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Marketing Consultant
Catherine Dawson
,
Leamington Spa, United Kingdom
Experience
Other titles
Skills
I'm offering
An accomplished marketing, strategy and communications professional, combining business leadership with creativity and strong analytical skills. A respected team player with a reputation for challenging current thinking, creating informed solutions and delivering high quality results in an international commercial environment.
Specialties:
~ Marketing leadership
~ Brand strategy, identity creation & rebranding
~ Corporate strategy development
~ Integrated corporate communications
~ Research and analysis
~ M&A project management
~ Direct marketing & campaign management
~ International management
~ Digital marketing
Specialties:
~ Marketing leadership
~ Brand strategy, identity creation & rebranding
~ Corporate strategy development
~ Integrated corporate communications
~ Research and analysis
~ M&A project management
~ Direct marketing & campaign management
~ International management
~ Digital marketing
Markets
United Kingdom
Industries
Language
English
Fluently
Available
My experience
2013 - ?
job
Group Marketing Director
MAXXIA GROUP.
LONDON, UK
The Maxxia Group is made up of vehicle and education finance specialist Maxxia; asset finance brokers Anglo Scottish Asset Finance and Capex Finance; dealer finance provider Eurodrive; and fleet outsourcer, CLM Fleet Management. Part of the Australian McMillan Shakespeare Group.
Group Marketing Director - February 13 to date
Responsible for group marketing activities across multiple brands, with a strong focus on lead generation and digital marketing.
• Develop the marketing strategy in line with the corporate objectives and the strategic plan
• Create, agree and implement a marketing plan
• Lead activities to establish and build a clear brand identity, positioning and awareness in the market
• Implement and oversee marketing communications activities, such as advertising, public relations, direct marketing, social media, events, etc.
• Undertake research and other activities to understand the customer and market requirements; using this data to influence and steer the strategic planning at Executive level
• Lead the business' online strategy and activity
• Work collaboratively to initiate, evaluate and undertake new product development
• Ensure products are clearly defined, articulated, promoted and remain relevant in the market place
• Work collaboratively with the Chief Revenue Officer and Business Development Director to optimise new business generation opportunities and support customer retention
• Hold responsibility for the marketing budget and effective control of marketing expenditure
• Actively support the business strategy development formation and process
The Maxxia Group is made up of vehicle and education finance specialist Maxxia; asset finance brokers Anglo Scottish Asset Finance and Capex Finance; dealer finance provider Eurodrive; and fleet outsourcer, CLM Fleet Management. Part of the Australian McMillan Shakespeare Group.
Group Marketing Director - February 13 to date
Responsible for group marketing activities across multiple brands, with a strong focus on lead generation and digital marketing.
• Develop the marketing strategy in line with the corporate objectives and the strategic plan
• Create, agree and implement a marketing plan
• Lead activities to establish and build a clear brand identity, positioning and awareness in the market
• Implement and oversee marketing communications activities, such as advertising, public relations, direct marketing, social media, events, etc.
• Undertake research and other activities to understand the customer and market requirements; using this data to influence and steer the strategic planning at Executive level
• Lead the business' online strategy and activity
• Work collaboratively to initiate, evaluate and undertake new product development
• Ensure products are clearly defined, articulated, promoted and remain relevant in the market place
• Work collaboratively with the Chief Revenue Officer and Business Development Director to optimise new business generation opportunities and support customer retention
• Hold responsibility for the marketing budget and effective control of marketing expenditure
• Actively support the business strategy development formation and process
Strategic Planning, UP, Social, Online, Development, Retention, Strategy development, Support, Brand identity, Finance, Management, Direct marketing, Marketing, Research, Budget, Product development, Public relations, MArketing Strategy, Advertising, Business strategy, Business development, Social Media, Digital Marketing
2012 - 2013
freelance
MARKETING CONSULTANT / MARKETING DIRECTOR
VISPER GROUP.
