Contact E-mail: leswicks@msn.com or viauk.linkedin.com/in/leswicks
Tring, Herts, HP23 5LG Tel:01442 824299 Mobile: 07710 301448
Les Wicks
An experienced Product Marketing Manager with an excellent record of delivering profit and sales
growthin theConsumer Electronics, Major Household Appliances and Service sectors.Extensive
experience in marketing and salespositions,responsibilities included branding, product development,
turnoverand profit improvement.
A leader of organisational and cultural change programmes with a history of performance
improvements in the business area by utilising the full potential of individuals around him.
Acompany ambassador with links toGovernment and other industry bodies focused on the wider
deployment of more energy efficiency consumer electronics and domestic appliances.
Areas of Expertise
Marketing
Route to market& distribution planning
Pricing
Market Research
Product &proposition design
Project Management
Relationship Management
People Development
Sales Development
New Product Launches
Brand development
Project Management
CAREER HISTORY
BEKO PLC
Oct 07 to April 13-
Head of Product Marketing
Beko PLC, a subsidiary of the Arcelik part of a fortune 500 ranked Industrial conglomerate. The UK operation is focussed
on marketing and sales of the white goods under the brands Beko, Leisure, Flaveland Blomberg.
Led a team of marketing professionals focussed on all aspects of the marketing mix from researchand
developmentthrough to launch. 3 branded ranges completely redesigned and over 600 products introduced.
Improved the company’s operating results, increased top line sales by over 60% over 7 years, changed the model mix to
drive higher average net selling price, improved by over 25%.
Expanded the product offer through a programme of new product development;entered 2 new category areas and
existed a loss making operation.
A member of theBeko PLCBusiness Strategy team and Arcelik’sStrategic Product Development Group.
Success has been achieved by identifying market opportunities and working in close cooperation with the Senior
Management team, and Key customers to deliver required results.
Key Achievements
Led and developed a team of Product Managers and Product Quality managers that helped deliver the company No 1
position in the UK market with record turnover of £385m across a range of Major Kitchen Appliances.
Improved Branded product profile, average unit value by 25.4%, £133 to £167 and doubling profitability.
Cut total inventory by reducing the SKU count by over 35% by eliminating non performing models.
Managed the Beko 21 year anniversary event in the UK, from concept to experience.
Introced Blombergbrand, a premium offer,for the Independent retailer channel, added £12.3m to T/O by the
rd
3 year of Trading.
Restructured Product Management team to reflect business growth and strategy for the future.
Introduced a new company wide web based system for storing and retreiving product information.
Developed quality improvement tools that focus attention on products and components that do not meet the
organisations quality focus, saving £1.2m in 2012.
Delivered new funding through cooperative marketing initiatives totalling over £1m.
Managed the company’s 1st staff research programme with 94% response rate;outcome was the introduction
of new approach to internal communications.
April2005 – Oct 07 Product Marketing Manager,Cooking – Beko PLC
The roles required extensive negotiation with the International Industrial organisation to support the range
management and development of UK specified product ranges.
Key Achievements
Managed the introduction of a new integrated range delivering a market leading share performance.
Developed a new premium line up of Range cookers, new formats and colours.

