Kathryn Butterfield

Strategist

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  • LocationLondon, United Kingdom

Skills

 

  • Advertising
  • Advertising Agency
  • Creative Agency
  • Presenting
  • Strategic Planning
  • Consumer Behavior
  • Creative Thinking
  • Excel
  • Powerpoint
  • Qualitative Research
  • Quantitative Research
  • Creative Brief Development
  • Communication Planning
  • Research Insight

Work history

Currently

Global Associate Strategisy

Gyro

Jan 2015
  • Part of global strategy team - working directly with Global Strategy Director - that worked with planning teams across the gyro network. In more detail: • Researched and developed strategic positioning for global accounts, co-ordinating with various teams across the network, for clients such as: HP, Blackberry and Teradata. • Created and facilitated strategy tools as well as trend reports for the planning network • Facilitated integration of planning network – lead initiative to integrate social media tools across network, created newsletters, organised webinars • Manage and develop documents for ad-hoc strategy/research requests • Worked with CEO/CCO to maintain company’s global ‘UNO’ culture – via strategy/planning initiatives, social media, press, eDM • Lead writer for gyro on Fortune website

2014

Strategist

Gyro

Jan 2013 - Dec 2014
  • Keurig • Ran UK consumer workshops working with senior brand manager • Produced reports on consumer conversations using social listening tools and gyro’s internal global knowledge database (set up and managed personally) • Developed key insights and strategy to enable brand positioning rolled out throughout UK Franke • Ran stakeholder workshops in Switzerland, working with senior brand team • Carried out competitor and product reviews • Produced crucial strategy documents to implement repositioning of global Franke brand Shell • Key planner for Commercial Fleet and Shell FuelSave Partner projects worldwide • Created and presented strategy, briefs, messaging frameworks and contact strategies Hilton WW • Rolled out new proposition of ‘A Lifetime in the Making’ through press/DM/film • Created messaging framework for microsite Cisco • Lead and won pitch for business, gathering research and insight to form strategy and creative • Restructured online information relationship Cisco has with its EMEAR distributors Nokia • Analysed user journey of Nokia Music App • Proposed new platform within app, with specific user journey and communications aimed at loyal users Pitching: • Lead research of market, products, competitors and audience • Enabled pitch strategy to develop through tight insight Internal • Worked with CEO/CCO and Global Strategy Director to maintain company’s global ‘UNO’ culture – via strategy/planning initiatives, social media, press, eDM • Set up and managed gyro's internal global knowledge database • Ran full-agency creative competitions; managing day-to-day, developing strategy, briefing and working with whole office to produce full creative ads (E.g. Big Bus Challenge – shortlisted) • Lead writer for gyro on Forbes website (example: http://onforb.es/1iWHsMT)

2012

Planning & New Business Placement

Cheethambelljwt

Aug 2012 - Dec 2012
  • • Produced a 'target audience booklet' using TGI data and a mini qualitative research project. Used in largest pitch of the year • Carried out competitive analyses for clients and pitches • Collaborated with the design team to produce new business mailers • Moved over old client site to new site: created redirect codes for new websites and crosschecked old/new sites and their coding

Education

2012

Geography

University of Sheffield

Aug 2009 - Jun 2012
  • First Class Honours, Best UK Undergraduate Dissertation 2012 from Royal Geographical Society