William Perkins

Experience

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  The Sports Locker

  Feb 2007 - Jan 2009

  Customer sales assistant

  Working in this family owned sports shop gave me my first experience interacting with customers. I was trained to restring tennis rackets thus maximising my polyvalence.

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  The Football Association

  Jun 2008 - Jun 2008

  Work Experience

  Duties ranged from investigation with the legal department into red card offences, to helping with chid welfare and grassroots presentations to the joint FA leaders.

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  Waitrose

  Feb 2009 - Sept 2010

  Customer sales assistent

  Part time work at the Haslemere branch of Waitrose (John Lewis group) - Customer sales assistant

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  Cowdray Park - Veuve Clicquot Gold Cup Polo

  Jun 2011 - Jun 2012

  PR and Media Assistant

  Worked in the press tent for ‘Blue Inc Communications’ at the 2011 and 2012 Cowdray Park Gold Cup Polo Tournament (Louis Vuitton Moet Hennessy).• Assistant in the press office; meeting, greeting and facilitating journalists and photographers at the annual Cowdray Park Polo Club event

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  Barings Asset Management

  Jun 2011 - Jul 2011

  Finance Experience

  Marketing department of the global investment management firm:• Administrative role within the marketing departmentGood all round experience of the workings of a large financial institution.

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  La Groupo HCP

  Aug 2011 - Sept 2011

  Advertising/Journalism Experience

  •EL Groupo HCP – Assistant reporter for Spanish polo, lifestyle magazine. Opportunity to improve Spanish language skills

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  Prospect Magazine

  Aug 2011 - Aug 2011

  Advertising/Journalism Experience

  With small team on the editorial side of a political, business & lifestyle magazine:• Administrative roleGained an insight to the running of a political, business and lifestyle magazine on both publishing and editorial sides.

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  TUI

  Oct 2011 - Apr 2014

  Ski Resort Representative and Guide

  As a Representative and Guide for Off The Piste, the UK’s leading snowsports provider, I was responsible for client liaison, hospitality, and security for large university ski groups across three winters during my university years. This role required exceptional coordination, communication, and interpersonal skills to ensure a seamless experience for groups ranging from 200 to 2000 students.Coordination and Organization:- Holiday Planning: Coordinated and organized student ski holidays for groups of 200-2000 students, ensuring smooth operations and high levels of satisfaction.- Multilingual Communication: Utilized English and French to effectively communicate and manage logistics in a bilingual environment.Client Engagement and Hospitality:- Client Liaison: Served as the main point of contact for students, providing assistance and resolving issues to enhance their holiday experience.- Hospitality Services: Delivered exceptional hospitality services, ensuring students felt welcome and well-cared-for throughout their stay.Operational Excellence:- Time Management: Maintained accurate timekeeping and managed schedules efficiently to ensure all activities and events ran smoothly.- High-Pressure Environments: Thrived in high-pressure environments, demonstrating stamina, enthusiasm, and the ability to stay calm and focused.Interpersonal and Team Skills:- Communication: Exhibited strong listening and negotiation skills, addressing student concerns and needs effectively.- Team Collaboration: Worked cohesively as part of a team, fostering a supportive and collaborative environment.- Customer Service: Committed to high levels of customer service, consistently meeting and exceeding student expectations.This role at Off The Piste honed my abilities in client engagement, hospitality, and team collaboration, providing a solid foundation for managing large-scale events and delivering exceptional customer service in dynamic and high-pressure settings. Show less

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  Caledon Partners

  Aug 2012 - Aug 2012

  Sales Team Member

  Part of a small team at a specialist hedge funds and alternative investments firm:•Sales role cold calling CFO’s for potential business opportunities. Created 15 opportunities for senior account managers accumulating to around £3 million potential sales•Administrative role based around the development of a database of contacts worldwide in Asia, Europe, Australia and the Middle East

