Jeremy Comley MA MCIM

http://uk.linkedin.com/pub/jeremycomley/4/a61/57b

Too me marketing management has a business strategy–making, and inter-functional role. The development of credible,

evidence-based, deliverable and measurable strategies that achieve the aims and objectives set by consistently delivering

customer and shareholder added value, through competitive advantage. A dynamic and customer centred way of doing

business for the entire organisation with marketing utilising proven tools, techniques, approaches, theories, processes and

protocols. Combined with structured innovation and creativity, and the ability to understand and engage effectively with

target markets, and internally. I am strong at business situation analysis, sound strategy development and its

implementation, control and performance measurement with both national and international marketing experience.

Thoughtful, innovative, ambitious, systematic, analytical, credible and intuitive with well-developed influencing and inter-

personal skills at C level my B2B, B2B2C and B2C marketing skills, knowledge and experience in professional and business

services, technology, retail, reseller, manufacturing environments enables me to either lead, motivate, coach and mentor an

internal team, or to be completely (or partly) ‘hands-on’ and include:

Marketing planning: marketing audit, macro/micro env, internal, competitive forces, SWOT/TOWS, gap and value analysis.

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Marketing strategy and programme development, agreement, implementation monitoring, performance measurement and

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control. Project management.

Inter-functional co-ordination, supporting marketing strategy and programme.

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Marketing budget development based upon objective/task method, allocation, VFM/ ROI focus.

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Marketing KPI/CSF definition and performance measurement driving changes in programmes.

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Marketing research: macro and microenvironment analysis, trends, threats and opportunities, target market definition and

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characteristics, wants/needs/pain points, buying behaviours, adoption process, DMU profile and influence, customer

expectations and satisfaction levels. Competitor review and on-going intelligence. Brand perception. Client/user/prospect

surveys – quant/qual inc focus groups/e-surveys/depth. Staff surveys. Marketing Information System establishment. Data

analysis/interpretation.

Value proposition determination and communication. Identification of sources of advantage.

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SMART objective setting, as a basis for focus, motivation, and to facilitate marketing program monitoring and evaluation.

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Market segmentation, target market definition and brand positioning. Relationship marketing.

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Marketing communications strategy and plans: all aspects of target market and stakeholder management. Digital marketing

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including inbound and permission based programs utilising guides, white papers, case studies, videos, social media

presence and micro content programs, PPC, SEO, UX and persona based web site/landing page development, affiliate

marketing. Email programmes. Internal marketing. PR inc media relations, exhibitions, sponsorship, awards, media

spokesperson role, annual report etc. CSR. Animations. Print. Highly developed on and offline writing skills.

Product portfolio management, pricing analysis and strategy. Growth and PLC based strategies. OPD/NPD product roadmap

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development for existing and new markets. Business case development.

Sales support: lead generation, nurturing and scoring. Sales 2.0 and Web 2.0 integration and exploitation.

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Bidding strategy and bid, tender and proposal drafting/boilerplate copy, presentation. PQQ

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Financials: revenue, cost base, margin, pricing, cash flow, balance sheet, P&L. Performance measurement. Forecasting,

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budgeting. Resource deployment.

Win/loss, referral and affiliate programs. Channel selection and support.

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Report and audit compilation, presentation, marketing recommendations.

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Utilising technology, such as SalesForce and HubSpot, to drive the sales funnel by attracting, nurturing, scoring interest and

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managing this key marketing/sales interface.

Establishing proven marketing management practices, processes and protocols. The application of proven marketing tools

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and techniques such as .

Quality model, standards, improvement process accreditation and exploitation. Balanced scorecard.

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Brand identity, guidelines, values, protection.

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Marketing services supplier management. Contract management.

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Training and briefings on marketing strategies and plans. Conference attendance/speaking.

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Team motivation, management, coaching, mentoring, appraisal.

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Career history, marketing approaches, experiences and successes:

Head of Marketing – Avagio www.avagio.co.uk June 2012 to September 2013

Situation analysis Marketing audit

Management Integrated annual business and marketing plan

Performance measurement and control SMART objectives, KPIs/CSFs/ROI, milestones

Growth strategy Market penetration and product development

Generic strategy Focus

Market position Nicher

Vision By understanding, and consistently delivering, to meet the wants/needs

of our target markets, providing value for money, and developing our

people, we aim to increase our turnover by at least 200% in 2013/14,

and to £2m by Dec 2014.

Mission To contribute significantly to the success of our clients businesses by

providing relevant, professional, friendly and effective IT services and

technology that provide value for money and exceed user

expectations.

Values Attentive, informed, impartial, diligent, responsive, friendly, reliable,

professional. We are not in the IT services provision business serving

people, we are in the people business providing IT services.

