental marketing investment for Ernest Jones of over £2 million versus a target of £1 million.
• Excelled in high level negotiations with key jewellery brands resulting in cooperative marketing budgets being
secured for the first time in the companies' history.
• Managing a marketing budget of over £1.3 million
• Planned and implemented successful advertising campaigns for the luxury diamond brands, Leo Diamond, Le Vian and Tolkowsky for 2012, generating positive YTD sales results of 15%, 32% and 11% respectively year on year.
• Undertook a comprehensive re-branding exercise for Ernest Jones premium diamond bridal brand that was rolled out in 2013.
• Generated incremental marketing investment for Ernest Jones of over £2 million versus a target of £1 million.
• Excelled in high level negotiations with key jewellery brands resulting in cooperative marketing budgets being
secured for the first time in the companies' history.
Marketing, Branding, Advertising, Budget, Fashion, Sales, Re-branding, Manager
2010 - 2011
job
Trade Marketing Manager, Menswear and Sports
Harrods Ltd.
A multifaceted role involving developing the retail marketing strategies of the sports and menswear departments and managing the marketing needs of the entire portfolio of luxury menswear and sports brands stocked at Harrods.
• Developing strategies to market the Harrods menswear and sports departments including new department launches for 'Men's Lab, 'The Men's Shoe Salon', the Yoga department, and the Golf department.
• Developing the Harrods retail marketing strategies for brands such as Ermenegildo Zegna, Christian Dior, Ralph Lauren, Nike, Adidas, Red Bull and Geox. As a result of Zegna's campaign sales increased by 76% YOY.
• Planning and implementing customer events with key sports and menswear brands, for example for the launch of Geox/Red Bull F1 driving shoes. As a result the shoes were sold out within the first week trading.
• Analysis of CRM data to ensure that marketing activities are targeted towards core customers.
• Developed and successfully negotiated a large-scale marketing and retail plan to partner with Adidas, to be implemented prior to and during the London 2012 Olympics.
• Developing strategies to market the Harrods menswear and sports departments including new department launches for 'Men's Lab, 'The Men's Shoe Salon', the Yoga department, and the Golf department.
• Developing the Harrods retail marketing strategies for brands such as Ermenegildo Zegna, Christian Dior, Ralph Lauren, Nike, Adidas, Red Bull and Geox. As a result of Zegna's campaign sales increased by 76% YOY.
• Planning and implementing customer events with key sports and menswear brands, for example for the launch of Geox/Red Bull F1 driving shoes. As a result the shoes were sold out within the first week trading.
• Analysis of CRM data to ensure that marketing activities are targeted towards core customers.
• Developed and successfully negotiated a large-scale marketing and retail plan to partner with Adidas, to be implemented prior to and during the London 2012 Olympics.
Marketing, CRM, Retail, Sales, Yoga, Campaign, Manager, Customer
My education
1989
-
2000
Warwick School
Secondary, Business Studies, History, Information Technology, and General Studies
Secondary, Business Studies, History, Information Technology, and General Studies
University of Brighton
Bachelors, Business Studies
Bachelors, Business Studies
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