Mark Bentley Email & Phone Number

United Kingdom

I’m the Business Development Director at Hospitality Data Insights (HDI). I help hospitality businesses make better data-led decisions through unrivalled insight into their customers, competitors and local market dynamics.🔹 𝐖𝐡𝐨𝐦 𝐝𝐨 𝐈 𝐡𝐞𝐥𝐩?𝐌𝐚𝐫𝐤𝐞𝐭𝐢𝐧𝐠 𝐓𝐞𝐚𝐦𝐬: Marketing Leaders get in touch with me because they need to better understand their customers, who they are, how loyal they are and how this is changing over time.𝐂𝐨𝐦𝐦𝐞𝐫𝐜𝐢𝐚𝐥 𝐅𝐢𝐧𝐚𝐧𝐜𝐞 𝐓𝐞𝐚𝐦𝐬: Finance Leaders get in touch with me because they want to understand their business performance against their relevant competitive context. 𝐏𝐫𝐨𝐩𝐞𝐫𝐭𝐲 𝐓𝐞𝐚𝐦𝐬 𝐚𝐧𝐝 𝐁𝐮𝐬𝐢𝐧𝐞𝐬𝐬 𝐎𝐰𝐧𝐞𝐫𝐬: Property Leaders get in touch with me because they want help identifying the best locations for new site openings and/or optimising their estate. 🔹 𝐑𝐞𝐬𝐮𝐥𝐭𝐬 𝐨𝐟 𝐰𝐨𝐫𝐤𝐢𝐧𝐠 𝐰𝐢𝐭𝐡 𝐮𝐬◉ Customised market reporting; track market share performance right down to individual venue level◉ Customer profiles & bespoke segmentation; actionable customer insight◉ Pricing strategy review; optimise your pricing for every site ◉ Location & Estate Planning; identify the best locations for new openings and the right brand/concept for existing sites🔹 𝐖𝐡𝐲 𝐇𝐃𝐈?◉ Behavioural data from 10.2 million unique customers ◉ Understand 180,000 individual hospitality venues (incl. unbranded, website, apps)◉ On-tap tracking of local neighbourhoods, market segments and 300+ UK hospitality formats◉ Product range and pricing from c.15k hospitality venues ◉ Data is kept up-to-date in real time◉ Flexibility to meet the needs of our clients"To get data on millions and millions of people is unlike anything that our industry has been able to do before." Oliver Taylor, Head of Insight at Greene King🔹 𝐆𝐞𝐭 𝐢𝐧 𝐭𝐨𝐮𝐜𝐡If you're looking for help understanding your customers, competitors and/or local markets, get in touch: mark.bentley@hdinsights.com07808 096145

Burton Upon Trent, Staffordshire, United Kingdom

Led the On Trade Category Management function, responsible for providing dedicated support to strategic priority/must win customers and tailored support for the wider On Trade. Key part of the On Trade Leadership team, helping to ensure a joined-up approach between the Marketing & Sales teams as part of the businesses journey to becoming a brand-led business. Key achievements:• Key member of the On Trade Leadership Team, helping the business navigate through the challenges of the pandemic and making significant progress on the journey towards becoming a brand-led business• Consistently strong Advantage Group Survey results, including #1 Drinks Supplier for Providing Insights for 4 successive years (2019 to 2022) • Successful leadership of the On Trade Category Team, with a clear succession plan in place for when I left the business. Seeing the growth & development of my team has been one of my proudest achievements, as well as ensuring a smooth handover of responsibilities.• Successfully contributed to retention of existing business and significant new business wins with strategic priority customers e.g., successful tenders/contract negotiations with major pub groups and premium new business wins • Key part of the multi-functional team which launched Madri Excepcional in late 2020, which became the most successful alcohol brand in the history of the GB On Trade. Also played a key role in shaping the strategy of Sharp's Brewery, leading to the launch of Solar Wave Hazy IPA in 2023.

Burton Upon Trent, Staffordshire, United Kingdom

Category Manager role providing dedicated category support to the Top 5 Managed On Trade Customers; Mitchell’s & Butler’s, Greene King, Whitbread, Stonegate and Wetherspoons. Worked cross-functionally with the Multi-Functional-Selling-Team (MFST) to support these customers as well as providing ad-hoc support for other customers. Key achievements:• Developed and launched "Balance" category story into the Managed On Trade sales team in November 2016, an approach which has been well received both internally and externally and which is still used more than 3 years later• Delivered significant tender wins working as part of the Multi-Functional-Sales-Team (MFST)• Introduced bi-monthly market update presentations for the sales team and for sharing with our key customers. These have been well received, helping to increase people's knowledge and expertise of what's happening in the category and reinforcing our key category messages

