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Brand and business strategist with a specialisation in innovation and design thinking
Robert Hocking
,
London, United Kingdom
Experience
Other titles
Skills
I'm offering
• Entrepreneurial executive with more than twenty-five years working internationally on a range of clients from start-ups through to major multinationals. • Extensive experience in management, business strategy and planning, venture fundraising, writing and teaching. • Specialisation in marketing and sales strategy with a focus on innovation and marketing execution • Past global clients have included P & G, Unilever, Kraft, Avon, Waitrose, Metro Inc., Asda, Bacardi, Diageo, Dell, IBM, Motorola and Nokia. • Guest lecturer at Said Business School, Oxford University; the University of Edinburgh; Leeds University; University College London; Delft School of Technology; and the London School of Economics.
Markets
United States
Canada
United Kingdom
Rest of Euro area
Australia
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
2020 - ?
freelance
Chief Strategist, Virtual IQ Ltd.
Virtual IQ Ltd..
We bring creativity and innovation to planning, business strategy, and marketing execution. We help with design thinking and innovation in your planning, products or service, create buyer archetypes and consumer journeys, develop the expression of your brand strategy, and then help with all aspects of campaign development with in-built conversion mechanics to track results.
Research, Consulting, Workshops, Development, Creativity, Consumer behaviour, Design thinking, Innovation, Content marketing, Marketing, Digital Marketing
2016 - 2019
job
Founder, CEO
Independence Market Ltd.
Independence Market was an innovation retail concept launched in response to the needs of women and their families.
• Researched and developed an innovative e-tail model aimed at women described as a marriage of Amazon and Avon.
• Successfully raised more than $1M in investment and built a team of 23 tasked with representing the brand at a community level; product development; production; and distribution.
• Successfully developed and tested more than 300 products (food); signed joint venture agreements with the International Wine and Spirit Competition and Hearst Publications UK (trial); and grew from 30 families at launch to servicing more than 2,000.
• The business was wound-up as we weren't successful in raising a series A round of additional investment.
• Researched and developed an innovative e-tail model aimed at women described as a marriage of Amazon and Avon.
• Successfully raised more than $1M in investment and built a team of 23 tasked with representing the brand at a community level; product development; production; and distribution.
• Successfully developed and tested more than 300 products (food); signed joint venture agreements with the International Wine and Spirit Competition and Hearst Publications UK (trial); and grew from 30 families at launch to servicing more than 2,000.
• The business was wound-up as we weren't successful in raising a series A round of additional investment.
Product development, Retail, Innovation, Development, Amazon, Ceo, Community, International, Production, UP, Founder
2012 - 2016
freelance
Consultant and Lecturer
HTC, Philips.
• Received venture funding from Philips Ventures in the Netherlands to set-up a retail consultancy - Missouri Design - whose focus is strategy, design, retail technology planning and implementation for retail brands.
• Consulting work in this period includes retail strategy projects for HTC, Philips, Waitrose, Paddy Power and Disney
• And shopper marketing/retail activation programs for P & G, Novartis, Coca Cola and Diageo, and brand/marketing work for Sony Latin America, Marks & Spencer, Bailey Nelson, Club Med, PepsiCo (Quaker, Walkers Crisps) and Laurent-Perrier.
• I was recruited by Oxford University to be an Expert in Residence with Said Business School, eventually becoming a Teaching Fellow with the business school.
• Additionally, I was recruited into an advisory role with Leeds University Business School, and as a guest lecturer to the Psychology Department, University College, London and the department of Business Studies, London School of Economics (all of which continues to this day).
• Consulting work in this period includes retail strategy projects for HTC, Philips, Waitrose, Paddy Power and Disney
• And shopper marketing/retail activation programs for P & G, Novartis, Coca Cola and Diageo, and brand/marketing work for Sony Latin America, Marks & Spencer, Bailey Nelson, Club Med, PepsiCo (Quaker, Walkers Crisps) and Laurent-Perrier.
