Sarah Downing
Areas of Expertise:
 Brand building,fromconceptthroughtofinal execution
 Strategicmulti-channel marketingandcommunication plans
 Retail packaging,POS,merchandisingandprintmaterials
 Buildinganddeliveringconsumermediaandadvertisingplans
 Budgetmanagementandperformance monitoring/reporting
 Implementingbrandguidelinesfor cross-channel consistency
 Developingfocusedpromotionstodrive volume sales
 Market and retail analysis,consumerresearchandprofiling
 Ecommerce site development,SEOanddigital marketing
 Consumerretentionandacquisitionactivity (DMandonline)
 Copywriting,mediaplanning,PRandevent management
 Creationof NPDand Categorydevelopmentplans
 Leadingcustomerpitchesandpresentations
Professional Experience:
Marketing Director: September 2013 – Present
Gardman Ltd: £70m, industry leading FMCG garden products supplier. Services 2,000+ independent
gardencentres,B&Q andHomebase estates,nationalretailers, grocery, ecommerce and export markets.
Key Responsibilities:
 Work closely with the CEO, Investors and Board Directors to deliver key marketing and
communications initiatives that resonate with the strategic direction of the business
 Develop brandmarketingstrategies thatplayapivotal role inthe businessanddeliver sales increases
in a flat growth industry. Targeted growth for 2014/15 was 30% - currently tracking YTD at 48%
 Drive the marketing strategy from creation to delivery, engaging people at all levels
 Lead the marketing function and act as brand ambassador – both internally and within the Industry
 Direct and manage all external brand, communications, creative and media agencies, plus local and
national media, building strong relationships in order to deliver the best results
 Ownership of all marketing, brand, creative, PR, communications and event programmes
 Lead the creation and delivery of multi-channel B2B and B2C brand marketing campaigns, managing
an internal team of 8 and a wider network of supporting agencies
 Conduct and present target customer research, market intelligence and lead customer pitches
 Developmentof anew, responsive ecommerce channel to provide a commercial B2B retail platform
 Development of a new digital marketing and communications strategy and to enhance brand
presence across the online space and drive consumer/retail engagement
 Building major national retailer marketing programmes. Budget management of circa £5m
Head of Marketing: March 2011 – September 2013
Gardman Ltd
Key Responsibilities:
 Deliver trade and consumer campaign plans and manage budgets with a commercial approach
 Create and implementbrandguidelinesthat cover tone of voice, brand image, packaging layout, etc.
 Deliver in-store merchandising, employing category management disciplines with product
segmentation to drive maximum sales per sq. foot – supporting the trade and engaging consumers
“I am a highly driven and
creative individual with
passion, determination and
strong instincts . Developing
brands and imaginative
marketing plans that
connect with the end
consumer and deliver
against strategic targets is
what makes me tick”

 Project manage all commercial print requirements from design to completion; including retail POS,
2000 piecesof packaging,all promotional marketingliterature andfourkeyannual catalogue launches
 Drive market, trade and consumer analysis, working alongside the senior commercial team
 Develophighimpactandcreative exhibition stands, and project manage all UK/International events
 Lead development plans for the company’s showroom, digital marketing and PR
Brand Manager: Aug 2007 – Feb 2011
Mortons Media Group Ltd: Leading specialist interest consumer magazine publisher and printer
Key Responsibilities:
 Drive brand awareness and increase the profitability of 11 specialist interest magazine titles
 Deliver measureable consumer acquisition/retention campaigns using the full marketing mix
 £500,000 budget management and accountability for all activity including launch materials
 Lead the creative developmentprocessforall booksandmagazine titleswithinthe portfolio,including
brand look and feel, photography, copy, features and product positioning
 Develop annual brand plans to drive product awareness and market these across all touch points
 Account manage the print and production process of each title with Denmaur Papers
 Maximise the on-shelf presence of portfolio titles to increase ‘pick-up’ within leading multiples and
independents. Work with retailers to drive promotions, competitions, supplements, etc.
 Developexclusive promotional plans for Tesco, Morrisons, Sainsbury and Asda – paid for ‘Hot Spots’
 Coordinate targeted trade and consumer market research to drive product development plans,
corporate PR, and electronic marketing/DMcampaigns
 Launch and manage brand social media pages and forums. (Largest now having 45,000 FB followers)
 Manage over 120 third party events per year, delivering £245K of profit
Online Marketing Manager (previously Online Coordinator): Jul 2005 – Aug 2007
Firstaid4Sport Ltd: Focussed online retailer specialising in sports medicine and equipment
Key Responsibilities:
 Designand manage all online marketing activity including email campaigns, newsletters and affiliate
programmes, as well as maintaining PPC advertising campaigns
 Design and implement a new B2C transactional website for the business
 Initiated the development of the brands social media presence, now having 10,000 followers on FB
 Project manage the production of annual trade catalogues, including organising photographers and
designers,managingcritical paths, organising data, imagery, packaging, copy, proofs and production
 Developanewlookandfeel forthe FA4S brand,refreshingthe online offerandintroducing
own-brandedproductsandpackaging, fromdesigntoimplementation
 Monitorcompany salesperformance,including the presentationof companysalesfigures
Additional Skills & Attributes:
 Proficientuserof MicrosoftWord,Outlook,Excel,PowerPointand Publisher.Soundknowledge
of Adobe Photoshop, Illustrator,Dreamweaverandotherdesign packages.Google Analyticsuser
 Continuousengagementinonline seminars,brand/creativeexhibitions,workshopsandtrend
analysisconferencestokeepuptospeed withcross-channeldevelopments
 A proactive self-starterwithanorganisedworkapproach.Conscientious and determined with an eye
for detail.A strongleaderand teamplayerwithgoodinterpersonal,motivationalandinfluencing skills

Education & Further Training:
Accredited by Lancaster University BA Hons Digital Media Production
Passed with 2:1 Qualification
University Centre, Grimsby Institute
(Accredited by Lincoln University)
HND Media Production & Communication
Passed with Distinction
The Grimsby Institute of Higher Education Advanced GNVQ Media Communication
Passed with Distinction
Hereford Comprehensive School 11 x GCSE Qualifications
A* - C Level
UniversityofNottingham
(Undertakenwhilstinemployment)
NVQ2 and NVQ3 FirstLine ManagementNVQ3
BusinessImprovementTechniques
Passed
Personal Interests:
I enjoyanactive lifestyle andparticipate inanumberof sports,gymand dance classes.Ilove to
readand have a particularinterestinthe arts – craft andtheatre beingmymainpassionsoutside
of work.Before focusingmore heavilyonmycareerIwas a memberof the Hull Truck Theatre
Company,CaxtonPlayersandlocal AmateurDramaticsSociety.Ialsoenjoysocialisingwithfriends
and family,international travel andentertainingathome.
References available upon request