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  Philips

  May 2014 - Aug 2015

  Global Marketing and Business Development trainee - Philips Male Grooming

  I helped shape strategic initiatives and global development within a diverse and multicultural team.Key Responsibilities and Achievements:- Market Introduction Process: Led market introduction and consumer decision journeys for major projects, including the Shaver Series 9000 and 7000, launched in 47 countries.- CRM Development: Facilitated the creation of a new CRM app for shaving and grooming products.- Content Creation: Assistant producer for 'product' and 'how to' movies for the Shaver Series 7000 and 9000.- 3D Printed Shaver Project: Led a project to create the world’s first 3D printed shaver, utilising lean start-up methodology and collaborating with partners.- Campaign Strategy: Managed the calendarisation, budget, and stakeholder engagement within a matrix-structured organisation.Business Development:- Global Launch Coordination: Engaged in range discussions, volume estimations, and sample requirements for the global launch of the Shaver Series 9000 and 7000.Performance Metrics: Achieved a 37% sales increase and a 29% volume increase for the S7000 one year post-launch, with an R&R rating of 4.2/5.- Competitor Benchmarking: Conducted competitor benchmarking and formulated commercial strategies for product launches.Operational Excellence:- Derivative Process Management: Managed the derivative process, executing over 20 technical change requests.- Lean Methodology Implementation: Implemented Lean Methodology and Hoshin Kanri in work practices to enhance efficiency.Additional Contributions:- Team Building: Organised a team ski trip to Val Thorens, fostering team cohesion.- Digital Innovation Masterclass: Participated in the Philips Digital Innovation Masterclass, leading a team and pitching projects to over 200 colleagues.- Hackathon Participation: Participated in three Hackathon events to increase efficiency for projects. Show less

