Editor in Chief, IBM Europe
I joined IBM's European Marketing Board in September 2018 to deliver an energised, enabled and equipped Content Marketing profession. I lead distributed marketers to engage clients in conversations. We use a blend of compelling content created locally and globally, collaborating with colleagues and agency partners.
I brought the whole European Marketing Community together for a live-streamed 'Virtual' Town Hall to celebrate the team's success. I launched a dedicated internal Slack channel and was host for the inaugural Town Hall 'Ask the Leaders Anything' live chat session.
The European Commercial Leadership Team asked me to help them engage employees with their strategy. I wrote and facilitated a full day workshop centred around employee data and a face to face 'employee network lunch'. I helped the Leadership Team see the employees' emotional drivers that their strategy would need to satisfy, and helped them hone personal stories to build bridges between the two. The Leadership Team gave the workshop a 90% NPS score.
Insight into how we think, and how others think is crucial for communicators. I've worked to have my team trained in 'Whole Brain Thinking' so that they can tailor their communications for varying audience preferences. We also use 'Wake' in our Creative Clinics bringing technology and techniques together to create quality content.
From: September 2018
Global Content Strategy, Watson Internet of Things
I joined the global team to bring Enterprise Design Thinking and Agile marketing experience to help build out the content strategy. Establishing a strong web presence to boost SEO ranking was an initial priority. The site swiftly topped IBM's external blog sites for visitors and organic reach.
IBM's Watson IoT Global HQ is based in Munich, Germany. I worked with an IBM and agency partner team to create and deliver a 2.0 version of the visitor experience design. The work centred around bringing IoT to life in the experience and featured a digital twin, an 'exploratorium' and 3D round-table animations among other elements. The story was mapped to capabilities and designed for opportunity identification and follow-up.
To launch a partnership announcement, I worked alongside counterparts at CISCO to prepare and deliver a live-streamed televised event featuring IBM's Watson IoT General Manager, Harriet Green. Integrated with a supporting social media campaign, the event drew significant numbers in the Europe, the US and around the world.
From: March, 2016
To: August, 2018
Marketing Innovation Group Leader
At the start of 2015, I joined IBM's Global Marketing Team to launch the Marketing Innovation Group in IBM's London Studio where I've built IBM and agency teams using Agile methods and Design Thinking to address the Company's biggest challenges.
Launch coverage ranged from The Economist to Design Week; Marketing Magazine and Brand Republic created videos of the event.
The London teams focused on improving pipeline and closure for IBM's Digital Sales teams around the world. July's launch of 'Pivot' received a 94% net promoter score and 93% ease of use score, leading to an accelerated roll out.
This year I joined the judging panels for the Direct Marketing Association (Customer Journey) and Market Gravity (Corporate Entrepreneur) Awards.
From: January, 2015
To: February, 2016
Brand and Communications Leader
I led the 36 member strong Brand and Communications team for the UK and Ireland. This covered Advertising, PR, Influencer Relations, Executive Communications, Workforce Engagement, Sales Enablement, Client Centre and Corporate Hospitality teams.
2014 was IBM's 25th year as the All England Lawn Tennis Club's technology provider. With an ambition to serve a consistent experience for every Wimbledon fan, I convened a 'pop up' team of cross discipline marketing and agency staff and utilised a 'brand journalism' approach to create the digital strategy. The 'Punnet' team beat IBM's records across all social media platforms with 44.4m impressions from 13,625 touches and 71% of conversations starting from the market.
By 'working out loud', subsequent teams have leveraged the techniques which have also been published in a Journal of Direct and Digital Marketing Practice white paper and taught within the curriculum for the Institute of Direct and Digital Marketing.
Time poor sellers need the best assets at their fingertips. I created 'Best Seller' - an enablement suite including ad-hoc email alerts; weekly Email and on-line community digests; tagged content to enable search, and a quarterly print and digital magazine. Aiming to celebrate seller's work, we created and surfaced the very best qualified content. Subscription requests extended 44% beyond the initial sales community within the first few weeks.
