Warren Davey

Warren Davey (Global MBA, DipM, BA) 

PROFILE 

I believe the best leaders bring a portfolio of rich experiences to bear. My 26-year career has made me a unique, well rounded, and effective; transformational marketing-led business leader. I passionately build and lead high-performing cultures and teams. Having done so in a range of environments from blue-chip and corporate, to high-growth start-ups (domestically and internationally) in b2b, b2c and in a variety of sectors. I am passionate about delivering brand and marketing-led transformation and growth. I bring a sharp commercial, brand orientated, customer-centric, integrated perspective to my work and teams. This ensures a fully joined-up approach that moves people to act. I put data at the heart, so we all learn, optimise, scale, and exceed commercial goals. I pride myself on leading from the front and inspiring teams and organisations with high levels of stakeholder collaboration, partnering, engagement, ownership, accountability, and cohesion at all levels. I am commercially astute, having competently architected many growth and operational efficiency agendas. 

TRANSFERABLE EXPERTISE

Stakeholder Management: Forming, monitoring, and maintaining constructive relationships by influencing stakeholders’ expectations at all organisation levels. Apply interpersonal, negotiation and influencing skills to overcome conflict. 

Leadership: Tried and tested, an inspiring and collaboratively approach to developing high-performing cultures and teams. Promote empowerment and entrepreneurialism; ensuring everyone is engaged and making a meaningful contribution with a sustainable pace and high levels of quality.

Strategy: Formulate vision, and create alignment to growth orientated, brand building, client-focused strategies that deliver tangible results. 

Programme and Revenue Management: Expertly achieve time, cost, and quality targets by developing and maintaining cross functional plans. Continuously monitoring progress, the need for contingency measures, and actively managing budgets and resources. 

Problem Solving: Continuous and proactive planner with excellent problem-solving skills, complemented with the ability to devise creative solutions quickly to achieve objectives.

Commercial Focus: A constant drive towards commercial goals through a detailed analytical approach that carves our opportunities, efficiencies and margin performance. 

EMPLOYMENT HISTORY

2022- Current                Managing Partner - McCann Erikson World Group (global advertising agency network)

• Agency leader, leading a portfolio of large integrated marcoms accounts worth >£4m revenue pa. Initially brought into to transform the fortunes of a large and complex failing Finance b2b2c account. Turned the account around into a profitable growth account across a widened portfolio of agency services, while driving brand growth for the client. Built a high performing cohesive team encompassing over 50 skills across the agency. Increased revenue by 20% and improved margin from loss making to above the agency margin target in 1 year. 
• Lead a wide portfolio of development accounts. Client portfolio included: Dunelm (retail), Royal London (finance, b2b2c), Baxi, (Manufacturing utilities, b2b) PureGym (health and leisure b2c), Bupa (healthcare, b2b) 
• Agency level responsibility for re-architecting the agencies integrated marketing proposition, capabilities and go to market new business strategy. Resulting in both the increase in new account acquisition and the number of agency clients taking up additional services. 

2013 - 2022                   Founder and CEO – Tipping Point (integrated growth marketing agency)

• Founder of this unique growth marketing consultancy driving brand and marketing-led growth for high-potential businesses in transformation. Grew a portfolio client, achieving year-on-year growth to a peak of >£1.5m revenue, 30% margin, 10 concurrent clients, directing 35 expert marketers across the full marketing mix.
• Architected, led, directed and delivered a range of full stack, integrated growth marketing programmes including business strategy, brand and marketing strategy, digital and CRM automation, loyalty programs, customer strategy, comms planning, harmonious delivery, internal culture development.
• Working with brands like npower (utilities), 1-to-1 Diet (retail healthcare) Bakcell (telcos Azerbaijan), Wyelands (neo bank, MoneySuperMarket and Late Rooms (price comparison). And many other brands in rapid growth in financial services, fintech and medtech.

