Brand & business transformation background, via effective commercial strategy, innovation & compelling marketing content
St Albans, United Kingdom
Skill set grounded in interpreting
consumer insights to inform innovation & engagement, to stimulate behaviour change.
Team player with the ability to engage, influence, lead & motivate cross-functional commitment from stakeholders via a collaborative leadership style.
Consistent track record of developing brand & category strategies to generate consumer advocacy, drive market share & deliver value to shareholders.
Links for more
Ongoing relation / part-time
Full time contractor
Head of Brand & Marketing
Responsible for creating & executing brand & marketing transformation strategies for &/or with customers in Europe & North America.
➢ Led team in development & execution of FY19 Marketing Plan to address consumer mistrust & apathy - growing weekly penetration to 34% of adults by Jan 2019 (an increase from 27% YoY).
➢ Restructured under-performing Marketing & PR function, introducing new processes & collaborative ways of working; to better align with the new channels, media landscape & consumption patterns, & to improve departmental integration & morale
➢ Implemented econometric model & ROI driven approach to advertising & social.
Significantly contributing to the following results:
➢ +12% YoY sales growth (+9.6% in Retail / +78.3% YoY in Digital)
➢ Best Lotto sales in past 5yrs & Best EuroMillions sales in past 10yrs
➢ Best Ever sales on Instants & Xmas Raffle
➢ Reversed 6-year decline, growing penetration to 66% of all adults (+8 YoY)
➢ Grew 18-24-year-old penetration from 38% in Jan 2016 to 55% by Jan 2017
➢ Successful launches of TNL Twitter account & Android/iOS transactional App
➢ Improved position of #51 (from #81 in prior year) in the annual Ireland RepTrak® study corporate reputation score.
➢ Presented this work as a case study to the North American Association of State & Provincial Lotteries NASPL conference in 2017
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