Core offering Digital office support and monitoring services

Tag line Switched on IT

Lift phrase/value proposition We listen to businesses; their objectives, IT pain points and challenges

and provide IT strategy and support solutions enabling them to achieve

their goals through relevant IT consultancy, support services and

technology. We are large enough to cope, and small enough to care.

Target market Growing SMEs 10 – 150 users, SW England, selected verticals.

Target growth rate 2012/13 100% rev pa

Actual growth rate 2012/13 300% rev pa

Brand status 3 business awards in 2013 for service, for performance and CSR.

Marketing key performance indicators EOI/lead generation and nurturing, brand awareness, site traffic,

bounce rate, time on site and quality score, Downloads. CPC. Open

rate, CTR, unsubscribes. Social media followers. Target media

coverage. Referral rate and customer retention.

Product New cloud, telephony, training, print management, technology, security,

recycling and consultancy services introduced. Supplier accreditation

and cash/in-kind support secured.

Price Premium

Promotion New Web2.0/Sales2.0 inbound marketing programme, new UX/target

persona based web site, SEO inc content, keywords, back links etc,

conversion landing page development, new social media presence

(f/G+/in/t/YT/Pi/RSS) and micro content programme, blog, enhanced

PPC campaigns, telemarketing, direct mail, new proactive media

programme of news releases and partnerships, client testimonials

programme, case study and IT guides series, webinars, new Sales

contact strategy, new bidding strategy/boilerplate copy, new monthly

client newsletter, expanded CSR programme, new brand identity.

Digital agency appointment. Established Tier 1, 2, 3 clients based on

cross/upselling opportunity to prioritise contact rate and nature.

Networking groups. Targeted 50 businesses we would like to work for

special direct marketing attention.

Distribution Bristol satellite office established.

People Internal marketing inc mission and brand values development, monthly

marketing briefings, staff input into planning process. Coach our

engineers in identifying opportunities for sales follow-up.

Process AIM service delivery model developed. New integrated customer,

prospecting database, service support and marketing system. Comptia

Trustmark Service Quality Accreditation.

Tangibles Brand identity application, engineering team clothing and giveaways,

new offices, new positioning brochure.

Research Key words/persona/site UX. In-depth with clients. New annual client

survey, quarterly technical reviews, annual business reviews, web site

feedback, Sales ‘win-loss’ program. Post service incident feedback.

Competitor monitoring.

Marketing Director - LinuxIT www.linuxit.com Jan 2010 to May 2012.

Situation analysis Business review

Management In tegrated annual business and marketing plan

Performance measurement and control S MART objectives, KPIs/CSFs, milestones

Growth strategy Market penetration

Generic strategy Differentiation

Market position Challenger

Core offering IT consultancy and technology

Tag line Best practice Linux

Target market Financial services, Manufacturing, Media and Entertainment,

Professional, Scientific and Technical, Public Sector, Retail, Utilities,

Telecommunications

Target growth rate 100% rev pa

Actual growth rate 200% rev pa

Brand status Red Hat Premier Partner, Oracle and Suse Gold Partner. Ubuntu

Partner.

Marketing key performance indicators EOI/lead generation, nurturing and scoring, brand awareness, site

traffic and quality score, CPC, open rate, CTR, unsubscribes,

followers, downloads, target media coverage, referrals, customer

retention

Product New consulting, implementation, resourcing and training portfolio

developed. Unified family of technology introduced. Cloud services and

managed platform introduced. Unique ARI approach developed to

provide infrastructure optimisation for business applications.

Price Penetration

Promotion Web2.0/Sales2.0 strategies using SalesForce and HubSpot

technologies for sales funnel management lead nurturing and scoring.

Category leading on/offline publication ‘The Linux Advantage’,

conference speaking, online community establishment, blogs,

webinars, workshops, news room and active press relations program,

white papers, case studies, video, animations. Sales support. Digital

agency appointed. Event sponsorship and partnering.

Distribution Channel partner programme established for Service providers,

Systems integrators, Distributors, Large account resellers and Value

added resellers

People Monthly all staff meetings introduced, dept briefings

Process ISO 9001, 27001, 20000 accreditation

Tangibles New state-of- the-art offices established

Research Key words/persona/site UX. Win/loss programme. Gartner utilised for

market appreciation, profile and influence. Annual client survey.

Competitor monitoring. Environmental scanning.

Head of Marketing and Product Development - S-cool www.s-cool.com Dec 2007 to Dec 2009.

Situation analysis Marketing audit

Management Integrated business and marketing plan

Performance measurement and control SMART objectives, KPIs/CSFs, milestones

Growth strategy Market penetration and development

Generic strategy Differentiation

Market position Leader

Core offering Software-as-a-Service

Tag line Making more of people

Target market Local authorities, Connexions, LSC, learning providers, 14-19

Partnerships and Consortia, Children’s Trusts.

