Phil Goodman
Surrey
Summary
I have been the CEO of the British Promotional Merchandise Association (BPMA) for two years. I was recruited to manage the transformation of the Association.
Prior to this, I spent the majority of my career founding, building, and finally selling, my own strategic marketing agency.
I have really enjoyed leading a national trade association, and have found my marketing, digital innovation, presentation and commercial skills to be of real value within the world of associations.
I relish the opportunity to make a positive difference, with a particular emphasis on organisation transformation and change management.
Overview
36
36
years of professional experience
Work history
CEO
British Promotional Merchandise Association (BPMA)
London
2024.02 - Current
Recruited to lead the transformation of the BPMA. Two years of dramatic progress has resulted in the BPMA being a finalist at this years Trade Association Forum (TAF) Awards in the Association Transformation category (Winner announced 26th February)
Positive outcomes:
- Managed the total visual and verbal rebrand in January 2025
- Developed new website and social strategy
- Reversed membership and revenue decline to two years of growth
- Secured a partnership with Comic Relief
- Launched our sustainability initiative - The Step Forward Pledge
- Implemented new member initiatives including Emerging Talent and Recognition Awards, BPMA Xtra staff benefits programme, created an International membership category for first time, delivered activations to celebrate the 60th anniversary of the BPMA in 2025 and improved relations with major overseas affiliated associations
- My proudest achievement at the BPMA has been to successful shift the 'why?' on membership from being purely functional (member benefits) to being far more emotional (what being a member says about your business)
CEO / Founder
Brandwidth
London / New York
2003.02 - 2023.08
- Built Brandwidth into one of the UK's foremost digital innovation agency's, securing contracts with Apple, Porsche, the United Nations, Toyota and the NHS, amongst many others.
- Created a culture that enabled Brandwidth to be recognised as a top 100 place to work for 5 consecutive years.
- Expert in digital innovation and early adopters of using AI, augmented reality and virtual reality for commercial brands including Porsche, UEFA, Citroen and the UN.
- Evolved the agency from its activation and integrated agency roots to a genuine innovation business by investing in people and technology.
- Ultimately managed the successful sale of the business to Next 15 plc and departed one all post-sale contractural obligations had been fulfilled
Board Director
McCann Erickson
London
1995.09 - 2003.04
I headed the London office of the Momentum brand
Momentum evolved from a pure SP agency into a truly integrated agency
My experience here provided the confident to start my own agency in 2003.
Associate Director
Promotions Department Partnership (PDP) Ltd.
London
1990.06 - 1995.08
Started my career as an Account Executive rising to Associate Director
PDP were a Sales Promotion agency working primarily in the food and drink sector
PDP was acquired by McCann Erickson in 1995 and became part of the inaugural Momentum brand
It was whilst at PDP that I say my Institute of Sales Promotion Diploma
Education
Bachelor of Arts - History of Art
Central St Martins University of the Arts
London 09/1987 - 06/1990
Skills
Organisation transformation and change management
Brand / digital strategy and proposition development
Senior leadership and board governance
Public speaking
Multi stakeholder relations including central government liaison and lobby
International (esp US) experience
Languages
English
Native
French
Intermediate
Italian
Elementary
Accomplishments
Became a Fellow of the Royal Society of the Arts (RSA) in 2020 and have been an active volunteer on the Fellowship Pathway Council for the past 3 years, helping to inspire the next generation of creative and business talent.
The BPMA achieving finalist in Association Transformation category at 2026 TAF Awards
Brandwidth voted top 100 place to work (Campaign) for 5 years under my jurisdiction as CEO.
Brandwidth voted Digital Agency of the Year (The Drum Digital Census) 2015, 2018 and 2020.
Regular contributor, event speaker and awards judge for TAF, Planet Mark and Campaign Magazine and other industry events.
Timeline
CEO
British Promotional Merchandise Association (BPMA)
2024.02 - Current
CEO / Founder
Brandwidth
2003.02 - 2023.08
Board Director
McCann Erickson
1995.09 - 2003.04
Associate Director
Promotions Department Partnership (PDP) Ltd.
1990.06 - 1995.08
Bachelor of Arts - History of Art
Central St Martins University of the Arts
09/1987 - 06/1990