Anthony Threlfall Email & Phone Number

England, United Kingdom

Six month contract reporting to the CMO to transition the Everest brand and marketing vision to ASHI.• Managed the transition of all Everest brand assets, including brand marks, web domains, marketing collateral and creative imagery to the new owner.• Established a new digital ecosystem for customer acquisition which delivered to target by week 11.• Created the marketing media plan, defining required budget and marketing approach to deliver new business objectives. • Transitioned critical agency relationships, including SEO, web development and a social partnership with David Domoney.• Setting new brand strategy to reflect new business objectives whilst retaining the personality and brand fame of a highly recognised heritage brand. • Redefining the organic content strategy, social and email approach to re-engage previous customers.

Norwich, Gb

Responsible for managing all of the Everest Digital media channels including PPC, SEO and Everest.co.uk. Successfully lead the end to end project to deliver the relaunch of Everset.co.uk improving the end to end customer journey. Included re-platforming and hosting of the new site with minimal impact on organic search metrics. Nominated Finalist in the Drum Search Awards for Best Use of Content, http://www.thedrumsearchawards.com/results/10and Best B2C campaign.http://www.thedrumsearchawards.com/results/22Featured in google Think case studyhttps://www.thinkwithgoogle.com/intl/en-gb/success-stories/uk-success-stories/everest-boosts-site-speed-and-user-experience-through-new-mobile-first-development-strategy/

Norwich, Gb

Responsible for managing and planning the effectiveness of all Everest's paid media marketing plans both on and off line. Digital responsibilities include managing Everest.co.uk, PPC Search and SEO strategies. Off line responsibilities include planning spend across TV, Radio, Inserts and Direct Mail and ensuring comms plans remain aligned across all media channels. Successfully lead the end to end project to deliver the relaunch of Everset.co.uk improving the end to end customer journey. Included re-platforming and hosting of the new site with minimal impact on organic search metrics. Nominated Finalist in the Drum Search Awards for Best Use of Content, http://www.thedrumsearchawards.com/results/10and Best B2C campaign.http://www.thedrumsearchawards.com/results/22Winner of IPA Marketing Effectiveness Silver award.

Norwich, Gb

Member of the Senior Leadership team reporting into the CEO Accountable for • Ownership of the full Everest media and marketing budget currently £10m, down from £18m.• Management of £7m digital marketing spend including significant PPC budget, social, SEO and affiliate investment. Everest stood in Googles top 150 customers by spend 2014 to 2017.• Overseeing the offline media strategy planning for customer acquisition across national media including TV, radio, PR and door drops. • Management and negotiation of creative, digital, data and media buying agency contracts.• Supervision of all digital transformation projects and off line creative, including management of inhouse creative team, briefing process, production, post-production & delivery.• Leadership of all UX updates and digital site changes and overseeing the resulting digital roadmap with full ownership for site design, content and functionality.• Ownership of new product development roadmap and go to market strategy for new introductions. • Management of the Everest.co.uk data environment to enable a 1 min contact centre response time.• Leadership of the sales training team to align business priorities’ to be trained consistently and on brand to a 120 person sales team. Achievements • Consistently reduced ROI annually, now running at a record low of 10% from a high of 18% in 2018. • Creating a market leading SEO traffic flow which enables highly cost efficient digital lead generation.• Successfully pitched and moved PPC agencies. Selection of multiple agencies across all disciplines.• Built affiliate channel to a £2.5million revenue delivering channel. • Delivered TV ad creative and brand refresh to reset Everests creative strategic intent.

Supported tech start up - Just Desire as interim marketing consultant. The organisation is developing a multi-channel shopper marketing platform based on iBeacon technology that could change the way we shop. As a young startup the company is looking to grow quickly by building an in-store test network by partnering with some iconic British retail brands to prove the technology and to enable the organisation to gain funding and move to a formal business operation. Currently the business is building on a tight network of industry specialists and luminaries in retail, digital, mobile and technology marketing to advise on the 'Go To Market' strategy and kick starting the business into the second phase of its business model.Support provided has included structuring, writing and presenting the marketing plan, market segmentation, customer identification, user case studies and advising on the Go to Market Strategy.

