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3
jobs
Marketing leader, specialist in strategy, digital and CRM for international luxury and fashion brands
Johnny Morris
,
Reading, United Kingdom
Experience
Other titles
Skills
I'm offering
I'm fascinated by luxury retail, particularly when there is a long history behind the brand. I enjoy introducing new customers to brands through the latest marketing techniques, communication channels and technology, growing sales and protecting brand heritage for the future. With a background in CRM and loyalty, I'm often drawn first to campaigns that can be measured. I’ve been managing international teams in EMEA and Asia since 2013.
Markets
United Kingdom
France
Germany
Ireland
Lithuania
Rest of Euro area
Denmark
Norway
United Arab Emirates
Sweden
Finland
Singapore
Links for more
Once you have created a company account and a job, you can access the profiles links.
Industries
Language
English
Fluently
Ready for
Larger project
Ongoing relation / part-time
Full time contractor
Available
My experience
2020 - 2023
freelance
INTERNATIONAL STRATEGY DIRECTOR
The Strategists.
(Consulting)
I've been supporting some of the world's most inspiring brands (Aramco, John Lewis, NEOM, Net-a-Porter, Rocksteady) and their marketing agencies (DJA, McCann Worldgroup) in delivering an evolution of their marketing strategy.
I'm also supporting young marketers by mentoring them through the Chartered Institute of Marketing.
I've been supporting some of the world's most inspiring brands (Aramco, John Lewis, NEOM, Net-a-Porter, Rocksteady) and their marketing agencies (DJA, McCann Worldgroup) in delivering an evolution of their marketing strategy.
I'm also supporting young marketers by mentoring them through the Chartered Institute of Marketing.
Marketing, Writing, Teaching, Innovation, Mentoring, Consulting, Transformation, Development, International, MArketing Strategy, Digital Marketing
2019 - 2020
job
GROUP MARKETING DIRECTOR
Jaspal Group.
(Contract)
Led marketing for fashion & accessories retail group with 225 own-brand and franchised stores in 7 countries (including India, Singapore, Thailand, Vietnam), including ASICS, Fred Perry, Lyn, Mango, Melissa, Superdry and United Nude. Built centralised team and initiated a digital transformation programme.
• Restructured team for focus on multichannel execution and changed production processes to increase commercial impact from digital channels
• Designed new digital planning process for all brands and markets to provide
100% visibility and measurement
• Launched social commerce for brands through Instagram, Facebook and
Line beta projects, driving over 10% of retail income
• Strengthened brands through new luxury campaigns, increasing consumer
engagement by 1-2% and growing sales in some markets by 25%
• Recipient of award for most influential fashion brand in Thailand
Led marketing for fashion & accessories retail group with 225 own-brand and franchised stores in 7 countries (including India, Singapore, Thailand, Vietnam), including ASICS, Fred Perry, Lyn, Mango, Melissa, Superdry and United Nude. Built centralised team and initiated a digital transformation programme.
• Restructured team for focus on multichannel execution and changed production processes to increase commercial impact from digital channels
• Designed new digital planning process for all brands and markets to provide
100% visibility and measurement
• Launched social commerce for brands through Instagram, Facebook and
Line beta projects, driving over 10% of retail income
• Strengthened brands through new luxury campaigns, increasing consumer
engagement by 1-2% and growing sales in some markets by 25%
• Recipient of award for most influential fashion brand in Thailand
Marketing, Retail, Digital transformation, Instagram, Facebook, Fashion, Sales, Transformation, Accessories, Production, Social, Processes, International marketing, Digital Marketing, Digital Strategy, Social Media Marketing
2018 - 2019
job
CHIEF MARKETING OFFICER
Robinson Department Stores.
Senior marketing role for Thailand’s largest department store brand with 47 stores and 21 shopping malls. Member of Robinson leadership team. Restructured to focus on multichannel opportunities such as extended customer insight and high ROI customer campaigns, demonstrating significant sales impact. Managed a team of 131. Deliverables included:
• Launch of new in-house FMCG brands with 13% sales contribution
• Designed lifestyle communication concepts with multiple options personalised by product and offer, driving over $2m of incremental income per campaign
Also appointed as Group Customer Director (Executive Vice President) at Central Retail, Reporting to CEO. Recruited to join retail leadership team as the senior marketer to rethink strategy and implementation plan. Focused on campaign innovation, structure, process and technology. Sales in 2016 were $10bn from 5,000 retail stores, shopping malls, hotels and other investments in Thailand and overseas.
