les wicks cv@_jan 2014 v2

Contact E-mail: [email protected] or via uk.linkedin.com/in/leswicksTring, Herts, HP23 5LG Tel:01442 824299 Mobile: 07710 301448

Les WicksAn experienced Product Marketing Manager with an excellent record of delivering profit and sales growth in the Consumer Electronics, Major Household Appliances and Service sectors. Extensive experience in marketing and sales positions, responsibilities included branding, product development, turnover and 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.A company ambassador with links to Government and other industry bodies focused on the wider deployment of more energy efficiency consumer electronics and domestic appliances.

Areas of ExpertiseMarketing Product & proposition design Sales Development Route to market & distribution planning Project Management New Product Launches Pricing Relationship Management Brand developmentMarket Research People Development Project Management

CAREER HISTORYBEKO PLC Oct 07 to April 13 - Head of Product MarketingBeko 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, Flavel and Blomberg.

Led a team of marketing professionals focussed on all aspects of the marketing mix from research and development through 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 the Beko PLC Business Strategy team and Arcelik’s Strategic 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 AchievementsLed 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 Blomberg brand, a premium offer,for the Independent retailer channel, added £12.3m to T/O by the

3rd 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.

April 2005 – Oct 07 Product Marketing Manager,Cooking – Beko PLCThe 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. Fostered a closer relationship with Channel Managers to drive ranging and maket share.

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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. Led small project team to complete 1st company wide Staff survey achieving 84% response rate.

Electrolux Home Appliances2002 - 2005 Category Director, Electrolux Home ProductsA 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 AchievementsMarket 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 Roles2000-2005 Category Marketing Manager, UK and Ireland – Electrolux Group1998-2000 Business Development Manager, Currys Account – Electrolux Group1993-1998 Group Product Planning Manager- Electrolux Group1991-1993 Product Marketing Manager – Electrolux & Tricity Bendix1989-1991 Senior Product Manager - Tricity Bendix1979-1989 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.1976-1979 Overnight securities – Lloyds Bank PLC

Education & Professional Development1983 - CiM Diploma in Marketing - Chartered Institute of Marketing1986 - B.A. (Honours) Business Studies, Marketing and Industrial relations – Hertford University2004 - Finance for Non Financial Managers – Institute of Directors1995 - Accredited TQM & Project Management trainer, ODI inc and Kepner Tregoe2010 & 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.

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

Technical Terms

Industry Jargon

Software/Hardware Packages

Job-specific Buzzwords


http://www.beyond.com/articles/article.asp?id=11291

http://www.beyond.com/articles/article.asp?id=11291


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.
