Vicki Mowat
Summary
Insights-driven marketing professional with leadership and brand management experience in large, complex organisations. Excellent reputation for strategic incisiveness, facilitation and organisational skills. Dedicated and hardworking with internal drive to deliver excellence. A people-oriented, natural leader.
Overview
29
29
years of professional experience
6
6
years of post-secondary education
Work history
Director
Riverford Home Delivery
Bath
10.2012 - Current
- Director of franchise with annual turnover of c£1.8m
- Spearheaded strategic and financial planning, with turnover growth of 280% in 12 years
- Initiated and implemented marketing and communications campaigns to enhance visibility
- Developed retention strategies to minimise attrition and enhance average order value
- Set up customer service function to deliver excellence
- Member of Franchise Advisory Group led by Riverford's Managing Director
Head of Marketing and Communications
Royal National Institute of Blind People (RNIB)
London
07.2009 - 08.2012
- Responsible for all aspects of marketing, communications, brand and reputation for large and complex disability charity (c£120m turnover)
- Led brand strategy to enhance reputation and awareness
- Recruited, led and developed team of 51 marketing professionals: brand, reputation, digital, insight, PR, creative services, consumer and professional marketing, internal comms/change management, exhibitions
- Instigated insight-driven innovative campaigns to maximise awareness and consideration
- Oversaw departmental budget to deliver against annual targets
- Developed strategic and communications planning for mergers and acquisitions
- Provided strategic consultation and support to CEO, directors, heads of department and programme managers
- Active member of corporate management and programme management teams
- Established industry contacts and relationships with partners across the field.
Strategic Marketing Manager
Royal National Institute of Blind People (RNIB)
London
10.2001 - 07.2009
- Responsible for strategic planning and coordination of marketing to blind and partially sighted people and their families
- Brand management and development of brand-building campaigns
- Led all marketing and communications aspects of global Vision conference
- Developed innovative radio-format membership magazine for blind and partially sighted people
- Overhauled and line managed Web Accessibility Consultancy service to bring it into profit and ensure excellence of service delivery
Strategic Marketing Manager
Butterworths Tolley
London
12.1999 - 10.2001
- Led strategic and operational marketing planning for tax and accountancy books and online products
- c£28m turnover
- Strong focus on data-driven direct mail
- Recruited and led team of 7 marketing professionals
Marketing Executive
Lippincott Williams & Wilkins
London
02.1999 - 12.1999
- Developed and implemented full marketing plan for list of university-level textbooks
- Direct mail, advertising, trade and point of sale campaigns, exhibitions
Product Manager
Harcourt Brace
London
02.1998 - 02.1999
- Developed and implemented marketing plan for list of STEM and natural history titles to individuals, sales representatives and booksellers
Product Manager
Electronic Space Toys
Paris
01.1995 - 06.1996
- Developed educational toys, translated existing French toys for UK market, developed packaging and instruction manuals
Education
PGCE and Maîtrise Français Langue Etrangère - Teaching French and Italian
University of Cambridge and Université de Grenoble
Cambridge and Grenoble 09.1996 - 06.1997
Bachelor of Arts - European Studies with French and Italian
University of Bath
Bath 10.1990 - 06.1994
A-Levels - French, German, Economics, General Studies
Wilmslow County High School
Wilmslow 09.1988 - 06.1990
Skills
- Brand and reputation management
- Multi-media campaign management
- Development of brand identity
- Market research
- Leadership and development of marketing teams
- Change management
- Stakeholder relations
- Facilitation and coaching
Voluntary work
- Rebrand and overhaul of marketing of local community shop and café
- Recruitment and leadership of 200 volunteers for annual football festival
- Communications for local film club
References
References available upon request.
Timeline
Director
Riverford Home Delivery
10.2012 - Current
Head of Marketing and Communications
Royal National Institute of Blind People (RNIB)
07.2009 - 08.2012
Strategic Marketing Manager
Royal National Institute of Blind People (RNIB)
10.2001 - 07.2009
Strategic Marketing Manager
Butterworths Tolley
12.1999 - 10.2001
Marketing Executive
Lippincott Williams & Wilkins
02.1999 - 12.1999
Product Manager
Harcourt Brace
02.1998 - 02.1999
PGCE and Maîtrise Français Langue Etrangère - Teaching French and Italian
University of Cambridge and Université de Grenoble
09.1996 - 06.1997
Product Manager
Electronic Space Toys
01.1995 - 06.1996
Bachelor of Arts - European Studies with French and Italian
University of Bath
10.1990 - 06.1994
A-Levels - French, German, Economics, General Studies
Wilmslow County High School
09.1988 - 06.1990
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