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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