Head of Marketing –  2013 – 2015

Key Achievements include:

• A step-change in brand awareness for GO Outdoors, through new creative and marketing strategies both online and offline that increased brand awareness from 48% to 54% in six months.
• Created and implemented new marketing systems and reorganized a department that was inefficiently run.
• Implemented 20% plus cost savings by negotiating much improved deals across all media, creative, and print platforms.
• Implementing a multichannel marketing strategy for clothing and equipment own-brand products.
• Coordinating all databases to enable SCV, then developing a successful CRM acquisition and retention strategy.
• Co-ordinated successful marketing launches of 7 new superstores across the UK.
• Delivered GO’s very first 200 page A/W13 Catalogue, plus further catalogues for A/W14 and SS15.
• Delivering an award-winning TV commercial, produced and on-air in my first 2 weeks at GO
• Manage the delivery of the Marketing and Trade Calendar and Local Marketing co-ordinating across marketing, buying, web and stores.
• Managing the marketing team to work well together and across the business, with a can-do attitude that champions customers in all they do.

Responsibilities.

• Developing the Marketing Strategy in line with the Company Strategy and customer profile.
• Managing multiple agency contacts, internal teams and printers to deliver on time and on budget.
• Negotiation of key media, agency, print and production suppliers to maximize budgets.
• Effectively deploying the £13.7m marketing budget to maximize visitors to the website, footfall to the stores, brand awareness and ROI.
• Work cooperatively with internal buyers to develop in house brands.
• Developing an Effective CRM strategy to drive footfall to the stores and visitors to multi-channel.
• Managing customer analysis and market information providing clear customer insight aiding marketing/brand strategies, product targeting and new store location