Andy Mitchell Email & Phone Number

Ayr, Gb

Scotland, United Kingdom

I show my clients how to achieve rapid and elegant change in their life. This is done using hypnosis and other techniques to simplify change easily and automatically.Working with me you will discover how to:• Lose unnecessary habits, doubts and fears.• Put your feelings about the past behind you.• Improve performance in your business, personal and social life.• Master your emotions and take charge of your life.• Be free from stress or anxiety...quickly.This approach to changing your life is not analytical and does not involve weeks or months of talking about the past. Instead, you establish what you want and use hypnosis to help you get it.I specialise in a brief, solution-focused approach. That means that together we will focus on problem-solving and your future, rather than counselling, analysis, or exploration.

Working with veterans, serving personnel and their families to provide mental health support and rehabilitation.

Glasgow

• Founded independent marketing consultancy with the aim to help small businesses tell their stories, generate value and make an impact.• Brand Planning, branding, activation planning and delivery, communications, training

Glasgow, United Kingdom

Glasgow, United Kingdom

Development of Marketing strategy covering the full marketing mix including ATL, BTL, pack strategy, press & PR, social media and POP strategy.

Glasgow, United Kingdom

• Create and implement overall Marketing plan for UK /IRE/Benelux and other markets making full use of social media, partnership marketing and retail experiential.• Develop new content to be used across all channels including print, social and website.• Responsible for all customer promotions ensuring that the range and activity mix added value for customer, shoppers and company.• Manage Marketing budget to ensure that campaigns all created a postivie ROI. • Recruit, train and develop team.

Responsible for the creation and delivery of the annual marketing plan, driving category growth through aligning Caledonian category and brand plans with the customer and drinker agenda.• End to end ATL and BTL activity and planning for Caledonian Brewery.• Integrated Marketing Plan including ATL, BTL, pack strategy, press & PR, social media and POP strategy.• Overhauled brand and brewery branding and POP materials to create a recognisable brand and platform with a sense of place for the beers.• Trade and consumer communications across all channels including press and socialWinner of two gold medals at the Scottish Beer Awards 2016

• Developed and delivered a commercially robust portfolio trading and promotional strategy via First Point route to market for Own and 3rd party brands.• Redefined and standardised the processes needed to support telemarketing sales campaigns and created new process for Activation sell in to customers to free up capacity for Regional Sales Managers.• Creation of on trade promotional plan.• Overall editorial control for customer facing publications including all Marketing content for e-commerce site.

• Creation and delivery of the integrated annual marketing plan for wholesale channel (Regional & National) driving strategic, brand led activation.• Interrogated insight in the sector, identifying gaps and developing our right to win•Lead delivery of category review for major wholesale customer, increasing brand penetration and sales.

Edinburgh

Exploited all consumer, shopper and customer insight, drive the category forward for our customers, allowed HEINEKEN to achieve the objectives laid out in commercial brand and customer plans. •Championed the shopper by delivering shopper insight expertise and responsible for delivery of brand budgeted volume through ownership and delivery of a shopper and category marketing agenda.•Created and delivered the annual marketing plan with customers, driving category growth through aligning HEINEKEN category and brand plans with the customer agenda.•Provided full direction to the account teams on all marketing/shopper insight, to create and implement a customer specific Point of Purchase strategy

I have delivered and adapted our marketing capability programme for Heineken UK's 90+ marketing team across a range of functional marketing disciplines.The programme is built on core functional disciplines, in order to provide our team with the skills and knowledge that they require to deliver our business requirements.Through influencing the senior marketing team and identifying the training requirements, I was involved in designing materials whilst implementing the core programmes to ensure consistency and quality of delivery and share best practice. Via coaching and I have been able to help manager’s and individual’s performance and behaviours.Involved in setting up an external benchmarking forum for Marketing Capability that includes organisations such as O2, Aviva and News International. Inclusion of external speakers to Heineken to share best practice.

Edinburgh, United Kingdom

Responsible for managing, end-to-end planning, implementation and evaluation of all of Heineken UK’s sampling and face to face campaigns. Delivery of over 2,000,000 shopper and consumer interactions across all major Grocery customers including Tesco, ASDA, Sainsbury and Morrisons. Campaigns delivered huge sales uplifts, impacted positively on brand health scores and return positive ROI of 1.7 to 4.3Full management responsibility of all sampling and CRM budgets. Control and development of agency relationships – driving continuous improvements to campaign as well as day to day operations. Included contract terms negotiation.Shared learnings with other Heineken companies and helped to set strategy for their sampling campaigns.Led CRM agency pitch process on behalf of HUK and successfully appointed and integrated new agency and ways of data working with brand teams, realising greater service and saving HUK over £65,000.Research into digital marketing, CRM and social media strategy for Heineken UK brands.

•Responsible for managing, end-to-end planning and implementing of the two largest nationwide consumer trial campaigns in the off-trade, Biggest Round 08 and Foster’s Scuba / Kronenbourg Dynamo Systeme. Delivery of over 1,200,000 shopper and consumer interactions across all major Grocery customers including Tesco, ASDA, Sainsbury and Morrisons. •Working with our Customers to advise them on how to improve their sampling and trial capabilities.•Full management responsibility of £2,950k budgets.

• Responsible for managing, end-to-end planning and implementing of the largest, and most successful, consumer sampling campaign ever in the off-trade (Biggest Round 07). Delivery of over 520,000 shopper and consumer interactions across all major Grocery and Impulse customers including Tesco, ASDA, Sainsbury and Threshers. Writing and delivering training to over 150 brand ambassadors on brand knowledge, off-trade market and selling. •Creation, implementation and management of Below Zero chiller trials to determine the best routes to market for future NPD developments. •Leadership role in devising off-trade Ale category strategy including project managing the removal of Newcastle Brown RBs from off-trade and on-trade channels, development of Theakstons Seasonal Ales, management of John Smith’s Grand National BTL campaign for off-trade.•Management of the Wholesale marketing budget £1.6m annually.•Development of return on investment (ROI) tool for off-trade.

•Bringing together market research, sales data and consumer research and insight to work closely with retailers to provide all areas of Category Management consultancy. •Maximising Scottish & Newcastle product range and distribution in customer and trade planograms.•Other responsibilities include Category planning, SKU development, shopper insights – bespoke and continuous consumer research Market and sales analysis, promotion planning and effectiveness, Last Minute Marketing – trial and test new initiatives, promotional pricing management.•Advising Tesco on a new beer range and implementing it in all UK stores. This included developing an Ale revitalisation project with Tesco.•New ranges and merchandising principles for all major convenience chains including Spar, Co-op, Thresher and Bargain Booze.•Publishing Category Management guide for Convenience Store Magazine.•Developed new consumer research tool in conjunction with TNS.

Management of Customer Services department ensuring that the needs of customers worldwide are met. This included creating a Customer Service department from scratch and preliminary set up of a warehouse operation in North Carolina.Management of Customer Service teams for UK, the Americas and Far East which included regular customer meetings at sites in Scotland and USA.Defined operational processes for Global Customer care.Recruited and set up key personnel for Customer Service teams.Project Manager for opening new USA hub.Created application for generating Commercial Invoices for exports.

Management and full P&L responsibility of our largest customer account.

Bsc(Hons), Science With Management Studies

Education record