David Gibson Email & Phone Number

Leeds, Leeds, United Kingdom

Leeds

I provide freelance services as an interim contractor and also run a successful boutique marketing communications / PR business. My interim services include communications, marketing and programme office assignments, across a range of sectors: legal, financial services, utilities and not-for-profit.

Leeds

Director of multi-sector boutique marketing communications / PR business agency, providing content management services to firms of all sizes, from PLCs to established SMEs. Occasional consumer journalism.

Leeds

Invited to advise this award-winning Leeds practice on their business development, planning and marketing.

Leeds

Summary: interim role for award-winning Leeds law firm.Achievements in the following project areas:• audit of current business development approach, development of strategic plan.• revitalisation of core marketing propositions and treatments.• development of full marketing and content plan across existing and new channels.

Swindon, England, United Kingdom

Summary: managed re-design and implementation of marketing communications team. Achievements in the following project areas:• developed customer circumstances operating model for marketing communications.• engaged with the Distribution team to develop cross-functional support across all channels.• led cross-functional review of all marketing communications content; led the recruitment of new team members.

Edinburgh City, Scotland, United Kingdom

Summary: established communications programme structure for major technology change project. Achievements in the following project areas:• worked with Head of Corporate Communications to establish Communications work stream.• supported development and implementation of a Communications strategy for key business technology project.• represented Communication work stream on programme management forums, deputy for Head of Corporate Comms.

Summary: led the end-to-end assessment of customer experience and associated improvement programme.Achievements in the following project areas:• devised methodology for the review of customer experience (CX).• developed and facilitated company-wide workshops; mapped CX closely to customer requirements.• mapped CX improvement areas to strategic benefits, for the Board and Executive team.

Halifax

Summary: change programme communications role.Achievements in the following project areas:• development of approved customer communications plan for systems migration.• development of communications content across complex segments.• engaged support from key stakeholders including Risk, Compliance and Systems players.

Stevenage

Summary: led development of fully benchmarked customer journeys and associated improvement programme.Achievements in the following project areas:• devised methodology for development of customer journey; engaged broad range of stakeholders.• developed and facilitated company-wide workshops; mapped customer journey to customer requirements. • created validation strategy via customer research and benchmarking; mapped improvement areas to monetised benefits.

Leeds

Summary: directed the planning and delivery of colleague and customer communications strategy for new ring-fenced entities.Achievements in the following project areas:• planned the engagement strategy for regulatory change programme: stakeholders, customers and colleagues.• development and production of internal communications: editorial, Town Halls, briefings, conversational cascades from Exec.• project managed re-write of c 1,000 operational letters, improving tone of voice and customer journey / experience.

Manchester

Summary: led the planning of legacy savings account migration. Achievements in the following project areas:• developed business case for transition of legacy accounts.• led project planning and resource mobilisation; key player: systems requirements development.• testing programme developed: product governance, customer journey, customer messaging and operations.

Manchester

Summary: developed and implemented broad programme to support transformational change. Achievements in the following project areas:• planned engagement strategy for transformational change programme: stakeholders, colleagues, regulators. • led the development of engagement workstreams: people, operational and commercial elements.• developed new engagement channels: editorial; Town Halls; executive briefings; conversational cascades from senior leaders.

Manchester & Liverpool

Summary: led marketing and distribution for personal and group litigation. Direct report to CEO.Key marketing achievements: • continuously developed the online direct to consumer offer: 40%+ increase in acquisition volumes. • led the SEO & PPC strategies: 35%+ increase in prime traffic; 20%+ in online conversion.Key integration / project achievements:• lead integration player following two acquisitions: people; infrastructure; TUPE; development of TOM.

Leeds

Summary: re-branded Consumer Credit Counselling Service to achieve consumer recognition as UK’s leading debt charityKey marketing achievements: • led the re-brand implementation plan across business to business and business to consumer channels.• lead contributor to planning and development of £3m re-brand integrated TV and media campaign for 2013. • led brand tone of voice project: re-written digital & offline content, improving customer journey / experience.

Glasgow

Summary: pivotal interim leadership role during major OD within Iberdrola Group. UK revenue: £2.7bn, 5.2m customers.Key marketing achievements: • digital channel: online journey and customer experience; team re-design. • retention communications: delivery of contact strategy, retention / losses management, conversions, win-back.Key integration / project achievements:• development of target operating model with Spanish parent Iberdrola.

Swindon

Summary: led post-merger marketing strategy for regional brands (Cheshire, Derbyshire & Dunfermline) Key marketing achievements: • drove regional brand proposition development and customer insight, to define and validate regional brand. • developed significant online retail savings inflow for Group.Key integration / project achievements:• lead player, pre-merger due diligence; lead player; post-merger integration: OD; product alignment.

Macclesfield

Summary: Lead role in product change strategy and profitable delivery. Joined on six month interim contract, offered permanent role after eight weeks.Key marketing achievements: • profitable portfolio management: c £1.0 bn mortgages; £3.0 bn savings accounts: retail, digital and brokers. • led weekly Trading Committee: commercial management reporting and sales improvement actions.• led £6m profitability improvement on savings back book and mortgage margin improvement, typically three to six-fold.Key integration / project achievements:• lead member: Product / Pricing Approval Team; Credit Risk Committee; Risks & Controls Committee.

Leeds

Managed range of freelance assignments including several interim assignments, below.

Leek

Development and implementation of end to end campaign process, to reduce costs and risks.

Tunbridge Wells

Led strategy and delivery of PR and customer communications, as the Government announced plans for Child Trust Fund. Media and spokesperson responsibilities.

Manchester

Delivered challenging sales, service and cost ‘stretch’ targets, managing portfolio of c.1M cards.

Bradford

Planned and delivered pre-paid card products into home credit market: exceeded targets by 125%.

Brighton

Successful P&L performance; strategic and operational leadership of operations, risk, sales & marketing. Promoted to lead role in the business. Media and spokesperson responsibilities.

Bournemouth

Developed profitable customer acquisition strategies across multiple channels. Took communications from cold start to seventh largest DM company in the UK. Media and spokesperson responsibilities.

Bradford

Developed and implemented product and corporate campaigns. Media and spokesperson responsibilities.

Diploma In Management Studies (Mba Pt 1), Marketing, Organisational Management, Operations

Post Graduate Diploma

Ba (Hons) Iii, English & History