Paul Cable Email & Phone Number

England, United Kingdom

Fleet, Hampshire, Gb

Fleet, Hampshire, Gb

Hemel Hempstead, Hertfordshire, Gb

Paid Acquisition / Brand / SEO / Content / CRO / CRM / PR / Sponsorship / Social Media marketing• Hired as part of round A funding as a member of the Senior Leadership team to scale and exit the business• Reporting to the CEO Founder.• The company was fully acquired by Auto Trader group in 2022 for £200m• Led a team of 30 specialist across the full marketing mix• Grew Brand value to a Deloittes valuation on the balance sheet• Secured round B funding for scale up in 2019 at £75m valuation• Pivoted to ecommerce leading UX / digital product / SEO / paid acquisition / CRM and Brand and content functions• Multiple global media coverage digital PR campaigns including prototype for Apple car and Wrexham PR stunt for national League Football sponsorship• Winner of BT sports award for sponsorship activation• Winner of 8 CX Gold awards for customer experience.• Leadership growth in culture, articulating values deriving from Brand.• Implementation of in-house performance marketing tech stack and multi touch attribution suite.• £10m annual budget• Pivot from lead gen Van sales to ecommerce electric vehicles sales, with 60% product mix and 75% fully online transactions.• Employee engagement satisfaction scorers in the top 5% of companies on Peakon for my department satisfaction• Category leading NPS scores

Founder BRANDNEWTHING LTD. (Independent Marketing and Brand consultant)Focused on killer brand distinction, digital sales, managing customer experience and exciting prospective and existing audiences with digital firsts. - Media planning and negotiation for www.yopa.co.uk - Marketing strategy consultant www.makeitcheaper.com

Coventry, Warwickshire, Gb

Reporting to the C.C.O: • Restructured and recruited leading a team of 30. With 6 DR’s across key disciplines.• Managed a pitch process from brief to boardroom with National TV, print and a fully integrated digital campaign amplifying the Unicorns creative vehicle.• 5point improvement in prompted awareness, 12point improvement in brand consideration, adwatch most liked ad of 2016.• Complete brand refresh including the articulation of our single organising principle and definition of new company values and behaviours, a new company end-line and visual identity.• Drove cultural change programme, hosting workshops across all 120 senior managers.• Grew customer base from <700k to >1m in 18 months• Introduced SMS, programmatic, Social, Generic PPC with the appointment and transition of a new, more efficient digital agency. This diversity in channel mix lead to a 200% LFL improvement whilst reducing CPA.• Introduced telesales and in-app notifications for retention, upsell and customer engagement.• Successful upsell strategy beat 2015 forecast with over 50% of acquisitions migrated onto longer, higher margin products within first year. 2016 bucking market underperformance with new tactics encouraging customers to commit through added value propositions.• Reduced Churn forecast of 1.6% through strategic CRM and product innovation• Doubled app downloads and increase frequency of usage – this has supported a reduction in cost to serve and increased customer engagement which has in turn reduced churn and increased our Recommend a Friend channel by 500% YY• Consultant support to German team and Shell DE on brand proposition and CRM strategy, including agency selection for Shell Energy launch from our Hamburg office.Reduced CPC on PPC campaigns & sustained SEO rankings through 3 algorithm updates

London, England, Gb

Responsible for Global Brand digital strategy includingDisplay / Social / Video / innovation / Brand PPCResponsible for all consumer PRDevelopment of new brand strategy and postioninglead on World cup 14 comms strategy and product promotion driveMarketing Director for betfair Italy launch and Italian World cup campaignProduct and campaigns Direcor for all major sports events

London, London, Gb

Creative development for all ATL comms, media strategy and implementation - over 15 bespoke TV advertising commercials with radio, print, digital, social integration and site and crm amplificationBudget management in line with P&L Brand integration through the line Driving trade plan with tactical driverssponsorship management of Britains got talentsupport key strategic imperatives : grow range awareness, drive core businessSupport for Travelsupermarket - proposition development and ATL execution - TV, radio, pront & digital.

Bellevue, Wa, Us

Senior brand Manager• Responsible for all UK marketing & commercial core business propositions:• Manage UK revenue targets against boxed voice - £1.7b within EBITDA constraints• Raised T-Mobile consideration score with ‘Dance campaign’ by 2%• Massive online presence with 11m pieces of interactive content• Driven VFM research to sharpen messaging in context of economic climate – now ranked 1st in VFM tracking• Delivered 12 month roadmap strategy for acquisition and retention• 2 DR’s delivering Flext evolution and Booster strategy• Entry into 24 month contract market (25% share of new acquisition)• Built ‘Fixed’ contracts in recognition of credit crunch gaining 10k ADDS a month• Worked with partner agencies to manage Combi & Flext brand guidelines• Delivered 2010 evolution roadmap – target audiences / product shift• Drove top line revenue programme influencing TMUK board adding £5m to top line this Fiscal

London Luton Airport, Gb

UK Marketing Manager• Responsible for all UK marketing activity which includes:• Responsible for delivering Profit forecast against UK plan • Manage c£22m UK marketing budget • Manage OMD UK media agency • Deliver strategic and tactical promotional plan – 12 month and 12 week • Outperform monthly Unique visits to easyjet.com YonY –(achieving 30% growth) • Develop creative for use across all media platforms and strategic challenges • Drive Business campaign targeting FD’s / SME’s and Travel bookers • Manage local marketing campaigns bottom up by analysing route performance • Deliver and sustain National SOV • Launch GB acquisition • Audience lead targeting • E newsletter content management and merchandising • Strategic use of customer data – e.g. Targeting ethnic migrants • Drive performance of all UK bases with Focus on London airports and Belfast • Report weekly activity and performance to Commercial Director

Welwyn Garden City, Hertfordshire, Gb

Clubcard Operations Marketing Manager• Responsible for overall profile of Clubcard in the Tesco business; this includes:• Business and store level penetration targets• Senior retail and commercial influencing• Reporting visibility and analysis• Customer and staff research• Customer Facing in store branding and signage• Accessibility to Clubcard• Staff Hearts & Minds• Agency management• Brand guidelines adherence and development• Clubcard in Retail services – Tesco Finance / Telecoms / Dotcom business’• Development of express format – gaining loyalty in convenience• New technology adopter – for example contactless payment

Welwyn Garden City, Hertfordshire, Gb

Local Marketing Manager• Develop bespoke DM packs and use customer segmentation data to ensure effective targeting.• Rejuvenated the focus and operational issues behind using service as a marketing lever in our store campaigns. • Built marketing campaigns using all elements of the marketing mix to deliver store launches in line with Budget expectations. • Developed advertising opportunities for use by the department and media strategies for their implementation. • Managed advertising and media agencies on behalf of the department managing a £2m budget efficiently feeding into ATL brand teams.• Tested Viral campaigns • Mentored new starters and inducted external parties into local marketing. • Expert for regional and metro format and consult to marketing community.• Developed promotional strategy for Petrol sales to increase bang for buck• Implemented regional campaigns to combat Morrison’s acquisition of Safeway stores.

Welwyn Garden City, Hertfordshire, Gb

• Step changed a £1m sourcing function to a £5m leading supplier. • Accompanied buying trips to Far East for UK and Central European business• Participated in key buying decisions and range building. • Managed product aesthetic / technical development / NPD to drive quality and achieve a better customer offer.• Converted purchasing into USD$ at a pre purchased exchange rate and negotiated economies of scale cost reductions to achieve cheaper processes• Mentored international colleagues & implemented global tracking system for order placement and logistics tracking.

Ba Hons, English & History

Education record