MarkWilliams

Location: Contact: Seeking position: Work experience:

M.Sc B.Sc B.A B2B certified engineer

UK Mobile: +44 (0) 7719 561 628 Email:

mark_k_williams@hotmail.com Senior Marketing, Web Analytics, Market Research Europe, UK, US, South Korea, Taiwan, Singapore, China,

Candidate Profile Thailand A strategically thinking Marketing professional with Computer Software experience gained from placements at Microsoft and IBM Proven history of developing breakthrough marketing plans that utilize cutting-edge IT / B2B / Internet as well as providing hands-on execution to help companies connect with consumers Provided in-depth statistical analysis insight for optimal decisions in global / regional marketing strategy at a range of Blue-Chip organisations optimised targeted marketing campaigns, specific customer campaigns (acquisition, retention) and analysis of customer behaviour to pricing and new products Significantly increased conversions on e-mail campaign by customer segmentation/predictive models Conducted tactical marketing insight via qualitative and quantitative research using analysis tools to forecast future product functionality/design in line with customer requirements, competitor trends and technology trends Immediately available Marketing skills: Global marketing strategy and communications, brand management, account management, strategic partnerships, Internet marketing (SEM/PPC, organic SEO, web analytics-Google Analytics, segmented email campaigns, social media marketing, affiliate), digital marketing, consumer activation, PR, advertising, sponsorships and promotions, event management, budget, production of marketing collateral (PowerPoint presentations, brochures, Web content, demonstration/sales scripts, data sheets, white papers) and presale /post sale strategy/presentations. Experience Jun 2009 Jul 2011: Adxto Ltd Marketing Director Conducted marketing research to support marketing activities and the statistical interpretation of data into auctionable business insight and information which provided clear decision making Used primary research into healthcare solely to ascertain the needs/wants of the target market for healthcare Instigated a 20% increase of sales via promotional customer segmented e-mail campaigns with iterative analysis (opens, clicks, conversions) from bulk email /CRM database and balanced organic SEO and PPC Launched value-added consumer promotions at national and regional retailers to drive sales, and promoted new product launches and expand branding Increased sales and regional accounts by 9% by running retailer promotions with leading brand partners Conducted Price Elasticity of Demand analysis which showed the optimization responsiveness, or elasticity, of the product quantity demanded to a change in its price
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Set up and managed PPC campaigns (Key word research, ad creative, A/B split testing, bid management and keyword positions testing) strategy on Google Adwords, Yahoo! Search Marketing, Baidu Jingjia (Chinese), Microsoft adCenter Bing/MSN, Facebook Adverts. Analyzed data from web analytics tools (Webtrends, Google Analytics) to create customized reports calculating key performance indicators, metrics and trends May 2008 Jun 2009: Dimerco Corporate Marketing Director Provided strategic input and guidance to senior client contacts to orchestrate and maintain strong client relationships at all levels, with emphasis on identifying opportunities within a clients business Strategized with CEO, VP and global sales teams to develop effective sales and marketing strategy Considerably increased global sales, branding and communications via global MarCom strategy (20 countries); training by email, presentation, integrated communication, media, video conferences, intranet marketing database (techniques, materials, standards) and country visits for key marketing direction Increased 11% MNC accounts via competitor analysis, BI, strategic presale targeting via selective company research, segmented advertising, customer segmentation on e-mail marketing campaigns, tradeshows/ PR Led on B2B marketing strategy which increased sales of product services to other companies Increased website visits by 40% by optimising organic SEO (URL, content, meta tags, title tag, meta description, keyword density, link popularity strategy) and using web analytics (Google Analytics, Yahoo! Web Analytics) Managed and optimised national/international PPC campaigns for company products/services across Google, Yahoo!, MSN, Ask, Baidu, Miva, Quigo (monthly spend $100k+ to reach local markets in conjunction with sales operations) Streamlined Internet homepage /Intranet for effective branding/communications and customer service quality enhancements Worked across all online communications (blogs, Twitter, LinkedIn, Facebook etc) Extensively travelled to liaise/network with global executive management to provide expertise on regional marketing strategies Maximised revenue by effective presale activity/post sale up-selling/cross-selling Undertook qualitative/quantitative research for global marketing insight with visibility on competitor, customer, pricing, market Managed Dimercos tradeshow exhibitions including the Logistics and Warehouse Industry Show Led newly created team to bring the Dimerco brand to life through re-engineering the Dimerco brand, consumer activation programs, integrated marketing, retailer promotions, and PR for conferences, seminars and events Feb 2007 - Apr 2008: Microsoft UK HQ, Eurotherm