VISION - TRANSFORMATION - PEOPLE - EFFICIENCY - GROWTH
Campaign work delivered for Shell's world class brands and businesses
A Global Communications & Marketing Director. Extensive retail, financial services, healthcare and brand experience. Exemplary people leader. Skilled in vision creation, service and digital transformation, people development and generating growth and efficiencies.
Responsible for global media, earned, owned & paid customer communications & CRM programmes for Shell’s multi-billion dollar B2C & B2B retail and lubricant brands. $15m OPEX, $200m media, $23m SP&A. Led Global Centre of Excellence, direct reports 6, indirect 40. Offshored 22 roles. Led matrix community of 200+ brand and comms marketers in 30 markets (NA, EUSA, APAC). Led CRM Reimagined programme. Directed a successful & time critical COVID response, enabling savings of c. $100m.
Directed $1bn agency pitch process from ‘lead agency’ to ‘multiple best in class’ roster. Led multiple significant product launches: Shell Energy in UK, Shell Cafe across CEE and Nature Based Solutions (offset product) UK, NL, DE. Directed $500m Shell V-Power challenge across EUSA. Team FTEs: 5, indirect 24.
Developed & implemented digital / mobile first loyalty strategy and new loyalty programme into the UK (Shell GO+). Scaled to multiple markets.
Protected 26bn litres of fuel sales & c. $300m margin.
In partnership with trading teams ensured the delivery of the $2bn healthcare trading plan. Developed ‘profitable’ healthcare services for 4 critical health conditions e.g. diabetes. Responsible for delivery of ‘eye check’ volume for Boots Opticians c. 50k per week.
Managed a £12m+ SP&A budget &team of 4 FTEs.
ENFP: Extraversion. Intuition. Feeling. Perceiving.
CONTRIBUTION TO THE ORGANISATION
See the need for change and initiate it
Focus on possibilities
Energise and persuade others through their contagious enthusiasm
LEADERSHIP STYLE
Lead with energy and passion
Prefer to take charge of the start-up phase
Communicate and often become spokespersons for worthy causes
CHALLENGE: I enjoy positive challenge and seek it out. I don't rest on my laurels.
OPTIMISM: I look for the positive in every experience.
COURAGE: I always say what needs to be said. I do it gracefully, but I do it.
GENEROSITY: I am mindful of my privilege and hold others in the highest regard.
I maximise the platform I have to further the capability and confidence of others.
[2021] Speaker: CMO Network.[2020] Host: Shell Business Plan Cascade (c.500 ppl). Speaker: WT Future 100 Panel. Presenter: Marketing Society Brave Awards. Speaker:Marketing Society Marketing Leaders Programme (MLP). Judge: DRUM Marketing Awards Speaker: DRUM Martech Lockdown Panel [2019] Speaker: Cannes Lions WPP Panel
AS A LEADER
People: I excel at building trust and making my teams and those I interact with feel valued.
AS A MARKETER
Simplification; many marketers enjoy spinning up a whirlwind of complexity. I do the opposite.
THEPOWERMBA; Enrolled July ‘21
EMCC EIA Certificate in Coaching,Completing in 2021
Post-Grad Diploma in Management and Leadership, Loughborough University:, 2012-2014
CIM Diploma; Manchester Metropolitan University, Manchester 1992
2:1 BA (Hons) Business Studies; Manchester Metropolitan University, Manchester 1988-1992
Copyright © 2021 Carolyn McKeever - All Rights Reserved.
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