Regulated Industries

regulated industries

Graham Addison

Global marketing director, AstraZeneca Global marketing director Graham Addison took on his current role at AstraZeneca in September 2018, after holding a number of brand management and leadership positions at the firm. Addison works as part of a team responsible for defining global brand strategy and growth opportunities for medicines in AstraZeneca’s cardiovascular portfolio. Over the past few months he has led a global cross-functional team to define and drive a launch strategy for a new medicine, from the creation of a new promotional campaign to engaging markets. Patient centricity and digital have also been key areas of focus for Addison this year. Driven by the pandemic he piloted the use of virtual reality to enable more engaging internal collaboration with his team and is in the early stages of exploring the use of AI to support patient adherence to their medicine. Most recently, Addison’s time has been spent focusing on AstraZeneca’s presence at the European Society of Cardiology congress, which is fully virtual for the first time and has therefore required a completely new approach.■

EMEA marketing director, Dexcom John Bernard is marketing director EMEA at Dexcom, a specialist brand that develops products to help diabetics monitor their glucose levels. His role at the firm is focused on building brand awareness and increasing adoption of the company’s products among both healthcare professionals and their patients. He was hire number one in Europe and is currently building out Dexcom’s marketing team, hiring new members despite the coronavirus pandemic. The company just launched its first TV ad campaign in EMEA, which will also run in digital, radio and print in multiple European countries. It promotes Dexcom’s G6 glucose monitoring system, which offers a wearable sensor and a smartphone app that tracks levels for those with diabetes. Based in Edinburgh, in 2019 Bernard was recently crowned the Marketing Society in Scotland’s Inspirational Marketing Leader of the year.■

CHARITY & NOT-FOR-PROFIT

consumer goods, tech & luxury

FINANCIAL SERVICES

FMCG

Food & drink

FOOD & DRINK RETAIL

GENERAL RETAIL

MEDIA & TELECOMS

REGULATED INDUSTRIES

TRAVEL, LEISURE & HOSPITALITY

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TOP100 hOME

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The top100 list

John Bernard

Sarah Booth

Director of brand and marketing, Ovo Energy Sarah Booth, director of brand and marketing at Ovo Energy, has been behind the brand’s communication of a new sustainability strategy that sees it committing to ‘walking the walk’ when it comes to green credentials. Judging by the energy company’s net promoter scores (NPS), the efforts may be paying off. A 2019 UK Consumer Study by Bain & Company found Ovo Energy to be the highest-rated energy supplier, with an NPS of 27. Booth moved to Ovo Energy from Asos, where she was head of brand and communications strategy. She previously worked at a number of agencies, including BBH London and McCann Manchester. Booth explains that she became passionate about sustainability in fashion while at Asos and that moving to a sustainable energy brand was the next step in following that passion. “It’s remarkable how much consciousness there is around climate change, or the climate crisis, but how little we consider some of the easiest steps we can take to make a difference,” she said.■

Director of marketing, KPMG UK A degree in drama and theatre arts might not be the most conventional preparation for a career in marketing at global accountancy and consultancy firms, but it has worked well for Samantha Burns. As director of marketing at KPMG UK, Burns is part of a truly international group that operates in 154 countries and is celebrating 150 years of operation in the UK this year. She has a strong track record at KPMG, and at her former employer EY where she was brand director and then marketing director. KPMG has been at the heart of the economic fallout from Covid-19, leading on the administration of brands like Byron and footwear brand Hotter, as well as producing reports on the future of retail and the downturn in recruitment activity.Burns says she enjoys leading and inspiring large dispersed teams to act with a challenger brand mindset and has a focus on delivering strong ROI and real business outcomes. She joined KPMG in 2013.■

Samantha Burns

Russell Davies

Vice-president of marketing, Bulb For someone who says they “relentlessly muck about on the internet” Bulb’s Russell Davies has managed to fit in a lot of work while doing so. A writer and strategist who specialises in “what happens when organisations and services meet the internet”, Davies has been director of strategy for the Government Digital Service, director of digital strategy for the Co-op, and CEO of Doteveryone. He has also worked on communications and digital strategies for brands including Nike, Honda, Microsoft and Apple. Under his marketing leadership, Bulb has experienced rapid growth. It is the fastest growing private company in the UK and has added 1.7 million members in less than five years, meaning it supplies energy to 6% of UK households. It has focused its marketing on its commitment to make energy ‘simpler, cheaper, greener’ and has a score on Trustpilot of 4.8 out of five. Davies was recently made vice-president of marketing, reporting into Lis Blair who is set to join in October as chief growth and marketing officer.■

