I developed and implemented strategies for a variety of (design) agencies, startups and multinationals. SupaPass is a, well-funded, digital startup providing fans exclusive access to their favourite companies and artists. The initial focus is a market penetration that facilitates a fast and sustainable growth. Defined the company’s purpose and produced key insights to develop the brand strategy and value proposition which increased the focus on innovation, adaptability and lateral business development. Following this, identified the people to recruit and currently closely collaborating with partners to implement communication and business development strategies. Maccorp is the Italian market leader in the currency exchange business expanding to the UK. Worked closely with the client teams in the UK and Italy to design and pitch go to market strategies that focus on positioning and product and service innovation in a saturated market. Client won the contract for one of the UK’s major airports. Provided Get in the Ring, a global startup event and accelerator, with a marketing and communication strategy and business development activities to successfully enter the UK market. Other projects included conducting a feasibility study for an innovative bicycle concept in collaboration with design studio Waarmakers and advising Fjuze on their business plan for a new global stadium event.
Following EMI’s takeover by Universal, I have been recognised as the only individual who was offered a specifically created role to drive innovation and to improve the performance of Universal’s global priority projects. I managed 20 marketing managers and worked alongside the MD’s while reporting to the CEO and CFO. ? Grew a lagging division 29% within a year delivering the budget for the first time in 7 years by creating a simplified structure within the team and by identifying new cross-departmental opportunities. ? Created profitable innovation strategies to increase new revenue streams 91% in one year. For example, oversaw a brand partnership deal between Coca Cola, a supermarket chain and a best selling artist. ? Increased company turnover by 7% against 2% market growth with stable marketing spend by synthesising untapped data into, previously unknown, actionable insights.
Appointed a board member at this €66m related rights organisation.
EMI, one of the “major” record companies, was looking for someone to bridge the gaps between the various disparate departments to increase bottom line results without losing the creative spirit of the business in a fast changing market. I reported to the CEO and CFO while overseeing the operational performance (P&L, BS, budget, forecast and scenario planning). ? Reduced marketing and creation costs by 8% of turnover and increased gross margin 5% over 4 years by directing a diverse and large quantity of creative and marketing campaigns (ATL to BTL). ? New revenue streams grew 200% in 4 years by driving product and service innovation. Examples included developing products in collaboration with global FMCG companies and publishers. ? Directly influenced the organisational direction by developing the business model to sustain a competitive advantage while the company changed ownership and investment possibilities were limited. ? Designed and coded a digital monthly management book which collected relevant market and company data and automatically distilled this extensive information into a concise report which simplified decision making.
At Interbrand I was able to combine my insights experience with a passion for brands. I used quantitative and qualitative methods to work on brand strategy, innovation, positioning, valuation and design. ? Consulted Feadship, the world’s leading yacht builder, to understand how the commercial brand and their underlying brands work together to create value. ? Advised Q-Park, an international parking company, in the design of a strategic plan to successfully implement a revenue optimisation scheme throughout the company. ? Other clients included Philips, Opel and LVMH.
At this boutique consumer insights agency focusing on innovative and explanatory research methodologies I grounded a deep understanding of data, trends and insights and learned to ask questions that uncover user needs. ? As the client lead provided insights into consumer experience, positioning, brand awareness and campaign effectiveness. ? Closely collaborated in the design and implementation of one of the first web-based research applications. ? Recruited and managed a team of fieldwork staff from 20 to 100 while the agency grew from 5 to 25 FTE’s. ? Clients included Coca Cola, Grolsch, Heineken, Unilever, Havas, JCDecaux, Shell, Live Nation and ID&T.
MSc (Hons) in Economics & Business (1st Class)
BSc (Hons) in Commercial Economics (2:1)