Senior Marketing & Sales Manager

Aisling Ryan

* *** *****, ************ *****, Dublin 18-087*******

*********@*****.***

Profile

A senior marketing and sales professional with extensive experience of

delivering brand and channel focused communications programmes and strategy

within global organisations. I have many years' experience of developing

and delivering brands nationally, internationally and cross-culturally,

including eight years at BlackBerry and more recently responsible for all

marketing and sales activities for BlackBerry in Ireland

Core Expertise

> Developing and communicating brand media strategy within

Telecommunications (8 yrs)

> Designed and delivered consumer led strategy and plans (8 yrs)

> Extensive KPI management, technology and marketing analytics including

research and insight (8 yrs)

> Co-ordination of brand planning process for local and EMEA markets (8

years)

> Stakeholder management, interface and presentation to C-level

executives (8 yrs)

> A track record in driving business outcomes to time and budget,

defining strategy, planning and running programmes

> Third party supplier management, agencies, multi-vendor, outsourced (8

yrs)

Experience

BlackBerry - May 2005 - present day

Senior Brand, Channel Sales & Marketing Lead - Ireland (March 2013 -

present day)

. Head of brand advocacy for BlackBerry within Ireland

. Drive consumer initiatives to increase BlackBerry consumer sales

across PAYM & PAYG

. Enable the channels to competently sell BlackBerry services

. Ensure in-store compliance for BlackBerry devices/POS/messaging

. Drive programs across retention & acquisition

. Responsible for all new product launches

. Engage and excite consumer channels in the BlackBerry proposition

. Build relationships with key consumer interfaces at each of the

carrier partners across retail / web / telesales / retention

. Key interface in Ireland with UK Marketing/Brand/Social media/Digital

teams

. Develop reporting for sales performance in the consumer channels to

feedback to C level executives

. Manage all marketing budgets (E1m) including MDF/SMF

. Plan in-store incentives and manage retail development representative

responsible for all in-store training and execution of in-store

incentives

Senior Brand Marketing Lead UK - (Jan 2012 - March 2013)

. Responsible for all brand marketing activity in the UK from

ATL/sponsorship through to channel execution ensuring consistency of

Global message takeout

. Responsible for management and development of creative, with media and

digital agencies

. Briefed and managed internal teams e.g. Digital, Social Media,

Creative and PR to deliver integrated through the line brand campaigns

. Managed and agreed agency scope of work and fee structure

. Responsible for UK sponsorship strategy including Sky Atlantic, Bauer

Media.

. Continuous in-life assessment of brand metrics to ensure brand

activities were delivered against priorities and objectives

. Managed 30m+ annual marketing budgets

. Worked closely with and influenced UK Managing Director, Senior

Marketing Directors, media teams and global advertising agencies using

local consumer and marketing intelligence, buying behaviour and trends

to ensure integrated corporate brand plans were aligned with UK

channel and brand priorities

I was asked by the UK Senior Marketing Director to take on a dual role as

Brand Lead and Vodafone UK Marketing Lead, with the sole priority of

ensuring BlackBerry would be top of mind for new and existing Vodafone

customers

Channel Marketing Lead - Vodafone UK - (Jan 2012 - March 2013)

. Developed a customer focused brand strategy between BlackBerry and

Vodafone which

addressed NPS, value and revenue targets. This strategy clearly

differentiated between Consumer Post-pay and PAYG customers

. Planned and delivered a series of through the line advertising

campaigns for Vodafone to deliver against their re-positioning

priorities e.g. focusing on youth segment (16-24 year olds) in the

PAYG sector, and to educate consumers that Vodafone is the preferred

network in this space

. Plan and manage a fortnightly 'all agency' meeting with Vodafone and

BlackBerry media agencies to ensure consistencies and media

amplification for most efficient use of marketing budget

. Successfully manage a 15m+ Vodafone Marketing Budget

. Work closely with Vodafone and BlackBerry commercial teams to ensure

delivery of the right propositions, at the right time

. Implemented a process to continually monitor tariff plans to ensure

parity with other carriers and indirect channels

October 2009 - December 2011 - Senior Brand Planning Marketing Manager -

EMEA

. Developed a communications strategy in line with brand objectives

. Planned, managed and ensured the successful delivery of the Global

brand strategy and ATL activity across EMEA ensuring consistency of

Global message takeout

. Continuous in-life assessment of brand metrics to ensure brand

activities were delivered against priorities and objectives

. Quarterly and annual budgetary management

. Ensured end customer communications are aligned by managing key

stakeholders

. On-going reviews, analysis and tracker research on brand and media

activities against this budget ensuring marketing and business

objectives were met and metrics were continuously improving

. Managed and mentored direct and indirect team members to help drive

forward their careers within the organisation

. Continuous R.O.I. reporting to EMEA leadership team

. Provided strategic direction and leadership to the EMEA consumer brand

engagement team when planning their quarterly brand engagement

activities to ensure alignment with EMEA brand strategy

May 2005 - October 2009 - Consumer Brand Planning Manager - EMEA

. Planned, created and activated successful integrated Brand, PR,

Digital and Social Media campaigns to drive BlackBerry as a consumer

brand across EMEA

. Managed a team of 3

. Ensured brand activities and consumer segmentation were leveraged to

change perceptions about BlackBerry's positioning in the consumer

space

. Brokered, planned and managed partnerships/sponsorships to drive home

the aspirational message of the BlackBerry brand and devices

. These partnerships were taken as best practice across the business in

EMEA and other regions

. Continuous management and review of our agencies to ensure maximum

cost-efficiencies were reached at all levels

. Constantly strived to "think outside the box" and explore different

opportunities with limited budgets to ensure effective brand

engagement with BlackBerry consumers

Bang & Olufsen - January 2003 - May 2005

Regional Marketing Manager - UK

. Planned, recommended and managed local and regional marketing

campaigns ensuring these campaigns were in line with B&O brand

strategy. These campaigns included Press Advertising, PR, Radio,

Events and Direct Marketing Campaigns

. Worked closely with luxury brand partners to create a strategic

brand partnership for cross-marketing opportunities to our target

base (e.g. Mercedes) This corporate brand partnership was rolled

out nationally with both brands

. Approved all artwork/promotional materials for these franchises

. Worked with and managed regional sales and marketing teams to

ensure all marketing plans were executed effectively

. Reviewed and assessed marketing and business practices of the

dealers to proactively grow their business and increase their

annual turnover

Panasonic UK Ltd - July 1998 - August 2002

Marketing & Business Development Executive - "shop @ Panasonic"

division

. Responsible for all trade marketing and PR activities for the Shop

@ Panasonic" division

. Planned national marketing & advertising strategies and /

promotional activities for dealers

. Supported and worked closely with the Business Development Director

to help grow the "Shop@Panasonic" franchise

1995- February 1998 - Member of Pop Group "Chill"

. After completing my degree, I was fortunate to be chosen out of

5000 applicants to join an Irish Pop Group. The band appeared on

national and international TV, supported major Irish bands on tour

and appeared at numerous charity events

Education

Third Level September 1991 - May 1994 - BA (Hons) Marketing Degree,

Portobello College, Dublin

Grade 2:1 achieved.

October 1994-January 1995 Export Market Development

Associates

Post Graduate Certificate in Advertising, Sales Promotions

& Public Relations

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