An introduction to marketing strategy development

Interim Marketing Director

When it comes to business transformation, evolution can be used to great advantage but it requires a well-defined marketing strategy and a clear vision.

If you need a commercial director to formulate a strategy, restructure a team, or develop a business initiative, hiring on a project basis can be more efficient than recruiting.

This site shares my approach to putting your business first.

How to implement a digital marketing strategy

Specialism

Technology is developing at a rate faster than most businesses can keep up with. Most are uncertain whether to commit to new digital opportunities, or stick with what they already know.

My approach is to take the best from both and integrate them within a single commercial strategy. In practical terms:

  • to pursue corporate goals based on the desired result rather than the methods used
  • to determine the absolute needs of customers and simplify how and what we serve them
  • to organise internal teams and resources to reduce effort and increase performance

Keeping sight of true opportunities and developing them in a way people can really understand is the greatest goal of all.

A wide range of marketing depployments and skills

Services

I can operate on-site or remotely, either as a project lead or in collaboration with your existing team. Typically:

  • Strategic review - rewrite or energise a marketing strategy
  • Commercial structure - recruit or reassign a marketing team
  • Strategic project - lead a strategic marketing initiative

I also have a wide range of deployment capabiltiies including:

  • Media - electronic, published and audio/visual broadcast
  • Metrics - lead generation, lead conversions, brand marketing, database marketing and customer retention
  • Channels - advertising, field sales, telemarketing, business development, PR, affiliates and events
Examples of developing and implementing marketing strategy

Case studies

Business strategy - creating and deploying a business plan that assimilated sales and marketing resources under a unified strategy, delivering 300% increase in combined sales opportunities and 100% growth in the size of the business.

Digital marketing - managing a £15 million budget and increasing digital lead volumes by 150% while maintaining 100% target lead flow over 2 years of business expansion.

Brand development - applying brand consistency protocols across multiple marketing campaigns and achieving a growth of 14% unprompted brand recall among the target audience.

Sales performance - improving lead recycling processes, applying more defined customer segmentation modelling and observing budget spending efficiencies resulting in a 30% reduction in new business acquisition costs.

What others have to say about my strategic input

Testimonials

I like satisfied customers - whether it is my boss or my client, I always aim to develop a strong working relationship.

“Life was never dull when Alastair was around but his dedication to the job, his professional manner and a sky high likeability factor meant that he was easy to manage. Never afraid to challenge the status quo and take risks he took the business into new territory.”

Peter Hamilton, Grant Hamilton Ltd

“Alastair is passionate about on-line marketing and he is an expert in the field. He has worked diligently with us over the last couple of years to help us introduce and then bring to life an on-line marketing strategy that has generated very tangible results in terms of lead generation.”

Tony Small, Inova Marketing Consultants

Over 20 years experience responding to marketing change

Experience

Marketing Director, Agria Pet Insurance
Part of the Swedish financial services giant, Lansförsäkringer, Agria is one of the world’s leading animal insurance specialists.

Marketing Director, Click Group
A substantial financial services provider and a pioneer in optimised digital marketing strategies.

Head of Marketing, GE Capital
Subsidiary of a true global giant, providing consumer and corporate solutions to individuals and business.

Head of Marketing, Domestic & General plc
A consumer financial services brand serving households throughout the country.

Get in touch if you would like to discuss the solution to a business challenge, or request to see my curriculum vitae.

Contact me

Get in touch if you would like to discuss the solution to a business challenge, or request to see my curriculum vitae.