Louise Poole Email and Phone Number

Stategic development and management of FIFA corporate and event brands including the FIFA World Cup.

Key London 2012 deliverables included:* Business case development for EDF’s London 2012 Tier One partnership* Negotiation and management of the commercial contract with the rights holder (LOCOG)* Project management of high profile launch of partnership to external and internal stakeholders* Management of complex multi-stakeholder and partner relations* Shaped activation programme to demonstrate EDF's commitment to Leading the Energy Change through the… Show more Key London 2012 deliverables included:* Business case development for EDF’s London 2012 Tier One partnership* Negotiation and management of the commercial contract with the rights holder (LOCOG)* Project management of high profile launch of partnership to external and internal stakeholders* Management of complex multi-stakeholder and partner relations* Shaped activation programme to demonstrate EDF's commitment to Leading the Energy Change through the delivery of sustainable energy solutions and to provide a strong ROI from this major investment.EDF was consistently been ranked in top 10 companies UK public are aware of as 2012 sponsors and was seen to ‘own’ the sustainability space. Show less

Appointed in 2004 into the newly created Head of Brand role for one of the UK’s largest integrated energy companies. Key deliverables included defining brand positioning and increasing brand awareness and equity for EDF in the UK through a substantial investment programme. Key acheivements included:* Brand migration - developed and implemented a strategy that achieved a unified EDF Energy brand architecture in the UK and harmonised visual identity with French parent within three years… Show more Appointed in 2004 into the newly created Head of Brand role for one of the UK’s largest integrated energy companies. Key deliverables included defining brand positioning and increasing brand awareness and equity for EDF in the UK through a substantial investment programme. Key acheivements included:* Brand migration - developed and implemented a strategy that achieved a unified EDF Energy brand architecture in the UK and harmonised visual identity with French parent within three years of EDF Energy being formed in 2003 without undermining UK B2C customer base.* Brand awareness – built prompted awareness of EDF Energy from 27% to 75% in the year following brand harmonisation through the development and delivery of a cost-effective and high profile broadcast and sponsorship strategy. Properties identified and negotiated included the broadcast sponsorship of ITV’s coverage of the 2006 FIFA World Cup, the 2007 IRB World Cup and the three-year title sponsorship of the EDF Energy Cup (Anglo-Welsh rugby union competition) which provided a commercially uncluttered BBC audience.* Sponsorship portfolio - negotiation, contract managment and activation of a significant sponsorship protfolio including London 2012 Host City Bid; grass roots to elite rugby programme; Arsenal FC, Birmingham Half Marathon.* International synergies – actively participated in brand strategy and sponsorship projects with EDF group companies in Europe to ensure that complementary brand positioning and synergies in sponsorship strategies were developed. * Brand governance – Managed the monthly Brand Steering Committees, EDF Energy’s forum for brand strategy development and governance; developed and managed a brand approvals process. Show less

Appointed as Head of Marketing, Communication & Brand for the new eBusiness unit of the Royal Dutch/Shell Group of companies to establish and implement an integrated communications and marketing strategy for this business.Key responsibilites included brand and communications strategy, issues management, trusted adviser to CEO and Management Team, employee engagement, internal comms and intranet development

Engaged and retained as a senior consultant to advise the CEO and Management Committee on strategic brand positioning and to assist with marketing and communications programmes as the organisation underwent significant change – preparing to move out of the public sector to become a Public Private Partnership.

Appointed in 1993 to establish and develop the Corporate Marketing and Communications function for the global asset management business of HSBC Holdings plc, and to devise and implement an integrated corporate communications strategy covering all aspects of the internal and external communication of that business.

Appointed in 1987 as deputy to the Public Relations Director to assist in developing this function from a purely media relations play to that of a multi-disciplined corporate communications department handling all aspects of the company's communication. Promoted to Assistant Director in 1989, and then to Acting Head in 1992.