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Barry McLeod DipM Chartered Marketer and Fellow of the CIM
Marketing Director | Head of Marketing | Senior Marketing Manag...
• Conceived and implemented social and digital media strategy including market leading YouTube channel
• Delivered new sal...
Barry McLeod DipM Chartered Marketer and FCIM | 07584 423 465 | barry.mcleod@btinternet.com | LinkedIn
Barry McLeod - Mark...
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Barry McLeod CV February 2016

A strategic, creative and results-focused Marketing Director with extensive working experience within the IT, Market Research, Engineering and Manufacturing sectors. Utilises strong relationship management skills to ensure staff motivation is maintained and stakeholder expectations are exceeded. Vast knowledge in marketing strategies, social / digital media, product development, brand management, lead generation, marketing campaigns, strategic planning, communications management, market share / research, events coordination, product launches, marketing initiatives, account development and budget management. Currently seeking a challenging Marketing Director / Head of Marketing / Senior Marketing Manager position.

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Barry McLeod CV February 2016

  1. 1. Barry McLeod DipM Chartered Marketer and Fellow of the CIM Marketing Director | Head of Marketing | Senior Marketing Manager 25 The Piazza, Lancaster LA1 3FJ 07584 423465 / barry.mcleod@btinternet.com / LinkedIn Profile A strategic, creative and results-focused Marketing Director with extensive working experience within the IT, Market Research, Engineering and Manufacturing sectors. Utilises strong relationship management skills to ensure staff motivation is maintained and stakeholder expectations are exceeded. Vast knowledge in marketing strategies, social / digital media, product development, brand management, lead generation, marketing campaigns, strategic planning, communications management, market share / research, events coordination, product launches, marketing initiatives, account development and budget management. Currently seeking a challenging Marketing Director / Head of Marketing / Senior Marketing Manager position. Skills Matrix Marketing management | digital marketing | marketing strategies | strategy management | strategy development | strategy implementation | strategic planning | marketing programmes | programme delivery | marketing initiatives | relationship management | people management | stakeholder management | marketing planning | business planning | product management | product development | product launches | marketing communications | digital communications | communications management | market analysis | market research | market share | financial management | financial control | budget management | increased revenues | cost savings | cost reduction | forecasting | operations management | marketing operations | brand management | brand development | rebranding | digital media | media management | social media | copywriting | PR management | events management | events coordination | sales management | business development | lead generation | project management | project delivery | marketing projects | B2B marketing | account management | account retention | channel management | marketing campaigns | campaign management | Achievements • Successfully launched international and rebranded product range and marketing strategy supported by online/ digital marketing – products and services sold in over 40 countries • Successfully delivered sales and marketing CRM system and international customer segmentation model • Created and delivered a new licence business model focused on recurring software sales - accountable for 40% of Triscan sales revenue • Launched Triscan hardware/ software products in logistics sector based on fuel saving and carbon reduction • Successfully repositioned Triscan products as scalable within a single technical platform to assist customer upgrades, ancillary product sales and (crucially) chargeable service provision (‘Source to Exhaust’) • Successfully launched Baxi Combi central heating boilers to number 2 in the market within 18 months • Turned around Potterton Oil Fired Boilers business unit via aggressive product development and branding - doubling of volume / market share to 14% and profitability to £1.6m within a 2 year period Personal Attributes • Ambitious individual with outstanding strategic vision, financial acumen and professional application • Hardworking, trustworthy and results orientated with clear focus and direction • A good team leader who isn’t afraid of hands on involvement and responsibility • Talented and able to add value whilst enhancing creative vision • Confidently interfaces with clients to maintain and increase customer satisfaction • Utilises initiative and drive to instil passion and intelligence into every task undertaken • Analytical, positive thinker with the capability to motivate teams at all levels • Understands the importance of achieving targets and surpassing client expectations Career History VisionsLive Limited - Sales & Marketing Director June 2013- Present Responsible for international sales and marketing of online qualitative research software and project services. Strategically and tactically refocused business resources towards key customer and market segments including launch into US and European market sectors against the background growth in online research methodologies. Barry McLeod - Marketing Director / Head of Marketing / Senior Marketing Manager / Sales and Marketing Manager
