Richard Antrum


 

Summary

With over 30 years’ commercial marketing experience across leading FMCG, retail and B2B organisations, Richard’s aim is enable SME’s to grow profitably by implementing a customer/client driven approach to their marketing – pragmatic, professional and ROI driven. Instigating change where needed, ensuring marketing is integral to the business strategy and encouraging all to think about the customer/client are key pillars to his approach.  Richard’s background includes brand and senior marketing roles at Smith & Nephew PLC, Campbell Soup Co., The Littlewoods Organisation and The Peacock Group. His experience of B2B and SME markets includes Harding Retail, The Institute of Financial Planning, Leema Acoustics, GOH Trading Ltd and BackCare Charity.Richard holds an MBA and PhD in Leadership & Change.

 

Experience

Harding Retail
Modernised the Harding Retail brand to reflect the mid to high end premium product assortment and successfully changed/repositioned the brand via improved and integrated communications targeted at B2B clients and vendors

The Peacock Group
Instrumental in re-positioning the brand on 3 occasions to drive commercial and customer engagement and satisfaction
Tasked with building the e-commerce channel and the launch of the Peacocks transactional website (sales £10m and LFL growth of 34%) online / digital / social media campaigns
Significantly increased the value of PR from £15m to £70m per annum

Campbell Soup Co.
Instrumental in the development of new frozen food ranges which achieved listings with the top 4 grocery brands and 22%+ over budgeted sales and contribution targets

Barker & Dobson PLC
Successfully launched Dime Bar into the UK chocolate confectionery market achieving a market share of 2.5%

The Institute of Financial Planning
NED - with accountability for assessing the not-for-profit organisation from a customer and independent perspective

BackCare Charity
Recommended brand and stakeholder presentations to form a unified approach for future fundraising and corporate sponsorship.
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