Target growth rate 200% rev pa

Actual growth rate 500% rev pa

Branding Family brand projected as substantive, progressive, friendly, reliable,

and informed - in sympathy with the education market.

Marketing key performance indicators Product development status eg back-log, bugs. Product adoption.

Brand awareness, lead generation, site traffic, target media coverage,

referrals, new customer acquisition and customer retention rate.

Product Product development roadmaps created. Significant development of

SaaS offering, much client funded. CMS rebuild. New feature

prioritisation process established.

Price Pricing policy and price calculators established to achieve market

penetration, and existing customer transition to higher price points.

Promotion Bidding strategy, drafting and production. Specialist press advertising

and PR program specialist press. Sales support. Introduction of

SalesForce CRM. Opinion former/leader seminars at national and

regional level. What and Why guides series supporting software

concept. Product demos.

Distribution London and North West offices opened

People Product management team formed. Training and customer service

teams expanded. Internal marketing program comprising monthly

newsletter, briefings series, and all staff meetings.

Process Agile based .net product development. Customer service adopted ITIL.

User training processes improved.

Tangibles Office expansion. New family of sales support literature.

Research Steering groups ‘expert panel’ – consensus, development brief

ratification, testing, funding, advocacy > scenario and spec based

development briefs. Customer insight programme – field sales,

customer support, customers, desk/primary research, customer events,

web site feedback. Competitor monitoring.

Marketing and Sales Director - R-E-M www.r-e-m.co.uk 2005 to Nov 2007.

Situation analysis Marketing audit

Management Marketing plan

Performance measurement and control SMART objectives, KPIs/CSFs, milestones

Growth strategy Product and market development

Generic strategy Cost leadership

Market position Challenger

Core offering ICT based teaching resources

Tag line For teaching resources

Target market Early years, primary, secondary, FE and HE heads of departments and

teachers

Target growth rate 50% rev pa

Actual growth rate 100% rev pa

Branding Family brand projecting specialisation, heritage, value, choice,

informed, service level. BESA accredited.

Key performance indicators Daily and weekly sales reporting of key effort, efficiency and

effectiveness stats. Catalogue demand. New customer acquisition rate.

Repeat customer rate. Customer lifetime value.

Product Range extended to cover early years, FE and HE. Print consumables

and design and print services added. SCORM compliant range added.

Online demo point added. Special needs range extended.

Price Bundle and preferential pricing established.

Promotion Trading web site user navigation and support enhanced. Catalogue

family extended to embrace new markets and to include special

editions eg Top 50 Primary Best Sellers.

Distribution Amazon and Ebay channels added. Indirect competitor sales team

collaboration established.

People Monthly marketing bulletin.

Process Customer handling improved.

Tangibles Complementary catalogue family.

Research Through vendors and directly with customers and prospects. Online

and sales team feedback.

Head of Marketing - Silverline Tools www.silverlinetools.com 2003 to 2005.

Situation analysis Marketing audit

Management Marketing plan

Performance measurement and control SMART objectives, KPIs/CSFs, milestones

Growth strategy Market penetration

Generic strategy Cost leadership

Market position Challenger

Core offering DIY tools

Tag line The brand that builds

Target market Tool resellers - trade and retail

Target growth rate 100% rev pa

Actual growth rate 300% rev pa

Key performance indicators Daily and weekly sales reporting of key effort, efficiency and

effectiveness stats. Web site stats. Catalogue demand. New reseller

acquisition rate. Repeat customer rate. Customer lifetime value.

Product Building, engineering, gardening and automotive tools.

Price Reseller and retail pricing.

Promotion Direct mail. Web site, with reseller finder. Monthly reseller and retail

catalogue. Sponsorship. Football ground hoardings. Mobile 6 days a

week exhibition unit. Merchandising systems. Packaging development.

PR program inc product reviews and placement. TV program

sponsorship.

Distribution Reseller support and seasonal campaigns, reseller network growth

target 200% pa actual 400%.

People Monthly marketing bulletin describing objectives, strategies and results

to date.

Process Established marketing planning, implementation and control processes

working closely with buyers, IT and logistics.

Tangibles Catalogues, packaging.

Research Through resellers and directly with end users. Sales team feedback.

Key competitor monitoring.

Marketing and Publishing Director – BCS - The Chartered Institute for IT www.bcs.org 2000 – 2003.

Situation analysis Marketing review

Management Integrated business and marketing plan

Performance measurement and control SMART objectives, KPIs/CSFs, milestones

Growth strategy Product development

Generic strategy Differentiation

Market position Leader

Core offering Membership, qualifications, training, business solutions, publishing,

events.

Tag line Enabling the information society

Target market The IT community, individuals, businesses.

