Main Achievements    

• Designed and implemented the marketing engagement strategy (which included Television, Radio, Press, Door Drops, Outdoor and PR) programme tracking and evaluation systems.
• Implemented a customer insight programme which subsequently led to the introduction of the strapline and campaign ‘It’s Scandinavian for Value’ – This defined the brand of the company and increased group sales by 14% in its first week. 
• Introduced and enforced colour management, corporate and strategy guidelines ensuring brand consistency and best practice.
• Developed packaging, POS and other marketing material for own-brand product launches.
• Improved the response of leaflet performance by improved targeting with customer insight analysis.

Responsibilities

• Responsible for strategic planning and implementation of all marketing above and below the line, having full responsibility for the total Marketing budget of circa £4 million.
• Creation of marketing campaigns including generating ideas, developing creative brief and editorial content, adhering to legal requirements, and sourcing suppliers for production and distribution.
• Managing multiple agency contacts, internal teams and printers to deliver on time and budget.
• Planning and buying media via multiple agencies covering Television, National and local press, leaflet distribution, outdoor and radio
• Developed and managed new product development for all categories. Spanning product development, research, packaging and product launch.
• Analysed and oversaw regional market feasibility and market entry strategy.
• Handled all Public Relations and crisis management.