Reported to the Marketing Director with the remit to design and deploy retail marketing campaigns to deliver UK sales and revenue targets through ownership of the UK marketing planning process. Responsible for team of 5 Channel Marketing managers. Accountable for • Briefing and sign off on all commercial marketing plans through internal and external agency teams including, advertising, store space changes, media plans, CRM, shopper and online.• Accountable for the Marketing Roadmap and the deployment of all monthly trade marketing campaigns such as 'Jan Sale' based on customer insights and trading calendars. • Prioritised budget and media spend for weekly and monthly campaigns. • Owned the Trade Marketing relationship for leading brands including Samsung and Vodafone. Responsible for designing joint 'Go To market' launch plans and in-store space changes. • Responsible for weekly trading updates to Marketing, reflecting commercial results and managing resulting tactical changes such as media plan and POS changes to react to trading conditions.• Owned retail staff engagement for new product launch training, field marketing and supplier communications to over 10,000 front line sales colleagues. • Measurement of campaign effectiveness to ensure alignment to business target and shopper insights.• Marketing project leadership of cross functional marketing and key customer facing initiatives.

Responsible for the Mobile category in Best Buy, the Carphone Warehouse trial of a large store format. Accountable for the commercial proposition, in-store execution, marketing, staff training and delivery of the sales process, both commercially and operationally. Responsible for team of 9.• Drove 8% month on month category sales growth driven through commercial proposition development. • Drove in store retail compliance via creation of monthly • Launched the Best Buy gift card offering cash back for all mobile connections adding 3% incremental sales. • Responsible for ensuring the Mobile category was ready and compliant to trade on opening. • Managed team transition and operational closure of the Mobile category following announcement of store closure in Oct 2011.

Shopper retail agency that advises leading brands on shopper marketing, point of sale effectiveness and store design to maximise consideration and sales. Responsibilities / Achievements • Managed end to end consultancy projects for a range of brands including: Sony, Nokia, Virgin Media, BlackBerry and Boots Pharmacy. • Responsible for client development and running new business pipeline.

Bellevue, Wa, Us

Reporting to the T-Mobile Brand Director, I acted as the point of integration between sales and marketing. Responsible for the design, planning and execution of marketing initiatives to ensure promotional activity would drive sales and footfall across retail, on-line and third party retailers.• Managed multi-disciplined team up to 16, covering planning, campaign management, communications, field marketing and channel insights. Experienced manager in all resourcing, coaching and development activities. • Interfaced with sales and commercial teams to ensure channel marketing execution would meet sales aspirations and channel mix.• Ownership of the T-Mobile Go to Market process and project and cross functional leadership in the delivery of marketing launch projects. Included representing sales and marketing directorates in cross functional corporate governance. • Responsible for ATL/BTL alignment in all 'on and off line' sales channels. Included owning the messaging hierarchy to reflect customer journey, channel prioritisation and clarity of proposition at point of sale.• Budget management for multiple agency relationships and budgets for store communications, field marketing and retail insights to £4 million.• Agency management and briefing for creative campaigns, field marketing and training. • Owned the delivery for all external partner presentations, field marketing, store training and incentives to ensure clear staff briefings for front line teams aligned to commercial objectives. • Designed and ran the T-Mobile Brand Campaign Planning Process to ensure cross functional alignment in execution. • Responsible for measuring sales staff and channel campaign effectiveness. Established innovative shopper research techniques such as store observations, staff knowledge checks and mystery shopping.

Bellevue, Wa, Us

Responsible for key account marketing in the independent retail channel of 2,500 stores including Carphone and Phones 4U. Owned the delivery of monthly point of sale materials to 1,500 stores and supported retailer ATL and BTL campaigns with a budget of £12million. Managed a team of 5 key account marketing managers. • Managed the in-store display programme. Increased share of selling space and launched the first shop in shop concept to create the 1st operator brand experience in 3rd party retailers. • Drove wide scale cost efficiencies. Reducing printed communications and developing a focus towards on-line staff communications and training. Launched a channel comms portal saving up to £300,000.• Launched an on-line merchandise ordering system to drive channel advocacy by enabling 100% customisation of store POS packs. Resulted in a reduction in POS wastage and carbon footprint by one third.• Delivered the Independent Partner Programme. A channel segmentation programme that matched marketing spend with account sales performance to optimise return on investment and reducing funding on un-profitable retail accounts.• Reorganised team of 5 key account managers and re-built moral following challenging period of change.

Issy-Les-Moulineaux, Île-De-France, Fr

Responsible for the marketing plan to deliver the 2004/5 PAYG sales target of 2.2million new customer connections via all own stores, web and indirect sales channels.

Issy-Les-Moulineaux, Île-De-France, Fr

Responsible for delivering the 2003 revenue target for text, roaming and other services of £290m.

Issy-Les-Moulineaux, Île-De-France, Fr

Responsible for the delivery of UK Marketing Plan.

Issy-Les-Moulineaux, Île-De-France, Fr

Reported to Head of Strategy responsible for managing the UK consumer market forecasting and market insights.

London, Gb