Target growth rate 50% rev pa

Actual growth rate 100% rev pa

Branding Authoritative, welcoming, professional, progressive, supportive.

Marketing key performance indicators Daily and weekly sales reporting of key effort, efficiency and

effectiveness stats. Membership growth/churn. Publishing sales. Media

coverage.

Product Launched ECDL in the UK, new membership structure, new publishing

series, new ISEB qualifications launched, new members magazine

ITNow launch, new IT staff development process model .

Price UK and international pricing review completed and list prices adjusted

reflecting markets, competition and costs.

Promotion New brand identity and web site, new weekly members permission

based e-bulletin launched. Press program established. New IT industry

awards developed and launched with national media partner.

Membership recruitment programme established at

colleges/universities and major IT user employers.

Distribution Training provider partnerships established nationwide to support

ECDL.

People Brand management team established. Annual all staff conference,

specialist group branding and support.

Process Marketing processes, protocols, policies established.

Tangibles New London office established.

Research Research manager appointed and research programme established to

guide NPD, pricing, brand building.

Group Marketing Director - PKL Group www.pkl.co.uk 1995 – 2000.

Situation analysis Marketing audit of 4 trading divisions

Management In tegrated business and marketing plan

Performance measurement and control S MART objectives, KPIs/CSFs, milestones

Growth strategy M arket penetration and diversification

Generic strategy Differentiation

Market position Leader

Core offering Outsourced temporary and permanent commercial catering facilities.

Tag line The hire quality catering people

Target market Catering venues eg hotels, public houses, airports, sporting events,

public sector.

Target growth rate 50% rev pa

Actual growth rate 75 % rev pa

Brand status Winner of many high-profile, prestigious contracts inc Olympic Games,

World Cup, F1, military,

Marketing key performance indicators Daily and weekly sales reporting of key effort, efficiency and

effectiveness stats. Lead generation and conversion rate. New

customer acquisition rate. Repeat customer rate. Customer lifetime

value.

Product Development of new series of portable kitchen units. Development of

portable deep operating theatre offering.

Price Pricing research among direct competitors.

Promotion Direct mail. Telemarketing. Yellow pages. Bidding development.

Process ISO9001,14001, OHSAS18001 accreditation.

Tangibles New family of literature supporting four sales teams.

Research Competitor monitoring. Target market buying process, characteristics

and motivations.

Head of Research & Marketing – Avon TEC/WESTEC www.lsc.gov.uk 1991-1995.

Situation analysis Marketing review

Management 5 year corporate, annual business and marketing plan development

Performance measurement and control SMART objectives, KPIs/CSFs, milestones

Growth strategy Penetration and market development

Generic strategy Differentiation

Market position Leader

Core offering Economic development services inc Govt funded training and business

support initiatives eg MA, IIP, Business Link.

Target market Businesses, schools and the community in Avon.

Target performance Top 10 TEC based on Govt KPIs

Actual performance Top 5 TEC based on Govt KPIs

Marketing key performance indicators Demand, outputs.

Product Launched IIP, Apprenticeships, EOQF, Learning Credits.

Price Penetration pricing policy led to rapid take up of services across the

community.

Promotion First web site (1992), new monthly business magazine, Bristol Careers

Show established, regional press, radio and transport advertising

campaigns. Shopping centre exhibitions. In-schools careers magazine.

Employer workshops.

Distribution WBT Providers, Colleges, Schools, Bristol Chamber of Commerce

People Monthly staff briefing on marketing plans and past performance

Process Established marketing planning and review processes

Research Extensive research program inc Labour Market Assessment, economic

Assessment. End user experience monitoring.

Other posts: Brand Manager, Account Director, Group Marketing Manager, Product Manager .

Professional qualifications and activity:

- Master’s Degree (Marketing) University of the West of England Business School 1995 (MA)

- Chartered Institute of Marketing Diploma and Certificate (DipM)

- Communications, Advertising and Marketing Foundation Diploma and Certificate (DipCAM)

Awards: European B2B Direct Marketing Award Winner 1988

Visiting Lecturer in Marketing 2005 to present. City of Bristol College. HE Faculty. CIM Professional Diploma and

Certificate. CMI Level 5 and 7. Strategic Marketing, Marketing Planning, Performance Management, Project

Management, Managing Marketing, Stakeholder Marketing, Marketing Research and Information Management.

IT skills - MS Office, Survey Monkey, SalesForce, MSCRM, Crystal Reports, HubSpot, Pure360, In-Touch CRM,

Google Analytics.

Interests - DIY, running - 8 miles once a week < 65 mins, keeping my MG ‘fun car’ on the road…, travel, family, village

fund raising.

Bristol based - BS25 5NU - T: 019**-****** M: 077**-****** E: acab48@r.postjobfree.com

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