The London Olympics presented a challenge, particularly for companies with large London workforces. I led a cross function team including communications and ensured employees could celebrate the games with no impact to business operations. The work has become an external reference, receiving recognition from LOCOG and the UK Government.
Following a research interview with my Brand Leader counterpart at Grant Thornton, I delivered the first revenue generating brand consulting work for IBM's Marketing team. My initial brand strategy consulting lead to a global 'jam' (simultaneous on-line discussions) engaging 14,000 client employees; generating 13,000 discussion posts and informing the company's global strategy.
Brand and Communications Leader, IBM UK and Ireland
From: August, 2010
To: December, 2014
Workforce and Sales Enablement Leader, IBM Europe
From: January, 2008
To: July, 2010
Business Development Leader, Digital Sales, IBM Europe
I led business development for IBM's European web and telesales channel, evaluating initiatives including an end-to-end sales process utilising web merchandising techniques. I led the implementation of IBM Europe's first LivePerson (an on-line chat and sales enablement capability) which had a project ROI of 4.5 hours!
From: January, 2005
To: December, 2007
Brand Leader, IBM Business Consulting Services, Europe
Following IBM's acquisition of PwC Consulting, I joined the European Brand Team and developed and delivered the brand strategy to drive value from the newly combined group. This involved proposition development; client touch point analysis and mapping; brand value alignment and an improvement strategy to move internal and external audiences to the new position, delivered by managing a portfolio of internal and external agencies and suppliers including Prophet and Ogilvy.
From: Septmber, 2002
To: December, 2004
Principal Consultant Coopers & Lybrand, PricewaterhouseCoopers, PwC Consulting and Monday.
I joined Coopers & Lybrand as a consultant and advised clients on performance improvement in multiple industries and countries ranging from supply chain and Euro compliance through customer insights and financial software selection and implementation.
Following the merger with PriceWaterhouse to form PricewaterhouseCoopers, I consolidated the Marketing and PR function from across the two UK firms to drive economies of scale from marketing investment.
As PwC Consulting looked to IPO, I joined the five strong global brand team working with Wolff Olins to create the identity for 'Monday', and engage 60,000 employees in 255 offices around the world in the new company.
From: September, 1997
To: September, 2002
I've advised clients including Levi's to optimise their supply chain; British Steel to drive value from their iron and steel production data, and a consortium of brands to share customer data and drive revenue from their combined insights, amongst others.
Customer Sales Advisor, Merchandise Distributor, Business and Technical Analyst
I joined Marks and Spencer whilst at school, and having worked in multiple stores including their flagship Oxford Street branch, I moved to the London Head Office as a merchandise distributor. My keen interest in performance improvement surfaced an opportunity to move into business analysis and systems development in the UK and Canadian Head Offices in Toronto, and eager to understand the technology behind the business, then into business analysis and systems development.
From: August, 1984
To: September, 1997
I sit on the B2B Board of the Institute of Direct and Digital Marketing, supporting the development of training material and business applicability of course content. I'm a tutor on DMA and B2B Marketing courses, I judge awards and mentor. I've written a number of blog posts and I've sat on webinar panels. Topics have included AI in customer engagement, Industry 4.0, Agile marketing, behavioural economics and story making.
I've worked with a couple of local small businesses to develop their websites from audience and offering definition, wire-framing, page design and SEO optimisation. This has given me great exposure to WordPress (including Gutenberg), Elementor, Page Builder along with hosting, analytics, and handling cookie and privacy requirements. I can turn my hand to Photoshop, Illustrator, InDesign and FinalCutPro along with the Office suite, InVision and Balsamiq.
I enjoy taking time each year to study something new. Topics have included typography, creative thinking, cake decorating, life drawing and learning and qualifying to ride a motorcycle in a week! I'm a qualified badminton coach, have sung at Westminster Cathedral, danced at Sadlers Wells, and acted at the Yvonne Arnaud Theatre, Guildford.