Independent Consultant. Customer Relationship Marketing (CRM) specialist with book written on the subject - " Customer Relationship Marketing: How to Develop and Execute a CRM strategy" - being published in 2021.

Following sale of Data Know How to bespoke software solutions company, Adactus, retained responsibility as CRM director. Advising the management team on CRM applications and CRM-based client development. Also providing client facing support, translating data into customer insights and developing customer segmentation models. Clients include Goals, Bistro Pierre, Pride of Britain Hotels and TGI Fridays. • Utilised data to enable clients to target marketing efforts effectively, driving sales and long-term profitability.

Established, led and developed this data company with the mission of supporting clients in ‘turning data into profit’ via the provision of direct marketing services, bespoke customer databases and related consultancy advice. Responsibilities included strategic and operational leadership, finance, HR and sales and marketing. Clients: Bella Italia, Reckitt Benckiser (Finish, Calgon, Airwick), Café Rouge, Pride of Britain Hotels, Brand Events, London Olympia, Financial Ombudsman, Clarion Events, Taylor’s Port, Café Rouge, Heathrow Express, Gatwick Express & Stansted Express.• Delivered growth to peak turnover of £935k at a margin of 18.2%.• Led the sale of the company to Adactus Ltd in 2016.• Empowered a wide range of organisations with enhanced decision-making capability through the delivery of customer centric databases. This improved their capacity to target potential clients and engage and retain current clients. Primarily, this allowed them to identify high-interest user groups and implement a ‘relationship marketing approach’, utilising personalised communications to drive engagement. Board Engagements:• Marketing Director – Clarion Eventso Led marketing activity, with an emphasis upon positioning and repositioning events and developing and implementing a more proactive approach to marketing strategy. o Embedded a more disciplined approach to decision making and implemented new product development processes. Significantly expanded the products events portfolio.

Led this Direct Marketing Agency with specialist focus on Relationship Marketing: the strategic process designed to create, develop and retain a brand’s best customers (i.e. those who contribute most to profit) through building added value personalised relationships. Clients include: American Express, Ladbrokes, Airport Express, Cosmos Group, Glenmorangie, Van den Berghs, British Airways, Peaudouce, Finish• Won numerous awards for creativity and effectiveness for campaigns on Peaudouce, Peperami and Glenmorangie.• Over a 7-year period, delivered an additional £336.5k turnover and a 215% ROI for Glenmorangie.Board Engagements:• Non-Executive Director – Ladbrokes (Vernons)o Primary role of arresting the decline of interest in the football pools, stabilising and retaining existing business whilst developing products to move away from football pools.o Developed a lottery style product in collaboration with Camelot, ensuring legal and regulatory compliance.

Founded and managed this consultancy, supporting a diverse client-base with sales and marketing strategy, organisational structure, trade marketing and database management services. Sectors included food & drink, software, leisure, baby and marketing sectors and clients included blue-chip organisations. • Spearheaded growth to turnover of £900k pa with profits of £120k pa at the time of sale.