David Baldwin-Evans
Board-Level Interim Sales & Marketing Leader
www.tangledoak.co.uk Woking, Surrey
Mobile: +44 (0)7900 22 68 22 email: david@tangledoak.co.uk
Profile









Outstanding senior business developer with a strong record of profitable growth and commercial expertise
Extensive B2B sales and marketing expertise gained in a diverse range of sectors and geographies
Experienced developer and deliverer of comprehensive and co-ordinated sales and marketing strategies
Change agent with experience of turn-rounds as well as transformation and re-engineering business processes
Experienced in dealing with both public and private sector customer bases
Strong leadership, management and motivation of both field and central teams
Extensive experience in devising and implementing effective tactical sales and marketing strategies
Creative and intellectually able with strong business acumen
Highly experienced in operating effectively within complex, matrix managed organisations
,
Achievements







Consistently delivered effective interim marketing and sales assignments for demanding and complex clients
Developed strategic marketing programmes that increased lead generation by 10% and awareness by 60%
Reversed declining sales trends with complex private and public sector customers
Devised and implemented consistent best practice sales processes, KPIs and sales activity management
Devised and instigated a market entry strategy for China and other new markets, resulting in revenue growth
Set up and ran a broadcast and new media consultancy practice for the BBC, achieving all first year targets
Created and implemented an effective business growth plan for a pre-IPO business services company
Key Skills
Marketing
Marketing and sales strategy definition and implementation
Tactical programme planning and delivery
Take-to-market planning and implementation
Market segmentation for profitable growth
Creating and deploying effective marketing programmes
Proposition development for existing and new segments
Providing leadership in building effective e–commerce platforms
Sales
Salesforce effectiveness
Sales process re-engineering
Global/regional restructuring
Sales planning & budgeting
Sales channel management
Salesforce leadership
Management of key accounts
Experience
Head of Sales Transformation, EMEA (Interim)
Feb 2014-Sept 2014
Experian plc (www.experian.com)
Reporting to the Regional CEO, I was responsible for establishing a major programme of initiatives to transform the
commercial operations of Experian’s EMEA region to meet growth-focused and customer-centric organizational goals. At
the core of the assignment were the following specific deliverables:
 Successful recovery, implementation and integration of salesforce.com CRM across 10 countries
 Establish and roll out consistent segmentation and account management models to refocus the sales organisation
 Define and deliver a comprehensive and realistic sales transformation plan covering Commercial Capabilities, Sales
Optimisation, Customer Centricity and People
Corporate Development Director (Interim)
June 2013-Oct 2013
Mabey Bridge (www.mabeybridge.com)
Reporting to the Managing Director, I was responsible for the restructuring of the sales lead generation team at global
steel infrastructure manufacturer Mabey Bridge. Joining in the later stages of the turnround of this £90m family-owned
business, I merged the sales support, marketing and corporate development staffs into one team focused on lead
generation, directly linking the marketing of MB’s capabilities to the development of sales leads around the world.
Specific to this assignment, I have:
 Developed the international sales and distribution strategy, expanded the reach and extent of MB’s e-marketing
 Redesigned all management reporting and business planning processes
 Refocused the marketing activity toward the incremental opportunities represented by the Renewables sector
Sales & Marketing Director and Brand GM (Interim)
Sept 2012-April 2013
Men’s Warehouse UK t/a Alexandra (www.alexandra.co.uk)
I was responsible for the restructuring and sales leadership of the 60-strong sales and marketing team within B2B apparel
provider Alexandra, the £33m UK workwear division of US-based retailer Men’s Warehouse.
As part of an overall turn-round strategy for the operation having recently emerged from administration, I merged the
previously separate sales and marketing teams, redefining roles, raising activity levels and thoroughly revitalizing the
sales force. Within the marketing group, I have accelerated the investment in the e-commerce platform to deliver a sharply
improved performance and restructured the Direct sales channel.
