lorraine_butler_business-leaders_12-04-2017

Nominee Lorraine Butler Managing Director CPM Ireland Category Business Leaders Nominator Maria Conway Finance Director CPM Ireland

Business Leaders Nominator Information Salutation Ms First Name Maria Last Name Conway Title Finance Director Company/Organisation CPM Ireland Company/Organisation Address 41A Blackberry Lane Country Ireland County / Postcode 6 Town Rathmines EIRcode D06A2H1 Telephone +003 53 8721049 X11 Email mconway@cpmire.com How did you hear about the Top 100 Awards? ●

Other

Other Our PR Agency - Morrissey Communications

Nominator’s Executive Assistant Information Executive Assistant First Name Cora Ann

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Executive Assistant Last Name Morris Executive Assistant E-mail CMorris@cpmire.com Executive Assistant Telephone +003 53 1708031 X5

Nominee Information Salutation Ms First Name Lorraine Last Name Butler First Name Phonetics Lorraine Last Name Phonetics Butler Title Managing Director Company/Organisation CPM Ireland Company/Organisation Address 41a Blackberry Lane, Country Ireland County / Postcode 6 Town Rathmines EIRcode D06A2H1 Telephone +003 53 8517440 X87 Email lbutler@cpmire.com LORRAINE BUTLER

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Company/Organisation Website www.cpmire.com How many direct reports does the Nominee have?

5 How many indirect reports does the Nominee have?

550 To whom does the Nominee report? (Name, Title, Company) Mike Hughes, Group CEO, CPM Please provide a brief overview of the Nominee’s organization (maximum 2500 characters, approximately 350 words) CPM Group was established in 1936 & is the world’s leading Sales Outsourcer. We operate across 35 countries globally and have been driving sales growth for clients in Ireland since 1936. We are part of the Omnicom Group, the world’s largest media and marketing group.

CPM is in the business of People. Our ethos is ‘CPM is Famous For Sales, Powered by Our People’.

We work tirelessly to attract, develop and retain the best talent to represent our client’s brands.

Each day we strive to win brand presence and sales through B2C, B2B – Face to Face, Phone & Digital Sales, Retail Sales, Merchandising, Consumer Activation, Auditing, Experiential - each campaign specifically tailored to each client .

Data and Insight is key to how we deliver sales results for our clients and we continuously arm our people with the best information to influence their sales performance.

CPM have in excess of 550 permanent employees and can scale upwards of 1,000 employees at any given time to support short term/contract campaigns across the Island of Ireland. As CPM also provide recruitment services to many clients in Ireland, we have an extensive database of experienced candidates to leverage to accommodate our clients business needs.

Brands work with CPM as we have proven that we are Famous for Sales. We are a multi award winning sales organisation who works with a continuous improvement and entrepreneurial spirit.

Our flexibility, scalability and relentless focus on driving higher sales volumes and revenues for our clients has resulted in long term client partnerships - our largest client has worked with CPM for over 18 years, evidencing CPM’s effectiveness in the market.

This year we will deliver in excess of €200 million in sales revenues for our clients.

Industry Type (Please select all relevant) ●

Other

Nominee’s Executive Assistant Information Executive Assistant First Name Cora Ann Executive Assistant Last Name Morris Executive Assistant E-mail LORRAINE BUTLER

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cmorris@cpmire.com Executive Assistant Telephone +003 53 1708031 X5

Nominee’s Company/Organisation Head Office Information Please check this box if the information below is the same as previously indicated ●

Please check this box if the information below is the same as previously indicated

Company/Organisation CPM Ireland Address 41a Blackberry Lane, Country Ireland County / Postcode 6 Town Rathmines EIRcode D06A2H1

Previous Nomination Information Has the Nominee previously won an Award?

No

Category Questions Management Role CPM Group was established in 1936 and is the world’s largest Sales& Marketing Outsourcer. We operate across 35 countries globally and have been driving sales for clients in Ireland since 1986.

People may not recognise CPM as easily as the brands we represent – CPM employ and manage field sales and marketing teams for clients including eir, Microsoft, HP, Britvic, Diageo to name but a few.

Lorraine Butler is the first female Managing Director for CPM Ireland and is 1 of 3 female MDs across CPMs global organisation. She reports directly into the European CEO and in early 2017 was also appointed to the CPM Global leadership team, where 7 MD’s across CPM’s 35 countries were selected to set and lead the strategic direction for CPM group going forward.

Prior to joining CPM in 2015, Lorraine spent 14 years in eir Business where she led Ireland’s largest Enterprise & Government ICT business growing revenues to €300m. Since joining CPM, Lorraine has taken a declining business and turned it around. This has been achieved through astute analysis of the market place and how CPM was positioned within, together with a People LORRAINE BUTLER

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centric approach to how we do and deliver business. Lorraine has divested from certain market activities and brands, and invested in areas which have contributed to CPMs recovered growth while laying strong foundations for the future.

Lorraine credits much of CPMs success to the 700+ strong workforce who she has brought along her journey.

When entering the business Lorraine created a 4 year strategic plan to increase trading revenue by 16% and trading profitability by 50%. An “overly ambitious” target that many said would be difficult to achieve, especially given that revenues for Lorraine’s first year were set to drop by 25% due to client losses in the year prior. However, only 2 years into her tenure as MD, CPM Ireland grew actual trading revenue by 18% and trading profitability by 61%. Our strategy for CPM Ireland has been revised and we are on target to achieve the highest Revenue and EBIT performance of our 31year history by 2019.

Vision and Leadership Lorraine is a qualified Coach from IBEC & has an MSc. In Leadership & Management Practice from Smurfit College. She has always adopted a ‘Success Through People’ approach recognising that people deliver success or otherwise for an organisation.