2016 - 2021                   Chief Marketing Officer (perm contract) – Wyelands Bank (b2b, b2c neobank)

• Part of the founding leadership management team. Led the brand, business and marketing strategy, marketing delivery, customer strategy and culture development for this b2b and b2c neobank. Taking it successfully to £500m+ revenue and profitability in only its second year. Including launching its marketing-leading retail proposition, medium-sized enterprise growth strategy and representing marketing at the board.
• Managed the external communications and crisis comms in a highly regulated and politically sensitive environment. 
• Drove internal engagement and culture development increasing employee engagement by 50% in a year, despite a challenging external and internal environment. 

2013 - Sep 2016             Director of Brand and Advertising (perm contract) - npower / RWE (utilities, retail, b2b and b2c)

• Led the brand, advertising, customer acquisition, digital, PR, internal communications, and CRM departments of 40+ and a £15m pa budget to reposition and transform npower in the marketplace. 
• Delivered a corporation-wide brand repositioning strategy including the biggest integrated campaign in npower history, led by TV advertising. During my time, brand metrics rose back to health (customer consideration from 80% to 92%)
• Directed £2m+ agency services relationships, driving inter-agency performance while reducing spend by circa 30%.
• Architected and directed the launch of a £6m internal brand transformation and cultural change programme. Increasing employee belief by over 100% across the 4,000 + staff over 10 sites across the UK. 
• Core consultant for European-wide RWE to Innogy repositioning strategy and roll-out program.

2012- 2013                    Chief Marketing Officer, Board Member - Mitchell Farrar Financial Group (financial services)

• Responsible for transforming this financial services group by creating a new business model to become the UKs’ first full-service financial partner for the under-served market. 
• Responsible for a £10m marketing budget, including orchestrating multiple agency relationships, and delivering a £40m revenue across this diverse FS Group.
• Reduced marketing costs by 10% while driving growth. Improved marketing efficacy by 20%.

2011- 2012                    Director of Integrated Marketing – MoneySuperMarket (ecommerce, finance, price comparisons)

• Group level responsibility for marketing strategy and planning and integration across team of 100+ staff. Driving marketing effectiveness and innovation; brand strategy, customer strategy, loyalty and the development of an in-house agency model. This included a multi-agency management and budget coordination of £50m +.

2010 - 2011                   Head of CRM and Customer Insight Marketing - MoneySuperMarket

• Responsibility for transforming group-wide customer data, insight, customer strategy and CRM performance.
• Built and developed CRM team and capabilities to over 20 specialists across data science, analytics, strategy, project management, creative and technology.
• Delivered 1-to-1 automated CRM programme ecosystem. Quadrupling CRM revenues to £30m rev pa in 2 years.

2002 - 2010                   Group Account Director – McCann Erikson World Group (global advertising agency network)

• Responsible for pitching, growing, managing, and optimising client accounts through effective strategy development, integrated marketing planning, and communications delivery.
• Became the agency lead for the most integrated accounts. Built and directed accounts with responsibility for £2m pa agency services revenue, across entire agency service offering (PR, TV, radio, OHH, Press, DM, email, display, digital, PPC, SEO, in store, content, social, data services). With a mix of b2b and b2c clients.
• Significant global marketing and network agency experience with large blue-chip brands like UPS and American Airlines; across Europe, ECEMEA, the Americas and APAC. Other significant accounts included: M&S Money, Britannia, Cross Country Trains, Tui Travel, Clarks.

2016 – 2020                               MBA Programme Supervisor - Manchester Business School

2000 - 2002                               Senior Account Manager – YEScentral (b2b tech focused comms agency)

1999 - 2000                               Marketing Manager – TAG (b2b educational technology)

1998 - 1999                               Senior Account Executive - Rapier Marketing (b2b tech focused comms agency)

QUALIFICATIONS

2009 – 2011                               Global Master of Business Administration (Distinction) – Manchester Business School

2000 – 2008                               Chartered Marketer – Chartered Institute of Marketing 

1998 – 2000                               CIM Post-graduate Diploma in Marketing (Distinction) – Chartered Institute of Marketing

1995 – 1998                              BA Hons Advertising and Marketing (2:1) - Lancaster Business School

Personal Interests: Kitesurfing, skiing, surfing, triathlon, paddle tennis, the outdoors and natural history.  