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  Adidas

  Feb 2017 - Sept 2021

  Driving European DTC Growth | Strategic Leadership and Marketing Innovation for adidas GolfStrategic Leadership: Spearheaded the European Direct-to-Consumer (DTC) business, overseeing 360 degree marketing mix.Remarkable Growth: Elevated the Share of Business from 10% to 24% during my tenure. Exceeded Net Sales targets by 120% in FY 2020, establishing Europe as the fastest-growing region globally. Maintained a growth rate of +60% 2021.Campaign Management: Planned and executed product opportunities and storytelling initiatives across digital and social platforms, aligned with a seasonal calendar. Managed operations across 19 European markets.Integrated Brand Campaigns: Orchestrated integrated brand campaigns, blending onsite content, merchandising, and synchronization with all digital marketing channels. Enhanced brand visibility, engagement, and customer loyalty.Optimized Strategies: Developed effective Category and Product Landing Pages strategies with product and eCommerce teams, driving traffic and conversions.Stakeholder Engagement: Cultivated relationships with key stakeholders, including adidas Golf business unit, Merchandising, PR, Creative Services, Site Operations, Master Data, CRM, PPC, Paid Social, Display, and SEO.Innovative Content Creation: Pioneered content strategies that resonated with target audiences across channels, boosting engagement and acquisition.Data-Driven Decisions: Leveraged analytics and customer insights to refine marketing strategies, ensuring data-driven decisions that maximized ROI and enhanced customer experience.Budget Management: Managed marketing budgets, developed forecasts, monitored expenditures, and adjusted strategies to stay within financial parameters while driving growth.Through strategic leadership, innovative marketing strategies, and a relentless focus on growth and budget efficiency, significantly contributed to the unprecedented success of the European DTC business. Show less Driving Strategic Digital Growth and Consumer Engagement Across European Sports CategoriesAs the European Digital Brand & Marketing Activation Manager for adidas, I oversaw multiple performance sports categories, including Athletics, Outdoor, Tennis, Basketball, and Golf, across 19 markets. My role involved curating and implementing digital calendars and activation plans, ensuring alignment with brand and commercial goals, and driving eCommerce success across adidas’s digital platforms (.com and app).Key Responsibilities:Digital Ecosystem Management: Design and execute comprehensive digital strategies and activation plans for assigned categories, facilitating seamless alignment with brand objectives and stakeholder input.European Marketing Activation: Serve as the primary contact for all marketing activities related to the adidas app, including major events like Black Friday, which accounted for 7.5% of the yearly share of business in 2018.Consumer Experience Optimisation:- Premium: Cultivate a strong brand connection and product desire.- Connected: Ensure a smooth, integrated experience across all digital touchpoints.- Personalised: Deliver tailored messages to effectively engage diverse audiences.Stakeholder Coordination: Engage with key adidas business units, including merchandising, creative services, site operations, and various digital marketing functions (CRM, PPC, Paid Social, Display, SEO) to ensure cohesive strategy execution and optimal performance.This role combined strategic planning, project management, and stakeholder coordination to drive eCommerce growth and elevate the consumer experience across adidas's digital platforms. Show less Spearheading Multi-Category Digital Growth and Strategic Brand Activations Across EuropeAs the Assistant Manager for European eCommerce Brand Activation, I was pivotal in driving performance across multiple sports categories including Athletics, Outdoor, Basketball, Tennis, and Golf, overseeing strategic marketing initiatives across 19 European markets.Key Responsibilities:Pan-European Brand Activation: Managed and executed comprehensive brand campaigns from onsite content and merchandising to integrated digital marketing channels, ensuring cohesive brand messaging and strategic alignment across diverse markets.European Point of Contact: Served as the primary contact for all marketing activities related to the adidas App, including major events like Black Friday, contributing significantly to 7.5% of the annual share of business in 2018.Project Management: Led the ‘Terrex Mountain Project’ for the Outdoor Business Unit, coordinating with creative and media agencies to execute a high-impact lead generation campaign. Managed a substantial six-figure budget, resulting in 45k signups—up from 17k in 2017—and achieved a 72% improvement in cost per acquisition. The campaign also garnered notable social engagement with 13.5k tweets, surpassing our closest competitor’s global campaign.Stakeholder Coordination: Worked closely with key stakeholders, including adidas Business Units, Merchandising, Creative Services, Site Operations, and various digital marketing disciplines such as CRM, PPC, Paid Social, Display, and SEO, to drive seamless execution and strategic alignment.In this role, I was instrumental in aligning digital marketing strategies with eCommerce objectives, ensuring a premium, connected, and personalised consumer experience. Show less As European eCommerce Sales & Marketing Assistant Manager for Reebok, I spearheaded the strategic support and execution of eCommerce objectives, driving accelerated growth across key performance marketing channels and CRM initiatives. My role was central to optimising digital marketing efforts and ensuring seamless alignment with the broader Western Europe business goals.Key Responsibilities:Performance Marketing Management: Drove eCommerce success through a comprehensive approach to performance marketing channels, including PPC, SEO, affiliate marketing, comparison shopping engines, paid social, and display/programmatic advertising. Focused on CRM strategies for acquisition, growth, and retention.Campaign Asset & Content Management: Managed marketing campaign assets and coordinated the translation process, ensuring high-quality content and timely execution across multiple touchpoints.Cross-Functional Collaboration: Acted as a liaison between Western Europe Business Units and the Digital Brand Commerce team. Ensured timely and high-quality execution of campaigns from concept to consumer, including major commercial events like Outlet and EOSS, which generated over 20% of yearly revenue for adidas and Reebok eCommerce.Onsite Content & Campaign Execution: Led onsite content operations, including weekly homepage refreshes and campaign execution. Implemented global toolkits and coordinated with business units, creative services, brand publishing, and site operations to ensure alignment with the eCommerce calendar.Reporting & Analytics Development: Developed and maintained a robust reporting framework using Adobe Analytics, Microstrategy (BI & CRM), and SimilarWeb integration. This enabled competitive benchmarking and informed strategic decision-making.This role required a strategic blend of performance marketing management, cross-functional collaboration, and operational oversight to drive significant growth and optimise the eCommerce experience for Reebok. Show less

