Samuel Butterworth
MBA, PG Dip, F IDM, FCIM, CMktr
Sam Butterworth Marketing Director Yorkshire
• Summary
• Sam commands extensive experience from being at the helm of successful strategic marketing, & communication teams, in both stable and high-growth environments His success spans a diverse array of organisations, including multiple high growth and e-commerce appointments, including automotive, manufacturing, product distribution, property, financial and legally regulated businesses, seven private-equity concerns and leading international corporations In all capacities, Sam identifies opportunities for integrating strategy and best practices.
• These strategies and practices have led to significant measurable improvements, including multimillion revenue generation, efficiencies and cost savings. Equally adept in creative thinking and pragmatic problem solving, he utilises a creative ‘full-brained’ and ‘can-do’ approach to drive marketing strategy.
• People are at the heart of Sam’s approach: cementing understanding and agreement among senior operational teams, getting buy-in and delivering change collaboratively
• Qualifications
✓ Executive MBA – Business Administration, Management & Operations
✓ Postgraduate Diploma in Data Driven Marketing
✓ Mini MBA in Marketing
✓ Mini MBA in Brand Management
✓ Fellow of the Chartered Institute of Marketing
✓ Fellow of the Institute of Data & Marketing
✓ Registered Mentor – Chartered Institute of Marketing
✓ SOSTAC ® Certified Planner
✓ Chartered Marketer
• Key Areas of Expertise
✓ Marketing and Brand Strategy / Planning – results-based planning, from conception to implementation of tactics and measurement of results.
✓ Marketing Operations – Start-to-finish set up and monitoring of all areas needed to both undertake and demonstrate effective marketing.
✓ Sales & Marketing Integration – B2B, Retail and B2C. Supporting BD teams and implementing scalable processes.
✓ Lead Generation – Advertising, ecommerce, automation, funnel management and analytics. Hubspot & CRM implementation.
✓ Turnarounds – Business growth and sense checks for marketing teams. Value proposition refinement. Lead funnel optimisation.
✓ Private Equity – Scale up, profile raising, sales activation, lead generation and exit-enablement.
✓ Profile Raising – For funding, growth and reputation, including employer value proposition & branding.
✓ International Markets – Significant overseas work, including partnerships and matrix management across Europe, Americas, Asia, Middle East and Australia.
✓ Communication & Engagement – Online & offline, internal & external.
✓ Vision, Mission & Values – Workshops, refinement and internal comms.
✓ Mentoring – Marketing strategy, tactics and leadership coaching for the whole marketing function.
Sam Butterworth
Marketing Director
Yorkshire
Experience
Automotive Garage Equipment – £29m turnover.
The UK sales & service arm of an Italian automotive equipment group.
Gemco is Part of Nexion Group.
• Recruited by the CEO to generate a marketing strategy that would put the business in good stead for the next five years.
• Analysed sales and marketing activities. Highlighted inefficiencies and put together a comprehensive plan of action to cover the short medium and long term.
• Ran experimental lead generation campaigns to establish the ROI links between paid media and real-world sales enquiries.
Automotive Rental Technology – £163m turnover.
A PE-backed, fast-growth Top-30, e-Commerce company with an industryleading SaaS product for vehicle rental.
• Engaged by the CEO, ex Leaseplan MD, David Brennan, to create a lead funnel to drive up digital engagement, with clear returns
• Implemented Lead Forensics & Sirius Decisions’ sales and marketing pipeline model that helped drive cross-functional alignment via automation in conjunction with CRM integration – provided visibility on retention and CLV. Built solid relationships with sales function.
• Devised demand-generation campaigns that achieved £305m lead value for the field sales teams, and £13m of marketing qualified leads annually.
• Leveraged PR to raise the profile of the business. Played a key role in increasing EBITDA from £2 65m to £4 02m with 52% year-on-year growth
and the business was sold for £55m.
Online Consumer Automotive Leasing
– £688m turnover.
Recruited by the MD, ex HR Owen CEO, Joe Doyle, to lead to develop and take-to-market a new retail entrant in the UK, readied for international expansion. ZenAuto is part of the Zenith fold, an instant vehicle leasing, best in class online leasing platform, enabling full manufacturer’s spec to be chosen online, with instant pricing – an industry first.
• Oversaw full brand strategy and marketing operations set-up to demanding deadlines, utilising consumer research to drive UX and tactical decisions. Project managed all marketing areas, including SEO, PPC and CRM implementation.
• Conducted extensive IP research into and worked closely with legal teams to create and win executive buy-in for the new brand name. Gained international trademarks
• Put in a place an omni-channel go-to-market strategy. Built audiences by empowering Paid Media and SEO agencies to work with the research personas to create relevant on-page web content and ads based on reallife stock availability and special offers. Paid media spend was £10,000 a week from launch.
• Established strategic partnerships with Autocar (stock imagery & car reviews) and Mustard.co.uk (car insurance).
• Set up Commercial Team to ensure supply chain ran smoothly to fulfil stock on promoted car deals.
• ZenAuto was Sam’s fifth private equity involvement – its parent company, Zenith, is chaired by Lord Stuart Rose (previously of M&S) and part of Bridgepoint’s retail portfolio, which includes Deliveroo, Pret A Manager and Hobbycraft.