Any brand marketing campaign is about reaching shoppers with the right message, just when they’re ready to buy. But creating a campaign that works for retailers, supplier brands and shoppers alike… it’s trickier than it sounds.
That’s where we come in. We look at a retailer’s whole media estate, from their branded microsites to the space on their supermarket trolleys. Then we use our trademarked technology to work out how to put the right brands in front of the right shoppers at the right time.
And thanks to our insight, our experience, and our creative spark, our campaigns really strike a chord with people. The result: better results for retailers, supplier brands and shoppers.
My job is to lead Threefold in our mission to transform Shopper Media. That means working closely with retailers and brands, creating campaigns that really connect with shoppers and grow demand for our clients.
My marketing career began at Guinness World Records. I planned book launches and other events, and met some of the most incredible people in the world. But I really cut my teeth at marketing giant Procter and Gamble – I managed the Gilette and Venus brands, first in the UK and then in Geneva for nine markets across Western Europe.
Outside work, I’ve tried my hand at a few different roles: pilot, racing driver, and – more recently – dad of two. I also played a starring role in a TV advert as a child. Which advert? That secret is staying with me…
I’m responsible for our Co-op Partnership, and split my time between their office and ours. I’m really lucky to work with some of the sharpest minds and best teams in our industry, every single day.
I started out in promotional marketing, working for a number of global FMCG brands. I joined the Shopper Media Group in November 2012, focusing on our partnership with Shop Direct. At first, I was responsible for building strong working principles with the Shop Direct team in Liverpool – later, I moved to a leadership position, and became responsible for the whole partnership top to bottom.
Away from work, I’ve recently become a Dad. It’s easily the best job in the world (most of the time, anyway). On Sunday mornings I’m usually somewhere in South Manchester, trying to convince myself that I’m the next Mo Farah in waiting. In the afternoons, I counterbalance my efforts with a pint of real ale.
I work across our creative, planning and account management teams, helping brands make themselves heard in an increasingly cluttered and changing shopping environment. Through our campaigns, we help clients define what to say and how to say it. And we hold ourselves to account by making sure that every campaign works for the retailer, the brand and the shopper – that’s the power of Threefold. Sorry, couldn’t help myself…
I joined the agency in 2011. Before then I was in a client-side role at Procter and Gamble, managing marketing campaigns for key grocery partners. While I was there I was introduced to a new marketing agency… and the rest is history!
Marketing aside, I’m a passionate traveller and I just love exploring new parts of the world. I also love the theatre, food and the occasional spinning class.
As CFO, I’m responsible for making sure that Threefold has all the right internal controls and complies with UK company law and accounting standards. I’m involved in budgeting and forecasting, monthly financial reporting and controlling cash flow. I also advise the board on financial and strategic issues.
From 1981 to 1995 was CFO of Olivetti UK. After that, I was CEO of LSE listed Acorn Group plc, where I led the Group’s transformation from educational ICT supplier to technology developer and licenser. I also served as a non-executive director of ARM Holdings plc, where I was involved in ARM’s Initial Public Offering.
From 1999 to 2008, I pursued a career as a pluralist chairman and non-executive director – I served on the boards of six different public companies, covering the software, telecoms and biopharmaceutical industries. Afterwards I found my way to Threefold.
Outside of work I enjoy theatre and jazz. I’m also a modest collector of art, with a collection of paintings you might describe as ‘eclectic’.