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Over 20 years of international marketing and commercial experience with global organisations across 35 countries. Predominantly working in the Food, Beverage & Retail sectors, focused on Marketing and Commercial Strategy, Customer & Product Experience, eCommerce, Brand Activation Planning and Marketing Effectiveness. Previously General Manager for Customer Insights at Coles Group, the 2nd largest food retailer in Australia, with a mandate to reshape customer data platforms and insight generation to drive revenue growth. Prior to Coles, was Global eCommerce Director for Bacardi, establishing effective partnerships with leading eCommerce platforms, and integrating eCommerce into sales and marketing planning. Previously served in international marketing and strategy roles at SABMiller, covering Category development, brand planning, and marketing effectiveness - leveraging skills gained from early career as a consultant with Cognosis and Accenture.
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Chief Executive OfficerCampion Education Oct 2024 - PresentNunawading, Victoria, Au
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General Manager - Customer ExperienceKmart Australia Limited Dec 2021 - Oct 2024Mulgrave, Vic, Au -
Regional Strategy DirectorBacardi Oct 2019 - Nov 2021Pembroke, BmResponsible for Strategy Development across Eastern Europe and Asia Pacific.- Leading long term regional and country strategy development, with a focus on China and Japan- Leading digital transformation, including eCommerce - Driving on-trade strategy and planning across the region- Accountable for Consumer and Category Insights -
Gm Customer InsightsColes Jan 2018 - Oct 2019Melbourne, Vic, Au- Member of Coles Marketing Leadership Team, reporting to the CMO- Led all aspects of Customer Insight development and implementation across commercial, customer experience, operations and marketing teams- Developed brand positioning to inform Coles Supermarket strategy- Defined the customer segmentation approach and category value pools. - Led the Network Planning function across Coles Group- Accountable for Customer Data and Analytics deployment and performance - Management of the Coles supermarket Customer contact centre -
Global E-Commerce DirectorBacardi Jan 2016 - Dec 2017Pembroke, Bm• Responsible for Global e-Commerce strategy • Established dedicated global team, with regional marketing and local commercial roles• Initiated commercial relationships with Amazon (Europe) and JD.com (China)• Developed pureplay and grocery capability toolkits which formed the basis of significant customer audits and action plan development across all key markets• Partnered with marketing team to redirect brand media budgets towards digital shopper goals. • Created a test an learn culture to foster innovation with new partners/business models
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European Strategy DirectorBacardi Sep 2014 - Sep 2016Pembroke, BmMember of Bacardi's European Leadership Team. • Responsible for strategy development across all European markets, managing the interface between global Category teams and local markets for many of the world’s leading spirits brands (Bacardi, Martini, Grey Goose, Bombay Sapphire, Dewars, Patron and others) • Lead the premium portfolio strategy development for Europe, including consumer needs and occasion analysis, opportunity sizing, portfolio optimization, and route to market strategy• Lead initial e-commerce strategy for the region across grocery and specialist online channels• Managed the deployment of a new Revenue Management function across the region
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Commercial Strategy ManagerSabmiller Mar 2012 - Aug 2014Woking, Surrey, GbResponsible for commercial strategy development across 8 European Markets, working with the management team of each country to agree strategic direction and develop commercial plans.Worked with markets on specific marketing and commercial projects: - Development of a sub brand for an iconic European beer brand - Development of a brand concept, positioning, liquid and packaging routes for regional NPD- Remodeling the sales organisation in a priority marketResponsible for capability development across European markets in the area of strategy development, competitor insight, on-trade development, and marketing spend effectiveness. -
Head Of Marketing Spend EffectivenessSabmiller Mar 2010 - Mar 2012Woking, Surrey, GbI developed SABMiller’s global framework, process and supporting toolset on marketing spend effectiveness. The goal was to improve the way brand, trade marketing and sales teams plan, track and measure their marketing activities. I coached more than 60 brand, trade marketing, and sales teams in over 20 markets on the development and implementation of their marketing plans, including a secondment to South African business to ensure full implementation in a key market.
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Global Marketing Strategy ManagerSabmiller Jul 2008 - Jun 2011Woking, Surrey, GbI led the development and delivery of SABMiller’s first global-driven category analysis thatuncovered quantifiable category development drivers and subsequently led to large scale growth opportunity identification. This work has been critical in informing M&A, corporate strategy and marketing and brand thinking. I developed a framework for Innovation capability development which was been rolled out globally across SABMiller markets. I also worked on a number of central innovation projects, including the development of a cassava based proposition for Africa.
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Marketing ConsultantCognosis Nov 2005 - Jun 2008London, Greater London, GbManager at Cognosis, a boutique Marketing Strategy consultancy who specialised in the beverage and hospitality industry. Key projects included:SABMiller – Innovation - Global Opportunity Assessment for Specialty Beers SABMiller - Country Portfolio StrategyDrambuie – Brand RepositioningDrambuie - Packaging Development Beam Global Spirits and Wine – International Strategic Planning -
Strategy ConsultantAccenture Aug 2001 - Nov 2005Dublin 2, IeAt Accenture I worked in the Communications and High Tech strategy team on a wide variety of projects, from brand repositioning to customer service strategy, and post-merger integration to broadband network architecture. -
Brand Manager - Benetton TablewareRosenthal Ag Aug 2000 - Jun 2001Brand Manager for the Benetton licensed tableware range. Developed and implemented the annual marketing plan for the brand
Tom Bradley Skills
Tom Bradley Education Details
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Harvard Business SchoolGeneral -
Escp Business SchoolInternational Business
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Trinity College DublinGeneral
Frequently Asked Questions about Tom Bradley
What company does Tom Bradley work for?
Tom Bradley works for Campion Education
What is Tom Bradley's role at the current company?
Tom Bradley's current role is Chief Executive Officer - Campion Group.
What is Tom Bradley's email address?
Tom Bradley's email address is to****@****ler.com
What is Tom Bradley's direct phone number?
Tom Bradley's direct phone number is +144129*****
What schools did Tom Bradley attend?
Tom Bradley attended Harvard Business School, Escp Business School, Trinity College Dublin.
What skills is Tom Bradley known for?
Tom Bradley has skills like Marketing Strategy, Strategy, Business Strategy, Marketing, Fmcg, Brand Management, Strategic Planning, Business Planning, Customer Insight, Strategic Consulting, Marketing Management, Market Analysis.
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