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Broad brand strategy and marketing experience with major international brands across luxury travel, media and finance. Areas of expertise include: - Global brand planning and positioning development- Qualitative and Quantitative global research projects- Brand-led culture transformation- Service and product proposition development- Embedding brand strategy across diverse departments
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Vice President, Brand And ProductCunard Dec 2018 - PresentSouthampton, England, GbLead Cunard’s Brand and Product Development team with responsibility for global brand strategy, partnerships, feature event voyages and culinary, beverage and entertainment product development. -
Brand Director - CunardCunard Oct 2014 - Nov 2018Southampton, England, GbResponsible for Cunard's global brand strategy, proposition development, events and partnerships- Strategic lead for business case development, guest experience transformation and marketing of the £90million refurbishment of Queen Mary 2, the most famous ocean liner in the world. - Developed new proposition enhancements including new dining concepts and refreshed interior spaces. - Delivered an award-winning content-led global brand engagement campaign, ‘QM2 Remastered’- Created series of new signature event voyages including QM2’s Transatlantic Fashion Week - featuring headline talent, design college partnerships and world-renowned speakers that have captured the press and fashion world’s imagination and established contemporary brand associations of style and design.- Developed and launched a new beverage strategy including four new cocktail bar concepts.- Initiated a step-change in partnership activity, with RHS Chatsworth, The Savoy, Ascot, Luxury Travel Fair and Quintessentially partnership activations over 2017.
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Brand And Design ManagerBritish Airways Aug 2011 - Sep 2014Middlesex, GbLeader of the British Airways Brand and Design team, responsible for British Airways brand strategy, brand experience development and all aspects of physical product design - Defined global brand positioning that underpinned the 'To Fly. To Serve.' brand relaunch in 2011. - Refined masterbrand identity, establishing a refreshed Coat of Arms motif as a hero brand asset.- Led a successful internal brand engagement programme to instill new brand values, service principles and customer insight understanding across the organisation.- Initiated and delivered a new global brand planning process resulting in aligned plans, improved collaboration and shared insights across regional sales & marketing teams. - New proposition developments included the Club World 'Height Cuisine' dining concept, First Class and Short Haul seats, new aircraft (787 and A380) interior refreshes, Club World and First amenity kits, service training, employee recruitment programmes and ‘future of flying’ innovation concepts.- Achieved three consecutive years as the UK's number one Superbrand following brand relaunch. -
Brand Experience Lead - MasterbrandBritish Airways Dec 2007 - Jul 2011Middlesex, GbResponsible for masterbrand strategy within the Brand and Design team, leading two Brand Executives- Developed a new masterbrand definition and brand behaviour framework that was used across the organisation to direct proposition, service and internal culture initiatives.- Brand lead within service transformation team focusing on brand delivery through people and culture.- Worked alongside design and advertising agencies to develop a new creative direction for all future product development and communications.- Successfully led a multi-million pound cross-functional internal engagement agency pitch process.
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Senior Brand Planner, The Sunday TimesNews International Jan 2006 - Dec 2007London, GbResponsible for Sunday Time product development and brand strategy; providing direction based on multi-source market insight and analysis.- Responsible for commissioning and project managing all market research projects. - Developed strategic approach and commercial case for editorial relaunch of The Sunday Times- Worked with editorial teams to deliver improvements to Driving, Style, Sunday Times Magazine and Culture newspaper and online sections based on reader research. -
Brand Planner, The TimesNews International Jan 2004 - Dec 2005London, GbEnd to end management and delivery of qualitative and quantitative research including focus groups, ethnography, omnibus, online panels and conjoint methodologies for The Times and Sunday Times.- Led all media-metric analysis for the brand to develop product development recommendations.- Developed proposition plan for relaunch of The Saturday Times in 'Compact' format, the re-launch of Saturday Entertainment supplement 'The Knowledge' and new Sunday entertainment DVD 'The Month'
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Campaign Manager, Barclays Private ClientsBarclays Bank Jan 2003 - Dec 2003London, Gb- Devised and implemented annual communication plan for Barclays Investment Management including large scale DM activity, printed literature and inserts, outdoor campaigns and field marketing events.- Developed, project managed and launched a new segmented publication for all wealth clients. -
Business Leadership Graduate ProgrammeBarclays Bank Sep 2001 - Dec 2002London, Gb- Heavily involved in high profile client experience project identifying priority improvement areas in process, channel and service using customer insight from multiple sources- Graduate programme area team leader
Lee Powell Skills
Lee Powell Education Details
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The London School Of Economics And Political Science (Lse)Mathematics And Economics
Frequently Asked Questions about Lee Powell
What company does Lee Powell work for?
Lee Powell works for Cunard
What is Lee Powell's role at the current company?
Lee Powell's current role is Vice President, Brand and Product at Cunard.
What is Lee Powell's email address?
Lee Powell's email address is le****@****t.co.uk
What is Lee Powell's direct phone number?
Lee Powell's direct phone number is +121271*****
What schools did Lee Powell attend?
Lee Powell attended The London School Of Economics And Political Science (Lse).
What skills is Lee Powell known for?
Lee Powell has skills like Strategy, Brand Management, Marketing Communications, Customer Insight, Management, Market Research, Marketing, Marketing Strategy, Market Analysis, Creative Direction, Product Development, Leadership.
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