Sutherland Campbell, through its founder developed expertise and knowledge by creating a CRM strategy for Jaguar worldwide. This involved taking best practice from Wunderman/WPP operations in the USA, Frankfurt, Zurich, Madrid, Singapore & London.
Knowledge & expertise captured from Ford and other owned brands such as Lincoln Mercury.
Gained experience of data warehousing and systems development to facilitate analysis of customer databases and access for CRM contact programmes.
Created the Land Rover 'Owners Club' in Asia Pacific and developed Land Rover UK's customer magazine 'Onelife' which is still published.
Worked on projects with Carlson, WAAV Wrapp Collins and Dunhumby and managed a pitch selection process.
Assignments:
- The CRM launch plan for Jaguar X-type, involving the development of bespoke forecasting tools. Pan-European sales volume planning survey across 8 markets, using the New Car Buyers Survey.
- The re-design of Land Rover & Bentley websites and the creation of fully functioning, retail focused Dealer Websites.
- Creation and content for the Sutherland Campbell website and contact strategy.