Nathan Taylor Email & Phone Number

London, Gb

London, United Kingdom

AkzoNobel, the leading global decorative paints and coatings (€4bn) business operates in 80 markets worldwide. Dulux, its flagship brand has a market value of €2bn.Responsible for keeping consumer insight at the heart of the development of the Dulux brand globally and aligned to its global strategy of “adding colour to people’s lives”. Established and implemented best practice global protocols (eg. Brand Health), selecting best in class agency partners, for consistent and comparable analysis of key measures. Created a platform for global brand development, clustered around core consumer needs, to advance a global Dulux brand architecture. Developed a global usage and attitude study to identify and size touch-points in the consumer decision journey for comparison across markets. Maximised channel distribution opportunities for the brand through a focused understanding of consumer shopping behavior to drive category growth plans. Developed new opportunities for the brand by understanding embedded cultural insights.MRS Awards 2014, Finalist, International ResearchMRS Awards 2013, Finalist, New Consumer Insights

Devised, implemented and embedded a multi-dimensional global ‘needs states’ consumer segmentation model, validated across 27 markets worldwide, to provide a common language for the business to utilize in strategic marketing planning. Identified key macro and consumer trends impacting on global consumer behaviour, to drive both innovation planning and research and development activity. Developed alongside the Global Brand Director (Dulux) a common global communications campaign ‘Lets Colour' and a single global brand identity for Dulux. Developed a uniform global approach to measure social media activity and in unison provide ongoing analysis of consumer ‘sentiment’ towards the brand that drives impact on local marketing plans.

Focus on understanding the drivers of consumer brand development and growth in both mature (Western European) and high growth (Eastern European) markets to support strategic marketing decisions. Provision of insight consultancy to support the launch, and subsequent sales development, of the Dulux brand within new markets, eg. South Africa, Dubai, Israel. Setting a consistent approach to brand health tracking, across all European markets, to identify consumer inflection points to drive sales. Negotiating a single European contract with a global partner for market and brand share measurement.

Strategic insight analysis for the UK decorative paints business. Delivering holistic insight summaries to drive brand activity within ICI Paints' key market. Responsibility for ad hoc market research projects (both qualitative and quantitative) to support all marketing activation programmes (new product development, communications). Utilising new market research techniques to uncover consumer insights to support the UK brand portfolio: Dulux, Cuprinol, Hammerite and Polycell. Provision of competitor analysis and understanding into parallel markets to drive brand planning.

Responsible for the development and co-ordination of both Royal Mail’s consumer and business advertising activities to drive profitable mail volumes - specifically the much acclaimed ‘I saw this and thought of you’ campaign.

Responsible for the development of the core product range, including preparation for the national launch of self-adhesive stamps. Lead on the overall marketing strategy to support the greetings card market: development of Christmas and Millennium consumer communications campaigns.

Managed a portfolio of customers within the retail sector, including Harrods, Liberty, Laura Ashley.

Diploma In Direct Marketing

Diploma In Marketing

Ba Hons, Marketing, 2:1