Specialist creative marketeer with a focus on brands that sell products or services through local partners whether branches, retailers, dealers, franchisees, or affiliates. Brands such as Citroen, Suzuki, Mazda, Alfa Romeo, Dignity, St John Ambulance, Calex and Continental. Through-the-line expert with over 20 years experience of retailer marketing - that is taking national campaigns and making them work really effectively at a local level in a range of sectors such as automotive, charity, hospitality and education.I'm a strong believer in a bottom-up approach to marketing rather that a top-down one. People live locally, do business locally and when it comes to it people prefer to buy from people.National brands need to re-engage and leverage their local partners within their marketing strategy. It's a huge opportunity. It makes brands more relevant, their messages more sticky, builds trust, adds value to the customer and ultimately helps to counter the current obsession with our 'buy it cheaper' mentality. And however big you are, you can't escape that local element. After all even the local delivery driver is a key touch point with your huge multinational online brand. Get even that local element wrong and the customer experience is tarnished, get it right and your customer retention will increase. And that's just the start...