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Senior marketer, with agency and client side experience
Paul Sims
,
Richmond Upon Thames, United Kingdom
Experience
Other titles
Skills
I'm offering
Senior marketer with a proven track record both client and agency side. Adept at harnessing customer insight to plan, implement, evaluate and refine multi-channel integrated marketing campaigns. Skilled at developing brands and producing campaigns that drive awareness, recognition and saliency. Accomplished at delivering high performing, profitable acquisition campaigns along with engaging and rewarding retention strategies. A provider of thought leadership, innovation and insight, practiced at engaging with C-Level stakeholders including CEO's and Boards of Directors to secure buy-in to change and facilitate delivery of organisational best practice. Commercially astute, with substantial experience of budgeting, forecasting and heading up marketing functions.
Markets
United Kingdom
Links for more
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Language
English
Fluently
Ready for
Larger project
Full time contractor
Available
My experience
2009 - 2019
job
Head of Marketing
PRS for Music.
Progressing from Head of Licensing Marketing in 2014 and Head of PPS Marketing in 2012.
PRS for Music is a key player in the music industry and the world's leading royalty management organization with over 130,000 members and 0.5 million business customers.
Achievements:
- Devised and implemented the brand strategy for the organisation, transforming perceptions from a stuffy, inefficient bureaucracy to the pioneering, transparent world leader it is today.
- Transformed PRS for Music's acquisition strategy, from enforcement to a benefit led sales approach, resulting in step-change increases in sales (10%) and revenues (11%) and a reduction in complaints and negative perceptions.
- Refreshed the member communications and relationship marketing strategy, including the development of new content and social media strategies, the launch of a brand new corporate website and the refresh of the member magazine, resulting in significantly improved member satisfaction scores.
- Successfully planned and implemented a more effective programme of sponsorships and events, raising awareness, understanding and engagement levels, whilst reducing overall expenditure in this area - including The Ivor Novello Awards, Glastonbury Festival, PRS Company Conference and AGM and our own music led showcases.
- Devised and executed the innovative 'Music Makeover' campaign, to raise awareness of the effectiveness of using music in multiple business sectors, resulting in significant incremental sales.
- Designed innovative PR campaign to protect small live music venues, including creating the 'PRS Heritage Awards plaque' highlighting the key link between our members and the small venues they first performed at, whilst building a successful long term partnership with Independent Venue Week to leverage the campaign further.
- Designed and implemented a state-of-the-art marketing database, reducing the % of bad data and wasted effort in DM campaigns from 23% to just 5% year on year
- Developed the organisition's centenary programme, including new branding, extensive PR, sponsorships, events, commemorative books, website and videos.
- Successfully managed an annual marketing budget of c£3.5 million and marketing team of up to 24 highly motivated marketing professionals.
PRS for Music is a key player in the music industry and the world's leading royalty management organization with over 130,000 members and 0.5 million business customers.
Achievements:
- Devised and implemented the brand strategy for the organisation, transforming perceptions from a stuffy, inefficient bureaucracy to the pioneering, transparent world leader it is today.
- Transformed PRS for Music's acquisition strategy, from enforcement to a benefit led sales approach, resulting in step-change increases in sales (10%) and revenues (11%) and a reduction in complaints and negative perceptions.
- Refreshed the member communications and relationship marketing strategy, including the development of new content and social media strategies, the launch of a brand new corporate website and the refresh of the member magazine, resulting in significantly improved member satisfaction scores.
- Successfully planned and implemented a more effective programme of sponsorships and events, raising awareness, understanding and engagement levels, whilst reducing overall expenditure in this area - including The Ivor Novello Awards, Glastonbury Festival, PRS Company Conference and AGM and our own music led showcases.
- Devised and executed the innovative 'Music Makeover' campaign, to raise awareness of the effectiveness of using music in multiple business sectors, resulting in significant incremental sales.
- Designed innovative PR campaign to protect small live music venues, including creating the 'PRS Heritage Awards plaque' highlighting the key link between our members and the small venues they first performed at, whilst building a successful long term partnership with Independent Venue Week to leverage the campaign further.
- Designed and implemented a state-of-the-art marketing database, reducing the % of bad data and wasted effort in DM campaigns from 23% to just 5% year on year
- Developed the organisition's centenary programme, including new branding, extensive PR, sponsorships, events, commemorative books, website and videos.
- Successfully managed an annual marketing budget of c£3.5 million and marketing team of up to 24 highly motivated marketing professionals.
Sales, Social, UP, LED, Campaign, Organization, Music, Development, Festival, It, Website, Content, Social Media, Management, Pr, C, Database, Social media strategies, Budget, Brand identity, MArketing Strategy, Branding, Marketing
2008 - 2009
job
Managing Partner
SP Direct Ltd.
SP Direct - small integrated marketing agency in West London, with a focus on hospitality industry and financial services clients.
