Illy Jaffar Email & Phone Number

Leeds, Gb

London, United Kingdom

As the nature of our work is usually confidential or commercially sensitive I can't list my current projects. Brands are rather like humans – they need to be fed, nurtured and loved. They need routine servicing and sometimes major surgery.The power of your brand should never be ignored or forgotten. No matter how small or big your organisation.From brand creation, launch to positioning, repositioning and everything in between. We have the tools, the team and experience to ensure your brand is on solid ground but with the flex required to anticipate change as opposed to being a victim of it.Understanding your brand will also help you to release or leverage financial income streams.Expertise/services in this area include:• Brand Development• Brand Positioning/Repositioning• Brand Launch/relaunch• Brand Audit• Branding – creative, visual identity etcCommunicationsOnce you have your brand, you know what you stand for we can the start telling the world about.Expertise /Services in these areas include:• Corporate Communications/PR Strategy• Brand Communications/PR• Internal Communications• Crisis Communications• Media RelationsAudienceAudiences are critical to our landscape – that’s a given. However, a deep understanding of what affects and influences people as individuals can be the key to engaging the wider audience. Great strategy and world class activation are based on strong audience insights. Understanding how your audience acts as individuals as well as through aligned values or communities is important to get right especially in todays “always on” world.At Counterculture we believe in collaborative working and we will work closely with you and your team(s) to understand your challenges, we’ll also be the critical friend and we always present options. We also work closely with our colleagues to join up strategy, implementation and activation.

England, United Kingdom

Democratising the ownership of cask aged spirits for consumers and distilleries through innovation and passion. You can now buy cask shares in a cask of spirit during its maturation and take delivery to enjoy once bottled - all based on the public blockchain for hyper security.

West Yorkshire, England, United Kingdom

As a newly appointed NED/Trustee for this OFSTED "Outstanding" MAT - my role will involve challenging the MAT board to deliver the best learning environment for kids in their most formative years.My initial focus will be advising on marketing and communications but not exclusively. We are in challenging times and getting kids back to school safely is the immediate hurdle all schools need to to overcome.By education establishments bringing in professionals from business to make a rounded leadership team - the future will be bright for MAT boards and most importantly their key stakeholders - their students.In terms of my personal development, this is critical as I have always believed in shaping, supporting and mentoring the next generation of talent.

Managing Director and a senior Marketing Consultant of boutique production, event management, and communication solutions agency, working closely with clients to identify their vision and communication needs in order to craft and launch high-impact and innovative solutions to meet their marketing goals. Bring a demonstrated passion in many areas and clients trust refined combination of creative and technical skills to ensure goals attained.Key Clients, Projects, and Achievement highlights Include:• Still In Cask – co founder of ecommerce, subscription based platform using Blockchain technology launched in May ‘21• Stanhope PLC: collaborated with board sales & marketing leaders to develop targeted luxury HNW strategy for flagship development Television Centre London, exceeded target delivering 15+ leads against target of 5 for apartments valued between £1M and £7M. • Iron Maiden & TROOPER: oversaw creation of award-winning beer brand from bottom up including actual product – devised five-year strategic plan including brand positioning, USP definition, brand pillars, competitor landscape, TOV, pricing, portfolio prioritisation, NPD, pipeline, and on/off consumer and trade strategies. Successfully secured London Route to Market. TROOPER now sells 19M+ pints across 49 countries per annum. • Chivas Regal Luxury Blended Scotch Whisky: led Indian HNW digital influencer outreach strategy, whilst securing new commercial listings to result in 10%+ net value sales increase and communicate blended whisky credentials and brand story/provenance. Brought brand to life across both B2B and B2C channels. Successfully drove increase in NPS from 20 to 60.

Using the understanding of tribes and connected communities to drive brand loyalty and drive incremental volume growth as part of the brand(s) strategies.Creating deep dive tactical outreach plans that hit the bottom line utilising the connection of communities either via ethnicity, binding interests or occupation and the insights of how “tribes” work. Output included creation of creative map of London highlighting “hubs” and therefore commercial opportunities for Ambassador teams/commercial teams to target brands to outlets and turned into 50 new listings/new accounts/sales. Plans included Chivas Regal - HNW Indians, Martell - HNW Chinese, Perrier Jouet/Absolut - influencers from global art community.• Perrier Jouet: Steered the comprehensive growth blueprint for the luxury prestige cuvée ('Belle Epoque'), encompassing strategic expansion across prestigious on-trade channels, nightlife venues, high-end retail, and celebrity-driven events. Resulted in an impressive 25% year-on-year sales upsurge.• G.H. Mumm: Directed the marketing activation strategy, centred around leveraging partnerships with F1 and the Royal Warrant, yielding a substantial £2 million in PR value. Spearheaded the complete implementation of packaging upgrades

United Kingdom

I spearheaded the move from sampling to experiential – creating and selling in business case to UK Board, as a member of the senior management team and working across the portfolio of premium/prestige brands, I re-purposed and restructured team and its approach to become experiential • Driving and delivering mindset change in the way the marketing team approached “brand activation” for the portfolio as well as the methodology of briefing and spearheading “internal agency” model• Establishing the first experiential team in the Groupe and creation of properties such as Chivas Studio and Piece of Havana. • Winner Best Brand Experience - Event Magazine. • Soon became in demand by brand owners to develop cultural/music related immersive consumers experiences.• Also responsible for global sponsorship deals such as Wimbledon and F1 as well customer corporate hospitality.

London, United Kingdom

Now with responsibility for Events team – rethought and restructured team and approach. Continued to develop an integrated communications strategy for the company incorporating PR, Marketing and Online and drive news agendaImplementing communications plans to increase awareness of brands and corporate. Continue media relations outreach for brands and corporate Inc. Annual Results and especially to consumer titles. Organising and managing press junkets to brand owners around the world.Also responsible for creating conference themes/corporate/brand messages and implementing all aspects from Courchevel to Cuba.Internal CommunicationsCorporate CommunicationsStrategic Communications

United Kingdom

Instrumental in change leadership strategy as we grew rapidly through global acquisitions. Re-invent/ramp up front facing communications and brand in hand activity. Increasing internal engagement with complete overhaul of internal communications including company magazines, conferences/themed roadshows, listening groups and creation of intranet. Crisis management/media relations as well as agency roster management.

Global

Day to day business management of Mercury Prize winning artiste and others.Advancing and managing 3 world tours

Leeds, England, United Kingdom

Leeds, United Kingdom

Fcim, Fellow

Associate'S Degree, Cam Foundation Diploma Marketing And Advertising

Education record

Education record

WSET Certificate, Higher and Diploma

Fellow