KEY STRENGTHS
· Commercially (profit) focused
· Clear strategic thinker
· UK & International experience
· Creative
· Computer literate
· Member of the Chartered Institute of Marketing (MCIM)
CAREER HISTORY
GRAHAM E. LEE STRATEGIC MARKETING April ’01 – Current
I am working with a small number of Clients operating within different categories and trade sectors of the FMCG market. My role for these Companies is to provide full marketing support on an interim basis. Assignments range from new Concept creation (brand or product), management of the advertising process, to consumer and trade promotion planning and evaluation. Profitable and cost effective Brand development is the key benefit I offer my Clients.
ISM BUSTA April ‘00 – March ‘01 JOINT OWNER
With my co-director we acquired the Busta brand of technical sailing clothing to integrate with the UK sales agency of the Swedish owned Five Seasons skiwear brand to create a Limited Company sports wear business with sales of £1 million. Tightly targeted trade and consumer marketing led to a doubling of Five Seasons sales. The design, development and infrastructure investment required to contemporise the Busta brand exceeded available funding and the business was closed. Wide ranging commercial management and corporate funding issues dealt with during the 12 months of ownership provided extremely valuable experience.
W. JORDAN (CEREALS) LTD Dec’84 – April 2000
MARKETING DIRECTOR - UK CEREALS & EXPORT 1989 – April 2000
I was promoted from Marketing Manager in 1989 when the Family based Board was broadened to include the ‘normal’ FMCG disciplines. My role continued as Marketing Director with responsibility for developing the Jordans brand and range of branded and own label breakfast cereals and snacks in UK and International markets. This role involved extensive commercial, marketing, and retail trade negotiations both within the UK and internationally. I was responsible for the Company being awarded the Queens Award for Exports in 1997. My main responsibility was to guide the Marketing resource in setting Budgets and developing and implementing marketing strategies in order to achieve corporate goals. Key achievements included:
· Solid profit growth along with sales development from under £10 M to over £50M.
· Management of £7 million marketing budget.
· Review of UK advertising (£2 million TV & Press) leading to sales growth on advertised brands of up to 250%, and clear payback.
· Recommended establishing (1991) and implemented set up (1992) of Jordans France Sarl. As Managing Director of this business I guided the French business to turnover of over Euros150million and the generation of profits for both France and UK.
· Built Export sales in 20 markets to over £10 million, resulting in 1997 Queens Award for Exports.
H P BULMER LTD COMMERCIAL MANAGER (MARKETING) - MAY’83 - DEC 84 CIDER DIVISION
Responsibility for all marketing aspects of the Company’s off - trade cider brands (Woodpecker & Pomagne), and Own Label cider. I also had responsibility for Media co-ordination between all HP Bulmer Ltd brands and the appropriate advertising agencies. Developed new advertising campaign for Woodpecker cider and established quantified pre testing and tracking study to measure effectiveness. Recommended revised strategy for Own Label business.
BOVRIL LTD (Food & Drink Division of Beecham Plc from April 1980) NOV’79 - MAY’83
GROUP PRODUCT MANAGER - BOVRIL CUBES APR’81 - MAY’83
Responsible for full marketing and profit development of the Company’s ‘dry products’ group - Bovril Cubes, Gravymate, and New Product Development. Principal contribution was taking Bovril Cubes into profit for the first time since launch (1975) as a result of full multivariate analysis of the marketing mix to establish optimum pricing levels and advertising ratios.
EXPORT MARKETING MANAGER NOV’79 - APR’81
Responsibilities centred on the development and implementation of new product programme for Australia, France & Germany, with recommended launch of liquid Bovril in Australia. This programme was handed over to Beecham International following Bovril’s acquisition by Beecham.
SPILLERS FOODS LTD JAN ’73 - NOV ’79
NATIONAL ACCOUNT MANAGER APR’79 - NOV’79
Responsible for all product sales (Cook-in-Sauces, Homepride Flour, Pet Foods) to Key Markets, Spar, VG, NFD.
MARKETING MANAGER (AUSTRALIA) MAR’78 - APR’79 - ARNOTT SPILLERS
Based in Sydney on secondment with full marketing responsibility for this Aus $ 8 million pet food joint venture between Spillers Foods and Arnott Biscuits Pty. Reporting to General Manager I had responsibility for marketing and the management of the 5 Australian State sales managers. My recommendations for a major restructuring of marketing effort resulted in converting a trading loss into a profit within the 12 months of my assignment. Product research enabled consolidation of production into one factory without losing critical dog breeder loyalty.
BRAND MANAGER - UK JAN’73 - MAR’78
Responsible for 3 canned cat foods, with turnover c.£9 million - main brand Kattomeat. The changes I initiated to all elements of the marketing mix, including TV advertising, led to consistent share growth from 6% to 12%, making Kattomeat the Company’s biggest pet food cash contributor.
NORTH THAMES GAS SEPT’68 - JAN’73
Following a Management Training Programme I was appointed a Market Research Executive for a range of projects from desk research to quantitative U&A studies. I designed questionnaires, conducted fieldwork, analysed results, and also managed bought-in research projects.
EDUCATION
Institute of Marketing Diploma (distinction in Market Research) – M. CIM
Communications, Advertising & Marketing Foundation Diploma – M. CAM
HNC Business Studies
‘A’ Level: Economics, and Public Affairs ‘O’ Level: 9 Passes including Maths
PERSONAL
Date of Birth: 8th June 1949
British Citizen.
Married with 3 Sons
Languages: Conversational French & German
I have been a regular runner for 25 years (6 Marathons), and enjoy hill walking, mountain biking, sailing, skiing and scuba diving.
Helping you to build your Brand and Business Profits