Chris Radford Email and Phone Number
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During my 45 years of business experience in Sales, Marketing, Brand Strategy, Consulting, Operational management, Fund Raising and sports club management, I have consistently applied an approach that I call “Attractive Thinking”. This focuses the business on the problem it solves for customers and helps the team create products that do that and build awareness and understanding amongst the maximum number of customers. I wrote about this in my book Attractive Thinking The purpose of a business is solve a problem for customers. When you know that and apply it the business works well. When you lose focus on this things go wrong.I have a particular skill on seeing a business from the customer point of view and bringing that to the team so they can act on it. I understand how to create product that derives from this insight and how to create awareness and distribution for the business I have proprietary process to do this.
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Swanage Sailing ClubSwanage, Gb
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Strategic AdvisorMaxwellia Jan 2015 - PresentAlderley Edge, Cheshire, GbMaxwellia is an innovative pharma company creating new consumer OTC brands. Support and advise the board on product and brand development, attracting investment and at quarterly strategic reviews. Developing brand strategy with the CEO to create an exit in 2028 based on robust financial governance with sustainable income and valuable brand assets. Attracted £4.5m investment and pitching for further £6m.
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ChairpersonKingston Regatta Nov 2018 - PresentChair of organising committee responsible for governance, finance, planning and delivery of the regatta. I lead a team of 12 committee members and 150 volunteers and ensure that activities are aligned to deliver our strategy. The biggest amateur event on the Thames attracting more than 2200 athletes and 720 crews.
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FounderDifferentiate 2002 - PresentTeddington, Middx, GbFounded Differentiate to transform how companies think about and develop brand strategy. The approach is focused on clear insights about attracting more customers, translating this into a plan and winning support throughout the organisation. Key successes include the development of global brands such as Celebrations (£100m+), Galaxy in the Middle East (£250m+) and Miracle Gro. Published a bestselling book, Attractive Thinking. This outlines the five questions that drive brand strategy and explains how to answer them. -
DirectorHenry'S Avalanche Talk Apr 2006 - PresentTeddington, Middlesex, GbJoined Henry's Avalanche Talk (HAT) to transform it into a successful business providing risk management and training for skiers who want to go off piste. This has resulted in HAT gaining an international profile as a leader in risk management, including keynote speaking engagements at international conferences for doctors. surgeons and financial planners. -
Non Executive DirectorSki Club Of Great Britain Jan 2015 - PresentLondon, London, GbContribute strategy and governance, monitor progress and act as an ambassador for the club. Ski Club GB has 17000 members and £6m turnover. Navigated challenging period including legal challenges, a CEO heart attack resulting in a new leadership team and strategy to develop the club. Support the Chair handling governance -
OwnerPurbeck Holidays Jul 2001 - Mar 2021Established and grew a successful business from scratch. Created a robust strategy including financial, operating and marketing systems to operate a self catering holiday business. Key achievements include winning a Gold Award from Visit Britain and selected as member of Premier Cottages.
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Non Executive Director And InvestorTuckeys Foods Jun 2013 - Jun 2016Established Tuckeys foods with 3 investors. Took 2 products to market with listings in Waitrose and Sainsburys. There was insufficient investment to establish the brand and get traction in the market. Key learnings were about the need for a more distinctive brand proposition and having sufficient funds to pivot more than once.
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Board RepresentativeVisit Dorset May 2012 - May 2016Dorset, South West England, GbAs a local tourism business leader I was invited to take part in the Visit Dorset Board. We created a strategy to get funding from the LEP to establish a professionally run Destination Management Organisation. The Visit Dorset brand is now promoting tourism in Dorset and supporting local businesses. -
Non Executive DirectorExtreme Drinks Apr 2009 - Apr 2011Advised the brand owners to adopt a lower risk and more profitable growth strategy focused on brand licensing rather than developing their own products. The business adopted the strategy and secured investors to build the business.
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DirectorSynesis Ltd 1994 - 2002Founded and built a strategic marketing consultancy, growing to a turnover of £750k and a team of 15 working with clients such as Mars, Pepsi and Scotts. Developed the approach to brand strategy used by Differentiate.
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Managing DirectorHead Jun 1992 - Jun 1994Kennelbach, Vorarlberg, AtRestructured the business from loss-making to profitability. Reset the partnership with HEAD Austria, created foundations to enable future growth and sale of the business. -
Marketing DirectorPepsi Mar 1987 - Jun 1992Purchase, New York, UsAs a member of the leadership team developed and implemented a strategy that doubled UK market share and trebled profitability. Relaunched Pepsi Challenge, developed and rolled out competitive brand positioning, marketing, advertising campaigns and new products including Pepsi Max. Successfully managed strategic external relationships to deliver the strategy as well as leading on discussions with relevant regulators. -
Marketing Manager, McvitiesUnited Biscuits 1985 - 1987London, England, GbReversed some previous product savings that damaged the brand so refocused McVities products on quality and attracting more customers. Successfully launched the nation's much loved Chocolate Hobnobs. -
Marketing Manager, Terry'S ConfectioneryUnited Biscuits 1983 - 1985London, England, GbAdded 50% to sales and double profitability. Worked with McKinsey, the factory, R&D and finance to value engineer the product, increasing quality and communicate a rebrand to customers.
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Graduate TraineeUnited Biscuits Sep 1979 - Jan 1983London, England, GbGained experience in sales, brand and product marketing and worked at Saatchi and Saatchi
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Management TraineeSaatchi & Saatchi London Jun 1981 - Dec 1981I spent 6 months of my training at UB working with an account team at Saatchi and Saatchi, doing research, preparing presentations, attending shoots and general admin. Great insight into the advertising creative process
Chris Radford Skills
Chris Radford Education Details
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University Of CambridgeGeography -
Bournemouth SchoolGeography
Frequently Asked Questions about Chris Radford
What company does Chris Radford work for?
Chris Radford works for Swanage Sailing Club
What is Chris Radford's role at the current company?
Chris Radford's current role is Strategic Advisor and Non-Executive Director.
What is Chris Radford's email address?
Chris Radford's email address is ch****@****alk.com
What is Chris Radford's direct phone number?
Chris Radford's direct phone number is 44 20 8410*****
What schools did Chris Radford attend?
Chris Radford attended University Of Cambridge, Bournemouth School.
What are some of Chris Radford's interests?
Chris Radford has interest in Environment, Education, Economic Empowerment.
What skills is Chris Radford known for?
Chris Radford has skills like Marketing Strategy, Strategy, Business Development, Market Research, Business Strategy, Marketing, Customer Insight, Management, Product Development, Start Ups, Strategic Planning, Entrepreneurship.
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