Ian Armstrong @ The Mortgage Lender (TML FS)

• Created & delivered the marcomms strategy that resulted in Kensington’s acquisition of TML FS

• Evolved the business into a multi-channel brand delivering a 10% reduction in acquisition costs against plan

• Headed B2B/Affinity partner acquisition team sourcing, pitching and winning Abbey, Capital One and BoI

• Established and implemented an aggressive “challenger brand” strategy to achieve greater share of voice

• First challenger brand generated 52% unprompted awareness (NOP) in just 6 months

• Built and led a team of “agency entrepreneurs” to manage 5 brands through agency and freelance partners

• Established the CRM “intelligence unit” driving improved product, acquisition and retention strategies

• Established and led an e-commerce strategy that drove 23% incremental business for just 11% of spend

• Leveraged agency resources to introduced clear customer based segmentation

• Designed and implemented sophisticated management tools to drive £1.3m back onto the bottom line

• Approved Person of a Controlled Function under the FSA regime

Ian Armstrong

More recent roles
 
  insideline

  Merrill Lynch

Previous roles:

  The Response Team

  WWAV

  TDA

  ideia propaganda

  McCann's

  Chapter One Direct

  RS Direct

  MDA

  Meterologoical Office