Skill set (17)
Industry fields of expertise
Giles in a few words
I specialise in freelance consultancy across marketing strategy, brand management, digital transformation and content marketing underpinned by a strong commercial focus.
During these uncertain and challenging times having a strong brand with a clear purpose and story has never been more important.
I have over 20 years Marketing/ Commercial Director experience in the technical clothing sector and will help you focus on delivering a good return on investment while developing a clear brand/ business direction.
My clients tell me I am a good listener, stay objective in my analysis with a calm and thorough approach. I deliver exceptional value and understand what my clients need as it it was my business.
The first meeting would be very much to get to know each other, scope out a possible way of working and therefore come at no cost*.
A little more about me:
I am keen to find solutions to current marketing and business development challenges and take the time to understand your business.
I can help deliver impactful brand communications and seasonal content plans, highly engaging multi-channel campaign implementation.
Aligning digital activities to achieve ambitious targets, optimising site performance and customer journey.
I can undertake standalone projects to help define future revenue streams where the team may not have the time, objectivity or experience; such as product launches, campaign development, comprehensive review of current marketing/ digital activities
Key services include the following:
Strategy & Brand Management:
Strategic Marketing Planning & Consultancy
Brand Management, communication and guidelines
Campaign Management
Digital:
Digital Strategy
Email, content, social media
Creative:
Multi-channel communication across print, digital and retail
Photography guidelines for studio and lifestyle
Photoshoot planning and direction
*travel expenses required for 25miles+ from Stamford.
Experience
- Glide Marketing ConsultancyMrRETAIL (SMALL BUSINESS)February 2023 - Today (1 year and 10 months)Stamford, England, United KingdomCurrently working as a freelance marketing/ digital consultant working with clients across retail, outdoor clothing and hospitality sectors.
- Rohan Designs Ltd.Marketing DirectorOctober 2020 - Today (4 years and 2 months)Milton Keynes, UKMarketing Director at Rohan Designs Ltd Marketing / E Commerce / Customer Services
- Equip Outdoor Technologies LtdCommercial DirectorMarch 2014 - May 2020 (6 years and 2 months)Derbyshire, UKGlobal Marketing for the UK's No.1 technical clothing brand, Rab, directing long-term sustainable brand growth. Responsible for Direct to Consumer proposition for Rab and Lowe Alpine in conjunction with major Strategic Commercial Projects. Launched new direction for both brands; Rab - 'The Mountain People', Lowe Alpine 'Move Your World' and responsible for 5 key teams; Rab & Lowe Alpine Global Marketing, B2C and 2 European offices.• Directed and implemented Rab marketing from challenger brand to UK's highest performing technical brand in outdoor retail, defining as 'The Mountain People', to drive a sales growth and become the reference brand in the sector.- Global launch of new brand direction AW16- Activation - AW17 Place of the Gaels – 750k views in first 2 months- Campaigns - AW18 – 10 Years On – full international multi channel campaign- reach 1 .9m. AW19 - Gore Launch – social reach 1 .86m people.- Expanded team from 3 to 8- Social media – stepped up number of platforms, time, focus, investment - 30% YOY reach• Doubled central European business (German and Dutch offices) through clear direction and focused team management.• Achieved digital acceleration: Rab B2C sales growth, through 2 consultancy projects in 2017 and 2019. Increased marketing and extensive KPI monitoring while supporting wholesale sales growth. Launched service centre to support brand USPs.• Generated uplift in key UK retailer sales by directing multi-channel International B2C strategy with Amazon while managing wholesale concerns: appointing external agency and increasing focus on high quality content to improve conversion rates.• Led and implemented the 3-year company strategy plan; combining Board and consultant input to align and motivate teams behind business objectives.• Created a high-performance team culture and developed organisational capability by leading, managing and motivating 5 teams; 35 people in 3 locations, to deliver on business growth strategy.
Recommendations
Education
- Strategic ManagementUniversity of Cambridge, Judge Business School2015Strategic Management
- Post Graduate Diploma, Business Administration and Management, GeneralLoughborough University2008Post Graduate Diploma, Business Administration and Management, General
- Post Graduate Diploma, MarketingCambridge Marketing College2002Post Graduate Diploma, Marketing
- Bachelor of Science in PsychologyUniversity of Reading1993Bachelor's Degree, Psychology
- High School DiplomaOundle School near Peterborough1989High School, A Levels and GCSEs