Sarah Downing has over 15 years of experience in brand marketing, communications, and digital marketing. She is currently the Marketing Director at Gardman Ltd, a £70m FMCG garden products supplier, where she leads the marketing strategy and function. Previously she held roles as Head of Marketing and Brand Manager at Gardman and Mortons Media Group, respectively, where she gained experience delivering multi-channel marketing campaigns and managing budgets. She has expertise in various areas including strategic planning, creative development, PR, social media, and analytics.

1. Sarah Downing
Areas of Expertise:
 Brand building,fromconceptthroughtofinal execution
 Strategicmulti-channel marketingandcommunication plans
 Retail packaging,POS,merchandisingandprintmaterials
 Buildinganddeliveringconsumermediaandadvertisingplans
 Budgetmanagementandperformance monitoring/reporting
 Implementingbrandguidelinesfor cross-channel consistency
 Developingfocusedpromotionstodrive volume sales
 Market and retail analysis,consumerresearchandprofiling
 Ecommerce site development,SEOanddigital marketing
 Consumerretentionandacquisitionactivity (DMandonline)
 Copywriting,mediaplanning,PRandevent management
 Creationof NPDand Categorydevelopmentplans
 Leadingcustomerpitchesandpresentations
Professional Experience:
Marketing Director: September 2013 – Present
Gardman Ltd: £70m, industry leading FMCG garden products supplier. Services 2,000+ independent
gardencentres,B&Q andHomebase estates,nationalretailers, grocery, ecommerce and export markets.
Key Responsibilities:
 Work closely with the CEO, Investors and Board Directors to deliver key marketing and
communications initiatives that resonate with the strategic direction of the business
 Develop brandmarketingstrategies thatplayapivotal role inthe businessanddeliver sales increases
in a flat growth industry. Targeted growth for 2014/15 was 30% - currently tracking YTD at 48%
 Drive the marketing strategy from creation to delivery, engaging people at all levels
 Lead the marketing function and act as brand ambassador – both internally and within the Industry
 Direct and manage all external brand, communications, creative and media agencies, plus local and
national media, building strong relationships in order to deliver the best results
 Ownership of all marketing, brand, creative, PR, communications and event programmes
 Lead the creation and delivery of multi-channel B2B and B2C brand marketing campaigns, managing
an internal team of 8 and a wider network of supporting agencies
 Conduct and present target customer research, market intelligence and lead customer pitches
 Developmentof anew, responsive ecommerce channel to provide a commercial B2B retail platform
 Development of a new digital marketing and communications strategy and to enhance brand
presence across the online space and drive consumer/retail engagement
 Building major national retailer marketing programmes. Budget management of circa £5m
Head of Marketing: March 2011 – September 2013
Gardman Ltd
Key Responsibilities:
 Deliver trade and consumer campaign plans and manage budgets with a commercial approach
 Create and implementbrandguidelinesthat cover tone of voice, brand image, packaging layout, etc.
 Deliver in-store merchandising, employing category management disciplines with product
segmentation to drive maximum sales per sq. foot – supporting the trade and engaging consumers
“I am a highly driven and
creative individual with
passion, determination and
strong instincts . Developing
brands and imaginative
marketing plans that
connect with the end
consumer and deliver
against strategic targets is
what makes me tick”

2.  Project manage all commercial print requirements from design to completion; including retail POS,
2000 piecesof packaging,all promotional marketingliterature andfourkeyannual catalogue launches
 Drive market, trade and consumer analysis, working alongside the senior commercial team
 Develophighimpactandcreative exhibition stands, and project manage all UK/International events
 Lead development plans for the company’s showroom, digital marketing and PR
Brand Manager: Aug 2007 – Feb 2011
Mortons Media Group Ltd: Leading specialist interest consumer magazine publisher and printer
Key Responsibilities:
 Drive brand awareness and increase the profitability of 11 specialist interest magazine titles
 Deliver measureable consumer acquisition/retention campaigns using the full marketing mix
 £500,000 budget management and accountability for all activity including launch materials
 Lead the creative developmentprocessforall booksandmagazine titleswithinthe portfolio,including
brand look and feel, photography, copy, features and product positioning
 Develop annual brand plans to drive product awareness and market these across all touch points
 Account manage the print and production process of each title with Denmaur Papers
 Maximise the on-shelf presence of portfolio titles to increase ‘pick-up’ within leading multiples and
independents. Work with retailers to drive promotions, competitions, supplements, etc.
 Developexclusive promotional plans for Tesco, Morrisons, Sainsbury and Asda – paid for ‘Hot Spots’
 Coordinate targeted trade and consumer market research to drive product development plans,
corporate PR, and electronic marketing/DMcampaigns
 Launch and manage brand social media pages and forums. (Largest now having 45,000 FB followers)
 Manage over 120 third party events per year, delivering £245K of profit
Online Marketing Manager (previously Online Coordinator): Jul 2005 – Aug 2007
Firstaid4Sport Ltd: Focussed online retailer specialising in sports medicine and equipment
Key Responsibilities:
 Designand manage all online marketing activity including email campaigns, newsletters and affiliate
programmes, as well as maintaining PPC advertising campaigns
 Design and implement a new B2C transactional website for the business
 Initiated the development of the brands social media presence, now having 10,000 followers on FB
 Project manage the production of annual trade catalogues, including organising photographers and
designers,managingcritical paths, organising data, imagery, packaging, copy, proofs and production
 Developanewlookandfeel forthe FA4S brand,refreshingthe online offerandintroducing
own-brandedproductsandpackaging, fromdesigntoimplementation
 Monitorcompany salesperformance,including the presentationof companysalesfigures
Additional Skills & Attributes:
 Proficientuserof MicrosoftWord,Outlook,Excel,PowerPointand Publisher.Soundknowledge
of Adobe Photoshop, Illustrator,Dreamweaverandotherdesign packages.Google Analyticsuser
 Continuousengagementinonline seminars,brand/creativeexhibitions,workshopsandtrend
analysisconferencestokeepuptospeed withcross-channeldevelopments
 A proactive self-starterwithanorganisedworkapproach.Conscientious and determined with an eye
for detail.A strongleaderand teamplayerwithgoodinterpersonal,motivationalandinfluencing skills

3. Education & Further Training:
Accredited by Lancaster University BA Hons Digital Media Production
Passed with 2:1 Qualification
University Centre, Grimsby Institute
(Accredited by Lincoln University)
HND Media Production & Communication
Passed with Distinction
The Grimsby Institute of Higher Education Advanced GNVQ Media Communication
Passed with Distinction
Hereford Comprehensive School 11 x GCSE Qualifications
A* - C Level
UniversityofNottingham
(Undertakenwhilstinemployment)
NVQ2 and NVQ3 FirstLine ManagementNVQ3
BusinessImprovementTechniques
Passed
Personal Interests:
I enjoyanactive lifestyle andparticipate inanumberof sports,gymand dance classes.Ilove to
readand have a particularinterestinthe arts – craft andtheatre beingmymainpassionsoutside
of work.Before focusingmore heavilyonmycareerIwas a memberof the Hull Truck Theatre
Company,CaxtonPlayersandlocal AmateurDramaticsSociety.Ialsoenjoysocialisingwithfriends
and family,international travel andentertainingathome.
References available upon request