  2. 2. • Conceived and implemented social and digital media strategy including market leading YouTube channel • Delivered new sales CRM and sales/ account management process for international sales team • Delivered revised pricing strategy as part of major product launch/ US market entry • Delivered new brand strategy to move from IT platform provider to online research partner • Prepared strategic business plans, budgets and forecast models to leverage further investment in company • Implemented CSR and business documentation/ processes to support sales strategy and ISO accreditation Triscan Systems Limited - Marketing Director Jan 2005 - Nov 2012 Marketing Director responsible for marketing strategy, product marketing, marketing communications, financial and sales management, and direct stakeholder, business partner and customer engagement. Strategically refocused and branded a technical product range into key integrated product and market sectors against the background of legislative and environmental change. Created and trademarked www.triscansystems.com/source-to-exhaust as the company product philosophy. Also specified, launched and maintained integrated software and hardware products utilising a modular, licensed approach to marketing and sales. Additional responsibilities included: • Reinvigorated PR strategy, copywriting, production for digital media and traditional trade press • Refocused marketing communications on digital media including a website, SEO and measurement, product delivery, and customer engagement for over 1000 corporate customers • Annual recurring revenue streams increased to over 40% of turnover via refocused marketing technology • Completed market research into potential business acquisitions, key market sectors and strategic accounts • Successfully initiated strategic liaison with trade bodies, government and business partners to leverage sales growth, increased revenues, business development and product / brand development • Built integrated marketing, sales, product development and customer service teams totalling 23 personnel • Successfully created new business systems including sales processing, lead generation, NPD and forecasting Baxi Group Plc (Baxi Potterton) - Marketing Manager May 2000 - Dec 2004 Gas Combi and Oil Fired products Planned and coordinated all elements of product launches in terms of pricing, communications, media selection and liaison with fully integrated marketing agencies. Held full responsibility for all market research, brand positioning and product development which included liaison with design and manufacturing plants in Germany, Denmark, Italy and France. Successfully launched the Baxi & Potterton combi boiler range of products to become number 2 in the UK market- launching 24 models within 2 years. Other responsibilities and achievements included: • Successfully managed multi-channel, segmented and targeted direct marketing and promotional campaigns • Implemented UK installer events, training and exhibitions as part of product launches and promotions • Timely provision of management reports on sales distribution channels and competitor activities • Developed a web based loyalty programme linked to training media • Prepared and managed sales forecast budgets across all product ranges and marketing budgets of £1m p/a Early Career - Blue Circle Heating (Potterton Myson, acquired by Baxi in 2000) May 1990 - Apr 2000 Marketing Manager / Sales & Marketing Manager / Product Manager / Area Sales Manager • Doubled profitability of failing Potterton Oil Fired Boilers business unit via rebranding and NPD strategy • Increased sales from £9m to £14m including via British Gas to 40% market share Education CIM Continued Professional Development – 2016 | Graduate Diploma in Marketing 1995 | Ashridge Strategic Management Programme 1994 | HNC Business Studies | Recent Skills Development CIM - Strategic Brand Development/Master Class |Digital Marketing Master Class | Copy Writing Master Class| Hobbies and Interests Coarse fishing and football Barry McLeod - Marketing Director / Head of Marketing / Senior Marketing Manager / Sales and Marketing Manager
  3. 3. Barry McLeod DipM Chartered Marketer and FCIM | 07584 423 465 | barry.mcleod@btinternet.com | LinkedIn Barry McLeod - Marketing Director / Head of Marketing / Senior Marketing Manager / Sales and Marketing Manager

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A strategic, creative and results-focused Marketing Director with extensive working experience within the IT, Market Research, Engineering and Manufacturing sectors. Utilises strong relationship management skills to ensure staff motivation is maintained and stakeholder expectations are exceeded. Vast knowledge in marketing strategies, social / digital media, product development, brand management, lead generation, marketing campaigns, strategic planning, communications management, market share / research, events coordination, product launches, marketing initiatives, account development and budget management. Currently seeking a challenging Marketing Director / Head of Marketing / Senior Marketing Manager position.

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