Prior to working at Sheffield Hallam University I worked in the UK brewing industry. I worked for Bass which through organisation changes mergers and takeovers became Bass Brewers then Coors Brewers and eventually Molson Coors. I worked in sales progressing through promotions (in sales, trade and consumer) to customer marketing and finally through to brand marketing. My final role was head of media, where my responsibilities included media planning / buying across all trade and consumer channels, agency review and fee negotiations, brand PR activity and TV production cost control. I was responsible for controlling the marketing department's £80m revenue budget. In the area of media buying / planning and PR I introduced consumer insight programmes which were instrumental in improving not only the planning but the buying effectiveness of all the company's media activity. This area of communication effectiveness and the changing use of media by consumers continue to be an area of interest. Whilst most of this work was UK based there were a number of brand launches overseas which required either direct media support, managed from the UK, or consultancy advice on best practice. My wider business experience included being a key member (marketing) of the team planning team working on the integration of Carlsberg Tetley, in anticipation of a merger that never happened. This project team was cross functional and supported by McKinsey consultants. In addition I contributed to many industry bodies such as the Incorporated Society of British Advertisers TV Action Group, I was also a member of the Advertising Association's Digital Media Group paving the way for advertising codes within digital media in the UK. I am committed to the employability agenda for Sheffield Hallam University; helping undergraduates gain work placements and helping to develop the University's consultancy project module.
Specialist skills, areas of expertise and recent business experience: - media planning and insight - negotiation skills - advertising effectiveness - creative workshops - retail marketing