Client lead on:Accor Hotels Group, Fortnum & Mason, Prudential, Aviva, More Th>n, Swizzels Matlow, Total Jobs Group
Achievements:
- Transformed Mercure Hotels' activity to encompass a more strategic approach to marketing, resulting in 20% uplift in repeat room bookings, exceeding bookings targets for meeting room hire and 8% reduction in attrition rates for Spa memberships
- New business wins of Aviva, More Th>n and Swizzels Matlow
Client lead on:Accor Hotels Group, Fortnum & Mason, Prudential, Aviva, More Th>n, Swizzels Matlow, Total Jobs Group
Achievements:
- Transformed Mercure Hotels' activity to encompass a more strategic approach to marketing, resulting in 20% uplift in repeat room bookings, exceeding bookings targets for meeting room hire and 8% reduction in attrition rates for Spa memberships
- New business wins of Aviva, More Th>n and Swizzels Matlow
Marketing, Spa
2000 - 2008
job
Group Account Director Progressing from Graduate Account Executive
Proximity London BBDO.
Proximity London is consistently ranked as one of the UK's top five integrated marketing creative agencies Key Accounts worked on: Sainsbury's, Royal Mail, Volkswagen, Eurostar, Axa-Sunlife, Hewlett Packard, Nicorette, Eastern Energy, COI, P&G
Achievements:
Whilst Group Account Director, Royal Mail Account:
• Devised a new marketing strategy to help promote mail as a marketing channel, including a campaign to highlight mail's unique ability to appeal to all 5 senses. Culminating in the award winning 'Touching Brand's' campaign - using a chocolate letter - delivering an amazing 27:1 ROI
• 16:1 ROI from Special Delivery Mailroom campaign
• Exceeded Smartstamp annual acquisition targets by 25%
• Increased Agency income by 10% year on year
• Increased 'client satisfaction' scores year on year
Whilst Group Account Director - Sainsbury's Account
• Devised and deployed a new customer contact strategy, enabling Sainsbury's to target based on potential value and attitude to food, rather than simply recent spend levels in Sainsbury's - resulting in 10% uplift in revenue for Sainsbury's from targeted segments
• Developed a partnership marketing programme 'Sainsbury's Connections', using nectar data allowing FMCG brands from key categories to target Sainsbury's customers with promotions. The programme brought in incremental revenue to the agency of £500k within 24 months
• Reduced attrition rates on Sainsbury's to you by 5%
Whilst Account Director Volkswagen, Eurostar Accounts
• Developed a 'nurture' programme targeting VW customers during ownership lifecycle, resulting in 5% increase in repurchase rates
• Developed award winning campaigns for launch of new VW products, including:
◦ 11% response rate for Beetle Cabriolet campaign
◦ Overall ROI of 4:1 for Golf V launch
◦ DMA Grand Prix award for 'Tough New Polo' campaign
• Key role in developing Eurostar's Frequent Traveler loyalty programme:
Achievements:
Whilst Group Account Director, Royal Mail Account:
• Devised a new marketing strategy to help promote mail as a marketing channel, including a campaign to highlight mail's unique ability to appeal to all 5 senses. Culminating in the award winning 'Touching Brand's' campaign - using a chocolate letter - delivering an amazing 27:1 ROI
• 16:1 ROI from Special Delivery Mailroom campaign
• Exceeded Smartstamp annual acquisition targets by 25%
• Increased Agency income by 10% year on year
• Increased 'client satisfaction' scores year on year
Whilst Group Account Director - Sainsbury's Account
• Devised and deployed a new customer contact strategy, enabling Sainsbury's to target based on potential value and attitude to food, rather than simply recent spend levels in Sainsbury's - resulting in 10% uplift in revenue for Sainsbury's from targeted segments
• Developed a partnership marketing programme 'Sainsbury's Connections', using nectar data allowing FMCG brands from key categories to target Sainsbury's customers with promotions. The programme brought in incremental revenue to the agency of £500k within 24 months
• Reduced attrition rates on Sainsbury's to you by 5%
Whilst Account Director Volkswagen, Eurostar Accounts
• Developed a 'nurture' programme targeting VW customers during ownership lifecycle, resulting in 5% increase in repurchase rates
• Developed award winning campaigns for launch of new VW products, including:
◦ 11% response rate for Beetle Cabriolet campaign
◦ Overall ROI of 4:1 for Golf V launch
◦ DMA Grand Prix award for 'Tough New Polo' campaign
• Key role in developing Eurostar's Frequent Traveler loyalty programme:
Marketing, MArketing Strategy, ROI, FMCG, Campaign, Energy, Energy, Winning
My education
2000
-
2001
IDM
Diploma, Digital and Direct Marketing
Diploma, Digital and Direct Marketing
1994
-
1997
Sheffield Hallam University
BA (Hons), Business Studies
BA (Hons), Business Studies
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