• Launch of new in-house FMCG brands with 13% sales contribution
• Designed lifestyle communication concepts with multiple options personalised by product and offer, driving over $2m of incremental income per campaign
Also appointed as Group Customer Director (Executive Vice President) at Central Retail, Reporting to CEO. Recruited to join retail leadership team as the senior marketer to rethink strategy and implementation plan. Focused on campaign innovation, structure, process and technology. Sales in 2016 were $10bn from 5,000 retail stores, shopping malls, hotels and other investments in Thailand and overseas.
Marketing, Retail Strategy, CRM strategy, Digital Marketing, Content marketing, Digital communication, Social Media, Digital transformation
2013 - 2017
job
DIRECTOR OF CRM & DIGITAL
Alshaya Group.
Global leadership role at retail operator with sales of $5bn pa from 21 countries, 80 retail brands, 3,900 stores and 59,000 staff. Brands included Harvey Nichols, H&M, Starbucks, and Victoria’s Secret. Recruited to establish a customer data and marketing infrastructure to add revenue across all divisions and markets. Headlines:
• Designed 5-year Customer Vision – extensive, evangelical strategic initiative detailing how digital will drive revenue
• Grew central CRM and Digital department of 78, directing further marketing teams in largest retail brands. Deployed offshore customer insights and analytics operation for segmentation and data modeling
• Secured budget and stakeholder buy-in and responsibility for deployment of enterprise ($m+) multichannel CRM system
• Delivered a Single Customer View sourcing large-scale data sources from retail stores, SMS, social media, customer services and e-commerce transactions. Extensive digital transformation produced over $23m of incremental sales in first year
• Devised and launched multi-brand loyalty programme (Privileges Club) in MENA and Russia including deployment of multiple digital products (mobile apps) incorporating campaign ROI tracking. Recruited 5 million members. Established framework for NPS customer satisfaction interface. Hosted VIP draw winner events to generate PR and social media coverage
• Designed 5-year Customer Vision – extensive, evangelical strategic initiative detailing how digital will drive revenue
• Grew central CRM and Digital department of 78, directing further marketing teams in largest retail brands. Deployed offshore customer insights and analytics operation for segmentation and data modeling
• Secured budget and stakeholder buy-in and responsibility for deployment of enterprise ($m+) multichannel CRM system
• Delivered a Single Customer View sourcing large-scale data sources from retail stores, SMS, social media, customer services and e-commerce transactions. Extensive digital transformation produced over $23m of incremental sales in first year
• Devised and launched multi-brand loyalty programme (Privileges Club) in MENA and Russia including deployment of multiple digital products (mobile apps) incorporating campaign ROI tracking. Recruited 5 million members. Established framework for NPS customer satisfaction interface. Hosted VIP draw winner events to generate PR and social media coverage
Facebook, CRM, Digital Marketing, Influencer engagement, Digital Strategy, Digital and social campaigns, Integrated multi-channel campaigns
2004 - 2013
job
MANAGING DIRECTOR
Strand Marketing Group.
Started marketing agency, specializing in luxury. Client brands included Christian Dior, De Beers, Georg Jensen, Louis Vuitton (via Havas), M&S, Vivienne Westwood and Y-3. Reported to board. Highlights were:
• Leader of 7x luxury marketing audits for retail CEOs and boards to find sales growth through marketing and customer experience
• Devised retail loyalty programmes for high street and online retailers; measurable successes included a 415% increase in product sales for GHD and a 6.25% increase in LFL turnover for Game Group Plc
• Contributed CRM insights and segmentation models to drive communications and sales through retail and online channels
• Liaised with global HQ at Group level. Shared best practice with Australia, Singapore, UAE and USA, collaborating on global metrics and development projects for 50x retail clients such as The Body Shop, HMV, Sanity Music, Dusk and Caltex
• Acquired 3 businesses to extend service offering and expand client base
• Inspired others as a champion of customer experience in retail, featuring
in Financial Times, retail and marketing press
• Leader of 7x luxury marketing audits for retail CEOs and boards to find sales growth through marketing and customer experience
• Devised retail loyalty programmes for high street and online retailers; measurable successes included a 415% increase in product sales for GHD and a 6.25% increase in LFL turnover for Game Group Plc
• Contributed CRM insights and segmentation models to drive communications and sales through retail and online channels
• Liaised with global HQ at Group level. Shared best practice with Australia, Singapore, UAE and USA, collaborating on global metrics and development projects for 50x retail clients such as The Body Shop, HMV, Sanity Music, Dusk and Caltex
• Acquired 3 businesses to extend service offering and expand client base
• Inspired others as a champion of customer experience in retail, featuring
in Financial Times, retail and marketing press
CRM, Digital Marketing, Presentation of insights / data, Digital communication, Communication strategy, Digital Strategy, MArketing Strategy, Marketing campaigns
My education
2018
-
2020
Henley Business School
MBA, International Business Administration
MBA, International Business Administration
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