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Gary Nelson

Commercially astute international marketeer

45 ans • Chester

Résumé

A commercially astute international marketeer, hardworking and self-motivated with extensive skills in strategic management and all round through-the-line marketing. Excellent leadership, influential, communication, presentation and IT skills and the ability to work well independently and as part of a team. A solid business and marketing educational background and with over 17 years experience in retail marketing/focused marketing mix management covering Europe, Central Europe, Middle East, India and Africa.

Compétences

Through-The-Line Complete Marketing MixInternation MarketingExcellent Leadership Skills

Expériences

Regional Program Manager

- Energie / Matériaux / Mécanique~Driving the retail, prosumer (APR ‘Apple Premium Reseller’ & AAR ‘Apple Authorised Reseller’) and iPhone businesses in creation, expansion and coverage ~Setting up and implementing the new ‘Apple Channel Excellence Program’ (ACEP) for iPhone across the Middle East (12 operating countries) ~Driving 100+ Apple Channel Excellence Programs (ACEP) within 1 year across two countries, spearheading the Middle East to be the first to market within EMEIA ~Rolling out Version 2 (V2) of the APR program to the whole of the Middle East (11 Apple operating countries). Retaining 20 of our 30 APR portfolio and executing the new V2 program and working with new partners to introduce 30 new APRs to the existing APR base within a year ~Deploying the worldwide retail programs (Quality POS) within Apple’s T5 countries within the Middle East (United Arab Emirates, Kingdom of Saudi Arabia, Egypt, Qatar & Kuwait). Executing 40+ retail programs in 6 months within 5 key retailers (Virgin Megastore, Plugins, Emax, eXtra and Jumbo Electronics) across said countries ~Expanding coverage and focus of the additional 6 countries outside of the T5 countries for Apple Middle-East by focusing on product training and customer service and undertaking in-depth analysis to establish the best partners ~Improving the Apple retail experience by working with existing and new partners to improve staff knowledge that leads to a greater customer experience and by executing the Apple demand generation assets through all marketing vehicles ~Management of a $3M+ through-the-line budget across the Middle East ~Setting objectives, planning, executing and measuring scalable marketing programs aligned with brand guidelines, maximising product presence and driving cost efficiencies ~Implementing and monitoring best in class merchandising through retail, Apple Premium Resellers and Apple Channel Excellence programs by controlling the mystery shop/audit processes, maintenance and preventative maintenance and New Product Introductions (NPIs) ~Utilising the 30+ Apple Solution Consultants (ASCs) in quality POS to ensure customer experience excellence through maintenance, preventative maintenance and NPIs ~Providing post-activity evaluation to measure ROI and drive future programs ~Working with internal CEMEIA prosumer and marketing communications (Marcom) teams to ensure all activities align with existing brand and APR guidelines to maximise product presence. A great deal of focus here goes on, not only complying to Apple guidelines but also the restrictions put on us in the Middle East market ~Leverage the use of Apple extranet to ensure smooth program implementation and running (ASW, ASTO, SFO, SAMI, CPM, T&P, ConnectMe and performance tools)

CEMEA Retail Channel Program Executive

- Energie / Matériaux / Mécanique~Influencing, implementing and supporting accurate retail plans on a quarterly basis driving demand generation programs for both Mac and iPod though best-in-class marketing programs leveraging Value Added Distributers (VAD) local retail budget and Apple central support ~Development of CEMEA country analysis (Clustering) to establish the focus regions for marketing spend and development ~Management of a £5M+ budget across approximately 25 focus geos ~Setting objectives, planning, executing and measuring scalable marketing programs aligned with brand guidelines, maximizing product presence and driving cost efficiencies ~Providing post-activity evaluation to measure ROI and drive future programs ~Acting as marketing consultant to the VAD channel marketing community, advising on current and enhanced strategies to win incremental business, ensuring compliance with Apple programs ~Maximising impact product presence at time of launch in retail stores ~Working with internal EMEA retail and Marcom teams to ensure all activities align with existing brand and retail guidelines to maximise product presence ~Leverage of Apple extranet to ensure smooth program implementation (ASW & ASTO) ~Establish and communicate a weekly dashboard cascading appropriately to the appropriate stakeholders (VAD and Apple internal key stakeholders) ensuring timely organisation and distribution of all marketing materials and guidelines to the VADs

Senior Sales & Marketing Manager (Alternate Acquisition)

