Phil Lawlor

As Marketing Director at Dormeo, I led the brand’s evolution towards a more customer-first, health-focused positioning, driving sustainable growth and enhanced brand equity. I oversaw the development and execution of integrated brand and performance TTL strategies, spearheaded adoption of MarTech, optimised digital performance across paid and CRM channels, and steered cross-functional teams to deliver commercially-driven, brand-led marketing that strengthened engagement, conversion, and long-term loyalty.

Directed the development and execution of integrated marketing strategies, delivering growth across multiple channels and markets. Managed significant budgets, optimised cross-channel investment, and led cross-functional teams to drive brand visibility, commercial performance, and international expansion. Oversaw digital, e-commerce, GTM strategy, PR, social media, and partnership marketing, ensuring cohesive brand storytelling and measurable business impact.

Led brand repositioning and go-to-market strategy, evolving the business into a full-service fitness solutions provider. Delivered 33% revenue growth in 2 years by launching new services, optimising e-commerce performance, and driving product innovation. Developed high-impact B2B and influencer partnerships to strengthen brand equity, and executed major event strategies to enhance market presence and accelerate lead generation.

Directed B2B marketing strategy and brand development across a portfolio of luxury skincare brands, driving significant brand growth and lead generation. Led multi-channel partner marketing, ABM campaigns, and high-profile industry event activations to accelerate engagement and pipeline development. Developed full-funnel assets including in-store branding, POS activation, and digital content to strengthen brand presence and drive commercial impact.

Led marketing strategy for seven high-impact store openings, overseeing cross-agency collaboration to drive footfall, engagement, and ROI. Delivered B2B channel marketing initiatives in partnership with global brands including Acer, Samsung, and Microsoft, executing tailored campaigns to maximise retail visibility and conversion. Directed CRM and direct marketing programmes to drive customer retention and upsell opportunities, while managing end-to-end in-store marketing, sales enablement tools, and digital content alignment to ensure strategic consistency across all touchpoints.

Managed internal marketing communications across 280+ stores and 2,000+ employees, ensuring consistent brand messaging across retail and contracts divisions. Led the development of an interactive POS ordering system and managed all print, creative, and fulfilment processes. Delivered high-budget (£1M+) direct marketing and seasonal campaigns, while supporting digital projects including the launch of thebedpeople.co.uk. Worked cross-functionally to align messaging, design, and execution across digital and offline channels.

Managed day-to-day operations within the Merchandising department, leading a team across Head Office, warehouse, and design functions to ensure the in-store experience across 200+ branches was current, relevant, and effectively communicated. Delivered 8 major campaigns and 40+ tactical promotions annually, overseeing budgeting, competitor analysis, and pricing strategies. Managed supply chain logistics, POS development, and stakeholder communications to ensure alignment with business objectives.