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My CV

I am a senior Marketing and Marcom professional with twenty years blue chip experience in business and consumer technology markets. My key strengths lie in the following areas:

  • I am a credible advocate of strategy to C-level audiences and comfortable presenting to audiences at every level to motivate and inspire effective change.  One of my product ‘ideas’ has generated over $70 million in revenue for my employer in the last ten years.
  • In my current role, I have budget responsibilities in excess of $1.5M p.a. for marketing and communications in all major regions.
  • I am especially good at managing multiple agencies simultaneously, co-ordinating all elements of a marketing campaign regardless of location and language.
  • I am a strong team player, capable of leading virtual, international, cross-function groups in diverse and distributed locations, embracing differences in styles and behaviours.
  • I am confident in handling media and journalist relationships whilst speaking or writing publicly – you can read examples of my work elsewhere in this site.
  • I have extensive experience of commissioning, managing and implementing market research.
  • I thrive in unpredictable and constantly changing corporate and technological environments.
Portrait of caucasian man

Campaign

Raise awareness and demand for HP RDX Removable Backup

RDX is a removable storage solution that is easy to use, rugged, fast and hands-free. It gives a small ‘single server’ businesses and remote locations complete peace of mind that in the event of disaster they will be able to restore individual files or perform a full system recovery (all applications and OS settings) on their system. Combined with US military grade ruggedness, shock protection and certified support for Windows backup mode, RDX offers a superior and more complete backup solution compared to other single server alternatives.

Objectives

  • Raise broad awareness of the benefits of RDX amongst resellers and end user customers already familiar with older storage solutions such as tape backup
  • Stimulate demand through the use of separate reseller and end user promotional incentives running over a six month period with intermediate reviews.

Tactics

My team created comprehensive channel and end user marketing tools based on the scenario of a typical small business, with different ‘stories’ to show how each member of the company could be more successful thanks to protecting their data using RDX.

The campaign for partners included ‘demand generation’ ad templates, web banners, HTML emails, telesales scripts, ‘how to sell’ scenarios, battle card sales information and online training webinars.

To motivate and support channel partners, HP ran a pan-European reseller incentive program and offered end user cash back discount program, promoted by resellers and on a HP campaign microsite localised into 17 languages.

Results

During the first six months of HP’s fiscal year 2014, during the period the campaign was live, HP RDX sales in Europe increased by over 75%.

RDX SMB Campaign

Campaign

HP LTO Ultrium Extreme Testing

HP’s market leadership is founded upon the outstanding quality of its LTO Ultrium storage media. This is achieved by HP’s extensive, ongoing testing of tapes to ensure they perform to the highest possible standard on both HP and non HP drives.

Communicating the value-add of HP Storage Media is challenging for two reasons: partly because the testing program and definitions of tape reliability are a fairly advanced technical subject and partly because the channel regards the category as a low touch, high volume commodity sell.  As a consequence, most incoming sales transactions are online or phone based, with minimal time for lengthy or in-depth selling.

Objectives

  • Communicate the HP Storage Media value proposition clearly and memorably to reduce sales inhibitors
  • Make it easy for the channel to promote HP products.

Tactics

Every 18-24 months, sponsor an Extreme Testing expedition to a destination that allows us to dramatise aspects of the HP’s extreme testing program for HP LTO Ultrium storage media.

The campaign for partners included ‘demand generation’ ad templates, web banners, HTML emails, telesales scripts, ‘how to sell’ scenarios, battle card sales information and online training webinars.

Results

Since 2006, HP has been the number one brand for LTO Ultrium tape media, outshipping its next two nearest competitors combined by a factor of 2:1.

HP Extreme Testing Campaign

Campaign

HP RDX Super Drag and Drop

HP RDX delivers an easy to use, affordable and rugged removable backup solution for remote locations and businesses with limited time, knowledge or experience to dedicate to data protection.  Because it is a disk based solution, however, we needed to come up with a value proposition that was different to that of tape but still based around the core HP Storage Media principles of ‘extreme testing’.  When HP released a USB-3 version of the solution, offering much faster data transfer performance, I came up with the idea of the Super Drag and Drop test to communicate both the ‘extreme’ ruggedness of the product, as well as the speed and simplicity of the new high performance interface USB-3.

Objectives

  • Communicate the HP RDX value proposition clearly and memorably to reduce sales inhibitors
  • Make it easy for the channel to relay that value proposition to end customers

Tactics

Produce a video in which an RDX cartridge was pulled behind a dragster racing car at over 170 mph.  Release the video through all HP Storage social media and channel marketing platforms.

Results

During HP financial year FY14, HP RDX sales have doubled.  The Super Drag and Drop campaign has been one of the primary marketing vehicles behind this success.

HP RDX Super Drag and Drop

I blog frequently on the HP Storage web site and at the time of writing, have the #1, #3 and #4 tape-related blog posts of 2015 in terms of the number of readers. Part of the reason for this, I think, is that people are more interested in tape than the chattering classes of IT would admit to, and partly because my team creates cool stuff that people like to see and read about.

An example of this is the “Domino” video.

One of the problems we often face in the storage industry is quantifying some of the dizzying statistics we use to explain the growth of digital data. A gazillion iPads stacked higher than a dozen Empire State Buildings, resting on the back of a giant elephant three times the size of Jupiter? That was so last year.

But when I am presenting for HP Storage Media, I am often asked how many cartridges we ship in a typical month. That’s a typical question but one I decided to answer in a rather untypical manner.

If tapes were dominoes, how many would you need to set up and topple in order to represent just four weeks of the HP tape business?!

Watch the Domino video and find out!

Current Role Skills

  • Marketing Communications & Agency Management 50%
  • Business Planning 15%
  • Product Marketing 20%
  • Digital & Social Media 15%

Key Stats

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HP Market Share for LTO

HP Market Position

Consecutive Quarters of Leadership