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Marketing Strategy, Audience Insight & Media Communications Planning
Kevin Sugrue
,
London, United Kingdom
Experience
Other titles
Skills
I'm offering
I provide award-winning strategy & insight expertise to major international brands. I possess gravitas, intellectual acuity and a collaborative style that informs stakeholder decision making. I build strong client, colleague and inter-agency relationships. I lead teams and develop strategic brand positioning and communication. I’m driven by my curiosity to seek out compelling advantage for clients.
I am passionate about understanding brands and consumer behaviour, getting inside the data, guiding and reporting campaign performance; delivering sector-leading measured results. I’m an expert in brand positioning and communication. I enjoy the challenge of leading teams and guiding them to produce measurably better international performance for brands.
My sector knowledge includes automotive, energy, financial services, fmcg, government, media, retail and tech/telco industries. I enjoy achieving complex goals, I am the trusted adviser, called upon to answer difficult brand consultancy issues.
I am passionate about understanding brands and consumer behaviour, getting inside the data, guiding and reporting campaign performance; delivering sector-leading measured results. I’m an expert in brand positioning and communication. I enjoy the challenge of leading teams and guiding them to produce measurably better international performance for brands.
My sector knowledge includes automotive, energy, financial services, fmcg, government, media, retail and tech/telco industries. I enjoy achieving complex goals, I am the trusted adviser, called upon to answer difficult brand consultancy issues.
Markets
United States
(Remote
only)
United Kingdom
France
(Remote
only)
Germany
(Remote
only)
Lithuania
(Remote
only)
Denmark
(Remote
only)
Norway
(Remote
only)
Sweden
(Remote
only)
Finland
(Remote
only)
Links for more
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Industries
Language
English
Fluently
Ready for
Larger project
Ongoing relation / part-time
Full time contractor
Available
My experience
2016 - ?
job
Strategy & Insight Director, EMEA
IPG Mediabrands.
Delivery: Brand consultancy, positioning and strategy, audience behaviour, insight and segmentation, brand tracking, campaign analytics & evaluation, team leadership, senior client guidance (to C-Suite level).
Clients: Amazon, Canada Goose, Casumo, Dorchester Group Hotels, ExxonMobil, Lego, Lockheed Martin, Mattel, Saudi Aramco, Spotify, Tourism Australia.
Team: 3 direct reports, with strategy & insight teams based in our offices worldwide reporting into me for client projects I lead.
Achievements: I proposed & created the online knowledge bank for trends and the B2B audience targeting tool for media globally. My team were awarded a client satisfaction score of 9 out of 10 by ExxonMobil, when the global market average for 7.25.
Clients: Amazon, Canada Goose, Casumo, Dorchester Group Hotels, ExxonMobil, Lego, Lockheed Martin, Mattel, Saudi Aramco, Spotify, Tourism Australia.
Team: 3 direct reports, with strategy & insight teams based in our offices worldwide reporting into me for client projects I lead.
Achievements: I proposed & created the online knowledge bank for trends and the B2B audience targeting tool for media globally. My team were awarded a client satisfaction score of 9 out of 10 by ExxonMobil, when the global market average for 7.25.
Marketing, Brand identity, Media strategy, Market research, Analytics, B2B, B2C, Team Leadership, Campaign, Advertising, Digital advertising, Online
2014 - 2016
job
Head of Insight & Evaluation
Carat UK.
Delivery: Audience behaviour, perceptions and insight, brand and campaign evaluation, media performance analysis.
Team: 5 direct reports.
Clients: British Gas, Eurostar, the Cabinet Office, No. 10 Downing Street, Canadian Affair Air Tours, HMRC, Kellogg's, Microsoft, Royal Navy.
Achievements: My Cabinet Office proposal secured a consultancy project that guided the Government for the Scottish Referendum. I cold called Eurostar, asking if I may advise them on a brand problem they faced. After one presentation I made, they appointed the agency.
Team: 5 direct reports.
