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Interim marketing professional
Tim Boote Online campaign developer
andproduct innovator
Seeks new, results driven opportunities
Calm enough to see the wood
for the trees
Enjoy delivering ambitious results for organisations
Career interim marketer,
specialising in consumer goods
Classically trained blue chip marketer
Who I am
• BA (HONS) Business Studies• CIM Chartered Marketer• Kimberly Clark – 6 years• Britvic – 1 year
Solid marketing background of
techniques, theories and
practice
• Leaf Confectionery• Princes Foods• Burton’s Biscuits• Grace Foods• SSL• Sayers the Baker
Established TRB Consultancy Ltd to deliver results
in interim marketing roles
• Canada• Belgium• South Africa• Netherlands
International exposure working
abroad for extended periods
Experience
Team Leadership
Budget Control
Above-the-line campaigns
Category argumentsIncreasing turnover
Strategic decision making
Delivering stretch targets
• Roles have included the follow elements
Board presentations
Campaign orchestration
Brand idea development
Advertising integration
Social media planning
Experience
Research analysis
NPD
Transfer-able skill
Team building
Results focused
Committed
Creative
Motivational
Critical thinker
My key transferable skills
Online
Innovation
Urgent projects
Re-branding
Above the line
Brand turn
around
Where I can add the most value...
Situation
• Kids sweet brand positioned as “healthy sweet”• Target market does not relate to positioning• Volume is in decline
Task
• Develop top order brand ideas and communication plan to increase appeal to target market• Ensure effectiveness and value for money objectives are met
Action
• Redefine brand positioning, character and tone to appeal to target market • Work with sales team to use brand collateral to present to retailers
Result
• New positioning has created ‘reasons to stock’ and 3 new listings in major multiples• New packaging is on shelf within 9 months• The brand is set for growth
Examples of what I can do
Brand orchestration: Chewits
Situation
• Inconsistent brand messaging across media caused confusion• Web site attracted low levels of visitors. No other internet presence• Brand in danger of becoming irrelevant
Task
• Develop interactive campaign to bring positioning to life• Do something different: create stand-out from competition
Action
• Took the brand to places where the target consumers were by:• developing Facebook fan page• placing iconic Chewits TV ads on YouTube• creating Chewie internet games for consumers
• New web site launched to pull together activity and provide interaction
Result
• In year 1, fan page generated 50k followers, over 100k views on YouTube and millions of plays on Chewits games
• Followers interacted with the brand by influencing flavour development of NPD• Communication plan is now interactive leading to a massive database on consumers
Examples of what I can do
Online marketing: Chewits
This campaign won The Marketing Society Northern Awards for “best social media” and the “Grand Prix” 2011
Situation
• Princes dominates the paste and spreads category• The category was in decline as consumers saw it as irrelevant to their lifestyle• Retailers where demanding higher margins whilst retail price was declining
Task
• Rejuvenate category through NPD• Increase category average retail price• Improve category’s relevance to consumers
Action
• Analysed market information to scope potential opportunity• Worked with factory to develop a range of premium spreads with a high retail price• Conducted quantitive research with consumers to measure preferences and potential purchase
frequency
Result
• Within 18 months three new premium spreads were launched with modern flavours and real pieces of meat and vegetables
• Category value increased as new products had higher retail price• Listings gained in key multiples
Examples of what I can do
NPD: Princes
Trying to stay on my mountain bike!
Overseas travel Renovating houses
Actively involved in conservation issues
Some of my interests...