Providing marketing, strategy and business development services.
• Supporting new start up operations
• Brand development and implementation
• Creation and on-going support for websites
• Project management of an international market research programme
• Establishment of marketing strategy and plan
• Production of marketing collateral
• Business strategy and planning
• In-depth research of sales management best practice & creation of a model for excellence
• Supporting new start up operations
• Brand development and implementation
• Creation and on-going support for websites
• Project management of an international market research programme
• Establishment of marketing strategy and plan
• Production of marketing collateral
• Business strategy and planning
• In-depth research of sales management best practice & creation of a model for excellence
Sales management, UP, Production, International, Development, Support, Implementation, Sales, Management, Marketing, Websites, Research, Market research, Operations, MArketing Strategy, Project Management, Business strategy, Business development
2010 - 2012
job
Marketing Development Director
GMAC FINANCIAL SERVICES.
HIGH WYCOMBE, UK
Division of Ally Financial Inc. International automotive finance group, providing retail and wholesale financing for major car brands across 13 geographic markets.
Marketing Development Director - August 10 to April 12
An international role supporting GMAC International Operations' growth and profit objectives via effective direction of marketing related activities, ensuring co-ordination and sharing of knowledge and best practice.
* Developed the brand strategy for the group, liaising with operations leadership and the US brand team. Directing, planning and overseeing local projects to adopt the new brand.
* Co-ordinated development of the strategic plan, working with operations leadership to support its implementation and creating the framework and mechanism for managing delivery.
* Defined and led a multi-market research programme to support the development of new retail systems.
* Core member of a project to deliver an e-Commerce strategy for the group, leading in depth multi-national qualitative and quantitative research amongst retailers and consumers.
* Co-ordination and alignment of marketing activities across businesses. Acting as consultant to help improve capabilities and deployment.
Division of Ally Financial Inc. International automotive finance group, providing retail and wholesale financing for major car brands across 13 geographic markets.
Marketing Development Director - August 10 to April 12
An international role supporting GMAC International Operations' growth and profit objectives via effective direction of marketing related activities, ensuring co-ordination and sharing of knowledge and best practice.
* Developed the brand strategy for the group, liaising with operations leadership and the US brand team. Directing, planning and overseeing local projects to adopt the new brand.
* Co-ordinated development of the strategic plan, working with operations leadership to support its implementation and creating the framework and mechanism for managing delivery.
* Defined and led a multi-market research programme to support the development of new retail systems.
* Core member of a project to deliver an e-Commerce strategy for the group, leading in depth multi-national qualitative and quantitative research amongst retailers and consumers.
* Co-ordination and alignment of marketing activities across businesses. Acting as consultant to help improve capabilities and deployment.
Quantitative research, LED, Framework, Wholesale, International, Development, Direction, Support, Implementation, Growth, Marketing, Finance, Leadership, E-commerce, Deployment, Research, Market research, Retail, Operations
2008 - 2010
job
M&A Projects Manager (secondment)
MASTERLEASE GROUP.
BIRMINGHAM, UK
Division of GMAC. Corporate vehicle leasing group in 17 countries, $1.6 bn turnover, 1200 employees.
M&A Projects Manager (secondment) - April 08 to July 10
Project & Communications Manager for divestment activities following a change in shareholder strategy.
* Contributed to formation of divestment strategy, working closely with the Executive Leadership Team.
* Project managed the sales process for nine international businesses.
* Produced memoranda of information to give an overview of the businesses to prospective purchasers.
* Managed the creation of virtual data rooms to support due diligence activities.
* Liaised with interested parties from initial expression of interest through to bid, resulting in 15 offers and the subsequent sale of eight businesses.
* Coordinated activities amongst remote team members and produced regular reporting to stakeholders.
* Managed internal communications across all international businesses.
Member of the core project team reaching advanced development of a joint venture with a major European bank (terminated due to financial crisis in 2008).
