Debbie-Sue Farrell Email & Phone Number

Redditch, Gb

Responsible for the management and direction of a highly productive marketing team. Successfully developed and implemented marketing strategies, plans and tactics across vertical and horizontal channels over last 5 years. Key deliverables include:• Brand repositioning – from trade to specification• Wellbeing, Environmental & Sustainability credentials – initiated programme, added to the agenda, and fostered companywide embracement• Conceptualisation and delivery of three new websites – put in place strategy focused on content written through the eyes of the customer, rather than inward facing• Aid product development from conception to launch – working with the design team and becoming the champion for circular economy principles ‘reduce, reuse, recycle, recover’• Introduction of a targeted PR strategy – developed customer personas and produced thought leadership articles, white papers, and other gated content to drive customer engagement• Developed digital marketing strategy; from social media, and web-based advertising to influencer marketing, emails, and blogs – recently introduced CRM platform HUBSPOT to pull together digital activity and drive targeted customer engagement and report on ROI• Visual merchandising, POS, and catalogues – working with wholesaler to maximise brand exposure and sales opportunities

Courbevoie, Île-De-France, Fr

Accountable for the strategic direction and commercial performance of the Insulation category, responsible for the full Category Life Cycle Management, including financial validation, forecasting, product development, performance specification, in-store POS and post-launch review. ➢ Lead major negotiations➢ Development and delivery of strategic category plan outlining business direction and measurable objectives including 3 year rolling roadmap for Saint-Gobain Distribution group.➢ The category expert, in-depth market, customer, competitor and product knowledge.➢ Accountability for cost of goods to minimise impact, ensuring waterfall of costs when incurred.➢ Responsible for promotional deployment, detailed calendar agreed with key suppliers / timely execution and target KPIs

Courbevoie, Île-De-France, Fr

Appointed to led the entire customer journey and retention programme, responsible for maximising revenue at every stage of the Customers Life CycleResponsible for conceptualising, development and launch the Graham Loyalty Programme - The Plumbers’ Club; exiting old scheme and migrating existing customers. - Year 1 sales from customers on loyalty programme out performed market and delivered over £11m incremental sales L4L Meticulous eye for detail especially when designing, evaluating and optimising customer contact strategiesDevelop mobile plans and keep abreast of technologies that can be used to drive customer retentionLead and inspire the marketing team by exampleSupplier and partner negotiation to secure added value benefits, brands include PayPal and Apple Directed the design, development, testing and rollout of the company wide reporting software ‘Dashboard’. An internal tool that turns data into actionable information at a glance for our sales and operation teams.Manage the creative and design retention process, including briefing agencies on development of customer loyalty communications.Launched email marketing platform, detailing best practise for all future emails. The pilot campaign ‘Low/Lapsed’ leading to an activation rate of 17% and significant incremental sales growth.Developed Customer Segmentation Strategy, to better identify, target and grow sales within the right ‘profitable’ customer segment.Work closely with Legal to set up NDAs and exclusivity partnership deals as well as Data protection compliance.

Courbevoie, Île-De-France, Fr

Responsible for achieving profitable sales growth where previous attempts to capitalise in this market had failed. - Developed and implemented the Renewable Strategy for the Group including marketing communications and category management- Achieved 96% sales growth against target of 50% in year one.- Raised the awareness of the Graham brand, a provider of and expert in Renewable Technology, increasing credibility among suppliers and customers.- Developed and rolled out a company-wide training program for Renewable Technology.- Set up, lead and inspired the Renewable team based in multiple locations across the country- Developed targeted marketing campaigns based on customer insight.- Negotiated with key Renewable suppliers, identified and implemented preferred supplier list.- Provided guidance on market prices, continually monitoring the developing market.- Advised Procurement regarding customer needs, product specification, and company margin aspirations.- Identify and launch new product range, working in partnership with Procurement - Developed a reporting tool and product hierarchy to understand and monitor sales and margins, flagging and recommending corrective measures where necessary.- Interrogate, draw conclusions and disseminate actionable information.- Own branch project to review and make recommendations for growth

