Expert Details
Marketing Governance, Strategic Marketing Management, New Product Development and Launch, Pricing Strategy
ID: 725962
Australia
Expert spent 13 years studying part-time at Australia's leading marketing school, the University of NSW, where he undertook more face-to-face specialist marketing study than a PhD. During that time, he rose to national fame in FMCG marketing, and again in marketing management, being featured on Current Affairs TV, metropolitan newspapers and marketing trade publications. He was offered his first lecturing role (in mass media) while still an undergraduate.
The travel bug lured Expert to the UK where he revolutionised an ailing pet food company, increasing its market share 6-fold in under 18 months, knocking the mighty Mars Corporation (Pedigree Pet foods) on its backside. He found time to complete a Graduate Diploma in Strategic Marketing Planning while in the UK.
Not to be undone, Expert returned to Australia and again took up a role as Marketing Head of a pet food company, again crippling Mars by stealing 12% of market share in a single test launch in just three months.
As a consultant, he has helped companies grow sales by 50% in one year, successfully launch products that may have never found success on their own and saved business leaders from disastrous choices in corporate strategy. He has also found time to teach undergraduates (part-time) at his old Alma Mater, as well as MBA student at Sydney's UTS where he taught (part-time and between clients) both graduates and undergraduates between 2003 until 2009.
Expert is a free-thinker in commercial marketing management and a highly sought-after expert. His flexibility and 'can-do', positive approach to business problems are regarded as extraordinary, as are his polished and profound marketing skills.
Assisted a new company secure a successful IPO (Initial Public Offer) and register on the National Stock Exchange despite the unexpected occurrence of the Global Financial Crisis in 2008.Provided marketing insight and strategy for an established Dairy Foods Company resulting an outcome of increased sales by 50% in one year.Provided business mentoring and planning input that assisted an Australian dental consumables company to become a global marketer with significant domestic sales, foothold in the USA and Great Britain.Developed an original concept for building EBIT for one of Australia's largest retailersDeveloped market growth strategy for one of Austalia's largest telecommunications providers.
Education
| Year | Degree | Subject | Institution |
|---|---|---|---|
| Year: 1987 | Degree: Bachelor of Commerce | Subject: Marketing | Institution: University of New South Wales |
| Year: 1990 | Degree: Graduate Diploma in Strategic Planning | Subject: Strategic Management | Institution: London City University |
Work History
| Years | Employer | Title | Department |
|---|---|---|---|
| Years: 1997 to Present | Employer: Undisclosed | Title: CEO & Director of Strategic Planning | Department: Strategic Planning & New Product Launch |
Responsibilities:I speak professionally about proper Marketing, and how it is MUCH more than just advertising or promotion, how a few simple facts can save executives from grief and turn them into heroes... Advising major national and international companies on strategic marketing issues, corporate brand strategy, product portfolio management, marketing planning and new product development and launch. |
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| Years | Employer | Title | Department |
| Years: 1993 to 1997 | Employer: Morgan & Banks | Title: Senior Marketing Strategy Analyst & Consultant | Department: HR Development Division |
Responsibilities:Marketing consulting for major national and international companies in marketing planning and new product development and launch. |
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| Years | Employer | Title | Department |
| Years: 1992 to 1993 | Employer: Bushs Pet Foods | Title: Head of Marketing, Brand & Product Development | Department: Global HQ |
Responsibilities:Developed new pet food range of 36 lines and secured 100% distribution of all lines in supermarket with $0 advertising.Increased market share of existing brand of dog food from 2% to 16% using innovative mass media advertising strategies. |
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| Years | Employer | Title | Department |
| Years: 1989 to 1991 | Employer: Denes Natural Pet Care | Title: Marketing Manager (2IC of company) | Department: |
Responsibilities:Total Sales & Marketing including mass media communications, key account management, NPD, corporate branding, business planning and administrative management. |
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| Years | Employer | Title | Department |
| Years: 1991 to 1992 | Employer: OMON | Title: Marketing Strategist, Senior Account Manager | Department: Suits |
Responsibilities:Generated over $1M in new business for the ad agency and generated an extra $1M after leaving. |
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| Years | Employer | Title | Department |
| Years: 1988 to 1989 | Employer: Interface Technology | Title: General & Marketing Manager | Department: |
Responsibilities:Resposible for a team of 12 permanent and up to 18 casual staff (telemarketing team).Launched numerous new products and stimulated sales in existing business, doubling sales in key (cash cow) products. |
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| Years | Employer | Title | Department |
| Years: 1986 to 1988 | Employer: NSW Government - Dept of Motor Transport | Title: Branch Head & Marketing Manager | Department: Special Plates Division |
Responsibilities:Took sales from $4M pa to $22 pa.Broke all records in number plate marketing. Generated $3M in free publciity and "contra" advertising and promotion. Managed a team of 14 staff and liaiaised with 22 other branch heads controlling 3000 employees. |
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Government Experience
| Years | Agency | Role | Description |
|---|---|---|---|
| Years: 1986 to 1988 | Agency: NSW Department of Motor Transport | Role: Head - Special Plates Branch | Description: Was appointed to introduced this sluggish government department, employing over 3000 people, to introduce it to 20th Century marketing techniques in order to stimulate optional number plate sales.He introduced and launched the Bicentennial number Plate, introduced and launched trading rights for number plates, and other product and marketing innovations which resulted in growth from a stagnating $4M p.a. to $22M p.a.After he left, sales returned to $4M until the DMT salvaged the idea for the smaller front number plate.He sat on the Board of Management of the DMT and liaised with most other of the 22 departments, directly responsible for 11 staff, a budget of over $2M in advertising and NPD requiring technical design, patent and public tender administration. |
