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M.A. in Marketing planned (7/9 exemptions) |
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Recent professional development: Design and PR courses. |
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Chartered Institute of Marketing (CIM) Diploma |
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Member of Chartered Institute of Marketing (MCIM) |
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BA (Hons.) Business Studies with Marketing (2:2) |
LONDON GUILDHALL UNIV. 1989-1994 |
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Degree
(with over a year of placements): Marketing
(strategy/planning/psychology /consumer behaviour/communications/ market
research)
Business
(gurus-theories/policy-planning/ organisation/HR/information systems/operations/financial
accounting/economics/statistical analysis).
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Member of the Institute of Charity Fund-raising Managers (ICFM). |
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Strong desktop skills,
PC some Mac, inc:
MS Project;
Word; Excel; PowerPoint; Access; Lotus apps.; CD burning
DTP:
MS Publisher, Page Maker
WEB:
HTML; Java; Hot Dog; FrontPage; Dreamweaver; MS Explorer; Netscape; Eudora;
Outlook; Groupwise; FTP
GRAPHICS:
Paintshop Pro; Adobe Photoshop; Gif Animation; Flash.
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Joined
fast growing 35 staff company in the wake of radical senior management
change, leading a marketing team of 4 involved as a creative and marketing
engine in many core projects, including:
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Marketing support
for superbly effective price positioning campaign,
offering £125 lifetime Internet connection and leading to several thousand
calls per day; implemented massive poster campaign at all UK motorway
service stations.
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Rebranding
of established corporate identity
to new Onet positioning, following market analysis and alongside company
negotiations with a major telecom company over name confusion.
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Creation
from new of @lantis brand/logo
for future corporate diversification.
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Creative
management of website
redesign, drawing directly on own HTML skills to participate meaningfully,
on-line, with design/development team; management of team during 3rd party
website creation projects.
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Management
of creative process and agencies for TV and press campaigns
- including an advertisement reaching 3.2m viewers on charter airlines
and advertising plus a CD insert and helpbook in Internet Magazine (negotiated
on far more favourable terms than usual and innovative of their type).
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Acquisition
of superb PR
through: 1) Heart Radio DJ Jono Coleman: created his website as
a PR exercise; 2) strongly featured in Carol Vorderman column in Mirror
Newspaper; 3) successfully sponsored series winning Formula Renault
car.
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Core roles and achievements:
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De
facto webmaster,
founding, shaping and leading the marketing team; streamlining web design
for 3rd party clients; co-ordinating the creation of attractive, well-structured
and technically advanced sites (live log-in etc.)
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Extensive
use of MS Project
on a particular corporate implementation with several key phases/milestones
(confidential). Involving the co-ordination of ten service professionals.
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Strategist:
creator of successful company branding and involved in other key planning
activities designed to develop revenue streams and improve services/business
partnerships (mostly confidential); liaison with other managers and departments,
inputting ideas and interpreting strategy for marketing enactment.
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e-commerce:
considerable
acquired knowledge through extensive client negotiation and the provision
of detailed information towards the creation of effective business websites
of all kinds; includes issues of: data access and management; secure servers/online
credit card payments.
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MARKETING CO-ORDINATOR (promotion) |
CfBT
1997-98 (12 months)
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Created all-new marketing plan with operational implications, post privatisation, for large careers guidance provider (250+ staff, 9 centres, 100,000 clients p.a. + major business in OFSTED inspection and overseas education management, especially Brunei): thorough audit of all aspects of business process alongside total rethink of image and promotional materials, new website, etc. |
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Main plan is available for viewing. |
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Numerous branding exercises, creating vigorous press/PR/radio campaign and new printed materials (part-financed by first-time external advertising); repackaged/differentiated with improved customer focus the seminars for students, parents and teachers under the new headings Career Zone and Way Ahead; saved £17.5k on switch to more effective creative agency; organisation left in vastly improved position despite slow take-up of most radical ideas. |
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ACCOUNT EXECUTIVE
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BURNETT
ASSOCIATES
1994-95 |
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Joined to acquire state-of-the-art direct mail experience (as direct continuation of degree interests) with one of UK's largest charity fundraisers; company has blue chip client list (Shelter, MS Society, AUTIF, National Society for Epilepsy and Capital Housing Project; specific tasks on other client accounts, RNLI, NT, Amnesty and Greenpeace), expert database systems and its own in-house creative and production staff. |
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Primarily managing/co-ordinating accounts and campaigns, solo or part of a team, liaising at senior level with clients, steering/participating in the creative process (e.g. a radio campaign for MIND), managing the management/operational phases, controlling the budgets and preparing regular reports for clients. |
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STUDENT PLACEMENTS & PROJECTS |
1991-93 (over 12 months in total) |
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DIRECT MAIL |
The REaD Company |
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ACCOUNT EXECUTIVE, acquiring invaluable experience of client liaison, sales, concept generation, direct mail database usage and operation: creative and strategic planning input to projects; planned company stand (with some great new ideas) at the International Direct Mail Fair including producing promotional items; opened negotiations with potential new clients at Marketing Director level (Jewson, Aga-Rayburn & Reed Regional Newspapers); assisted with IT (e.g. database conversion to Mac). |
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CONSULTANCY |
The Local Economy Policy
Unit
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MARKETING ASSISTANT, supporting nationally influential economist Dr Sam Aaronovitch to position and promote seminar programmes for senior local government managers in the context of this national 'think tank' for key issues: logistics; direct mail planning/organisation; proof-reading editing & compilation of reports; computer operation (including initiating the purchase of new hardware and software system); introducing direct feedback channels for consumers to generate market research data; implementing a 'customer focus' approach to seminar content, still in evidence today. |
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Weymouth Bay Trading Company: established small mail order business, the operation of which also provided material for main dissertation; used data supplied by The REaD Company which allowed follow-through on the direct mail process from end to end; also conducted an analysis of charity direct mailing. |
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The BABS Ball: normally chaotic student project, turned to profit with well-organised shipboard event. |