Achievements
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Transcript of Achievements
Serge Sergiou
The Story So Far
Career achievements
Hill’s Pet Nutrition
Career Achievements Have played a major role in developing Hill’s digital
marketing and CRM capabilities. A multi-channel approach (Vets, Pet Stores and
Consumer) A number of new initiatives implemented and piloted
across several European markets including; New European Websites Puppy & Kitten and adult eNewsletter Programmes Special Need Programmes Vet Nurse Incentive and eCommerce sites
Digital and CRM infrastructure in place to move the Hill’s brand on to another level .
Craftworks
On-line vet patient booking system.
Designed to collate pet patient details and then forward to pet owners via e-mail feeding regimes and pet care reminders.
UK test across 30 clinics generated a database of 3,000 pet owners in 6 months and sold additional £100,000 in prescribed specialist foods for sick animals.
Pan European roll-out to additional 5,000 clinics to commence in April 2009. Estimate to generate additional £20 million at 65% margin in 2009.
New European Website
Launched in the UK in October 2009
Rolled out to rest of Europe in January 2009
1 Million unique visits in 3 months
Over 50,000 pet owner registrations
Information on pet care nutrition and balanced diet
Launch of Puppy & Kitten mini - site and eMail Programme across Europe
– 1 million visitors to date– Over 200,000 registrations – 15% of non-Hill’s users converting to
Hills after 8 months● Launch of Vet Nurse Rewards
Programme ● has recruited over 7,000 vet nurses
to date● over 50,000 pet owner registrations
Database of pet owners Hill’s can communicate to at fraction of cost of traditional media
– 47% of pet owners willing to participate in a Hill’s pet care panel
Other Hill’s Achievements
Career achievements
Land Rover
Career AchievementsLand Rover UK
Significant Impact on CRM Performance
Successful integration of CRM in to Land Rover above the line, events and sponsorship activities grew new vehicle sales enquiries from 93,000 to over 200,000 per annum
Sales doubled to over 20,000 units per year.
Key site enhancements and a ramp up of digital marketing activities (including SEO & SEM) trebled unique visitors to the Land Rover UK site to 3 million per annum.
Metric 2004 2005 2006 2007Responses 93127 121279 168556 210654
Leads Issued 13648 25702 42918 51928
Web Visitors 1.8 2.3 3.1 3.6
Vehicle Sales 9490 10292 11450 20012
Career AchievementsLand Rover UK Number of new initiatives
– Digital Contact Strategy– Single Customer View System– Customer Courtesy Call– Loyalty Programmes
Improved Data Management & Collection– Data modelling– Post Code analysis– Lapsed customer regeneration– Profiling & Segmentation
Agency Efficiency & Accountability– More for less– Award Winning Campaigns– ROI and Results Driven
Customer Loyalty Programme Designed to encourage existing
owners to stay with Land Rover. Engaged Customers Regularly during
ownership.– Welcome Pack– Quarterly eNewsletter– Bi – Annual Magazine– Unique Website– Annual Courtesy Calls– Privileged news items
● Rewarded for their loyalty– Free off Road Days– Gala Event Invitations– Competitions & Prizes– Discounts off next vehicle
Results– Increased membership 10,000 to 250,000– Increased loyalty – 10% to 25%– 80% loyalty amongst Range Rover
owners
Range Rover Sport Launch “Range Rover with added Tabasco”
Campaign. Main objective was to grow database of
high flyers likely to be interested in the new car .
Get them out of their BMW or Mercedes and in to Land Rover’s new Sports Tourer
In conjunction with Craik Jones we identified these high flyers through a number of mailing lists.
They were sent a direct mail piece containing information about the car, a small bottle of Tabasco and an invitation to one of several exclusive reveal nights at trendy locations through-out the country..
They would be the first to see the car I hosted The Hemple Hotel event in
London. 300,000 mailings generated 25,000
positive responses. 1,500 orders generated by this campaign
Lara Croft Defender Given task to coordinate
development and promotion of Lara Defender
Worked with Paramount Studios and a number of internal Land Rover teams to ensure development of car for film and a version for sale to the general public as a special edition.
Worked closely with UK and Global Communications teams to support dealers with an advertising campaign during movie premier and launch at cinemas throughout Europe.
UK doubled Defender Sales during film launch period and still command a high residual value amongst LR and Lara Croft enthusiasts
Electronic Customer Enquiry System System designed to enable
dealer network to follow up sales leads identified by LR HQ CRM and DM activities
System forwarded “hot” sales prospects to dealers and then monitored progress through to vehicle sale.
Generated 100% dealer follow up and 1 out of 10 sales hit rate.
Additional 5,000 vehicle sales in first year of implementation.
Direct Marketing Awards DMA bronze and silver for
Direct Marketing Campaigns in 2005
Precision Marketing Award for launch of Range Rover Sport and Defender campaigns in 2006, 2007 and 2008.
Finally a D&AD Yellow Pencil Design Award for Defender Campaign in 2006
Career achievements
Ford Europe
European Launch of New Ford Focus in 2004 Played a major role in coordinating the
launch across Europe. I managed the go to market strategy
from Job#1 status to launch. Managed launch teams to meet their
deadlines Controlled launch vehicle supply Developed launch strategy
communication activity with markets & agencies
Updated senior management on launch progress
One of the company’s most successful launches.
Currently sell over 300,000 Ford Focus cars a year in Europe
UK’s best selling car until 2008.
Pan-European Communications Programme
Pan European Consumer Communications Programme for Focus
New Brand Positioning for Focus – more premium
Emphasis on improved build Quality to compete with German Marques.
Higher priced vehicle Start of current “Feel the Difference” slogan Sold this concept in to Key European Markets
– Reason behind New Positioning– Agreement of communication elements up
front.– Local agency creative kept to minimum.
Encouraged pan –European use of centrally generated marketing materials and assets so that local resources could focus on the vehicle launch itself.
Result: – New Brand Positioning– Consistent look and feel across Europe– Full use of marketing assets– $10 million saving on Marketing Launch
Spend at market level.
Bi-Ethanol Fuel Focus At a time of significant
financial constraint I managed to secure funding and resource for the continuation of the ethanol fuel program with New Focus (C307).
Program generated $450 million additional revenue over the next 5 years.
Sweden’s best selling alternative fuel vehicle.
Now a Pan European Programme
Main rival to Toyota Hybrid vehicles
Career achievements
Unipart
Turkish Brake Drums I identified supplier – EKU Fren
Campana Flew out to Turkey Negotiated supplier terms Reviewed quality and test criteria Reviewed suppliers credentials Secured a contract for the
exclusive supply of brake drums to UK
The Turkish drums enabled us to offer an own brand range.
Significant competitive advantage in the UK
Result - Incremental revenue of $1 million per annum and 75% Margin
Contact Details
Address:
32 Sheringham Avenue,
Oakwood,
London N14 4UG
Telephone:
Home – 020 8360 6607
Work – 01923 652821
Mobile – 07825 746108
eMail: