Download C:\Users\Roberta1950\OneDrive\cv\Retail150426CV

Robert Armstrong
Application for Direct Marketing Communications Manager and CV
SUMMARY PROFILE
I have substantial target marketing experience, having planned, selected, managed and
evaluated many database marketing campaigns to hundreds of segments comprising millions of
customers and prospects, both as team leader and as a hands on marketer.
Originally I used direct mail, but it’s now majorly digital channels, principally email and SMS/WAP
Push. I have also used telemarketing in combination with other channels.
My core discipline is customer insight –to recommend future strategic direction by analysing
historic customer segment behaviour, usually defined after scientific testing.
My CV shows me to have B2C and B2B marketing experience in a catholic array of businesses,
notably in retail (e.g. Debenhams, Rumbelows, Co-operative, Harveys Furnishings etc.), travel
(e.g. Monarch Airlines, HCCT Holidays, NUS Travel), financial services (e.g. Debenhams
Finance, Trinity House Finance, Fidelity Investments, A&L etc.) and loyalty (e.g. with RDA,
Debenhams, Rumbelows, Coles Myer, the AA and Nectar).
Usually, my first focus is on predictive (normally customer) data.
I also source, build, manage and analyse marketing databases and have experience of related
data analytics.
My first love is retail, because of the plethora of predictive customer data which can be mined
and the potential to combine the high street and the ecommerce experiences.
CAREER IN DETAIL
Summary After 2001
Internet based communications and automated CRM campaigns have impacted communication
and distribution models, so I incorporated digital communications, particularly targeted email and
SMS/MMS broadcasting, into my target marketing skill set.
Direct mail management remains a significant part of my skill-set.
2011-15 Contracts with Canary Wharf Vintners, BDA London and Aimia covering strategy,
creativity, database management and analysis, and campaign management.
2009-10 Contracts with local web sites, BDA London, and Discover Leisure, covering
campaign planning, and web design.
2008-09 HCI Direct [pantyhose continuity mail order]
6mth contract
Direct Mail Manager
 Managed selection and evaluation of UK and Canadian direct mail promotees,
 Managed UK and Canadian list brokers and US analytics. ROI (mailing volumes 150500k).
 Sophisticated modelling and analysis done in Excel.
2008
NetPlay TV [Gaming etailer]
2mth contract
 Selected, managed and evaluated direct mail and email promotions to
prospects/customers
 Managed email deliverability. Ad hoc analytical work (using Access, Excel).
 Multi million broadcasting volumes annually via leading ASP solution provider.
2007
Findel Educational [B2B educational toys]
2mth contract
 Marketing Analysis contract to determine the effect of RFM on KPI’s using Access
2006-07 Monstermob plc [phone software]
1yr
CRM Marketing Manager
 Recruited for my experience of campaign and database management, database
manipulation, and my one to one digital communication management disciplines.
 Selected segmented promotees, deduplicated and broadcast via ASP daily, exclusively
via SMS and WAP push to mobile phones
 Budgeting and staff responsibility.
2005-06 A & L Commercial Bank [B2B bank]
Consultant to Customer Insight Team
Friday 13 February 2015
[email protected]
1 yr contract
Page 1 of 4
Robert Armstrong
Application for Direct Marketing Communications Manager and CV
 Liaised with data analysis supplier pH group to develop bespoke customer segments.
 B2B analysis using Access, Excel and Sage CRM
2005
B&Q [Southampton HQ’d DIY retailer] Marketing Analysis
3mth contract
 Selected and evaluated email campaigns (broadcast via ASP) and reported on KPI’s
2003-05 Monarch Airlines [Luton Airport based scheduled airline]
2 yr contract
Marketing Executive
 Grew email broadcasting (via ASP solution) from 6k to 1,200k per month
 Executed and analysed targeted online B2B and B2C email marketing communications
to frequent flyer (loyalty club) members, customers and prospects.
 Created a suite of networked campaign schedules so that colleagues could see any
changes in campaign timing, budget, selections, and fulfilment details on their desktop.
 Liaised with list owners to evaluate list rental and opted in prospect purchases.
 Selected and deduplicated promotees, using MS Access as a front end to SQL Server.
 Project led the search for a marketing database to use the SQL Server business data
with other (promotions history, 3rd party enhanced, customer satisfaction questionnaire)
data.
2001-02 HCCT [Manchester based travel business]
Marketing Consultant
 Built customer Marketing Database for use with a tour operator’s web site.
 Selected promotees for direct mail promotions.
1yr contract
Summary 1990-2001
When the creation of relational databases and computer downsizing began to impact DM
activity I retrained and traded as Database Marketing Horizons to bring database marketing
experience to businesses wishing to take advantage of the technical developments.
2000-01 Halliwell Landau [lawyers]
6mths
Marketing Database Manager
 Recruited to introduce and manage a marketing management system to communicate
with this firm’s existing and prospective clients and to install a new CRM system.
2000
CIPD [UK HR membership organisation]
Consultant Marketing Analyst
 Introduced gains chart methodology and model segmentation.
3mth contract
1999-2000 Harvey’s Furnishing [UK furniture store Group] group]
Marketing Executive
 Recruited to research, set up and develop E CRM for this furnishings retailer.
 Managed direct mail campaigns to customers and prospects.
 After 1 year it was decided not to proceed with this E CRM experiment
1yr
1997-99 Co-operative [non food UK store group]
2 yrs
Storecard Marketing Executive
 Brought in as the UK Co-operative modernised its non-food retail.
presence with two new high street brands, Homeworld and Living.
