Will Baker Email & Phone Number

Hitchin, Gb

Welwyn Garden City / London

Lead the strategic direction of the Shopper Marketing team, translating that into the day-to-day delivery of insight and customer led activity that brings the brand purpose to life for customers and colleagues in-store. Key AchievementsSuccessfully delivered numerous high tier marketing campaigns across 3000+ stores leading to growth in UK store sales, quality, value, and loyalty perception. Strategically deployed Aldi Price Match, Clubcard Prices and Low Everyday Prices across all stores and played a key role supporting all other key marketing channels Implemented an end-to-end Marketing Resource Management IT system across the entire team, leading to operational efficiency and significant production savings (improving overall ROI)Delivered an extensive customer insight project across all customer communications which now allows us to be more effective across all campaigns Lead a highly effective and performing team of 10+ people, who are motivated and empowered to bring themselves to work to deliver the best possible output day to dayComfortable and astute in managing stakeholders at every level across the business, recognised across the business for my resilience, empathy, and collaboration

Welwyn Garden City / London

Ensured that the output of all the campaign managers aligns with the key business objectives. Personally, managed the team’s resource, agency/supplier allocation overseeing a total spend of £18m+ and any creative output to ensure it aligns with the master brand guidelines. Strategically stood over any customer marketing communications in-store to ensure that the store environment remained cohesive and customer insight led. Key AchievementsDeveloped a set of customer insight led in-store customer communication marketing principles, which subsequently led to a more cohesive store environment and supported in YOY sales growth on multiple key campaigns in store Completely restructured and aligned a branded media business model worth an excess of £20m p/a to Tesco UK Led a complete review of the teams end to end process, with the objective to increase overall efficiency, ensure all campaigns are both foresight and insight led and reduce total operational costs

Cheshunt/Welwyn Garden City/London

End to end campaign management from initial brief to in store execution, which included both creative designs, print and budget management of £3 million p/a. Ensured all campaigns were insight driven with the customer at the heart of each decision. Key Achievements Successfully developed and delivered numerous high profile, insight driven in-store customer communication marketing campaigns and core business trade driving/promotions across all product areas within Tesco, oversaw a total print/design spend of £3m p/aStrategically planned all campaigns to ensure the in-store journey remained consistent, helpful and with the customer at the heart of every decision made Developed and managed multiple market leading £500k+ in store experiential and wider media channel activities, working with key brands such as Universal, Mondelez and Disney. All of which campaigns drove brand reappraisal

Cheshunt/Welwyn Garden City/London

Managed store stock levels within electrical for the Central European Tesco stores, liaising with the commercial teams to ensure new ranges were delivered on time with the correct levels of availability.Key AchievementsDeveloped and improved existing processes within my team to increase time efficiency and productivity. Managed the electrical product area throughout seasons and achieved above 95% availability within all stores

Accountable for my own and the team’s contribution towards store sales performance with a large focus upon the customer journey. Key AchievementsThrough my commitment to the position, personally and as a store we surpassed all core targets for the business by 10% each month. This was driven by my high work ethic and passion to drive a small team to success Developed and improved store customer service results from 20% to 70%. This was achieved by individual training and refocusing the whole team's approach towards customer service

Hatfield/London

Responsible for the role out/transition of brands from Orange and T-Mobile UK to Everything Everywhere (EE) in the UK stores (design, distribution and implementation of the point of sale). Key AchievementsEffectively managed mass distribution and communication to 400+ stores, dealing effectively with the distribution centre and managing store feedbackManaged the change of brand and transition to EE, ensuring all stores received the correct POS and the correct overall customer journey was delivered Successfully supported the launch of the Samsung SIII in-store and across other media channels