Dave Pollard

Skills Offered

• - Marketing
• - Advertising
• - Social Media Marketing
• - Customer Insight
• - Branding

Personal Introduction

An experienced marketing professional with expertise in product and brand and marketing management. Extremely analytical yet creative, with a keen eye for detail. Highly organised, proactive and determined to succeed in a marketing career.

Qualifications

• Sep 2013                     Chartered Institute of Marketing Professional Diploma

• Oct 2010                     Six Sigma Green Belt

• July 2005                     BA (Hons) Marketing Management (2:2) (Equivalent to CIM Diploma)

Experience

August 2012 to Present        Halfords Autocentres                        Assistant Marketing Manager Halfords Autocentres have a 300+ strong chain of Autocentres throughout the country, with plans to increase the number of centres its 400 and grow the c£120m annual turnover. Due to expansion of the team this was a new role created to focus on the non-product areas of marketing   Responsibilities: Responsible for creating campaigns and partnerships to grow customer acquisition Develop initiatives to improve customer retention through use of customer survey data and in centre processes Develop Customer retention campaigns through use of CRM Coordinate online/offline activity and ensure there is synergy in campaigns and product offering Competitor monitoring of Service offering and pricing Project Managing marketing activity for new Flagship £1m autocentre Deliver marketing initiatives to centres & business Responsible for the co-ordination of HAC’s internal marketing through the use of intranet and bi-monthly print publication. Manage the day to day agency communication network. Manage the promotions/sales aids marketing budget, making recommendations to budget changes as required. Manage and develop point of sale for national and bespoke centre campaigns Providing Marketing Support to the B2B function of the business Manage and brief various agencies   August 2011 to 2012             Halfords Autocentres                        Assistant Product Marketing Manager - Tyres   Responsibilities: Refine and develop the tyre business to meet the agreed goals. Continual review and interpretation of internal data and external market/consumer and competitor insight identifying future business opportunities. Set up KPI’s for online bookings and promotional activity Responsible for the continuous price monitoring of on-line tyre pricing from key competitors To facilitate the change of new prices when agreed by provision of new price files to the web team and IT department and the production of in centre POS where necessary Execution of the promotional/incentive/sales support programme to timescale and within budget. Provide an advisory/support service to the Operations team, helping develop local initiatives where appropriate and aid them in dealing with customer queries. Ensure that all marketing communications support the tyre and servicing proposition.  Daily/weekly/monthly sales analysis reporting on performance across all relevant categories.     April 2007 to August 2011                Unipart Leisure and Marine             Marketing Executive             Unipart Leisure and Marine is Europe's largest distributors of camping, caravan, motorhome and marine products and accessories for leisure and marine markets as well as owning two consumer brands; Royal and Wetline. ULM’s customer base includes a large amount of independent dealers as well as large multiples such as Argos, Go Outdoors, Halfords and Amazon.co.uk.   Objective: Working in a team of 2 to increase brand awareness and distribution of the Royal consumer products whilst achieving sales and margin targets through the use of promotional activity and both online and offline marketing communications.   Responsibilities: Product/Brand Management – Manage products through their lifecycle ensuring they get maximum exposure in the market place as well as managing them out of the business when needed. NPD – Develop new consumer products working with suppliers based in Europe andChina to remain competitive within the marketplace. These include tents, LED lanterns and other Electrical products as well as other camping accessories Advertising – working with graphic design agencies to design adverts that have featured in leading consumer publications within the leisure marketplace. Literature – Responsible for producing key promotional literature as well as collaborating on our B2B catalogue as well as an own brand consumer oriented catalogue. Projects – Accountable for our Home Delivery proposition which will delivery £180k in extra revenue in 2010. Also part of a team to implement the six sigma inspired Unipart way throughout the business. Events – Working on many events throughout the year in both a b2b capacity to generate orders and showcase new product ranges and also as support staff for our customer’s shows. This involves designing stand plans through to selling our own brand range of products both to customers and consumers. Digital Marketing – Responsible for complete redesign of website including SEO and social networking integration which has reduced our bounce rate by 46% and increased the number of hits. Email Marketing – Personally set up the use of Email marketing in the company and use it to promote new ranges and for short term focused promotions. Competitor Analysis – Benchmarking our range against the marketplace on both features and price. Sales & Campaign Analysis – Using analysis skills gained in previous roles I carry out day to day analysis on campaigns, sales and promotions and customer spend. POS – Liase with graphic design agencies to produce product packaging and in store point of sale for our customers to maximise awareness of our brand.     Achievements: Generated extra sales in addition to budget of 180k in 2010/11 through setting up select customers with a direct to end user delivery service Launched E-mail marketing in the business allowing a more dynamic communication method Relaunched Unipart Leisure’s own brand website resulting in a 300% increase in visitors with lowered the bounce rate from 70% down to 24%.         February 2006 – January 2007                                  Marketing Executive                         Schneider Electric   Objective: To enhance the margins of Schneider’s Product offering.   Reporting: To design and implement a process to monitor monthly sales and highlight any products and customers with low margins, working with Product managers and the commercial team to resolve issues where possible. Customer Satisfaction survey: Project management of quarterly analysis on European wide customer satisfaction. Market Analysis: Look into new markets for Schneider to enter using its existing core competencies. Promotions: Designing and implementing promotions to provide incentives to distributors.     September 2005 – February 2006                            Category Assistant                            Lloydspharmacy Objective: To assist in the management of specific categories (Photo processing & Haircare) NPD: Launching photo Kiosks across Lloydspharmacy stores Sales analysis In store product promotions and POS     July 2004 – September 2004                         Marketing Analysis project                          Dunlop Aerospace Objective: Produce a Market Analysis of Pneumatic and Heat Management products within the Aerospace industry to identify any opportunity for Dunlop Aerospace to expand into new markets.