Elgen

Marketing Director (Freelance)

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December 2020 - present

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Developing and implementing the overall brand and marketing strategies across all communication channels.

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Including but not limited to:

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  • Brand identity and tone of voice

  • Launch campaigns across all channels

  • PR and Press strategy and delivery

  • Organic and paid social and influencer activity

  • Email and PPC

  • Content marketing

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Parka London

Brand Consultant (Freelance)

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July 2021 - present

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Acting as Brand Director and responsible for overall brand strategy, product development and marketing across all channels.

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  • Brand strategy 

  • Brand identity / tone of voice

  • Product strategy and development

  • Campaigns

  • PR strategy and delivery

  • Organic and paid social inc. influencer

  • CRM

  • Content marketing, SEO and PPC

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Pringle of Scotland

Head of Marketing and Communications

 

August 2019 - October 2020

 

Responsible for creating and delivering the global marketing and PR strategy and the development and delivery of the annual marketing and PR plan whilst creating long-term plans to build the brand profile by developing the business content and creative strategy.

 

Ultimately accountable for directing ongoing retail, e-commerce and wholesale marketing activity through web, mobile, social media and email marketing campaigns, in order to accelerate the transition to a digital-led business.

 

  • Leading the implementation of a multi-channel customer acquisition strategy to drive customer acquisition, retention and increase overall brand presence.

  • Defining and executing the brand’s public relations strategy to maximise the exposure of the brand and products to target audience and deliver product placement with media and influencers.

  • Managing a direct team of four, and additionally managing cross functionally across the business

  • Full accountability for the Marketing and PR Budget

 

Belstaff

Head of Marketing (Contract)

 

March 2018 – March 2019

 

Senior marketing leader within the business, responsible for the creation of the brand marketing strategy and the development and delivery of the annual marketing plan 

 

  • Created, defined and implemented the marketing strategy for the brand, identifying the key opportunities for success

  • Created, planned and delivered all marketing campaigns

  • Led a cross functional team (VM, PR (including agency), Ecom, Design and Retail) to aid the delivery of campaigns across all consumer touchpoints

  • Responsibility for the development and delivery of all brand content across all channels 

  • Developed and defined the social media strategy

  • Delivered and implemented all social media activity including both paid and organic social and influencer marketing 

  • Managed print, digital and OOH media planning, buying and analysis globally (with agency)

  • Supported in the delivery of SEO and PPC, and email marketing

  • Defined brand KPI’s and analysis of ROI, enabling future planning

  • Responsible for the management of brand research and utilising results in future marketing planning

  • Developed individual country or regional marketing plans to support the growth of the business

  • Managed the team to deliver trade marketing support (Wholesale and Outlets)

  • Key member of the omni-channel strategy team and active role in delivery of new ecommerce site

  • Line management and development of four team members: Graphic Designer, Trade Marketing Manager, Social Media Executive and Marketing Assistant.

  • Full accountability for the P&L of the marketing budget

 

 

Hackett

Global Head of Marketing 

 

August 2013 – September 2017

 

Guardian of the Hackett brand DNA across all communication channels, and key responsibility within the marketing leadership team

 

  • Developed, planned and led the global 360 marketing communication strategy

  • Initiated, produced and executed seven global creative campaigns

  • Delivered campaigns through leading a cross functional team of Windows, VM, Ecommerce, Digital, Social, PR (including agency) and Retail

  • Oversaw all brand content including photography, social, email and editorial

  • Delivered all elements of global store opening communications across three territories

  • Conducted tender for new media agency and delivered new media strategy alongside appointed agency

  • Full accountability for global marketing budget

  • Principal contributor to CRM activity and loyalty retention programme

  • Active role in delivery of social media and online content

  • Responsible for retail marketing including events, wholesale communication activity and marketing with franchise partners

  • Managed licensee and partnership relationships, supporting on execution of their marketing plans

  • Management of global team of five colleagues across multiple territories

 

House of Fraser

Advertising Manager - Fashion

 

August 2011 – August 2013

 

Creating and delivering the customer facing creative across all fashion categories

 

  • Managed multiple internal stakeholders at all levels to devise distinct advertising strategy for each category

  • Planned, briefed, produced and then executed that strategy within the brand advertising creative

  • Controlled media buying of all print, outdoor and digital activity through effective management of external agencies

  • Full accountability for significant advertising budget

  • Management of advertising support team of two colleagues 

  • Frequently deputised for Head Of External Communications at senior level

 

House of Fraser

Category Marketing Manager - Menswear & Childrenswear

 

March 2010 – August 2011

 

Originating and implementing a tailored suite of marketing and promotional activity to drive sales and profit through stakeholder relationship management.

 

  • Produced and delivered bespoke time bound plans aligned with business objectives through focused cross functional working both as a leader and a participant 

  • Responsible for consistency of cross category promotional plans through engagement of central buying teams

  • Collaboration with both central and local PR teams to maximise awareness of the category

  • As an ambassador for the brand, built strong relationships with key business partners and suppliers with a view to securing funding to allow delivery of activity

 

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Sotheby’s 

International Marketing Manager – London Sales

European Paintings, British and Irish Art Post 1850, Early British Art, 20th Century British Art, Photographs & Sculpture

 

January 2008 – March 2010

 

Delivery of annual marketing activity plans and quarterly communication campaigns aligned to brand priorities for multiple 

International territories

 

  • Briefed and managed media buying through management of relationship with external agency

  • Accountable for budget creation and management

  • Management of marketing team of 2

 

BHS

Brand Marketing Manager 

 

March 2006 – October 2007

 

Development and management of annual promotional plans and campaign activity both above and below the line

 

 

Selfridges

Fashion Marketing Manager 

 

October 2004 – March 2006

 

Constructing a fashion marketing plan for the brand, and bespoke to each location delivered through leveraging third party 

branded relationships  

 

3 other positions in marketing at Selfridges 

 

June 2000 – October 2004

 

 

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EDUCATION

 

 

Surrey Institute of Art and Design University College

1997 - 2000

 

BA (Hons) Fashion Promotion and Illustration

© 2021 TOM SPEARMAN-BLACK.