• I was recruited by Oxford University to be an Expert in Residence with Said Business School, eventually becoming a Teaching Fellow with the business school.
• Additionally, I was recruited into an advisory role with Leeds University Business School, and as a guest lecturer to the Psychology Department, University College, London and the department of Business Studies, London School of Economics (all of which continues to this day).
Marketing, Design, Retail, Teaching, Consulting, Technology, Implementation, Power, UP
2007 - 2012
job
Chief Development Officer, Fitch Worldwide
unknown.
Fitch is the world's foremost retail design company (part of WPP) with 17 offices. Served on their 5-person global board as head of client development overseeing the international business development team in cultivating key client relationships.
• Led all major initiatives for British American Tobacco that led to YOY revenue growth of 70%. As a result, account became largest client category in Fitch's history.
• Led the development of a diverse service offer for a Japan Tobacco International including work across five offices and encompassing strategy which affected packaging, consumer promotion, sponsorship, and digital asset management to support of the global rebranding of Camel Tobacco.
• Developed and grew a conflict agency from a team of three to twenty-five in fifteen months and initiated and led the opening of Fitch's first China office.
• I led the development of multi-channel retail strategy for Nokia and designed the retail launch for the biggest product launch in Nokia's history, the Nokia Windows phone.
• Led all major initiatives for British American Tobacco that led to YOY revenue growth of 70%. As a result, account became largest client category in Fitch's history.
• Led the development of a diverse service offer for a Japan Tobacco International including work across five offices and encompassing strategy which affected packaging, consumer promotion, sponsorship, and digital asset management to support of the global rebranding of Camel Tobacco.
• Developed and grew a conflict agency from a team of three to twenty-five in fifteen months and initiated and led the opening of Fitch's first China office.
• I led the development of multi-channel retail strategy for Nokia and designed the retail launch for the biggest product launch in Nokia's history, the Nokia Windows phone.
Design, Business development, Retail, Packaging, Management, Asset Management, Service, Windows, Support, Growth, Development, Office, International, China, Sponsorship, LED
2006 - 2007
job
SVP/Managing Director
Young & Rubicam.
I was recruited to manage the joint operation for Young & Rubicam and Ogilvy & Mather where I oversaw operations for two offices located in Calgary and Vancouver.
• My primary task was to establish the potential for a merged office operation involving the merging of O & M into Y & R in western Canada - upon arrival I was faced with doubled-up teams across client management and creative.
• While my time here was limited, my mandate was to determine the viability of the existing operation and to make the necessary recommendations for how to streamline the business - given market conditions, unfortunately I recommended downsizing.
• My primary task was to establish the potential for a merged office operation involving the merging of O & M into Y & R in western Canada - upon arrival I was faced with doubled-up teams across client management and creative.
• While my time here was limited, my mandate was to determine the viability of the existing operation and to make the necessary recommendations for how to streamline the business - given market conditions, unfortunately I recommended downsizing.
Operations, R, Management, Office, UP
2004 - 2006
job
Vice President, Strategic Planning
Ogilvy Group.
My position served the group's Toronto, Chicago and New York offices and involved the development of positioning and creative strategies, research and channel comms plans for clients that included Motorola, IBM, Lenovo, Avon, Domtar, British American Tobacco, American Express and Unilever.
Research, Strategic Planning, Development, Express, President
2003 - 2004
freelance
Consultant
Dell account in Canada.
After selling my interesting in Alloy, I began consulting - highlights include:
• DDB Canada where I was recruited as a pitch consultant to help lead the acquisition of the Dell account in Canada, a 3-year contract valued at $150M. After its acquisition I remained on temporarily to establish the management process for the client's consumer business.
• Government of Canada. Developed a bilingual marketing and educational strategy targeting agricultural producers across Canada.
