Work history
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Marketing ConsultantMike Cheetham Consulting
London, United KingdomFreelance
Consultancy services built on 20+ years experience working with advertisers to interrogate multiple data sources/new contexts and create more compelling narratives for the boardroom (value beyond sales). Working with media owners to reframe propositions and services to gain more direct access to clients, without compromising the agency/client relationship (more enhance it). Working with agencies to develop more collaborative business planning practices, and reappraise the makeup of skills to deliver.
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Managing PartnerThe Specialist Works
- London, United KingdomFull Time
First MP to be appointed across all channels in largest management company operational
role. Member of the leadership line-up, facilitating group services across £90m client billings.
In the last 2 years, focus was primarily on the development of client growth strategies and
fuelling agency product development/IP. Championed a consultative partnership approach
to great effect. C-suite point of contact for clients including Travis Perkins Group, Hastings,
McCarthy Stone, AO.com and Theo Paphitis Retail.
Achievements:
• United 2 established London & Bristol offices under a ‘One Client Team’ initiative.
Alignment led to 20% increase in overall client spend
• Identified opportunity during Covid to elevate the AO.com business relationship
beyond planning/buying, to that of trusted TTL marketing partner. Consequently
AO.com experienced ground-breaking 300% growth. Estimated 100%+ growth across
owned client portfolio in FY22.
• Embedded this new business planning and strategy model across all agency clients.
Roll out was hugely successful, as evidenced by:
o Exceptional client retention rate – 99% over last 3 years
o Consulted on operational transformation to secure the biggest competitive
pitch win for the agency; £20m McCarthy Stone, up against 3 network giants.
Subsequently delivered 110% growth for client, becoming one of TSW’s largest
partners
o Improved pitch conversion, converting 6 out of 7, (£50m) in last 3 years
• Member of product development think-tank and reactive COBRA team, as well as
leadership groups covering D&I, mentoring and training
• Client patch contributed 45% of revenue to record EBITDA achieved in 2021
+ Show more
Skills
- Commercial
- Commercial Acumen
- Storytelling
- Product Development
- Service Design
- Advisory Services
- Client Consultations
- Client Development
- Busines Strategy
- Strategic Planning
Education
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Medical SciencesThe University of Liverpool
- Liverpool, United Kingdom
2:1 achieved with Hons in Physiological Medicine (4.5 years)