Marketing theory’s great.
In theory.
There’s nothing wrong with being analytical. Which is just as well, really; because I am.
But my main concern is getting things done. This, after all, is business: the real world. Tangible commercial results are all-important; who wants theoretical growth?
My clients employ me for my pragmatism and practicality. I use an evidence-based approach at all times, never plumping for a hypothesis just because it happens to sound plausible.
From research and strategic thinking through to tactical delivery and training, I can oversee everything for you. From start to finish, you’re in capable and highly experienced hands.
READ ON…The one-trick pony is of little use to your business. Consultants need a breadth of skills and solid experience.
Happily, that’s exactly what I have to offer, with my experience as both marketing poacher and gamekeeper. Having worked at board level client-side, I have a deeper insight into your concerns than many consultants.
My background
My training began at strategy consulting firms in London. There I undertook assignments for blue chip multinationals, mainly in retail, financial services, aviation and manufacturing.
Over the years, I’ve also held management roles at Sony Europe in Germany, RBS and Shepherd & Wedderburn. These positions helped me know what it’s like to be a client, dealing at both strategic and operational levels.
At Sony initially I co-ordinated various marketing and sales initiatives across western Europe, then helped develop business in the emerging markets of Eastern Europe, Russia and Central Asia, a 29 country region, during a three year period when sales grew from $100m to $1bn. As well as working on corporate planning (including preparing plans for new companies and a regional operations centre in Switzerland), I liaised with country managers on all aspects of business.
At RBS the focus was on sales-focused marketing support for commercial and corporate banking, while at Shepherd & Wedderburn it was on professionalising marketing, challenging sector norms and developing a high performing team during a period of significant change and revenue growth.
My qualifications include an MBA from London Business School and an MA (Hons) in German and French Language and Literature from Glasgow University. As part of the latter degree I also spent a year as an English language assistant at a school near Heidelberg, Germany, and a term at university (EPFL) in Lausanne, Switzerland.
Today
Wallace Marketing has been developing and delivering marketing projects since 2006.
Often I collaborate with creative experts – from graphic designers to video producers, web developers to PR consultants – so clients benefit from the right balance of strategic, commercial thinking and creativity. Frequently I work alongside a client’s existing creative agencies.
Some projects have been undertaken with professionals in other disciplines too – from HR advisors to fundraising consultants, finance specialists to high performance leadership coaches.
Professional affiliations
Fellow of the Chartered Institute of Marketing.
Speaking assignments
Speaker at conferences and seminars for: Chartered Institute of Marketing, Marketing Week, Professional Services Marketing Group, Professional Marketing Forum, The Prince’s Trust, Scottish Institute for Enterprise, The Lawyer, Institute of Chartered Accountants of Scotland.
Awards
Recognised by various award schemes for strategic and digital marketing, including:
Grand Prix, Royal Mail Scottish Marketing Awards.
Marketing Director of the Year, UK Legal Marketing Awards.
Best Marketing Campaign, MPF Awards for Management Excellence.
Associate relationships
Adjunct lecturer for ten-week undergraduate Retail Marketing course (lectures and tutorials) delivered to 100+ students at Heriot-Watt University, Edinburgh (2016-2017).
Associate trainer at Edinburgh College (2020-).
Board and committee memberships
Board advisor, Morphic Technology, a tech start-up in the outdoor sports market (2022-present).
Committee member Scotland / Northern England, British Chamber of Commerce in Germany (2019-2022).
Regional director Scotland, Professional Marketing Forum (2018-2022).
Board member, Includem. Chair of Business Development, Fundraising, Policy and Communications committee. Previously chair of HR committee and member of Finance committee (2012-2020).
Volunteering
Volunteer, Founders4Schools (2018-2020).
Aftercare advisor, Prince’s Trust Youth Business Scotland (2007-2012).
Public speaker, Marie Curie (2009-2011).
Mentor, Business Mentoring Scotland (2006-2008).