Address 10 Cheval Court, 335 Upper Richmond Road, London SW15 6UA

Telephone 07747 488952

Email alking.65@btinternet.com

Web www.al-king.co.uk

Personal Profile
A true marketing professional with significant academic and practical accomplishments backed up by excellent communication skills and natural leadership qualities. Combines a blue chip FMCG background, with a thorough knowledge and experience of all areas of the marketing mix and the entertainment and media marketplaces. Noted for award winning “Transformational Marketing” which had industry wide impact in both Home Entertainment and Interactive Entertainment Software marketplaces.


Twentieth Century Fox Ltd. (Home Entertainment)
2004 to present - MARKETING DIRECTOR UK
Appointed to take Fox on Transformational Marketing journey and underpin competitive advantage.

• Segmentation study delivered & strategies in place with structural changes to follow.
• Work embraced at senior international level and being rolled internationally.
• Study and strategies showcased to UK retail with significant impact & follow up meetings.
  

Electronic Arts Ltd. Interactive Entertainment Software
2000 to 2003 - DIRECTOR OF CONSUMER MARKETING EUROPE
Appointed to a specifically created new role responsible for Branding, Advertising, Research, CRM and overall European launch strategy and process.

• Successfully replicated Transformational Marketing strategy and process across Europe.
• Delivered pan European segmentation with standardised consumer nomenclature for the first time and on-line spreadsheet tracking marketing spends across the mix for all products.
• Re-designed and streamlined email groups, launch plan and presentation templates across Europe.
• Created brand development budget and implemented first pan European brand initiatives, partnering with MTV for EA Games and Eurosport for EA SPORTS.
• Launched EAMA’s (Electronic Arts Marketing Awards) celebrating best practice across Europe and fostering community and culture within the Marketing group.
  

2000 to 2002 - HEAD OF CONSUMER MARKETING NORTHERN REGION
EA created this new role responsible for driving overall strategy and process within the region.

• Successfully replicated award winning UK marketing strategy and process across the region (Nordic, Ireland and Central/Eastern Europe).
• Introduced sponsorship into company marketing mix complete with strategy document for execution locally.
• Shared marketing vision and strong sense of team within the marketing managers.
  

1998 to 2000 - UK MARKETING DIRECTOR
Responsible for setting marketing strategy, creation & control of budgets, management of direct reports and agencies across key functional areas – research, public relations, customer services, retail marketing, sales support, media and promotions.

• Won BMRA (British Market Research Association) Innovation Award for implementation of segmentation study and impact on marketing culture and process.
• Introduced promotions and research into marketing mix.
• Proactive marketing of Customer Services function to grow competitive advantage.
• Numerous #1 product launches including World Cup 98, FIFA 99/00/01, Tiberian Sun and The Sims (went on to be best selling game of all time).
• Implementation of new "market oriented" strategy based on segmentation analysis.
• Market share increased 1-2% each year in job.
  

1996 to 1997 - UK MARKETING MANAGER
Responsible for implementing European Product Marketing plans in the UK. Key areas - retail marketing, market analysis, consumer marketing and sales support.

• Developed strategic shift in UK media mix to reach a broader audience.
• Set up UK consumer database for research and Direct Marketing purposes.
• Built strong team with series of internal award winning new hires.
  

1995 to 1996 - EUROPEAN RETAIL MARKETING MANAGER
Responsible for all retail specific activity in over 5000 retailers in Europe.

• Developed and implemented pan-European account database and promotional calendar for strategic planning.
• Set up of retail marketing function & budgets in Germany & Nordic offices.
  

1993 to 1995 - PRODUCT MARKETING MANAGER for EA Studio products
Responsible for the entire marketing mix from NPD to sell through analysis.

• Developed EA brand portfolio to include new game properties.
• Established new line look for EA brand.
• Grew brand revenues from £14m to £22m in Europe (CY94 to CY95).
  

Adam Leisure Group plc Electronic Toys
1991 to 1993 - BRAND MANAGER for Grandstand range of hand-held LCD games
Responsible for the entire marketing mix from NPD to sell through analysis.

1990 to 1991 - Sponsored sabbatical
World tour including 14 countries and playing rugby for Nelson Bay (NSW) and Houston RUFCs and representative honours for state of Texas, funded by CCSB Ltd.

Coca Cola & Schweppes Beverages Ltd Soft Drinks
1989 to 1990 - BUSINESS DEVELOPMENT MARKETING MANAGER
Responsible for development of key brands via market penetration of drinks dispensing equipment, through direct marketing and strategic use of prospect database.

• Wrote marketing plan for Vendleader spin off.
• Increased market penetration of drinks systems by 40% in 1 year.
  

1988 to 1989 - GRADUATE MANAGEMENT TRAINEE (SALES)
Responsible for the management and development of cold drinks systems sales in Wessex.


Master of Business Administration (MBA)
1986 - 1988 - Thames Valley University.

BSc (Hons.) Ergonomics (2:ii)
1984 to 1988 – Loughborough University of Technology.

Diploma in Professional Studies (DPS)
1986-1987 – Agricultural Development
and Advisory Service (ADAS) as part of Sandwich degree course.

4 GCE ‘A’ Levels, 11 GCE ‘O’ Levels
1976 to 1984 - The King’s School, Grantham.

Memberships
Chartered Institute of Marketing – Affiliate Member (Professional)
Marketing Society – Business Leader

Courses
Need creation Selling (PGP), Principles of Marketing (CIM), Complete Direct Marketing (Direct Marketing Centre), Advertising & Marketing to Children and Retail Marketing (Marketing Week), Management Training (Krauthammer), Learning to be #1 Management Training (The Development Alliance), Strategic Essentials (London Business School).


Music - Collector, reviewer for GPF.co.uk, regular gigs and guitarist in various bands.
Film - Regular cinema attendee and collector.
Fitness - Member of David Lloyd Sports & Racquets Club.
Skiing - Intermediate level.
Sub Aqua - PADI Advanced Open Water Diver qualification.

Date of birth 13/01/65