 Involvedin consumer credit, loyalty schemes and database marketing operations.
 Grew the account customer portfolio by 60,000 accounts in year one.
 Managed and evaluated bimonthly Direct Mail campaigns, and controlled the Monthly
statement insert programme.
 Managed the outsourcing of the Marketing Database.
1996
Horners Motor Group [multisite east Lancs. car dealership]
Marketing Database Manager
 Built marketing database and executed direct mail and traffic building events.
 After 4 months it was recognized that this DM experiment had failed
Friday 13 February 2015
[email protected]
Page 2 of 4
4mths
Robert Armstrong
1996
Application for Direct Marketing Communications Manager and CV
VW Financial Services (UK) UK financial arm of this car manufacturer
6mth contract
Marketing Database Consultant
 Project led the search for a marketing database (interim solution was Access).
1994-95 P & P Micros Plc [ UK computer reseller]
1yr
Database Marketing Manager
 Set up interim marketing database solution (Access)
 Introduced database marketing disciplines to a telemarketing focussed Group
 Linked the Data Processing and Marketing departments.
 Project led the search for a marketing database.
After 1 year, relocation to Australia following my observation of economic buoyancy
there, but discovering opportunities of my type were not plentiful I therefore returned.
1994
DEC CORP (South Pacific Region) computer manufacturer
1yr contract
Marketing Consultant to retail client Coles Myer, Australia’s 2nd largest retailer
 Researched/recommended database marketing entry strategy via loyalty scheme
1993 Business & Design (London) [B2B promotional merchandising
 Managed disparate marketing database initiatives for clients.
1992 Lowe Direct [London ad agency] Marketing analysis consultant
 Modelled response to direct mail campaigns
Retained
3mth contract
1990-91 The Automobile Association Direct Marketing Consultant
6mth contract
 Managed and measured Direct Mail campaigns in back to back (retention) tests.
1990
Hyde & Partners [independent B2B ad agency]
Redundancy after 3mths
Marketing Database Manager
 Built a marketing database for agency’s clients, but 1990 oil crisis decimated client
billings
Summary Before 1990
I spent 12 years working for blue chip UK businesses in increasingly senior DM campaign
management positions, majorly with high street retailers.
1989-90 Fidelity Investments [US investment business in UK]
1 year
Database Marketing Manager
 In house database marketing consultant, linking the DP and Marketing departments
 Introduced DM disciplines to the Group.
 Managed direct mail campaigns to and analysed campaigns post hoc.
1985-88 Rumbelows Thorn EMI’s rental/retail chain (750 stores)
3 yrs
Head of FS Marketing
Trinity House Finance [Thorn EMI’s finance house] Head of Marketing
 Headed up and grew direct marketing department, authoring strategic direction.
 Launched own label storecard and set up dialogue with existing/prospective account
customers via direct mail and integrated promotions.
 Developed loyalty scheme.
 Introduced a customer-marketing database (address based system).
 Grew credit penetration, turnover, card membership and insurance cross-selling.
 Introduced a quarterly Magalog to customers/prospects.
 Orchestrated a range of profitable insurance products offers.
1981-85 Debenhams
5 yrs
Direct Response Marketing Manager to Credit Marketing Controller
 Recruited to help grow a credit marketing department based on the Digest DM model.
 Managed programmes to recruit, activate and retain Storecard members.
Friday 13 February 2015
[email protected]
Page 3 of 4
Robert Armstrong




Application for Direct Marketing Communications Manager and CV
Grew customer loyalty via DM initiatives to the account customer base.
Orchestrated promotion by direct mail of a range of insurance products offers.
Introduced pre-screen account customer solicitation to the UK, mailed to prospects.
5 years of unprecedented growth in credit turnover, profitability, and card-membership.
1979-81 Reader’s Digest Association [top DM publisher in UK]
2 yrs
Senior Campaign Controller to Deputy Subscriptions Manager
 Controlled inside list direct mail donor campaigns.
 Managed the major Digest direct mail acquisition campaigns - the major acquisition of
“new blood” into the business –150,000 new subscribers per campaign.
 Adopted Digest DM disciplines, delivering campaigns on time and to budget.
1977-79 NUS Marketing [marketing arm of NUS the UK student membership organisation] 2yrs
National Sales Manager
 Recruited primarily to promote the plastic card based National Student Discount
Scheme and manage the sales team
 Launched mail order student record club.
1975-77 Birmingham Polytechnic Students Union [membership organisation]
2 yrs
Entertainments Manager to Commercial Manager
 Ran the commercial operations (3 bars, 4 shops, 2 travel bureaux and entertainments
programme) of 20 staff, for 10,000 student members.
EDUCATION - WORK WHILST STUDYING
As a student activist, I spent 2 years as a sabbatical officer, booking and promoting a variety of
entertainments attractions (from some of the world’s biggest rock acts e.g. Fleetwood Mac,
Genesis, Bob Marley - to variety acts and a celebrated colliery brass band). VP of the student
union I learned man management, budgetary control, debate and campaign skills.
B.Sc. Econ (Hon) London University External at Leeds Polytechnic
Kings School, Pontefract 4 A levels:
History, Economics, English Literature, General Studies
8 O levels
FURTHER DEVELOPMENT
British Direct Marketing Association (forerunner of the DMA) Direct Mail committee.
Presenter at DM marketing seminars and conferences.
Completed SQL course at Microtech, Southgate
Friday 13 February 2015
[email protected]
Page 4 of 4