Ross Allison Email & Phone Number

Peterborough, England, United Kingdom

Manage and develop the strategic use of the Cat® and Perkins brands within Caterpillar's Industrial Power Solutions Division, business units, distribution, dealers and customers.Management of the new global brand strategy for Perkins Engines, redefining the brand purpose and promise. Working closely with the division leadership team to roll out the new strategy and change management training programme.Accountable for the overall health, direction, and effectiveness of the Perkins brand, managing research metrics and developing action plans for improvement.Employee Insights Development lead for Professional development - leading a global council to develop strategies and initiatives to improve training and development awareness and education across the department. Resulting in a 6% increase in Insights scores year on year. - Reignited the Perkins brand with a new brand strategy, the first for 12 years. Building upon core values, while positioning the brand to strengthen customers confidence in future product advancements - Created the new Perkins communication guidelines, modernising the visuals, aligning the new tone of voice to the brand strategy and allowing greater creative flexibility around core brand basics- Initiated a thought-leadership programme across the division to develop communication stories with a sustainable future focus,while building awareness of the division's alternative fuel and advanced power solutions.

Ownership for spearheading and driving the overall new car and commercial vehicle product strategies, defining the vehicle specifications to achieve financial and business performance targets. Developing and communicating launch roadmaps across the enterprise and Retailer networks. - Successfully led the product launch road map of the all-new Mokka and Mokka-e models and class-leading Vivaro-e models. - Delivered 8% cost savings across the car and commercial vehicle range at half-year model change through product simplification and pricing strategies. - Sourced, developed and managed the Product Managers and analysts to meet their current and future skill needs, with a focus on improving integration with the wider marketing functions.Established a cross-PSA brand group product monthly meeting, with responsibility for ensuring alignment for activities to launch new models and conduct mid-life product planning.

Luton, England, United Kingdom

I held a pivotal role in overseeing all aspects of sales promotions, communications, and advertising campaigns for new cars and light commercial vehicles, collaborating closely with the Retailer network.I took ownership of the Vauxhall Brand identity and positioning, conducting and presenting market research to the Leadership group to enhance Brand and Marketing strategies. My role also encompassed the effective management of a £22 million marketing production budget. - Created a new marketing positioning strategy, to establish Vauxhall as a confident British brand. - Led the strategic development and activation of all Vauxhall advertising campaigns aligned to new brand strategy using digital and traditional media channels, including the creation of 14 TV adverts.The Vivaro ‘Carries British Business’ TVC was within top 5% of ads tested by Kantar Millward Brown - Increased the previously static brand image by 10% over the 12 month period - Showcased the New Corsa and Corsa-e vehicle launch campaign and marketing strategy at the annual Retailer Conference, covering over 600 participants over 3 days - Developed new Vauxhall CI standards, introducing a simplified Vauxhall logo for the vehicle badging and advertising purpose, especially focused on how it worked in digital applications.

Luton, United Kingdom

Formulated and delivered the enterprise-wide retail customer experience strategy focused on providing the best quality and retention for vehicle purchase and service of any mainstream Brand. Established the UK as having the best purchase satisfaction across all the Opel/Vauxhall markets. - Drove a customer-driven efficient culture and best practices internally and across the Retailer network. - Marketing Research lead for Vauxhall Motors to draw out fact-based inferences for the decisions.

Luton, United Kingdom

Brand management of Insignia and Ampera models, handling responsibilities for the planning, development, and implementation of annual brand and communication plans with a focus on achieving increased sales and consideration targets - Accountable for management and allocation of the full mix marketing budget for Insignia and Ampera. - Created the product and marketing materials for New Insignia Retailer and PR launches.

Guardian for all Environmental Vauxhall Brands with responsibility for development and implementation of the annual plans to achieve targets of improved sales and consideration - As the Ampera Marketing Manager ownership for briefing ATL and BTL activities, events, and Retailer launch planning work.

Management of on-going syndicated market research studies providing insights to support business strategies. Creation of new UK qualitative and quantitative research studies across all business channels. Brand guardian for all seven UK and Ireland General Motors brand identities, managing the creation and adherence to brand standards.

Development of Retailer network blueprints across all seven General Motors UK and Ireland brands. Management of Retailer territories based on the Distributor and Repairer agreements.