  • European DTC Marketing Manager - adidas Golf

    Jun 2019 - Sept 2021

  • European Digital Marketing and Brand Activation Manager

    Apr 2019 - Jun 2019

  • European eCommerce Brand Activation Assistant Manager

    Nov 2017 - Apr 2019

  • European eCommerce Sales & Marketing Assistant Manager - Reebok

    Feb 2017 - Oct 2017
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  Spondoo Accountants UK

  May 2022 - Nov 2022

  WHTP Consulting (Digital Marketing) - SEO & Content

  Consultation, Strategy, and Implementation of Digital Marketing for a Leading UK Accounting FirmStrategic Digital Consultation: Undertook my first freelance contract, providing expert consultation and developing a tailored digital marketing strategy for a prominent UK-based accounting firm, significantly enhancing their online presence and competitive positioning.Advanced Analytics Insights: Leveraged Google Analytics to gather and interpret key digital marketing insights, enabling data-driven decisions and optimizing marketing performance for measurable results.SEO Optimisation: Implemented robust search engine optimisation tactics, successfully improving domain authority and SERP rankings, which led to increased organic traffic and heightened visibility in a competitive market.Integrated Content and Media Strategy: Strategically aligned content and media approaches to ensure cohesive messaging and maximise impact across all digital channels, enhancing engagement and maintaining brand consistency. Show less

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  Elusa Drinks

  Oct 2022 - now

  Founded Elusa to bring a fresh take on France’s oldest spirit, Armagnac. Elusa Blanche is a contemporary White Armagnac, crafted from 100% Folle Blanche grapes, the region's oldest and rarest varietal. Our mission is to redefine the perception of Armagnac, introducing it as a versatile and innovative spirit perfect for cocktails and highballs. We aim to engage a modern audience with this artisanal spirit, bridging the gap between tradition and contemporary drinking experiences.Brand Development: Developed and launched Elusa Blanche, positioning it as a unique and modern take on traditional Armagnac.Market Strategy: Implemented a market strategy focused on cocktail menus, targeting both high-end bars and retail outlets.Product Innovation: Worked with master distillers in Southwest France to create a high-quality product that honours tradition while embracing modern tastes. Show less

  • Founder and CEO

    Oct 2022 - now

  • Founder and CEO

    Oct 2022 - now
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  RS

  Jan 2023 - now

  WHTP Consulting (Marketing) - Digital & Social

  As the Marketing Manager for RS Think Hub, I lead and coordinate all marketing efforts for the innovative SaaS platform, focusing on a digital-first, data-driven strategy. I act as the primary marketing contact, collaborating closely with internal teams to implement and refine our marketing approach.Key Accountabilities and Achievements:Marketing Program Development: Designed and managed a comprehensive marketing calendar, driving a cohesive digital and data-focused strategy. Coordinated with internal teams and scaled efforts across regions as the platform grew.Campaign Execution: Delivered effective marketing campaigns across digital channels (GDN, PPC, Affiliates) and social media (Paid and Organic on FB, LI, TW, IG). Executed email marketing and organized offline events to boost engagement.Optimization and Insights: Used a test-and-learn approach to refine efficiency and optimize spending. Focused on upper and mid-funnel activities to increase product awareness and drive traffic, leveraging analytics and customer insights for continuous improvement.Stakeholder Management: Built strong relationships with internal teams and external agencies, ensuring effective strategy execution. Managed multiple campaigns, budgets, and deliverables with agile project management skills.Data-Driven Decisions: Applied quantitative and analytical skills to make data-informed recommendations. Demonstrated a strong understanding of e-commerce and digital marketing channels to maintain a customer-centric approach.Essential Skills:- Agile project management and multi-campaign oversight.- Proven stakeholder relationship management.- Strong analytical and problem-solving abilities.- Expertise in e-commerce and digital marketing.- Desirable Experience:- B2B experience.At RS Think Hub, I am committed to driving product awareness and engagement through strategic use of digital and traditional marketing channels, continuously optimising based on data-driven insights. Show less