Warren Davey (Global MBA, DipM, BA)

PROFILE 

I believe the best leaders bring a portfolio of rich experiences to bear. My 26-year career has made me a unique, well rounded, and effective; transformational marketing-led business leader. I passionately build and lead high-performing cultures and teams. Having done so in a range of environments from blue-chip and corporate, to high-growth start-ups (domestically and internationally) in b2b, b2c and in a variety of sectors. I am passionate about delivering brand and marketing-led transformation and growth. I bring a sharp commercial, brand orientated, customer-centric, integrated perspective to my work and teams. This ensures a fully joined-up approach that moves people to act. I put data at the heart, so we all learn, optimise, scale, and exceed commercial goals. I pride myself on leading from the front and inspiring teams and organisations with high levels of stakeholder collaboration, partnering, engagement, ownership, accountability, and cohesion at all levels. I am commercially astute, having competently architected many growth and operational efficiency agendas. 

TRANSFERABLE EXPERTISE

Stakeholder Management: Forming, monitoring, and maintaining constructive relationships by influencing stakeholders’ expectations at all organisation levels. Apply interpersonal, negotiation and influencing skills to overcome conflict. 

Leadership: Tried and tested, an inspiring and collaboratively approach to developing high-performing cultures and teams. Promote empowerment and entrepreneurialism; ensuring everyone is engaged and making a meaningful contribution with a sustainable pace and high levels of quality.

Strategy: Formulate vision, and create alignment to growth orientated, brand building, client-focused strategies that deliver tangible results. 

Programme and Revenue Management: Expertly achieve time, cost, and quality targets by developing and maintaining cross functional plans. Continuously monitoring progress, the need for contingency measures, and actively managing budgets and resources. 

Problem Solving: Continuous and proactive planner with excellent problem-solving skills, complemented with the ability to devise creative solutions quickly to achieve objectives.

Commercial Focus: A constant drive towards commercial goals through a detailed analytical approach that carves our opportunities, efficiencies and margin performance. 

EMPLOYMENT HISTORY

2022- Current                Managing Partner - McCann Erikson World Group (global advertising agency network)

• Agency leader, leading a portfolio of large integrated marcoms accounts worth >£4m revenue pa. Initially brought into to transform the fortunes of a large and complex failing Finance b2b2c account. Turned the account around into a profitable growth account across a widened portfolio of agency services, while driving brand growth for the client. Built a high performing cohesive team encompassing over 50 skills across the agency. Increased revenue by 20% and improved margin from loss making to above the agency margin target in 1 year. 
• Lead a wide portfolio of development accounts. Client portfolio included: Dunelm (retail), Royal London (finance, b2b2c), Baxi, (Manufacturing utilities, b2b) PureGym (health and leisure b2c), Bupa (healthcare, b2b) 
• Agency level responsibility for re-architecting the agencies integrated marketing proposition, capabilities and go to market new business strategy. Resulting in both the increase in new account acquisition and the number of agency clients taking up additional services. 

2013 - 2022                   Founder and CEO – Tipping Point (integrated growth marketing agency)

• Founder of this unique growth marketing consultancy driving brand and marketing-led growth for high-potential businesses in transformation. Grew a portfolio client, achieving year-on-year growth to a peak of >£1.5m revenue, 30% margin, 10 concurrent clients, directing 35 expert marketers across the full marketing mix.
• Architected, led, directed and delivered a range of full stack, integrated growth marketing programmes including business strategy, brand and marketing strategy, digital and CRM automation, loyalty programs, customer strategy, comms planning, harmonious delivery, internal culture development.
• Working with brands like npower (utilities), 1-to-1 Diet (retail healthcare) Bakcell (telcos Azerbaijan), Wyelands (neo bank, MoneySuperMarket and Late Rooms (price comparison). And many other brands in rapid growth in financial services, fintech and medtech.

