Guy Grimsley Email & Phone Number

Oxford, England, United Kingdom

Haddenham

Responsible for leading on consumer insight across EMEA for McCormick's consumer business. Core consumer brands: Schwartz, Ducros, Kamis, Vahiné, Galeo, French's, Frank's, Cholula.Scope of activities covers brand positioning, advertising development, NPD and renovation, packaging structural and graphic design, consumer U&A and attitudinal segmentations and audience definitionManagement of budget, external partners as well as introducing internal agile capabilities (VYPR, Zappi, OnePulse, Toluna, Tastewise). Working with innovative partners, Codec and Sprinklr, to develop new approaches to audiences, social listening and media targeting.

United Kingdom

Slough, United Kingdom

Responsible for Global Professional Market Insight, looking after professional brands (Dulux, Dulux Trade, Sikkens, Herbol, Trimetal) and representing the voice of the customer (painters, contractors, architects designers etc) in marketing, digital and innovation workstreams Proactive and reactive initiation of adhoc and continuous insight projects to lead and inspire the Professional Brands Marketing Teams at the global and local levelsActivities have included:1. Global professional brand architecture development - using conjoint quantitative methodologies to generate a painter/specifier needs-based brand architecture model; used to drive brand, sub-branding, proposition and communications development2. Market sector data model development - production of tools to robustly estimate the size (volume and value) of professional sectors in key global markets. This information drives the development of sector specific sales and specification strategies and was essential as the professional paint market is almost entirely unquantified3. Product architecture development for a leading European professional brand - using painter insights to develop and refine product positioning, system structure and livery design4. Redesign, launch, analysis and presentation of EMEA Professional Brand Health study to enable tracking of the market, customer behaviour, brand awareness, usage and imagery

Beaconsfield

Leading strategic branding projects, combining creativity with rigour, for global clients in industries ranging from Yellow Fats to Car Insurance. Specific specialisms developed in customer (B2C and B2B) journey mapping and experience development as well as blended qual and quant researchProject examples:1. Journey and experience projects included mapping global segment journeys for Akzo Nobel, identifying and then optimising product specific journeys for Scottish Widows, understanding and improving the fraud journey for a major financial company, investigating and optimising consumer segments multichannel journeys for France Telecom2. Core brand positioning projects for Habitat, Premier Foods (Sharwood’s), Scottish Widows3. Proposition development (service/product/experience) for The AA, Argos, Boots, Homebase, Orange4. Segmentation projects, blending qualitative and quantitative techniques, for Bupa5. Many other projects for the above clients and others including: Sony Ericsson, Unilever, 3M, Florette, Legal & General, RegusTechniques and skills: workshop facilitation and design; qualitative research set-up, management and fieldwork (focus groups, moderation, depth interviews, accompanied shops, online forums, ethnography); semiotics; innovation techniques and processes; presentation

Strategic consultancy projects for global bluechip clients. Key clients include: Samsung, BT, 3M, Vodafone, Dairy Crest, Morgan Stanley, Centrica, United Utilities, Project examples.1. Working with Samsung Korea to build a strategic and tactical roadmap for developing a global Managed Print Services business arm. Key roadmap workstreams included developing/acquiring specific internal capabilities, NPD platforms, adapting organisational and management structures, evolving print consultancy and financing services, identifying routes to market and sales strategy.2. Luxury goods and B2B TV market sizing. Analysing and modelling market sectors based on primary and secondary research and development of strategy for entering the market.3. Mobile phone critical success factors. In-depth analysis of market approach and execution, including an evaluation of channel strategy, sales and marketing strategy, logistics and manufacturing, NPD. Formulated full market landscape, identifying key strengths, weaknesses, opportunities and threats4. B2B online decision making. Blended qualitative and quantitative research project driving client’s strategic choices in developing the online channel. Assessed the relative importance of internet based tools throughout the B2B component purchase decision making process

Msc, International Relations

Ma, Geography

Education record