Malcolm Laurie

mwlaurie@hotmail.com

Profile

I am an enthusiastic, results-driven individual with a very strong work ethic. Team oriented by nature I initiate ‘buy-in’ by cultivating a shared vision by working with people not overbearing them or conversely by being a yes man.

 

In the past I have managed the marketing and sales function, including a sales team as well as the companies’ entire product range. This gave me the opportunity to develop a Marketing/sales Plan and budget. It also gave me the scope to carry out extensive new product development as well as classical product management. In my current role in a much larger company I have been promoted twice in 2 years and have been able to hugely improve the commercialization/profitability of my brand with 100% growth in turnover year on year. My marketing campaigns have always been inventive and carefully managed to make best use of resources, both financial and human.

 

Career History

Sept 09 – Current                Trade Marketing Manager – Pro Brands (Product/Brand/Commercial Manager combination) – Brands are Milwaukee power tools and AEG Power tools TTi (UK)

TTi is a global group that owns many famous manufacturing co’s, with brands such as; Hoover, Vax, Ryobi, Homelite, AEG power tools, Milwaukee power tools and Rigid (plus many more). Turnover is approx, $3.2bn USD, approx. 19k employees. In this role I have increase GP by 13% by the end of this year I will have grown the Milwaukee brand by over 100% year on year
• Originally employed as Product Manager – Milwaukee I quickly assimilated the Marketing Manager role as well (maternity leave) I have held both since then (Maternity ended with a team relocation for that person) and I now have been promoted to head AEG Power Tools as well as well as Milwaukee

• I now sit at the level of 2IC for Milwaukee Power tools UK and Ireland
• P&L management: I control this by range, customer, product and promotional campaigns

• I have control of Marketing budgets (A&P and fixed pot) totalling £750,000 in 2011  

• I give presentations to major key accounts/new distribution at a senior level constantly; likewise to internal stakeholders these particularly revolve around obtaining buy-in and strategy. These accounts include major retailers such as B&Q, Screwfix and trade channel accounts.
• Major pricing over hall and product rationalization – greatly improving the profitability of my categories. Setting of SSP’s in relation to market pricing, strategy and GP% requirements

• Management of new literature, quarterly promotional publications and huge event marketing schedules

• Implementation of new marketing initiatives and promotions including a loyalty scheme, world cup promo, tank driving and multiple value added deals (non-price competition is my focus as Milwaukee is a premium brand)

• Communication strategy inclusive of retail in store experience/merchandising B&Q/Screwfix and trade channel – equivalent sales out marketing support in multiple channels.

• Statistical analysis of Deloitte & Touche data & presenting this to directors

• One marketing assistant direct report, whilst this is less than in my prior role the size and scope of TTi actually makes this comparable 

 

April 07 - Jan 09                  Product / Marketing & Sales Manager) 

Ecco Pacific Ltd (NZ)            

An Importer/distributor to the Electrical Wholesale, DIY Retail/Trade, Plumbing & Lighting Channel employing ~15 staff in NZ and ~10 in Australia. The company imports goods under the ‘house brand’ and also distributes other large international brands (e.g. 3M) on behalf of many large and well known companies, as a specialist in this channel. 

• Responsible for the Sales and Marketing functions of the business, including 5 internal direct reports, (4 Territory Managers and 1 Graphic Designer, -also 2 external Commission only based Sales Agents) & Marketing strategy creation as well as the sales and marketing budgets

• Responsible for maintaining relationships with suppliers. Supplier lines include retail, trade and telecom/data brands; -Wiha -Steinel -Grasslin -3M -Ramset -Ecco -IRWIN & sub brands i.e. Bernzomatic, Panasonic (cordless tools), Bhondus, Channellock, Empire etc

• Presentations to potential new customers. Examples include presentations to the EMA (reducing energy consumption through sensors) and promotion to new business/ new channels.

• Preparation of proposals for potential business deals, e.g. include Electricity Commission

• Management of all internal and external communications material from Newsletters & Brochures to Magazines and electronic media as well as management of promotions etc.

• Statistical analysis of sales, call rate & customer coverage and competitor and customer analysis. • New Product Development - Responsible for sourcing new products/ranges/distribution rights and marketing them in NZ/Australia. PLC management, rationalisation of existing product ranges.

• Accountable for maintaining expected margins and the overall sales success of the company. Achieved growth targets (26%) last year despite global recession & huge exchange rate loses.

 

March 05 - April 07  Marketing Co-ordinator (promoted from assistant 06/05)

Parmco Appliances

An Importer/distributor/small scale manufacturer of kitchen appliances. With about 30 staff Parmco has good market share for its size and deals primarily B2B though generating end user pull through B2C campaigns is a major growth tactic.

• Co-ordination of Auckland Home Show stand ‘05. Head of the project in ‘06. Significant budget management and planning involved. Special recognition achieved from show efforts.

• Company re-brand, re-structure of brand strategy/positioning, and all new communications.

• Development and ongoing management of new website, intranet and contributions to other internet based activities such as banner advertising, reciprocating links etc.

• New Product and New Product Line Launches from start to delivery.

• Key involvement in new marketing strategy which involved re-branding and re-positioning.

• Co-ordination of all communications material from newsletters & brochures to magazines & electronic media

• TV campaign planning/media buying/production

• Statistical analysis of sales, imports, building consents, quotes etc.

• Competitor and customer analysis

 

Education

2001 – 2004         Victoria University Wellington

Bachelor of Science	Majoring in Psychology
Bachelor of Commerce and Administration	Majoring in Marketing and also in Management

 

Key papers for me included: -Managing Change -International Marketing -Internet Marketing -Behavioural Psychology. An average grade of B+ was required to complete these degrees conjointly, achieving this meant I was also invited to join the honours programs for 2 disciplines. 

 

Other Attributes & Achievements  

I am exceptionally adept with technology. I pick up computer programs quickly and understand the fundamentals of networking, the internet etc. I am proficient with Microsoft programs such as Excel and Word as well as Adobe products like InDesign, Photoshop etc.

 

Personal Achievements

• Training squad and trialist for Auckland u85kg rugby team 2008 

• 2005 Rookie of the year - Ponsonby Senior Rugby

• Captain and “Most dedicated team member” – Johnsonville Colts

• Best team member - Onslow College First XV

• Running a small business

  • Managing a S.I.F.E Management competition concept. Conceived and managed pilot of a short term business venture based on improving the health of a target businesses work-force. This involved the coordination of various health professionals.

 

Community Service & Personal Interests

I am a blood donor, and have in the past collected for the likes of Red Cross and Victim Support

• Sports - competitive rugby union, Snowboarding/skiing, Wake boarding and scuba diving

• Other - I enjoy playing the guitar, sketching, computers/technology and writing

 

References  - Available on Request

 

Malcolm Laurie - LookupPage

Linkedin profile