Under Lorraine’s leadership, revised client commercial models, organisation restructures, organisation efficiencies were introduced, but most importantly she invested in her people.

Lorraine guided them to success through constant genuine updates of how the business was performing, how they can help to make improvements and demonstrating a can do attitude. Her ‘sleeves up’ approach and hands on commitment to the business was infectious and spurred a new culture that had been lacking in the business.

Lorraine believes including her people in the creation of the company vision & strategy, results in a more wide spread embracement of the strategy and its delivery. With a B.A. in Computer she introduced new technologies to CPM which allows the business to communicate in real time to each individual employee our ongoing progress, gaps and success. She has also introduced a directive that all members of her board of management and office staff must spend a minimum of 1 day per quarter in the field with a sales person experiencing what it means to carry out their duties. She herself spends 30% of her time in the field with employees and clients and “never asks someone to do something she isn’t prepared to do herself”.

In 2014 Lorraine achieved the eircom Star Award for ‘Most Trusted Leader’. Introducing her winning leadership philosophy in CPM has resulted in growing employee engagement scores from 68% on her joining to 82% today–a score in line with the highest performing organisations as per PWC. CPM has always been a People business, but through Lorraine’s emphasis on the importance of her people and the importance of the CPM Values (FIERI – Freedom, Innovation, Excellence, Respect and Integrity) our whole organisation believes in the vision for CPM - from top down & bottom up which makes Lorraine’s leadership a refreshing, motivating and invigorating experience for CPM. Corporate Performance On joining CPM in November 2015, the business was declining dangerously. Analysis showed that actual EBIT trading for 3 years prior was over inflated by circa 115%, supplemented from older balance sheet accrual releases. The figures also didn’t include the impact of the loss of CPMs 2 largest clients which had just started to hit the P&L immediately prior to Lorraine joining. These 2 LORRAINE BUTLER

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clients equated to circa 25% of the company turnover.

Under Lorraine’s leadership, organisational efficiencies, people re-organisation and implementation of new client commercial models were introduced. This has seen the genuine trading retain the levels prior to losing the 2 substantial clients and seen further growth. For the most recent fiscal year we achieved YOY growth of 15% turnover and 41% EBIT profitability. Wins secured late this year, coupled with organic client growth, see’s CPM today guarantee to increase revenue for the coming year by a further minimum of 11% Revenue and 23% profitability, at a minimum. Our revised strategy to by 2019 achieve highest turnover and profitability in our 31 year history is very much on track.

The vision and strategic focus that Lorraine has infused in the business and the strong relationships and trust that she has instilled with CPM clients coupled with her commercial aptitude and meticulous attention to detail when it comes to EBIT and P&L impacts for the business is what has enabled CPMs future to look so bright!

Community Service Lorraine Butler demonstrates her commitment to the community both in her personal and professional life. Some of the values that really resonate when you meet Lorraine are her integrity, respect, sincerity and willingness to help people succeed.

Having had strong mentors her whole life, she is passionate about coaching and mentoring others and freely gives her time on a frequent and ad-hoc basis to others on their professional and personal paths. A more formal example of this is when Lorraine guest lectured ex -gratia in Cork Institute of Technology, B.A. HR & People Management in 2016-7 for 2 semesters, bringing real People & Business scenario’s to life for under graduates.

A strong supporter of diversity and inclusion in all walks of life, Lorraine organised for CPM to sign and’ live’ the European diversity charter in 2016. CPM are still today the only Irish field marketing agency who have signed up to the charter.

She has been involved in the organisation of fund raisers for charities such as Feilaeachan, Irish Hospice Foundations, SVdP, Laura Lynn Foundation, Women’s Refuge and Dress for Success. As part of Dress for Success where funds are raised to support women returning to the work place after many years absent, Lorraine offered not only support to raise funds, but also offered her time with interview skills & interview preparation for women returning to work.

Lorraine is a board member for the main charity in the Retail sector – Irish Grocers Benevolent Fund). In 2015 Lorraine together with 5 others set up a sub board to the IGBF main board – TWIG (Todays Women In Grocery). TWIG has created a platform and forum for women working in the retail industry to come together, network and support each other. TWIG has hosted 2 main events in 2016 & 2017 where 600 women attended and raised in excess of €65k for the IGBF charity.

Financial Data Company/Organisation CPM Ireland

2016 Annual Sales 16.908.578,00 € LORRAINE BUTLER

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Income After Taxes 889.951,00 € EBITDA^ 1.012.340,00 € Total Assets 2.497.342,00 € Total Equity 1.611.272,00 €

2015 Annual Sales 18.425.761,00 € Income After Taxes 721,20 € EBITDA^ 817,40 € Total Assets 2.269.539,00 € Total Equity 721,32 €

2014 Annual Sales 21.753.434,00 € Income After Taxes 788,28 € EBITDA^ 917,59 € Total Assets 2.359.254,00 € Total Equity 788.401,00 €

Document Upload Internal Letter of Reference (one page maximum, Word Document or PDF) ●

Butler_Lorraine_Internal_Reference_Letter.pdf

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Senior Leadership Organisational Chart ●

Butler_Lorraine_Org_Chart.pdf

Nominee's Digital Headshot (High-resolution, colour image, minimum 500kb to 2mb, JPEG or TIFF) ●

Butler_Lorraine_Headshot.jpg

Nominee's Biography (one page maximum, Word Document) ●

Butler_Lorraine_Bio.docx

Confirmation of Truth of Information and Release I Agree ●

I Agree

Confirmation Code 00335

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