Roddy Kane

Marketer and brand and business builder with extensive, hard-learned experience across a wide range of both B2B and B2C markets, working locally and internationally, handling global, blue chip business / brands, as well as start-ups. Particular experience of working in mature / saturated markets. Considerable focus on the food & drink sectors: soft drinks, wines, beers, spirits, confectionery, fresh foods, delicatessen products, hospitality & entertainment, and OTC food supplements.

Strategic thinker with a long-practised ability to understand market dynamics and define target audiences, identifying buyer personas and understanding and defining the issues faced by target markets / businesses.
Career spent writing effective, benefit-oriented marketing briefs as the foundation of developing workable, engaging, solutions-based sales strategies that optimise response rates and ROI.

Although very much a self-starter, working autonomously / flexibly on a contracted consultancy basis, I have previously worked with / within organisations and am an able team leader and player working across functions and levels. Highly organised and numerate, I’m a rapid learner and experienced presenter.

Complete understanding of deadlines, budgets and ROI, and am always prepared to be judged by campaign results, having worked with a number of businesses where analyses may be carried out even on a daily basis, informing on effectiveness.

Business / Brand Experience Includes (in alphabetical order):
3M, Boots, Business Link, Cadbury Schweppes, Campari, Christian Dior, Cider is Wine, Country Casuals, Cranswick Premium Wines / Evans & Tate, Davy Corporation, Forsan Foods, Glector Global Enterprises (India), ICEX / Government of Spain, Nestlé, Marks & Spencer, Metal Box, Octopus Books, Premier Brands, Pure H2O Company, Thorntons, Ryobi, Save & Prosper, Unisys, WMF, Xerox…
• Early career spent working in London advertising agencies, ultimately at account director and Board level, so have worked within, as well as building and leading teams. I’m totally familiar with devising and implementing brand campaigns across TV, press and radio, as well as running PR and online / digital programmes.
• Successful track record in business pitches, campaign development and brand building. Recent work has helped build start-up working in the highly competitive drinks industry grow their business in difficult trading conditions in 2021 by just short of 300%, and up a further 50% so far in 2022.
• Previously, helped grow Australian wine business from 8,000 to 2.2 million cases (26 million bottles), in the process turning a boutique winery into Australia’s 6th largest wine exporter using clever marketing that maximised the effectiveness of small budgets.
• Have trodden the diplomatic tightrope of handling Government business: achievements include 50%+ response rate for direct marketing activity.
• In the highly competitive B2B computer market, helped develop innovative, impactful campaigns that delivered £1 million orders for £10K investment with an over 90% response rate.

M: +44 7900 918871
E: roddy.kane@rkmc.co.uk
T: +44 20 3289 4194
F: +44 845 280 2005
Skype: roddykane