Marketing Skills
• Marketing Strategy
• Brand and Reputation Development
• Private, Public and NFP Sectors
• Stakeholder Management
• Business to Consumer Marketing
• Business to Business Marketing
• Product and Service Marketing
• Proposition Development
• PR and Media Relations
Management Skills
• Business Strategy and Planning
• Income and Budget Management
• Change Management
• Stakeholder Management
• Internal Communications and Networking
• Interim Leadership
• Team Recruitment and Restructuring
• Team Coaching and Development
Career Summary
Director, Black Lab Group
Director, University of Strathclyde
Marketing Consultant, Energy Saving Trust
Marketing Consultant, NatWest
Head of Strategy & Marketing/Head of Business Marketing Centrica/British Gas
Head of Business Marketing, Scottish Power
Misc junior and middle management roles in Financial Services and Communications
Career History
BLACK LAB GROUP, Director
Jul 08 - date
Consultancy role delivering director level strategic marketing projects for a range of clients.
Responsibilities: interim management, projects in branding, marketing strategy development, proposition review, business development, stakeholder engagement and research.
Recent Projects:
Institute of Gas Engineers and Managers
- £5m turnover, 4,000 member, professional membership organisation
- Marketing strategy review
- Facilitation of website redesign and re-launch www.igem.org
- Recruitment of Head of Marketing (12 staff)
Wand Agency
- £2.1m turnover, 16 staff multi channel marketing agency www.wandagency.com
- Business development and strategic pitch assistance
- New business(c£0.5m)gained inhotel & leisure, services and finance sectors
Other projects include:
· Development of marketing strategy for UK University
· Delivery of brand review strategy for UK University
· Marketing strategy development for animal welfare charity
· Brand evolution strategy input for luxury good retailer
UNIVERSITY OF STRATHCLYDE, Director
Jun 04 - Jul 08
Board level position responsible for the development and commercialisation of the University's marketing and communications, and restructure of central marketing teams and strategy.
Responsibilities: development of marketing strategy and input into strategic plan, management of marketing teams (60), communications and campaign activity.
Achievements:
• Development and delivery of University marketing strategy and input into
Strategic Plan
• Re-development of brand and core communications including web
• Management of divisional budget (£5m), marketing budgets (£3m) and
supplier network
• Improved University recruitment; year on year 2% growth for UK and
11% for international students
• Delivered improved student retention through enhancement of
student experience
• Enhanced relationships with key influencers and external stakeholders
• Development of alumni relationships (100k) and fund raising campaigns (c£3m)
ENERGY SAVING TRUST, Marketing Consultant
Sep 03 - Jun 04
Consultancy role as Head of Home Energy Marketing within leading Energy advice charity targeting the consumer, trade and local authority audiences.
Responsibilities: redevelopment of marketing strategy, review and restructure of marketing team, budget review and liaison with government funders and external stakeholders.
Achievements:
• Revision of marketing strategy and tactical campaign plans
• Management & restructure of marketing team (15)
• Management of agencies and c£27m marketing budget,
• Review of proposition & brand strategy
• Negotiation of annual government budget funding & reporting to
government funders
NAT WEST PLC, Marketing Consultant
Apr 03 - Sept 03
Consultancy role as Head of Business Strategy & Marketing within the Retail Banking marketing department, focusing on the business product and customer portfolios.
Responsibilities: review of customer proposition and product portfolio, enhancement of customer experience, restructure of marketing team, liaison with sales and customer service channels.
Achievements:
• Review and development of strategic marketing and operational plans
• Management of strategic marketing agencies
• Redevelopment of customer propositions
• Implementation of revised recruitment and retention campaigns
• Coaching of marketing team (10)
CENTRICA PLC - Head of Marketing and Strategy/Head of Business Marketing
Aug 00 - Apr 03
Head of Marketing and Strategy
For Centrica Business Services, a newly created division of Centrica, encompassing OneTel, The AA and British Gas Business customer bases (1m+) Internally promoted.
Responsibilities: development and delivery of marketing strategy, development of bundled product and service propositions, integration of marketing teams, liaison with sales and support channels.
Achievements:
• Delivery of marketing strategy and tactical plans
• Development and launch of an umbrella brand and new product brands
• Recruitment and management of agency roster (ATL/BTL/PR) and £6m budget
• New product innovation and development of propositions and value
added services
• Consultancy to international operations (Belgium, Netherlands, Spain, US etc)
• Input into cross group CRM, contact and segmentation strategies for
1m+ customer base
Head of Business Marketing
For British Gas Business to target acquisition and retention of customers in the business energy market, the second largest income stream and customer base for Centrica.
Responsibilities: development of marketing strategy for business market, establishing marketing team, recruitment and management of team, development of brand for market re-launch.
Achievements:
• Realignment and promotion of the British Gas brand to the (3m+)
business market
• Management of brand, recruitment and retention campaigns and £4m budget
• Creation of a product development and added value services development process
• Delivery of award winning research and national public relations campaigns
• Re-development of B2B website and interactive strategy
• Creation of CRM database, segmentation & risk driven retention strategy for
800k customers
SCOTTISH POWER, Head of Business Marketing
Sep 98 - Aug 00
Newly created role for Scottish Power to exploit the newly deregulated energy market in the UK.
Responsibilities: development of marketing plans, recruitment of team, delivery of sales and marketing communications.
Achievements:
• Management of marketing activity for the small business market, across
all channels
• Integration with sales agents, telesales, direct marketing and new media
• Campaign management, P&L responsibility (£2.5m), and retention &
acquisition targets
• Development of product & service enhancements
Prior to Sept 98
Junior/middle management roles in Financial Services, Advertising and Communications
ROYAL MAIL, Marketing Manager Feb 97 - Sep 98
Travelling Sabbatical Aug 96 - Jan 97
WORLDVIEW MARKETING AGENCY, Account Director Jan 96 - Aug 96
HSBC, Misc junior marketing roles incl. graduate trainee Aug 90 - Jan 96
http://uk.linkedin.com/in/adamjrtaylor