Commercial Marketing Director

The Business

My client is a c£35m turnover retailer and distributor of niche consumer, household products. The business is backed by Private Equity, and following three acquisitions boasts impressive levels of top and bottom-line growth since the relatively recent management buy-in.

The organisation distributes a diverse catalogue of products that are sourced from the Far-East and sold across the UK direct to the consumer. The buy-and-build is expected to culminate in an exit within the next 2-3 years. This represents an exciting opportunity for a creative, growth-orientated marketing executive to take ownership of the annual £8m advertising budget, and to channel marketing and brand activity in the most effective and efficient ways.

As an intrinsic part of the growth-strategy, the business requires a new Commercial Marketing Director to help take the business to the next level.

The Role

The business currently markets itself through several different routes. The majority of the budget is currently spent on traditional sources such as newspaper advertising (Daily Mail, Times and Telegraph), the distribution of brochures and partnership affiliation. The business has a call-centre in the Midlands for which this individual will also be responsible.

In driving sales and growth, the business faces several Marketing and Sales opportunities including:

• Branding – Does the current brand “leap out”, does it need to? Does it stand out and speak to the customer?
• Lead generation – The role of Marketing is to generate enquiries/leads. Lead generation needs to increase and so do conversion rates.           
• Sensitive-Sell – Educating end-users. The brand and its marketing need to speak not only to end-users but also to their family members.
• Regulation – This business adheres to regulatory processes, and contractual and procedural stipulations.
• Pricing –The business needs to persuade enquirers to accept a home design and quote service rather than to simply seek a brochure and phone price.
• Product proposition – The business is effectively three separate brands which in some instances sell against one another. How should these be more effectively and efficiently positioned?
• Sales & Marketing Leadership –This individual will be responsible for breaking down the barriers between sales and marketing and creating a coherent, effective team.
• Digital - The target demographic is changing in the way that it chooses to consume goods and services. A digital strategy needs to be properly designed and executed.

The Person:

• Possess a strong background in marketing/selling direct-to-consumer
• Possess an effective digital track-record
• Approach marketing in a creative and sensitive manner
• Able to embrace marketing of high individual product sales
• Able to drive appointment from enquiries managing a dynamic call centre
• Will have managed a significant marketing P&L
• Possess strong leadership qualities
• Strategic and commercial individual – you will work closely with the CEO in shaping and delivering the marketing strategy
• Intellect, passion and energy
• An ethical approach to sales.
• A numerate predisposition.
• The ability to challenge the status quo and sell an alternative vision.
• The ability to execute strategy quickly.
• Must strive for growth
• Competitive team player – who wants to lead the biggest, best and most recognised brand in its market