My career began as a Buyer for Garrard the Crown Jewellers. Later I joined J A Campbell, a manufacturing silversmith, as Marketing Manager. Then in 2000 I became Director of Bluefin Group, a strategic and creative marketing agency. This 3-step career path has given me a view of premium and luxury brand marketing from many angles. Now, as a Consultant, I am offering this knowledge to my clients.

I have worked on many projects across several niches within the premium and luxury goods sector including Jewellery, Silverware, Leather Luggage & Accessories, Crystal and Furniture, to name just a few. Projects have been both business-to-business (B2B), and business-to-Consumer (B2C), for manufacturers and retailers.

Silversmith J A Campbell required the development and implementation of a marketing strategy: new identity, new product development, rationalisation of distribution, new marketing materials, new packaging, point-of-sale displays, new brochures, and a communication strategy. Rationalisation produced cost savings that financed these developments and led to 30% + increases in turnover per annum for 3 consecutive years.

Department Store Fortnum & Mason required a radical re-think of the design their most important sales tool, the Christmas catalogue. The brief called for a solution to reflect the status of the brand. We offered a classic and clean layout to enhance the portraits of fine food and wine. It also focused on brand icon the F&M hamper. We produced 60,000 + copies of the catalogue for 3 years looking after all aspects of production:design, photography, copy writing and printing. Each year the new catalogue produced significant year-on-year revenue increases but, just as importantly, the brand image was also significantly enhanced.

This website will give more detail about my experience, the services I offer, my approach to marketing and my credentials. But, first let me summarise what I believe to be the critical components of a winning marketing strategy. 

A winning marketing strategy is one that:

1.  Is driven by, and drives, the strategy of the business as a whole.

2.  Consistently delivers significant returns on investment, measured in terms of increased revenue and brand value.

3.  Focuses on selling benefits not features, in ways that create strong consumer desire, reflected in the ability to charge significant price premiums.

4. Views the product as being everything a customer thinks and feels when considering a purchase.

5.  Considers and manages all elements that determine how the customer feels about the brand, be they tangible or intangible, rational or emotional feelings.

6.  Recognises that today the consumer increasingly attaches more value to the intangible and emotional benefits than the tangible and rational benefits.