UK, e-Dialog Senior Marketing Manager Conducted tactical marketing insight/BI via qualitative/quantitative research using analysis tools to forecast future product functionality/design in line with customer requirements, competitor and technology trends Reduced costs of marketing/client service and synchronized business processes on CRM (analytical and collaborative) to automate and find, attract, and win new clients, nurture and retain those the company already has and entice former clients back into the fold Directed Global/UK product forecasting, demand analysis and BI strategy and identifying inventory levels (BOM) for warehouse utilisation and effective supply Instigated customer profiling to establish business/buying patterns which made more effective sales acquisitions Led on BI analysis (production, internal operations) which produced strategic product/technology roadmaps Optimised targeted marketing campaigns, specific customer campaigns (acquisition, retention) and analysis of customer behaviour to pricing and new products
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Significantly increased conversions on e-mail campaign by customer segmentation (demographic, geographic, psychographic, behavioural variables), effective content and analysis (opens, clicks, conversions) Promoted Digital Marketing of Microsoft brands using all forms of digital advertising channels (email, RSS, Internet, mobile SMS, social media marketing) to reach consumers Developed global marketing strategy for B2B clients, PR, product promotions, advertising, relationship marketing Optimised SEM/PPC campaigns for MSN/Yahoo/Google with strategic campaign management, Google Analytics integration, and also peaked effectiveness for organic SEO via strategy and execution Feb 2001 - Dec 2006: Samsung Electronics Senior Marketing Manager Created strategic partnership with leading global company Intel which included marketing, cobranding, and technology Developed product coverage and market share via marketing research and valuable Business Intelligence on market opportunity, SWOT analysis, customer trends, competitor products and technology trends Invented and reinvented brands through bespoke insight, consumer insight and trend, brand strategy and brand positioning, digital branding and communications, and brand planning Managed accounts for generating a greater market share for each and every client Conducted marketing research (qualitative/ quantitative) on global technical trends and markets, propensity models to indicate the propensity of each customer segment to purchase a specific product. Optimised targeted marketing campaigns, specific customer campaigns (acquisition, retention) and analysis of customer behaviour (pricing, new products) Delivered projects on time, with strategy input, costing, budgeting and planning, and working with creative partners to realise varied/ interesting range of products Provided business and technical task knowledge, information, analysis and interpretation of data to aid the development of new data models to be critical enablers for new markets and customers Led brainstorming sessions to come up with marketing strategies and devise clear directives and plans Designed marketing materials (PowerPoint presale/post sale presentations, flyers, brochures, websites, catalogues, manuals) Feb 2000 Feb 2001: IBM UK LTD B2B Consultant Advised on latest cutting-edge IT, B2B, B2C, BI, e-business, computer simulation and i2 technological solutions for overall architecture Implemented IBM B2B solutions to client heterogeneous legacy systems which provided seamless integration of business units and communication, data sharing and flow of business processes Trained customers on new B2B centralized analysis systems for product forecasting, warehouse scheduling and factory automation which provided core business insight, visibility on bottle necks and cost saving options Jan 1998 Feb 2000: Data Technology Plc B2B Consultant Sep 1996 Jan 1998: Halla Information Systems Market Researcher Mar 1994 Sep 1996: Samsung IT Manager Mar 1993 Mar 1994: BP International Ltd Computer Simulator
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Education / Qualifications 1992 1993: 1988 1991: 1985 1988: University of Sunderland, Sunderland M.Sc (Decision Support Systems/ Computer Simulation) University of London, London B.Sc (Physics) Open University, Milton Keynes B.A (Mathematics) i2 Belgium B2B i2 Certified (Demand planning, Forecasting, Factory Automation) City and Guilds Certificate (IT), London Polytechnic 96 A levels, various London colleges 82-85

System Skills B2B: IBM B2B Integrator, Extricity Alliance, i2 Rhythm Demand Planner, i2 Rhythm Factory Planner Programming - Cobol, Basic, Fortran, RPG III, HTML, XML, JavaScript, SQL, MS Excel, Boolean Simulation Packages- WITNESS, SIMAN, GPSS, STELLA Statistical/BI Packages - MAPLE, MINITAB, DERIVE, SPSS, SQL Developer, Informatica, Statistica, MS Excel Expert Systems - GoldWorks, Crystal Networks - Ethernet topology Windows NT, Ethernet topology Novell Netware, Token-ring topology OS/2 OS - All Windows versions (Workstation /Server), OS/2, Novell Netware, Macintosh, VAX, UNIX, OS/400 Databases IBM Lotus Domino, AS/400, i2 OLAP multidimensional, MS Access, Sage, SQL Developer WEB Authoring Programs - MS FrontPage, Dreamweaver and Real Web Business, Real Web Commerce Applications - Netscape Proxy Server, NotesPump, GroupShield, WebscanX, NetShield, McAfee VScan, MS Office

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