A forward thinking, creative and passionate marketing professional with over 20 years multi-channel experience in both consumer and business markets. Alasdair’s key expertise is using insight to drive successful marketing strategies that add measurable value. His background has included some of the UK’s largest brands, and he also co-founded a renewable energy company, taking the company to £2 million in revenue and exiting through a management buyout. Since then he has worked with SME business owners helping them develop their marketing strategies.
Renew Green Energy – launched a renewable energy installation company, then sold via MBO
Betfair - Developed and implemented the CRM strategy across 18 countries, introduced new technologies, managed and recruited the CRM & data/insight teams.
Sky - Over a 10 year period was responsible for several areas. Delivering the marketing strategy to recruit consumers as well as business partners, managing the P&L for the ‘interactive’ division and latterly responsible for the digital transformation program to ensure digital channels could be fully optimised.
AOL UK - Responsible for increasing subscribers, decreasing churn and monetising the existing membership base, across 3 consumer brands AOL, CompuServe & Netscape. This also involved launching a number of new products, notably the UK’s first broadband service, branded credit cards, as well as launching and managing the e-commerce stores.
Bertelsmann - Ensured that new customers were profitably recruited into book & music clubs via multi-channel communications, and then managing the customer relationships to increase their value. This role also involved launching and promoting one of the UKs first ‘e-commerce’ platforms, as well as launching loyalty programmes.