Clients: British Gas, Eurostar, the Cabinet Office, No. 10 Downing Street, Canadian Affair Air Tours, HMRC, Kellogg's, Microsoft, Royal Navy.
Achievements: My Cabinet Office proposal secured a consultancy project that guided the Government for the Scottish Referendum. I cold called Eurostar, asking if I may advise them on a brand problem they faced. After one presentation I made, they appointed the agency.
Brand identity, Market research, Media strategy, Campaign evaluation, Audience Insight, Segmentation, Analytics
2014 - 2014
job
Partner, Brand Strategy
Brand Zeal Consulting.
Delivery: Brand positioning and strategy, audience insight, advertising, digital, marketing consultancy and campaign delivery.
Team: 5, including direct reports and cross-team associates.
Retained Clients: UK = Peugeot UK, Standard Life.
Ad-Hoc Client Projects: UK = Biography Channel, History Channel. Asia-Pacific = Knorr, Microsoft Mobile.
Achievement: My audience insight for Peugeot delivered a new B2B segment that opened up 8% additional UK sales. I also identified how personal data was being gathered, but not utilised by Peugeot, this changed their business approach across Europe.
Team: 5, including direct reports and cross-team associates.
Retained Clients: UK = Peugeot UK, Standard Life.
Ad-Hoc Client Projects: UK = Biography Channel, History Channel. Asia-Pacific = Knorr, Microsoft Mobile.
Achievement: My audience insight for Peugeot delivered a new B2B segment that opened up 8% additional UK sales. I also identified how personal data was being gathered, but not utilised by Peugeot, this changed their business approach across Europe.
Marketing, Advertising, B2B, Sales, Campaign, Asia, UP, Brand identity
2012 - 2014
job
Senior Strategy Director EMEA
MESH.
Delivery: Realtime audience behaviour and perceptions, brand and campaign evaluation, media performance analysis.
Team: 6 direct reports.
Retainer Clients: UK = Coutts & Co, RBS and NatWest Bank.
Ad Hoc Client Projects: USA = Land Rover and Delta Airlines.
Achievement: My consultancy provided brand reputation recommendations measurably limited RBS brand damage on several occasions and effectively guided £80m creative & media investment annually. I was recognized by the MD as her 'Best hire ever.'
Team: 6 direct reports.
Retainer Clients: UK = Coutts & Co, RBS and NatWest Bank.
Ad Hoc Client Projects: USA = Land Rover and Delta Airlines.
Achievement: My consultancy provided brand reputation recommendations measurably limited RBS brand damage on several occasions and effectively guided £80m creative & media investment annually. I was recognized by the MD as her 'Best hire ever.'
Campaign, USA
2010 - 2012
job
Senior Director
Millward Brown.
Delivery: Brand consultancy, audience insight, segmentation, media performance, brand reputation, brand tracking, campaign evaluation, sales and MMM analysis.
Team: 24, including 5 direct reports and 19 staff who reported into them.
Retained Clients: UK = BT, Capital One, EDF, Virgin Media, Vodafone. Global: BBC Worldwide, EDF, Levi's Europe, Microsoft, VW.
Achievements: Winning new insight & brad consultancy projects for BBC Worldwide, Virgin Media and Levi's. Being awarded a client satisfaction score of 9 out of 10 by Vodafone UK, the global market average was 7. Being awarded 'New Hire of the Year.'
Team: 24, including 5 direct reports and 19 staff who reported into them.
Retained Clients: UK = BT, Capital One, EDF, Virgin Media, Vodafone. Global: BBC Worldwide, EDF, Levi's Europe, Microsoft, VW.
Achievements: Winning new insight & brad consultancy projects for BBC Worldwide, Virgin Media and Levi's. Being awarded a client satisfaction score of 9 out of 10 by Vodafone UK, the global market average was 7. Being awarded 'New Hire of the Year.'
Market research, Brand identity, Data Analysis, Sales, Media strategy, Campaign development, Advertising, Digital Marketing, Social Media Marketing
My education
1987
-
1988
Imperial College
DMA Diploma, Direct Marketing
DMA Diploma, Direct Marketing
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