ALAN TYLDESLEY

Marketing Director

Phone: +44 (0) 7843 018251 14 years’ professional experience in marketing & brand management
Address: London, UK Luxury, Fashion & Retail Industry Expertise
Email: alan.tyldesley@hotmail.com Strong Commercial Acumen
Linked-In: uk.linkedin.com/in/alantyldesley/ Strategic Social Media & Digital Marketing

PROFESSIONAL PROFILE
A highly accomplished senior leader in luxury, fashion & fragrance, with the ability to inspire directors and motivate teams in the
development and delivery of omni-channel strategies, across faced paced and competitive international markets.

Pioneering creative vision and an excellent understanding of the relationship between creativity, insight and objective thinking, with
the drive and initiative to translate this into commercially successful consumer experiences that exceed their goals.

Thrives on the challenge of new ideas and improvements and has the expertise and leadership skills to make things happen in ways
that lead to notable business change and commercial gain.
AREAS OF EXPERTISE
• Advertising & Marketing Communication Strategies • Commercial Business & Operational Analysis
• Global Brand Development, with local focus • Social Media Planning & Execution
• Luxury, Fashion & Retail Industry Expertise • Designing Innovative Online Experiences
• Awareness & brand building through TV, print, • ecommerce across B2B & B2C Environments
OOH & digital media. • Managing Cross-Functional Teams & Agencies
• Performance marketing optimisation • Consumer Data Intelligence Analysis
• Customer research, insights & • Delivering & Executing KPI’s
implementation • Budget & Resource Management
• International Campaign Analysis • Strong Commercial Acumen
• Extensive Project Management Experience • Senior Stakeholder Relations
PROFESSIONAL EXPERIENCE
HARRODS present
Group Marketing & Communications Manager (GMM), Fashion June 2019

Responsible for the global omni-channel marketing and communications strategy across Women’s & Men’s Fashion, Accessories,
Sport & Activewear, and Childrenswear.

• Overseeing the global strategy across Fashion & Accessories, and strategic partnerships with the world’s top luxury brands.
• Identifying and developing customer insights to act as a foundation for effective marketing initiatives that resonate with our
customer segments
• Strategic alignment with senior stakeholders across the business, and cross functional implementation to ensure objectives
and commercial targets are met.
• Ensuring brand objectives are met across all channels including ATL, social media, PR, website, online marketing, search,
affiliates, and events, enabling commercial success and delivery of crucial brand metrics.
• Driving CRM and Private Shopping strategies focused on revenue from HNW and UHNW clients across the world.
• Driving media sales revenue through strategic marketing partnerships and creative collaboration with partner brands.
• Maximizing editorial profitability for the business, ensuring relevant commercial focuses and appropriate support for
contractual media agreements.
• Planning & execution of Harrods’ owned and brand owned events at Harrods and in external locations, in partnership with
Harrods Events team and Press office.
• Leading and developing Harrods PR strategy across Fashion & Accessories, as well as supporting partner brand press
strategies.

Key Achievements:
• Omni-channel shift: Used digital expertise to drive focus away from small intimate (and costly) events to wide-reaching
digital and experiential initiatives aimed at driving social currency and trackable ROI.
• A new menswear vision: Launched a new strategic vision for menswear content at Harrods, with a focus on relevant and
commercial content to our support multi-million-pound store refurbishments in menswear, alongside a fresh approach to
hosting events with high social reach and influencer engagement.
• Pioneering new channels: Led the piloting and introduction of paid social media to the business as a viable awareness and
revenue stream, which resulted in securing large incremental budgets in 2020.

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 • Experiential Media Partnerships: Creating new ways to enable luxury brands to partner with Harrods in newsworthy cross-
channel ways that deliver on partner objectives and add value for Harrods e.g., Fendi Café and the Summer Dior Takeover.

YOOX-NET-A PORTER June 2019

Global Brand Marketing Manager, THE OUTNET September 2016

• Led a team of 13 across London, New York, Tokyo, and Dubai, collectively responsible for brand awareness and acquisition of
new high net worth customers.
• Global responsibility for brand, advertising & strategic partnerships in the UK, US, JP, Hong Kong, Australia, Russia, Middle
East, France, Germany, and Singapore.
• Omni-channel responsibility covering ATL, social media, PR, website, online marketing, search, affiliates, and events,
enabling commercial success and delivery of crucial brand metrics.
• Owning the global media agency relationship to plan, strategize and deliver multi-market brand advertising campaigns
spanning print, digital, connected TV and innovative new media platforms, with a £6.2m annual budget.
• Managing local event and PR agencies to deliver locally relevant events and brand activations across key global markets.
• Leading the brand strategy with a focus on planning, production, and evaluation of advertising campaign creative, and
innovative brand activations. Active role in pre- and post-production planning of all creative campaigns.

Key Achievements:
• Re-brand for business growth: Grew the business by leading a global re-brand, defining the business’s brand purpose and
strategy across all touchpoints.
• Multi-touch attribution: In partnership with the data team, kicked off a 1-year plan to implement a multi-touch attribution
model as a step towards truly targeted and optimized cross channel performance.
• Customer Acquisition: Led the cross functional delivery of €152m tracked new customer revenue for THE OUTNET across
global markets in 2018.
• Collaborations & Seasonal Campaigns: exclusive global collaborations with Roksanda, Ellery & Emilia Wickstead, all exceeding
sell through and reach targets.
• Global Brand Activations: including a content series called #PrettyInfluential featuring The Foster Sisters, the Women for
Women Charity Car Boot Sale, a year-long partnership with Christie’s, and a global 10th Anniversary campaign.
• Social Media & Innovation: Lead the brand strategy and implementation of THE OUTNET’s Chatbot, in a way that was true to
brand values and drove notable commercial return.

Edwardian Group; The Mayfair, Radisson Blu September 2016

Group Brand Manager February 2014

• Led a team of 5 to drive the strategy and implementation of all brand and social media communications across the group,
from commercial objectives through to implementation and localisation.
• £800,000 budget responsibility (brand, social media, PR, partnerships, website, and e-commerce
• Owner of creative and PR agency relationships alongside direct media and press relationships, and management of in-house
designer.
• Development and production of social media campaigns, branded content, and activations.

Grey London; Hugo Boss February 2014

Global Account Director Sept 2011

Successfully driving global projects across the HUGO BOSS Fragrances account (Procter & Gamble) proactively driving conception, co-
ordination and delivery of full 360 communications solutions.

TH_NK September 2011

Digital Account Manager April 2011

Yucca April 2011

Digital Account Manager February 2007

PROFESSIONAL TRAINING & QUALIFICATIONS

• Imperial College London; Executive Leadership Programme
• Institute of Direct Marketing; Data Analytics for Marketers, November 2015
• City of Bristol College; CIM Introductory Certificate in Marketing, Distinction, May 2010
• CLAIT; Computer Literacy and Information Technology Qualification
• University of Warwick; BSc (Hons.) Psychology, 2:1, September 2002-July 2005
Truro College; A-Levels; Psychology (A), Spanish (B), General Studies (B), Maths (C), 1999-2001
• St Ives Comprehensive School; 9 GCSE's; 4 A*'s, 6 A's, 1 B, GNVQ Health and Social Care Intermediate, Distinction, 1994-1999
• Languages: Intermediate Spanish
• IT Skills; Fully conversant with Microsoft Office Applications; Word, Excel, Outlook, SPSS, Google AdWords, Analytics and Insights

Professional references available upon request Page 2 of 2