Giles Mountford

Head of brand marketing for Badger Beer, Outland Craft beer and tertiary brands.

Architect of the new Outland craft beer brand and driving force behind brand the modernisation of Badger Beers

Senior member of the marketing team responsible for regular and strategic insight provision into the business whilst managing a team of 2 reports (Brand Manager and Designer). Integral in repositioning the brand to consumers through brand building and impactful marketing programs that created real commercial value and increased brand penetration.

Sales and client management utilising the Temple data management system to drive insight and value for clients.

As the senior member of the New Business team, I was responsible for two direct reports and the delivery of £6m revenue from insight and media. Key Achievements: • I was responsible for the delivery of £6m in revenue through the creation and sale of media and insight programs – my team had reached 90%+ of this target at the end of my contract. • Managing the team of 2 to best engage with 600+ clients, I drove a 15% increase in revenue year on year, by growing headroom clients and with efficient management of the smaller clients. • Increased investment from HP into the printer ink category by 50% year on year with a 15% sales uplift during the activity • Helped 'Sacla' gain a new listing through switching and range review analysis of a new flavoured trial-sized pesto jar • Delivered cross-category analysis of curry sauces and sundries to help 'The Spice Tailor' retain new listings in the semi-prepared meal solution category • Negotiated the successful renewal of multiple 'Self-Serve' contracts, including a 5% year-on-year cost increase • Having been allocated an Account Executive on performance review I built a training plan to improve her rating and regain her confidence, turning her back into an effective member of the team

dunnhumby is the leader in personalising the world's experience of retailers and brands. Their primary client in the UK is Tesco, for whom they invented and run the data behind Clubcard. In addition, they face FMCG clients using Clubcard data to maximize their efficiency and profitability within the Tesco universe. As the media client lead for Nestlé and 30 other grocery clients, I helped build profitable, long-term relationships with my clients, ensuring their needs are met whilst maximising revenue for dunnhumby. I work with brand teams, activation managers, and trade marketing to create and deliver insight-driven activation plans utilising all of Tesco’s targeted media.

Project examples: Royal Opera House (ROH) dunnhumby worked with the ROH to increase their customer-centricity, drive additional revenue through the box-office by segmenting their customer base and designing, analysing and perfecting a communication plan over several years that increased the number of tickets sold at the maximum potential value. • Account managed the project including overall responsibility for the delivery of all creative work, communication strategy and evaluation. • Worked with the analysis and creative to teams to build customer segmentation and bring it to life with pen portraits, descriptions and underlying customer sales and lifestyle data. • Assisted in the implementation of our customer segmentation onto the ROH database and subsequent segment driven communications • Worked with the strategic planning department to continually assess and redesign their communications plan driving greater value from their customers. • Designed a multi-channel cross sell strategy to maximise sales from peripheral revenue streams including the restaurant, online shop and memberships. Tesco Express Audio dunnhumby worked closely with Tesco Express to create and install hardware and software to launch a Tesco Express in-store audio pilot in over 100 stores. • Managed a team of three, engaged with a content and hardware provider, to design and implement an audio solution for Tesco Express stores to allow for entertainment and advertising in space restricted Tesco Express stores. • Worked with and sold in the concept to key stakeholders within the Tesco business • Sold the concept to suppliers and managed the production of idents and adverts to run in the trial stores. • Created a profitable business plan for the trial and roll out, scaling the trial from 100 to 900 stores. • Conducted thorough research into the success of the trial via market research and sales data analysis.

Strategic marketing, marketing metrics and innovation