GO Outdoors Ltd

GO Outdoors is the UK’s largest retailer of camping equipment, tents, outdoor clothing and footwear. Since its establishment in 1998, the company has grown to 60 superstores, and hosts the UK’s largest website in this sector.

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.


  • 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