Rob Crilley

Experience

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  Rapier

  Jan 1999 - Jan 2003

  Account Manager

  The AA, Channel 4, Cable & Wireless, NTL and Schroders.

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  Craik Jones

  Jul 2003 - Nov 2008

  Client Director

  RBS, Land Rover, Boots, Norwich Union (now Aviva) and Diageo accounts.

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  Proximity London

  Nov 2008 - Nov 2009

  Group Account Director

  Norwich Union, Diageo and Boots

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  OgilvyOne

  Nov 2009 - Aug 2010

  Business Director

  BT - working on the agency's flagship account to develop and execute customer acquisition, engagement, retention and cross sell strategies.

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  CHI&Partners

  Aug 2010 - Jun 2014

  Business Director

  TalkTalk - a fully integrated account. Brand Sponsorship (X Factor), Brand TV, OOH, Press, into Direct Response channels (DRTV, DR OOH/Press, DM and Digital communications).

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  Iris Worldwide

  Jun 2014 - Nov 2015

  Board Account Director

  Barclaycard Direct and Digital communications - acquisition and customer engagement strategies.

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  Publicis London

  Mar 2016 - May 2016

  Business Director (contract)

  Morrisons ATL and social/digital. Led strategy and creative teams in seamlessly devising, planning, developing, and launching integrated campaigns, ensured the prompt and successful completion of all projects. Executed clear and robust delivery plans aligned with agreed scopes of work.Operated as creative problem solver, implementing strategic solutions inspired by data and insight, and a deep understanding of audience and channel. Supported clients in unlocking value in their customers and prospects, increasing brand visibility and driving market share. Ensured clients met business end goals, including winning customers, generating revenue, and driving demonstrable ROI.Devised stand-out communications to engage diverse audience segments, utilising performance measurement and campaign optimisation to increase reach, engagement, and conversion. Executed progressive strategy to deliver ‘Morrisons Makes It’ advertising campaign; this included Christmas 2016 campaign, launch of ‘The Emotion Cookbook’ and rebranding of high-volume, fast turnaround ‘Price Crunch’ creative. Show less

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  Ogilvy UK

  Jun 2016 - Mar 2017

  Business Director (contract)

  MasterCard and Vodafone Business. Led strategy and creative teams in seamlessly devising, planning, developing, and launching integrated campaigns, ensured the prompt and successful completion of all projects. Executed clear and robust delivery plans aligned with agreed scopes of work.Operated as creative problem solver, strategically decoding business and marketing challenges for B2B clients, whilst implementing strategic solutions inspired by data and insight, deep understanding of audience and channel, and delivery through martech platforms. Supported clients in unlocking value in their customers and prospects, increasing brand visibility and driving market share. Ensured clients met business end goals, including winning customers, generating revenue, and driving demonstrable ROI.Devised stand-out communications to engage diverse audience segments, utilising performance measurement and campaign optimisation to increase reach, engagement, and conversion. Ensured improved marketing intelligence and greater measurability of results through strategic marketing automation. Drove programme of dynamic, creative content to reach customers at multiple brand touchpoints. Successfully won Basware pitch, leading strategy and creative execution for global financial software company, including immediate corporate rebranding across all external and internal communications. Show less

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  The&Partnership

  Mar 2017 - Aug 2020

  Creative Client Lead / Client Services Director

  Spearheaded T&P UK agency embedded in Toyota HQ, collaborating with media client lead to oversee all media and creative services. Communicated clear vision and motivated teams to hit financial KPIs. Developed and implemented annual business plans, growing and diversifying scope beyond advertising, digital, content, and media buying to include CRM and customer experience; resulting in more integrated customer-centric operating model for Toyota and Lexus. Executed a progressive strategy within a clearly defined scope of work. Championed localisation of Pan-European campaigns from the central agency and originated bespoke UK creative to boost brand visibility and market share. Delivered high-quality and award-winning communications to support brand metrics and aggressive sales targets.Created clear and measurable delivery plans, including service delivery standards in line with client deliverables and agency revenue, utilising innovative measures to deliver highly creative, data-driven work in timely and efficient manner. Directed high-performing and diverse team. Ensured optimised performance through development of performance targets, implementing personal development training plans, and recognising positive performance and behaviours through structured performance reviews. Championed new and organic profitable business growth, overseeing 100% increase in revenue over three-year period; this included winning of Toyota CRM business in 2019 (establishing T&P/Wunderman partnership), as well as Toyota/Lexus Used Car and Value Chain Strategy business in 2020.Delivered significant boost in Toyota brand metrics, supervising 30%+ increase in brand power and 28% increase in meaningfulness.Set annual PRF targets. Reported account performance versus strategic plans on a monthly basis to MD/FD. Oversaw 100% compliance with internal people management practices, including appraisals, probation, and hiring targets. Show less

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  Robert Crilley Limited

  Aug 2020 - Jul 2022

  Director

  Marketing Consultancy. About me: from 2017 to 2020 I established and led a 20+ agency team 'in-housed' at Toyota HQ, working tightly with clients to deliver strategy and advertising at speed - smart, agile, cost-effective. I'm an expert at developing and executing integrated, multi-channel and award-winning communications. I work closely with marketing directors to align teams, processes and ways of working to drive effectiveness and efficiency. I believe today, more than ever, teams need to remove all the complexity, silos and agency-competition that builds up over time, everything that results in a fragmented customer experience with a brand. I have a huge passion for solving business and marcomms challenges and delivering brand strategy and integrated comms programmes.Contracts have included:(1) Associate Director for Denhams Digital. Business development. An agency with a 37-year heritage in broadcast food TV (Floyd, Stein, Torode...) now combines production capability with fresh, big idea problem-solving. Experts in food, healthcare, education and cause marketing for clients.(2) Client Director for Purechannels: a specialised marketing agency dedicated to providing channel-focused marketing services for some of the world's biggest IT and Telco brands.(3) Development of a Marketing and Social Content Strategy for Florriana, a new luxury candle brand. Show less

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  VCCP

  May 2021 - Sept 2021

  Business Director (contract)

  VCCP are the lead Strategy and Creative Agency for Domino’s (UK & ROI). Responsible for brand strategy and through the line communications across the VCCP Partnership. The role is to lead a 30+ team of advertising, social, digital performance marketing, retail and CX specialists - ensuring the amplification/integration of big and bold brand ideas into social/digital/CX to drive brand consideration and sales, improving ROI and marketing effectiveness, seeking growth opportunities for the Partnership and enhancing an efficient, best in class operational delivery. Show less

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  Merkle B2B EMEA

  Oct 2021 - Sept 2022

  Client Partner
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  Toyota (GB) plc

  Sept 2022 - now

  Senior Manager, Brand Strategy