2016 - 2021                   Chief Marketing Officer (perm contract) – Wyelands Bank (b2b, b2c neobank)

• Part of the founding leadership management team. Led the brand, business and marketing strategy, marketing delivery, customer strategy and culture development for this b2b and b2c neobank. Taking it successfully to £500m+ revenue and profitability in only its second year. Including launching its marketing-leading retail proposition, medium-sized enterprise growth strategy and representing marketing at the board.
• Managed the external communications and crisis comms in a highly regulated and politically sensitive environment. 
• Drove internal engagement and culture development increasing employee engagement by 50% in a year, despite a challenging external and internal environment. 

2013 - Sep 2016             Director of Brand and Advertising (perm contract) - npower / RWE (utilities, retail, b2b and b2c)

• Led the brand, advertising, customer acquisition, digital, PR, internal communications, and CRM departments of 40+ and a £15m pa budget to reposition and transform npower in the marketplace. 
• Delivered a corporation-wide brand repositioning strategy including the biggest integrated campaign in npower history, led by TV advertising. During my time, brand metrics rose back to health (customer consideration from 80% to 92%)
• Directed £2m+ agency services relationships, driving inter-agency performance while reducing spend by circa 30%.
• Architected and directed the launch of a £6m internal brand transformation and cultural change programme. Increasing employee belief by over 100% across the 4,000 + staff over 10 sites across the UK. 
• Core consultant for European-wide RWE to Innogy repositioning strategy and roll-out program.

2012- 2013                    Chief Marketing Officer, Board Member - Mitchell Farrar Financial Group (financial services)

• Responsible for transforming this financial services group by creating a new business model to become the UKs’ first full-service financial partner for the under-served market. 
• Responsible for a £10m marketing budget, including orchestrating multiple agency relationships, and delivering a £40m revenue across this diverse FS Group.
• Reduced marketing costs by 10% while driving growth. Improved marketing efficacy by 20%.

2011- 2012                    Director of Integrated Marketing – MoneySuperMarket (ecommerce, finance, price comparisons)

• Group level responsibility for marketing strategy and planning and integration across team of 100+ staff. Driving marketing effectiveness and innovation; brand strategy, customer strategy, loyalty and the development of an in-house agency model. This included a multi-agency management and budget coordination of £50m +.

2010 - 2011                   Head of CRM and Customer Insight Marketing - MoneySuperMarket

• Responsibility for transforming group-wide customer data, insight, customer strategy and CRM performance.
• Built and developed CRM team and capabilities to over 20 specialists across data science, analytics, strategy, project management, creative and technology.
• Delivered 1-to-1 automated CRM programme ecosystem. Quadrupling CRM revenues to £30m rev pa in 2 years.

2002 - 2010                   Group Account Director – McCann Erikson World Group (global advertising agency network)

• Responsible for pitching, growing, managing, and optimising client accounts through effective strategy development, integrated marketing planning, and communications delivery.
• Became the agency lead for the most integrated accounts. Built and directed accounts with responsibility for £2m pa agency services revenue, across entire agency service offering (PR, TV, radio, OHH, Press, DM, email, display, digital, PPC, SEO, in store, content, social, data services). With a mix of b2b and b2c clients.
• Significant global marketing and network agency experience with large blue-chip brands like UPS and American Airlines; across Europe, ECEMEA, the Americas and APAC. Other significant accounts included: M&S Money, Britannia, Cross Country Trains, Tui Travel, Clarks.

2016 – 2020                               MBA Programme Supervisor - Manchester Business School

2000 - 2002                               Senior Account Manager – YEScentral (b2b tech focused comms agency)

1999 - 2000                               Marketing Manager – TAG (b2b educational technology)

1998 - 1999                               Senior Account Executive - Rapier Marketing (b2b tech focused comms agency)

QUALIFICATIONS

2009 – 2011                               Global Master of Business Administration (Distinction) – Manchester Business School

2000 – 2008                               Chartered Marketer – Chartered Institute of Marketing 

1998 – 2000                               CIM Post-graduate Diploma in Marketing (Distinction) – Chartered Institute of Marketing

1995 – 1998                              BA Hons Advertising and Marketing (2:1) - Lancaster Business School