Specific to this assignment, I have:
 Developed and executed an aggressive restructuring programme in 3 months
 Increased NHS turnover in Q4 by 9% largely through the NHS Supply Chain Framework Agreement
 Significantly rationalized multiple sales channel and sales job roles whilst raising overall sales activity levels
 Assumed direct responsibility for all Marketing activity and a £2.2m discretionary spend
 Revitalised Alexandra’s e-commerce platform, increasing click-through rates and a 15% increase in basket spend
 Introduced professional sales and marketing principles whilst raising morale and commitment
Vice President Sales RFPS (Interim)
May 2011-June 2012
e2v technologies (www.e2v.com)
In this assignment I was responsible for the leadership of the global Sales function within the RF Power Systems Division
for global technology company e2v technologies. Leading a team based regionally across the globe, I am responsible for
the effective delivery of double digit sales growth and a £100m Order Intake from customers in the Defence, Medical,
Broadcast and Industrial sectors. Specific to this assignment, I have:
 Developed a more order-centric sales culture
 Assumed responsibility for Product and Market management for key market sectors
 Implemented key organizational restructuring actions to drive market sector focused sales activity, increasing Market
growth in the Medical market in particular
 Led the sales team to be on target for the year end Sales and Orders growth targets of £91m and £100m.
 Recruited and ensured effective introduction of additional heads in Asia, the Americas and EMEA.
Business Unit Director (Interim)
Dec 2010-May 2011
Exemplas (www.exemplas.com)
As Business Unit Director for Management Development, I was responsible for building an effective BU to grow
Exemplas’s revenue and profit in the Management Development market. During this 6 month assignment, I:
 Delivered a credible business plan to achieve the growth plans for both public and private sector clients
 Commissioned and presented an integrated sales plan
 Established the core target markets and commenced a targeted tele-marketing campaign
 Raised the team’s commercial expertise, organizational focus and clarity
Director of Marketing (Interim)
Mar 2010-Nov 2010
G4S Cash Solutions (UK) Ltd (www.g4s.com)
In this assignment, I was responsible for the marketing, communications and customer management for G4S’s Cash
Solutions business in the UK. This £320m business has 7000 employees and is the market leader in the secure
movement and processing of the UK’s cash. This assignment followed a 2 month consultancy assignment which focused
on developing a customer management strategy for G4S Cash. The key tasks of the latter assignment included:
 Development and implementation of the business unit’s marketing and communications strategy
 Bringing cultural and operational change to rapidly develop a more customer-centric approach
 Ensure key messages are effectively communicated both internally and externally
 Build the Cash Services and G4S brands effectively and consistently
 Developing strategic marketing plans and understanding
Interim Sales & Marketing Assignments
Jan 2009-Mar 2010
G4S plc (www.g4s.com)
During 2009-10, I delivered a series of market development assignments for 3 business units of G4S, the world’s leading
security solutions group with over 585,000 employees and revenues of £6b. The most significant outputs were:
G4S Cash Services (UK)


Assessment of the Sales, Marketing, Service and Operations capability and culture, followed by restructuring
recommendations and process changes
Delivered a customer engagement strategy to re-engineer how Cash Services manages key customer touchpoints
and improve customer satisfaction.
G4S Secure Solutions (UK)
 Assessing the market opportunity and competitive landscape in selected targeted market sectors
 Analysed organizational readiness and prioritized necessary actions to effectively enter specific new market sectors,
primarily in the public arena of Central and Local Government
G4S Risk Management (worldwide)
 In a recently acquired £110m global risk management consultancy business, completed an extensive market overview
and identified key organic growth opportunities
 For that acquisition, delivered the market and service proposition elements of the business development plans
 Delivered the B2B marketing and sales strategy for the global risk consultancy business across G4S worldwide
Interim Global Sales Director
June 2007-July 2008
JATO Dynamics Ltd (www.jato.com)
JATO Dynamics is the leading global supplier of automotive intelligence to manufacturers, dealers and leasing
companies. Having grown rapidly to a turnover >£30m and with operations in 43 countries, I was appointed to an interim
role to rapidly restructure the regional sales organization, set the strategic direction for the 48 sales people and develop
effective marketing plans. I was responsible, within a complex matrix structure, for:


Driving performance to budgeted business mix levels
Delivering and mobilizing a resourced and effective sales strategy to meet the first year of a 3 year business growth
plan whilst ensuring building blocks for growth in years 2 and 3
 Formulated the overall business strategy with CEO then aligned the sales and marketing plans to deliver
 Implementing an effective global account management process
 Providing commercial leadership for the operational field management (direct reports 4, indirect 45)
Following the successful execution of this assignment, I accepted an assignment extension involving:
 Defining, testing and implementing a ‘Take-To-Market’ product and marketing process
 Devising and implementing marketing campaigns to support launching 2 key new products and the extension of
current products into market segments new to JATO.
Worldwide Sales & Marketing Director
February 2005-March 2007
Honeywell City Technology Ltd (www.citytech.com)
City Technology is a $60m business unit in the $10bn Life Safety Division of Honeywell and supplies gas sensing
products for OEMs in the safety, emissions, automotive and medical markets. I was responsible for all global marketing,
customer service and sales (external and internal) prior to a post-acquisition restructuring.
