Glen Dimplex Consumer Appliances (GDCA) owns some of the best UK heritage brands such as Morphy Richards, Roberts Radio, Stoves and Belling. During a significant restructure in the parent business, a new Global Consumer facing marketing team was created. We were asked to support the transition between the outgoing and incoming organisational design.
As vacancies existed in the restructure, agencies, activities and general support for the brands were in short supply. We shored up the teams, taking ownership for the Marketing Communications teams across all 4 brands, as well as taking ownership of ongoing agency relationships and stakeholders.
From launching planned campaigns for the brands, to setting up performance reporting, news ways of working and managing the teams on a daily basis, we stepped in as a fractional CMO to support the brands.
Campaigns we led, from media planning to execution and performance reporting included Morphy Richards Turbosteam iron, Roberts Radio Beacon activity and celebrating the 100th birthday of Belling.
As part of our remit, we were heavily involved in recruitment of permanent members of staff across a variety of marketing roles from trade marketing managers to Amazon and affiliate managers. We used our technical expertise and aligned CV’s to the job descriptions provided to recruit only the most impressive talent, onboarding them and setting them up in the new ways of working.
During the restructure, we supported all stakeholders, including the Commercial Directors of each brand, to ensure that we were able to share knowledge, activity and experience with their teams, deliver the objectives of each brand. This included presenting at the leadership event, supporting the CEO with strategic modelling and creating a senior manager level training programme around brand and marketing.