Trowbridge, Wiltshire, United Kingdom

Hybrid brand management and category development role, responsible for overseeing the Aptamil and Cow & Gate portfolio of specialist formula milks for infants suffering from common infant feeding problems such as colic, constipation and reflux as well as the Cow & Gate portfolio of specialist formula milks for preterm babies. Responsibilities:• Lead strategic development of the consumer specials business, with responsibility for maintaining double-digit sales growth • Develop healthcare professional communication strategy to build Nutricia Early Life Nutrition credibility and Cow & Gate brand equity• Manage team responsible for the Cow & Gate specialised nutrition portfolio, covering brand planning, NPD management, performance & financial managementAchievements:• Developed “Nutrition First” approach to double the consumer specials category by 2020, leading a cross-functional Healthcare, Marketing & Sales team. Work recognised globally as an example of best practice• Successful crisis-management in 2015, leading consumer specials category through a period where a factory fire significantly impacted product availability• National launch of practical tools to enable healthcare professionals to have better conversations with parents regarding infant feeding problems – shortlisted in the 2016 SMART Awards and OTC Marketing Awards • Led creation of award winning “Exhausted” campaign for Cow & Gate Comfort – Best Press Campaign in the HCP category at the 2015 Creative Floor Awards and Bronze Award at the 2015 IPA Best of Health Awards

Trowbridge, Wiltshire

Boots & Pharmacy (lead) – August 2012 to September 2014Tesco (team), AS Watson, Waitrose & Ocado - August 2011 to August 2012Broad category and trade marketing role with responsibility for developing strong category relationship with customers, leading category initiatives and supporting buying teams in their day to day responsibilities. A key part of my role is leading the Aptamil Professional Expert Advice initiative, which equips pharmacy teams with the knowledge and confidence they need to support Mums when they receive questions regarding infant nutrition and common infant feeding problems.Key achievements:• Developed Danone Nutricia Early Life Nutrition Pharmacy strategy and vision to make pharmacy “a destination for Mum for Expert Advice on Infant Feeding and Specialised Nutrition.” Validated the relevance of this vision beyond the major multiples with a successful trial with Weldricks Pharmacy in Doncaster, growing their baby sales in test stores by 65% in 2013/14 through combining pharmacy team training with the right range and communicating the baby advice service to their customers.• Aptamil Professional Expert Advice training programme reached over 60% of UK Pharmacies in 2014. Initiative has been recognised internally and externally as an example of best practice: Winner of the 2014 Specialist Channels Best Practice Award within the Danone Nutricia Early Life Nutrition World Wide Business Unit & shortlisted for the Best OTC Medicine Training and Best Support for Multiple Pharmacy Awards at the 2014 SMART Awards. Highly Commended in the Best Company Training category at the 2015 SMART Awards.• Nominated by Boots for the “Customer Champion” Award at the 2014 IQ Talent Awards.

Warminster, Wiltshire

Broadly based Category Marketing role, responsible for positioning Lyons as the “knowledge leader” in the shellfish category and providing bespoke leading edge solutions & recommendations to their major customers. This included developing full category marketing plans by retailer against set objectives & budgets and providing consumer based rationale for the development and sell in of both brand and own label NPD.Key achievements:• Successfully helped retain Chilled Shellfish business with Morrisons for 2011 and played a key role in securing new business with Waitrose.• Developed & presented a “Back on Track” category review to Sainsbury’s in November 2010, outlining the Top 10 Actions required to address declining sales performance. • Provided category management support to sister company Farne Salmon & Trout, to support their efforts to develop business within Tesco & Morrisons.

Warminster, Wiltshire

Broadly based marketing role which involved managing the Lyons brand across all channels, providing category management support to the sales team, managing all consumer research projects & involvement in a wide range of ad hoc projects.Key achievements:• Successfully re-launched Lyons Seafoods brand in August 2009. Retail sales increased by 120% YoY to exceed £20m, contributing to Lyons being named the 2010 Branded Meat, Fish & Poultry Supplier of the Year by the Grocer magazine. The new packaging design also won 3 design awards: DBA Design Effectiveness Award (Bronze), Marketing Magazine Design Award & The Grocer Advertising and Marketing Award. • Established Category Management as a core part of how Lyons does business. Monthly presentations highlighting key trends & £ opportunities are now included as part of the sales team meeting, and are followed up with tailored presentations to key customers on a regular basis.• Enhanced business’ understanding of consumers through successfully managing research projects, including an in-depth Usage & Attitude study. • Worked with the sales team to develop consumer-insight led category strategies for key customers. This resulted in new business gains (e.g. Co-Op) enhanced our relationships with existing customers and helped deliver significant sales growth. For example, back to back promotional activity using the re-launched Lyons brand enabled Morrisons to become the fastest growing retailer in the Chilled King Prawns category with sales up by 55% YoY (Source: Kantar Worldpanel 12 w.e. 13th June 2010).

Bristol, United Kingdom

Responsible for managing relationship with continuous research agencies (ACNielsen & TNS Worldpanel) and delivering consumer insights to stakeholders across various departments including buying, marketing & finance.This role also involved analysing secondary data sources (e.g. market reports from the IGD & Mintel) and communicating key insights to stakeholders including the executive board.

Bristol, United Kingdom

As a graduate trainee, I spent 11 months gaining an overview of the business & working within each of the departments. Key achievements during this time included the completion of an individual project which gave recommendations on how the buying & central retail operations departments could work better together, and a group project which identified ways in which the in-store customer experience could be improved. The group project involved presenting findings to the executive board, & our presentation was well received.

Bristol, United Kingdom

Managed day to day administration of the vegetables & prepared produce categories, gaining a sound understanding of what is involved in succesfully managing a product category. This role involved working cross-functionally with departments such as supply chain, marketing, merchandising & central retail operations.

Bsc, Marketing, First Class Honours

Activities and Societies: Music group leader & organiser of sporting events/activities at Lancaster University Chaplaincy Centre

Education record

Education record