Courbevoie, Île-De-France, Fr

Within 6 weeks of employment, asked to take centre stage within a small team responsible for turning 'Curzon', a loss making business since acquisition, into profit.Developed and implemented strategies with clear plans that led to the business breaking-even within 1 year and turning a profit, half way through year 2Oversaw all aspects of marketing: product development, trade and marketing research, financial analysis, budgeting, PR, exhibitions, agency & supplier management, creative briefing, advertising, promotions, literature, POS production and sales support.Negotiated and secured better terms on key product lines, that contributed to driving quick profitable growthImplemented promotional tracking system resulting in accurate and timely results reportingDeveloped and rolled out an aggressive PR plan, exploiting the power of PR successfully increasing brand awareness and key brand messages.Identification of customer and industry ‘hot topics’, adapting plans and key message accordingly to guarantee brand promotion.Developed timely marketing campaigns that positioned Curzon as a leading authority in its field, one campaign earning the company respect from the industry, leading to winning the H&V award on safety initiative in 2010.Built strong relationships with all internal departments to gain buy-in.Maximised marketing budget through joint initiatives with suppliers.Segmented customer base and developed ‘up’ and ‘cross-sell’ programs, through branch manager briefings, direct marketing and POS.Analysed competitor activity and market trend data to gauge customer demand.Implemented yearly budgets, monitoring actual against projected sales and turnover.Improved net margin through supplier negotiation, range development and customer insight.

Warwick, Warwickshire, Gb

Wrote the UK Own Brand Products GTM Strategy – across multiple sectors and industries; from commercial plumbing, heating and cooling, to building materials, Tools and Accessories products - as well as liaise with and influence our European sister companies. Developed the brand equity, New Product Implementation (NPI), sales initiatives and Marketing communications. Successfully grew Own Brand sales by 18% in 2 years, within a mature Own Brand business, previously reporting a flat sales line YOY, by setting clear objectives, a customer focused strategy, new product introductions and rationalisation and customer lead initiatives.Management of Own Brand team (growing from 1 to 6 direct reports), defining personal and department objectives, in line with business.Successfully conducted a Pan-European review of Own Brand category – from product ranging and packaging to the identification of joint product sourcing synergies/opportunities within group.Launched - following customer insight - a new consumer-facing brand ‘Nabis’ for the trade to compete with the ‘sheds’ - achieving over £4m incremental in first year. Key member of the category management team defining product range following 4 Ps.Developed and successfully implemented NPI, launching program across the 6 Trading Brands, allowing Wolseley to evolve from a supplier-driven operation to being a market-led, customer focused provider of high quality, affordable products.Set the agenda and hosted the first European exhibition/conference; aimed at highlighting best practice in each country, gaining agreement and buy-in for joint purchasing opportunities across Europe for Own Brand.

Working closely with technical product managers, sales and external agencies to create and implement the AE Global Brand Strategy - in line with corporate goals and business objectives. Responsible for the strategic direction of AE brands (Creda, Xpelair and Redring).Development and execution of the Marketing Communications plan Customer Segmentation and analytics Responsible for shower product range, life cycle, gaps analysis and NPD Development of the Pricing StrategyWorking with QA, ensuring products comply with quality standards including after sales support, actively involved in the management of product recall following Six Sigma.

Peterborough, London, Gb

Supporting the Head of Marketing - EMEA achieve aggressive growth target.Developed, with the Head of Marketing, the EMEA Business Partners’ marketing & sales agenda for Thomas Cook Global Services - B2B, B2C and Third Party Marketing.

Gb

Experienced in Quantitative and Qualitative, Primary and Secondary Research methodologiesIdentify and segment customers based on market research resultsInterpret data and turn into information, tailored to internal customers brief. Monitor customer purchasing trends and forecast Attend focus groups and summaries qualitative findingsWrite questionnairesWrite market research briefs