Achievements:
 Restructured global sales and marketing into segment-focused teams, resulting in 17% revenue growth
 Creation of country sales hubs in the US and Europe, leading to improved customer relationships
 Implemented brand strategy for acquired brands leading to increased market awareness and sales
 Introduced strategic marketing and reinvigorated suite of marketing materials, switching emphasis to defined market
sectors
 Identified and set up incubator unit for new market products (bio-sensing technology) to accelerate growth
 Increased utilization of technical sales channels to reposition City and improve commercial relationships
 Developed professional channel management strategy to reduce conflicts and mobilize chosen partners
 Delivered major change management programme to ensure greater external focus and revitalize marketing & sales
staff
Sales & Marketing Director
March 2004-Jan 2005
Chubb Electronic Security (CES) Ltd (www.chubb.co.uk)
CES is a £105m electronic security business in the UK, part of United Technologies (UTC). I was responsible for all
marketing and activities as well as the strategic development of the regional sales infrastructure (105 heads).
Achievements:
 Restructured and re-energised the Key Account Management team, reducing costs by 15% whilst increasing the order
rate by 8% through leadership and providing clarity of direction
 Established new revenue stream of £100k+ per year through introducing technical training to customers
 Exceeded £75m regional sales target by 2% after 24 month period of under-delivery of budgeted revenues
Head of Market Development
2001-2004
Chubb plc (www.utcfireandsecurity.com)
Chubb plc was a global organisation with a turnover of £1.5bn. My role was to create a sales and marketing infrastructure
that enabled autonomous geographical business units to deliver more effective business development
Achievements:
 Implemented new sales management process globally to drive quality, quantity and direction of over 3000 sales
people, leading to 3% reduction in direct costs and a 30% reduction in salesforce churn over 18 months
 Led a cross-divisional marketing team, co-located within the geographical units, to transfer best practice, raise
standards of marketing professionalism and develop coherent global marketing strategies, resulting in greater brand
consistency and positioning
 Implemented a world class framework for all sales and marketing operations, achieving sales growth in 3 target
sectors, exceeding company organic revenue growth by factor of 1.5
.
Corporate Development Director
2000-2001
smarterwork.com (www.smarterwork.com)
smarterwork.com was created as a pre-IPO B2B global marketplace for SME business services in 1999. I was recruited to
extend the scope of the business into the corporate marketplace. It is still trading today.
Achievements:
 Devised smarterwork’s corporate development strategy, including positioning and offering
 Won the first integration of the smarterwork service (worth £180K) into a global pharmaceutical company
 Restructured major aspects of smarterwork’s operating and marketing practices to align with corporate needs
Worldwide Head Of Consulting
1999-2000
BBC Resources (www.bbcresources.com)
BBC Resources Ltd provides a wide range of facilities and professional services to the broadcast and corporate sectors
with a turnover of £600m pa. I established, from concept, a high margin broadcast and new media consultancy practice.
Achievements:
 Developed business and marketing plans to achieve a challenging revenue target £1m in the first full year.
 Secured contracts in excess of £1m from both the external market and from the BBC;
 Launched the practice into the global broadcast market and established it as a viable business unit
Senior Manager, Commercial Marketing
1995-1999
Sony Broadcast and Professional, EMEA (www.sony.co.uk/biz/view)
Sony BPE markets professional audio-visual equipment to the broadcast and corporate sectors with an annual turnover of
$3500m. I ran the Strategic Marketing group and created a Commercial Marketing team based in UK & Amsterdam.
Achievements:
 Developed and delivered effective propositions and marketing campaigns which supported extensions of current
products into new sales channels and markets.
 Introduced marketing/product plans and processes for 60 key products critical to revenue
 Re-engineered and merged the pricing policies to achieve Euro-based pricing, resulting in 30% cost reduction.
Ford of Europe
1993-1995
Manager European Marketing, Sales and Service, Ford Electronics
1990-1993
Group Marketing Manager, Escort Product Line
1988-1990
Regional Manager, Parts and Service
1986-1988
National Account Manager, Fleet Sales
1982-1986
Vehicle Planning Specialist & Marketing Co-ordinator
Education
1979 – 1982
1972 – 1979
University College, Swansea BSc (Hons) 2:1 Geography and Economics
Peter Symonds College, Winchester 2 A Levels, 9 O Levels