International Experience
| Years | Country / Region | Summary |
|---|---|---|
| Years: 1989 to 1991 | Country / Region: United Kingdom | Summary: Was snatched up in the UK when a struggling pet food company found he was looking for travelling-holiday work and had successfully helped Pedigree Pet Foods develop successful product positioning strategy after they, alone, had failed to successfully launch a premium pet food in Australia. |
| Years: 1993 to 1994 | Country / Region: USA | Summary: Invited to the world HQ of Proctor & Gable in Ohio, Carnation in California, Colgate and Lever Bros in New York, to divulge a strategically superior and more efficient method of product sampling for FMCG products. |
| Years: 2005 to Present | Country / Region: Thailand | Summary: Support consultation for a colleague who executes market research and data mining for major financial institutions in Thailand. |
| Years: 1975 to 1978 | Country / Region: South East Asia | Summary: Part-time experience as assistant buyer (negotiator) for Cost Less Imports, importer of Asian artifacts for retail sales in Australia. Trips included Indonesia, Philippines, Hong Kong & China |
| Years: 1989 to 1991 | Country / Region: Italy | Summary: Successfully negotiated distribution contract with an Italian firm to sell Denes Pet Food in Italy. |
Career Accomplishments
| Associations / Societies |
|---|
| Awarded AFAMI (Associate Fellow of the Australian Marketing Institute) Awarded AFASMI (Associate Fellow of the Australian Sales & Marketing Institute) |
| Professional Appointments |
|---|
| Board of Directors of two Public companies and a plethora of Private companies. |
| Awards / Recognition |
|---|
| Lecturer - Graduate School of Business (MBA Marketing), UTS Tutor - UNSW School of Marketinh) |
| Publications and Patents Summary |
|---|
| Expert has authored several full-length texts on marketing and the surrounding fields. He has also originated multiple theories surrounding marketing as well as brand loyalty. |
Additional Experience
| Expert Witness Experience |
|---|
| Stood as an expert witness in the defence of a deformation case where a major newspaper was being sued by a large tourism concern. The judgement was in favour of the defendant. |
| Training / Seminars |
|---|
| Lecturer at UTS Graduate School of Business in Marketing Management and Marketing Concepts and Applications. Lecturer in UTS School of Marketing teaching Strategic Marketing & Planning, and Consumer Behavior. Tutor at UNSW in Fundamentals of Marketing. Regular speaker, facilitator, and trainer at Marketing Training seminars in Australia, China, Singapore and Malaysia. |
| Vendor Selection |
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| High level expertise in selecting of and scrutinising advertising agencies, market research agencies, and marketing services and media. Some experience in Executive Recruitment, assisting clients who have included recruitment businesses who have needed marketing acumen to recruit professionally at executive levels. Considered an expert in briefing of, and appointing, advertising agencies |
| Marketing Experience |
|---|
| Has written industry benchmark papers for publications as diverse as Marketing Magazine, Business Issues in South East Asia, Australian Fitness Network... to specific industry publications. |
| Other Relevant Experience |
|---|
| Expert has picked up an advanced grasp of SEO and e-marketing, CRM and ERP applications, DTP and other advertising skills, being highly regaled as an expert copy writer. However, he also has extraordinary breadth of experience from multiple industries that could almost be considered unique. |
Language Skills
| Language | Proficiency |
|---|---|
| Tagalog | Was reasonably, conversationally fluent in the 70's. and believes he could 'pick it up again' in a matter of weeks. |
| French | Possess a weak, and rusty, level of French |
| Mandarin (Chinese) | Currently learning Chinese |
Fields of Expertise
corporate governance, creative strategic marketing, business strategy, management decision-making, market assessment, market development, market positioning, market segmentation, market trend, marketing, marketing brand management, marketing communications, marketing mix, new product launch, product evaluation, product launch, branding, advertising, business, business management, business plan, competitive analysis, competitive benchmarking, consumer demographics, corporate strategic planning, market entry strategy, new consumer product development, product development cycle time, promotion, strategic branding, strategic market planning, strategic marketing, strategic planning, strategic research planning, value proposition, fragrance marketing, sales planning, product design manufacture, online branding, product defect, restaurant advertising, deceptive advertising, advanced product quality planning, restaurant strategic planning, business continuity planning, health club marketing, telecommunications marketing, restaurant marketing, pipeline marketing, pharmaceutical marketing, niche marketing, multilevel marketing, legal marketing, industrial marketing, cross marketing, consumer marketing, business analysis, customer segmentation, gap analysis, advertising perception survey, competitive intelligence countermeasures, customer satisfaction, commercialization, business ethics, entrepreneurship, business operations, Internet marketing, Internet advertising, marketing database, distribution channel, Chinese marketing, consumer survey, behavioral science, direct mail, market potential, food product market survey, consumer focus group, food marketing, business intelligence, competitive intelligence, business incubator, snack food product development, integrated product team, electronic marketing, joint venture, consumer product packaging, consumer product marketing, consumer product label, efficient consumer response, international marketing, consumer product labeling, technical marketing, perceptual mapping, consumer choice prediction, rapid product development, telecommunications strategic planning, new product market survey, new product design, integrated product development, packaging evaluation, design for manufacturability, product, analysis, new product development, new product assessment, product design, cost-benefit analysis, household product, consumer product, new product development management, market research, service marketing