* Developed a new strategy for the JV organisation.
* Led the work stream for creation and development of a new brand.
* Managed all internal and external communications planning.
Division of GMAC. Corporate vehicle leasing group in 17 countries, $1.6 bn turnover, 1200 employees.
M&A Projects Manager (secondment) - April 08 to July 10
Project & Communications Manager for divestment activities following a change in shareholder strategy.
* Contributed to formation of divestment strategy, working closely with the Executive Leadership Team.
* Project managed the sales process for nine international businesses.
* Produced memoranda of information to give an overview of the businesses to prospective purchasers.
* Managed the creation of virtual data rooms to support due diligence activities.
* Liaised with interested parties from initial expression of interest through to bid, resulting in 15 offers and the subsequent sale of eight businesses.
* Coordinated activities amongst remote team members and produced regular reporting to stakeholders.
* Managed internal communications across all international businesses.
Member of the core project team reaching advanced development of a joint venture with a major European bank (terminated due to financial crisis in 2008).
* Developed a new strategy for the JV organisation.
* Led the work stream for creation and development of a new brand.
* Managed all internal and external communications planning.
Leadership, M&A, Due Diligence, Sales, Support, Development, International, Organization, Manager, LED
2006 - 2010
job
Head of International Marketing
unknown.
Operating across 17 geographic markets within a matrix organisation, this strategic role helped to establish the Group as a major international player.
* Developed the marketing strategy for the group and implemented action plans for delivery.
* Led the development of a single international brand from creation and design through implementation to on-going guidance, control and measurement.
* Supported new market entry projects resulting in geographic foot print expansion to four new countries.
* Established a new Group-wide internet site, implemented a content management system, launched new sites and put in place a search engine optimisation programme.
* Created market intelligence, commissioned and purchased research and provided analysis on markets, customers and competitors.
* Implemented sales support materials and tools to support the international sales team.
* Drove external communications activities at Group level, including on and off line advertising, conferences & exhibitions and an international PR programme.
* Managed Group level employee communications, improving the effectiveness and efficiency.
* Created an international corporate marketing database, incorporating complex data analysis, profiling and segmentation.
* Coordinated and aligned marketing activities across markets.
* Developed the marketing strategy for the group and implemented action plans for delivery.
* Led the development of a single international brand from creation and design through implementation to on-going guidance, control and measurement.
* Supported new market entry projects resulting in geographic foot print expansion to four new countries.
* Established a new Group-wide internet site, implemented a content management system, launched new sites and put in place a search engine optimisation programme.
* Created market intelligence, commissioned and purchased research and provided analysis on markets, customers and competitors.
* Implemented sales support materials and tools to support the international sales team.
* Drove external communications activities at Group level, including on and off line advertising, conferences & exhibitions and an international PR programme.
* Managed Group level employee communications, improving the effectiveness and efficiency.
* Created an international corporate marketing database, incorporating complex data analysis, profiling and segmentation.
* Coordinated and aligned marketing activities across markets.
Sales, LED, International pr, Search, Organization, Internet, International, Development, Market entry, Support, Implementation, Content, Marketing, Pr, Management, Print, Optimization, Database, Content Management, Research, MArketing Strategy, Advertising, Data Analysis, Design
2004 - 2006
job
Staff Assistant to Chief Executive Officer
unknown.
A diverse role, working alongside the Global Executive Board.
* Worked with the senior leadership team to develop and implement a new strategy for the organisation, bringing together individual businesses to form an international Group.
* Liaised with the Executive team to create plans and coordinate activities throughout the business change programme, which included the group-wide introduction of Lean Six Sigma.
* Reviewed and reported on individual business unit results to drive performance improvements.
* Managed stakeholder communications strengthening the Group's reputation, internally and externally.
* Worked with the senior leadership team to develop and implement a new strategy for the organisation, bringing together individual businesses to form an international Group.