Contact E-mail: leswicks@msn.com or viauk.linkedin.com/in/leswicks
Tring, Herts, HP23 5LG Tel:01442 824299 Mobile: 07710 301448
Fostered a closer relationship with Channel Managers to drive ranging and maket share.
Redefined Brand promise and tailored ranges around major focus areas for Beko and Leisure Brands.
Introduced new range planning tools to ensure better range alignment with Brand.
st
Led small project team to complete 1 company wide Staff survey achieving 84% response rate.
Electrolux Home Appliances
2002 - 2005 Category Director, Electrolux Home Products
A global appliance company with sales in excess of 55m unit’s p.a. operating in over 100 countries, the company
includes market leading Brands - Zanussi, AEG and Flymo.
A core member of the UK’s Executive team and European product strategy group. Led the management and
introduction of culture change programmes, TQM and Project Management programmes covering all the UK’s key
business functions including Sales & Marketing, Logistics and Aftersales.
Full P&L accountability for the cooling and freezing business unit which included brand selection,product range profile,
price positioning, channel selection and communications and promotional activity.
UK consumer champion on the Electrolux Group’s European Product Strategy Group.
Defined and delivered the plans for this key business unit within a complex multi-national organisation.
Actively supported the individual career development coaching and training of team members, through individual
planning sessions and objective setting. During this period three of the team were promoted to new roles.
Introduced a cascade communication programme for office and field based groups to deliver improved focus and
effectiveness. Resulted in higher staff satisfaction ratings and more effective training programmes.
Key Achievements
Market and Commercial management
Improved business mix, delivering price progression in a very price focused market, up 3%.
Implemented a new brand strategy, repositioned major Brands, 3 non core brands withdrawn.
Introduced an innovative new product concept, a frost free chest freezer, with price premium
of 40% over standard product. Full ll support programme, sales volume exceeded budget by 10%.
Led the UK manufacturers’ response to UK Gov’ts’ ‘White Paper’ on the future policy and funding of energy
efficiency measures; negotiated the inclusion of appliances in future support programmes.
Negotiated a ‘sole supplier’ agreement with Iceland, UK’s leading frozen food retailer.
Completed a product quality improvement programme; the 1st business area to achieve 1% target.
Part of the Management team that designed and implemented a new Group Marketing structure.
Led a major business re-engineering initiative. A new direct delivery method that eliminated local
warehousing and distribution costs, project generated direct cost savings of £0.5m.
Other Career Roles
2000-2005Category Marketing Manager, UK and Ireland – Electrolux Group
1998-2000 Business Development Manager, Currys Account – Electrolux Group
1993-1998 Group Product Planning Manager- Electrolux Group
1991-1993 Product Marketing Manager – Electrolux & Tricity Bendix
1989-1991 Senior Product Manager - Tricity Bendix
1979-1989 British Gas - Various roles progressing through the organisation which included Field sales, Showroom
Management, Product Management and Market Development Manager, UK GAAS (UK Gas Appliance Advisory
Services). Responsible for the development of gas appliance markets in the offshore islands and selected territories of
mainland Europe.
During this time I was selected and sponsored to complete a degree course majoring in Business studies and Marketing.
1976-1979Overnight securities – Lloyds Bank PLC
Education & Professional Development
1983 - CiM Diploma in Marketing - Chartered Institute of Marketing
1986 - B.A. (Honours) Business Studies, Marketing and Industrial relations – Hertford University
2004 - Finance for Non Financial Managers – Institute of Directors
1995 - Accredited TQM & Project Management trainer, ODI inc and Kepner Tregoe
2010& 2002 - Company based International leadership programmes with Arcelik and Electrolux.
2010- -Crisis Management training – Pinnacle Training/ Premier Media,
starts Oct 13 - Google Squared Social media programme.

Contact E-mail: leswicks@msn.com or viauk.linkedin.com/in/leswicks
Tring, Herts, HP23 5LG Tel:01442 824299 Mobile: 07710 301448
If you have been job seeking in the past few years then you have no doubt been guilty of firing off vast
numbers of C.Vs that are almost exactly the same to lots of different recruiters in a desperate attempt to
secure a job interview. We know how hard the current market has made it for people to land a job, any job! It
can be a frustrating time and without proper guidance, you could waste hours, even days of your life sending
CVs that will never get you noticed.
Most people’s C.Vs include a number of buzz words in them which we think are likely to get us an interview
and perhaps even a job. However, nearly everyone is using the same buzz words in there C.Vs and LinkedIn
profiles so the potential to get noticed by your favourite employer gets smaller and smaller. The more
common the key word the harder it is to stand out. The key is to replace these buzz words with words that can
be linked to specific accomplishments that you can back up on your C.V or LinkedIn profile. Common buzz
words include:
Strong
Exceptional
Good
Excellent
Outstanding
Effective
Driven
Motivated
Seasoned
Innovative
Team player
Goal Orientated
Self-starter
People-person
Strategic thinker
The problem here is that these buzz words praise you rather than talking about your achievements. While you
may think that it is wise to list your experience and it certainly is. It is more important to talk about what you
have accomplished in the role. It is better to show the recruiter what you can do rather than provide
characteristics you posses.
The following list includes some of the most useful ‘alternative’ keywords that you can use in your CV, which
will not only get you noticed, but which will help you to include relevant examples of your accomplishments to
date.
Reduced
Improved
Developed
Researched
Created
Increased
Accomplished
Won
Under budget
What you ideally want is to use these words so that they show what you accomplished while you were in a job
role. For example 'While I was head of sales for Acme Ltd I increased the number of buyers by 300%. I also
reduced the overhead cost by 30%'.
Of course, these are not the only keywords to use as companies are also looking for job or industry specific
keywords which will help your CV stand out a lot. Using the correct keywords for the specific job title that you
are applying for is vital for it to be picked up by keyword scanning technology. The best place to start looking
for what keywords to use is in the job specification.
Here is a list of the types of job specific keywords you should identify in a job ad…
Job Titles
Product Names

Contact E-mail: leswicks@msn.com or viauk.linkedin.com/in/leswicks
Tring, Herts, HP23 5LG Tel:01442 824299 Mobile: 07710 301448
Technical Terms
Industry Jargon
Software/Hardware Packages
Job-specific Buzzwords
Degrees or Certifications
University or College Names
Company Names
Service Types
Professional Organizations
If you follow these simple tips on how to make your CV or LinkedIn profile stand out from the rest of the crowd
then you should be one step closer to getting a job. You will realise that it is not about firing off one hundred
CVs a day. Send only a few but tailor them to each specific job and you will get more replies.