Mike Guida, DipM , Camberley, United Kingdom

I hold a CIM Postgraduate Diploma in Marketing and over 20 years’ strategic and tactical marketing/agency experience within the public, healthcare, legal, aviation and maritime sectors, including WPP and HMG’s Foreign and Commonwealth Office (FCO).

I am currently the marketing strategy consultant for a rapidly expanding gourmet food business in London, which already has over 20K followers on Instagram and is making waves on the food/music festival circuit. Arguably my greatest strength is my ability to rapidly understand and connect with an organisation fully from top to bottom, and always be able to write and tell the right story to any given audience in the most effective and impactful (or sensitive or compliant) way.

My expertise is both broad and deep. I am highly experienced in corporate strategy and brand development, as well as precise go-to-market planning and content strategies to drive the future growth and ambition of any organisation, whether it be a government department or an international healthcare research company. I am equally well versed in formulating value propositions and conducting market and competitor audits, as well as creating highly visual top-level capabilities collateral in a variety of mediums. Additionally, I regard myself as a highly driven results-oriented marketer who is adept at leading sizeable teams in person and remotely, and consistently able to create the required wow factor at all events I direct globally.

During my time at FCO Services (trading arm of the Foreign Office), I was tasked with developing the 3 year marketing strategy and go-to-market plan to drive future sales of the fund’s diverse range of secure services (property construction, security, technology, logistics) both domestically and overseas with other government departments and friendly foreign governments. A key component of this was to conduct a full market audit (existing/potential customers, current/new products, USPs, competitors, product/market growth areas, macro factors) and draft a new value proposition for the organisation. Other duties included competitor price benchmarking and supporting the development of new top-level capabilities collateral.

I have worked with marketing budgets from £50K upwards and have extensive experience of working within complex multinational matrix organisations, as well as working with creative, web and direct marketing agencies in the UK and abroad. Furthermore, I have organised stands, sponsorships, overseas private client networking meetings, websites, apps and exhibition collateral at events around the world.

My strengths include marketing/brand strategy, internal/change management communications, team leadership, digital/print campaigns, marketing collateral/thought leadership content development, global event management, creative concepts/storytelling (e.g. value propositions, infographics) and copywriting.