* Liaised with the Executive team to create plans and coordinate activities throughout the business change programme, which included the group-wide introduction of Lean Six Sigma.
* Reviewed and reported on individual business unit results to drive performance improvements.
* Managed stakeholder communications strengthening the Group's reputation, internally and externally.
Leadership, Lean, Six Sigma, International, Organization, Sigma
2000 - 2004
job
Head of Marketing (UK)
unknown.
A senior management position, with a wide remit covering all marketing, product management, product development and communication activities.
* Led a team of 8-12 professional marketers: restructured the Marketing Department, recruited and integrated a number of high-quality individuals.
* Developed a customer relationship management (CRM) based approach to database marketing.
* Developed marketing strategy and made significant contributions to corporate strategic planning.
* Conducted a full strategic market review for the UK company car market.
* Directed qualitative and quantitative research, including comprehensive client satisfaction surveys.
* Developed brand strategy and directed implementation.
* Guided all internal and external communications programmes.
* Initiated, established and led the Client Steering Group, establishing a clear channel for the voice of the customer within the organisation.
* Introduced a structured approach to New Service Development.
* Led a full review of the businesses fleet management services, through to re-positioning and re-launch.
* Led a team of 8-12 professional marketers: restructured the Marketing Department, recruited and integrated a number of high-quality individuals.
* Developed a customer relationship management (CRM) based approach to database marketing.
* Developed marketing strategy and made significant contributions to corporate strategic planning.
* Conducted a full strategic market review for the UK company car market.
* Directed qualitative and quantitative research, including comprehensive client satisfaction surveys.
* Developed brand strategy and directed implementation.
* Guided all internal and external communications programmes.
* Initiated, established and led the Client Steering Group, establishing a clear channel for the voice of the customer within the organisation.
* Introduced a structured approach to New Service Development.
* Led a full review of the businesses fleet management services, through to re-positioning and re-launch.
Marketing, MArketing Strategy, CRM, Product development, Product Management, Research, Strategic Planning, Database, Management, Quantitative research, Service, Surveys, Implementation, Development, Organization, LED
1997 - 2000
job
Marketing Information Manager
unknown.
A key management role within the Marketing Department, this position focused on marketing research and database marketing.
* Developed direct marketing programmes, aimed at client retention and new business generation.
* Planned, implemented and evaluated marketing research projects.
* Contributed to strategic planning, provided information on the external and competitive environment.
* Involved in two complete re-branding projects.
* Led a client satisfaction research project and initiated action plans for improvement.
* Initiated and led a project to develop a competitor intelligence system.
* Carried out market analysis, including a review of the small & medium enterprise (SME) sector.
* Led a project to specify a new CRM system.
* Developed a substantial marketing database, including profiling, data cleansing and acquisition.
* Developed direct marketing programmes, aimed at client retention and new business generation.
* Planned, implemented and evaluated marketing research projects.
* Contributed to strategic planning, provided information on the external and competitive environment.
* Involved in two complete re-branding projects.
* Led a client satisfaction research project and initiated action plans for improvement.
* Initiated and led a project to develop a competitor intelligence system.
* Carried out market analysis, including a review of the small & medium enterprise (SME) sector.
* Led a project to specify a new CRM system.
* Developed a substantial marketing database, including profiling, data cleansing and acquisition.
Marketing, Branding, CRM, Research, Strategic Planning, Database, Direct marketing, Management, Retention, Enterprise, Manager, LED
1994 - 1997
job
Marketing Executive
IBSTOCK BUILDING PRODUCTS LTD.
Academic & Professional Achievements
Marketing
My education
2000
-
2003
Aston Business School
MBA, Business
MBA, Business
1995
-
1996
The Chartered Institute of Marketing
Postgraduate Diploma, Marketing
Postgraduate Diploma, Marketing
1991
-
1994
University of Leicester
Bachelors, Economics
Bachelors, Economics
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