- Infra / Réseaux / Télécoms~Management of a substantial launch and growth budget but with primary focus on CPA and development of D2C and retail partnerships ~Project management of the re-launch (brand & acquisition re-focus) of Kiosks (stand alone units) throughout key footfall locations within India; The Organised Retail sector ~Management of a vast portfolio of mainstream accounts covering all retail sectors as mentioned above (Kiosks and Organised Retail) plus overseeing the marketing of the Mass Retail sector with some 20,000 outlets ~Working with the different circles (geographical locations) to implement the most effective marketing plans and new VMI propositions ~In-depth analysis of all marketing initiatives and activities for continual improvement, own and competition ~Developing the Direct to Customer (D2C) model to establish the best and cheapest way to acquire customers ~Implementation of all D2C initiatives though the chosen channels managing many internal teams and agencies (brand, creative, event & field agencies)

Channel Marketing Manager

- Infra / Réseaux / Télécoms~Management of a £2.5M+ budget across 10+ retail accounts ~Performed 115% of target within my marketing budgets (including sales, CPA, ARPU and activity) ~Project managed the production of all in-store point of sale, above and below the line activity and internal communications, from creative stage to delivery, in line with all brand guidelines and legalities ~Management of a vast portfolio of mainstream accounts covering the whole retail sector including Tesco, Woolworths, Currys, and Argos (Self Select Channels) ~Working with account teams to build compelling promotional calendars by quarter in line with principles of promotions and pricing, incorporating many promotional vehicles in order to meet targets ~Conduct in depth pre and post promotional analysis ~Identifying trends (consumer buying behaviour, competitor activity, promotional winners/losers) across all retailers ~Developing and controlling a program of value added initiative for strategic accounts ~Acting as an interface between the sales team/retail accounts to communicate the Virgin Mobile brand & consumer marketing plans ~Strong internal focus to ensure that all departments are delivering to specific campaigns including propositions, brand, commercial finance and legal ~Delivery and implementation of a re-brand through 10+ accounts including the launch of the Virgin Media bay in Comet for which I controlled the whole brand and creative/design agency (Sequoia) relationships ~Implementation of Virgin Media (quad-play) products (Phone, Mobile, TV & Broadband) throughout the retail sector giving best fit bundled solutions

Retail Channel Marketing Manager

- Infra / Réseaux / Télécoms~Management of a £500k budget ~Leveraging the Virgin brand both internally and externally ~Planning and implementing rolling channel marketing activity ~Delivering all new channel launches and monitoring their effectiveness ~Managing a field marketing and design agency plus other key channel relationships, including Microsoft, Safeway, Somerfield and other Virgin companies ~Negotiation with suppliers, designers and internal departments to ensure targets were met and value for money is always achieved ~Regular use of presentation skills internally and to prospective channels ~Constant monitoring of competition and working in the field, involving regular out of hours visits

Local Marketing Executive

- Marketing~Management of a £250k budget ~Organisation and implementation of local marketing and corporate events, such as sponsorship at the Edinburgh International Book Festival ~Production of above and below the line advertising materials, like local press and in-store windows and plasma screens ~Development and implementation of innovative marketing activities and campaigns such as, Redbull concourse sampling and ‘Quality Moments Day’ ~Managing key client accounts, including BAA, Network Rail, Warner Brothers, 20th Century Fox, and publishers Harper Collins and Hodder Headline ~Co-ordinating all new store openings and refits, ensuring all navigational and promotional messaging is correct so stores open in line with the project plan

Marketing Executive

- Journalisme / RP~Using methods of research and analysis to access quantities of magazines to distribute to the market ~Co-ordinating business to business relationships with retailers and publishers ~Carrying out market research and monitoring industry trends and events *This job introduced me to a dynamic FMCG environment and ensured that I improved my time management and organisational skills.

Marketing Co-ordinator

- Energie / Matériaux / Mécanique~Attending key exhibitions and conferences as exhibitor and delegate ~Designing and implementing channel marketing campaigns to key dealers ~Liasing at all levels with managers, salesmen and external sources ~Creating and delivering key promotional material using relevant Microsoft packages and incorporating appropriate multimedia components on an ad-hoc basis ~Communicated personal viewpoints in a clear, understandable and diplomatic way

Formations

West Herts college

2001 - 2002 Watford, HertfordshireMarketing

Suffolk University

1996 - 2000 Boston, MA, USA, BostonVentes, Marketing

Mes qualités

Communicant·e
Persévérant·e
Créatif·ve
Esprit d'équipe

Langues parlées

  • Anglais

    Langue maternelle

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