• Metro Inc. Worked as part of a consulting group developing new concept stores for the grocery retail banner directing all research and development of audience insights, as well as contributing to the overall direction on the project.
• KWI Inc. (B to B software). Based in the UK, I served in a temporary role as their Vice President, Marketing responsible for developing and deploying a new brand strategy and marketing communications plan for the EU and North America.
• DDB Canada where I was recruited as a pitch consultant to help lead the acquisition of the Dell account in Canada, a 3-year contract valued at $150M. After its acquisition I remained on temporarily to establish the management process for the client's consumer business.
• Government of Canada. Developed a bilingual marketing and educational strategy targeting agricultural producers across Canada.
• Metro Inc. Worked as part of a consulting group developing new concept stores for the grocery retail banner directing all research and development of audience insights, as well as contributing to the overall direction on the project.
• KWI Inc. (B to B software). Based in the UK, I served in a temporary role as their Vice President, Marketing responsible for developing and deploying a new brand strategy and marketing communications plan for the EU and North America.
Marketing, Retail, Research, Consulting, Management, Development, Software, Banner, Direction, President, Brand identity
1995 - 2002
job
Founder/CEO
The Alloy Group.
I co-launched and led the development of a single advertising agency into an integrated agency group of 4 companies that included advertising and design, digital, PR and environmental design, each with its own P & L.
• As the group's CEO and chief strategist, I led a strategy team of 8 delivering integrated communications programs that included brand strategy, investor attraction/relations, recruiting and retention programs.
• Clients included the Department of Foreign Affairs and International Trade; Elections Canada; the National Gallery of Canada; Alcatel-Lucent; JDS Uniphase and Nortel Networks; Tim Hortons; CS Co-Op and Metro Inc.
Additional Highlights:
• Voted one of the Canadian capital's top 40 executives under the age of 40.
• Producer and writer for Virgin Radio Canada on a weekly piece titled, This Ain't Kansas about the trials and tribulations of travel and living abroad.
• Feature writer with design:retail Magazine and The Robin Report in the US focusing on retail experience and strategy, and for the Huffington Post in the UK.
• I've been a part-time professor with Algonquin College as a member of the Advertising Program faculty and I remain committed to teaching and development.
• Keynote speaker at Light & Building, Frankfurt, Germany; POPAI Benelux, Brussels, Belgium; Illuminesca (part of London Fashion Week), London; and REDESIGN, Sao Paolo, Brazil.
• As the group's CEO and chief strategist, I led a strategy team of 8 delivering integrated communications programs that included brand strategy, investor attraction/relations, recruiting and retention programs.
• Clients included the Department of Foreign Affairs and International Trade; Elections Canada; the National Gallery of Canada; Alcatel-Lucent; JDS Uniphase and Nortel Networks; Tim Hortons; CS Co-Op and Metro Inc.
Additional Highlights:
• Voted one of the Canadian capital's top 40 executives under the age of 40.
• Producer and writer for Virgin Radio Canada on a weekly piece titled, This Ain't Kansas about the trials and tribulations of travel and living abroad.
• Feature writer with design:retail Magazine and The Robin Report in the US focusing on retail experience and strategy, and for the Huffington Post in the UK.
• I've been a part-time professor with Algonquin College as a member of the Advertising Program faculty and I remain committed to teaching and development.
• Keynote speaker at Light & Building, Frankfurt, Germany; POPAI Benelux, Brussels, Belgium; Illuminesca (part of London Fashion Week), London; and REDESIGN, Sao Paolo, Brazil.
Speaker, Brand identity, Founder, LED, Redesign, Feature, International, Retention, Ceo, Development, Design, Keynote, Radio, Producer, Pr, Fashion, Teaching, Retail, Advertising
My education
2022
MIT Sloan School of Management
Mastering Design Thinking, Design thinking and innovation
Mastering Design Thinking, Design thinking and innovation
?
-
2020
University of Liverpool Management School
MBA, N/a
MBA, N/a
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