For her work as group chief marketing officer, Centrica Margaret Jobling joined Centrica in 2014 as director of brand marketing at British Gas before taking on the group CMO role in 2018. Before leaving the company as part of a restructure earlier this year, Jobling was responsible for transforming the firm’s marketing capabilities across all regions. In the past year, she has overhauled how Centrica works with agencies, bringing together creative, media, CRM, data, content and PR for the first time under WPP in a bespoke agency team called Nucleus. Jobling has been clear that this is not an attempt to cut costs but to make its marketing more aligned. British Gas has since overhauled its marketing, saying goodbye to its brand mascot Wilbur the penguin in favour of a new brand positioning ‘Here to Solve’ that aims to promote its products and services, and reinforce that it offers “more than just energy”. Jobling is set to join NatWest Group as CMO in September, a board-level position that sees her reporting directly to CEO Alison Rose.■

Margaret Jobling

Conor McKechnie

Vice-president of marketing, Cytiva Cytiva was created on 1 April this year following the sale of GE Healthcare Life Sciences’ biotech business to Danaher Corporation. It meant that vice-president of marketing Conor McKechnie launched an entirely new health sector brand during the biggest global pandemic in living memory. McKechnie describes himself as “a futurist at the convergence of biology, data science and engineering – three fields that are changing our world in the 21st century as dramatically as advances in physics and electronics did in the 20th century”. He originally joined GE Healthcare in 2006, working through a series of roles in PR and communications before being appointed as CMO for life sciences in 2016. According to Cytiva, more than three-quarters of the biological therapies approved by the US Food and Drug Administration (FDA) rely on its technologies. The group seeks to collaborate on research that will drive forward knowledge of life sciences.■

For her work as director of marketing and communications, E.ON UK Belinda Moore, director of marketing and communications at gas and electricity provider E.ON, encourages her team to be commercially focused and aware of the company’s wider performance. She is irritated when marketing is viewed as a “fluffy” discipline and believes that being better informed about the bottom line means marketers are included in key financial conversations. If senior management recognises the value of marketing, it benefits the whole company. “It can be lonely if you feel like you are the sole voice in the organisation championing the customer and championing marketing,” she states. Throughout her time at the energy firm, Moore has been working to change the perception of E.ON and reposition it as an innovative, environmentally conscious business that takes a different approach from traditional utility companies. She has borrowed from her time working at big brands including Britvic, Whitbread and TUI to bring an FMCG mindset to the sector, while roles at BMI Healthcare and Care UK before joining the energy company broadened her experience further. She is leaving E.ON to pursue other opportunities.■

Belinda Moore

peter Thomas

Managing director, integrated marketing, Accenture Europe Peter Thomas is responsible for the integration of all marketing programmes across Europe at Accenture, as well as day-to-day leadership in the UK and Ireland. His role covers client relationship marketing, digital marketing, media relations, sponsorship and hospitality, internal communications, recruitment marketing and executive communications. This is Thomas’s second stint at Accenture, having first joined as marketing and communications director for the UK and Ireland in 2004. He left to become director of corporate communications for the Rugby Football Union and then took on the position of head of EMEA communications at Bloomberg before rejoining Accenture in 2012. Thomas has spent the bulk of his 30-year career in pan-European or global communication roles, including a seven-year stint at communications agency Hill & Knowlton – where he headed its technology practice for EMEA markets – and a first job at GCI Sterling.■

Chief marketing officer, Capita As CMO at professional services firm Capita, Antonia Wade has sought to bring elements of creativity, storytelling and emotion to B2B marketing, to help make the company stand out. “To differentiate in the B2B market you have to be relevant, personal and memorable. That only comes through telling stories,” says Wade. As Capita’s first CMO, she is tasked with building a robust marketing function to replace a range of siloed business units. That challenge is complicated by the diversity of sectors in which Capita operates. The business was recently appointed to transform customer service centres for Irish Water, to simplify payment processes at Westward Housing Group, and to run the Electronic Monitoring Service for the Ministry of Justice. Wade’s career has seen her move from HM Treasury, where she was a policy advisor on marketing, strategy and change, via Accenture and Thomson Reuters to Capita, which she joined in February 2019.■

antonia wade

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