Top 100 Marketers 2011 – the full compilation

Today sees the conclusion of How-Do’s Top 100 Marketers 2011 initiative. Over the course of last week, we published profiles on leading 80 marketers who our judges elected to include in the Top 100 but chose not to rank.  Today we reveal the Top 20 our judges did rank and also the full 100 compilation in its entirety.

This year’s production of this hugely popular annual initiative has been delivered with the support of delineo, creativebrief, Fido PR and the Chartered Institute of Marketing. 

For information on the background to this initiative, our judging criteria and the judging panel, click here.  

For the record, our judging panel made their decisions at the end of April and already several of  of the Top 100 have subsequently announced they have left or are leaving their current employ - they're a promiscuous bunch these marketers! And indeed roughly one third of this year’s Top 100 are new names to the compilation for one reason or other - roughly half as a result of departures and new roles and the balance simply new names our readers and researchers have alerted us to. 

To the numerous marketers who have, since we began publication of the 2011 compilation,  already sent us new or updated pictures and information not generally or publicly available when we concluded our research over the course of the Spring, as ever we extend our thanks. 

How-Do's Top 100 Marketers 2011 

1. Richard Hayes, marketing director, Warburtons. Last year’s number two glides into the top spot – a clear winner in the view of our judges. Appointed 2007, previously with Allied Domecq and White & Mackay and now a board member of the privately-owned company. He oversees one of the UK's most successful brand names in recent years - ranked by one survey as second only to Coca-Cola in the UK’s grocery sector. Now equally well as established down south and the growing range of bakery and snack goods is steadily gaining traction in sales terms. His challenge encompasses both consumer loyalty and development and delivering in the midst of supermarket wars with Hovis and others (primarily own-brand) prepared to hold or increase market share at a loss. Big spender on media, sponsorship, below the line and increasingly digital/social media. Agencies include Liquid, Rainey Kelly Campbell Roalfe Y&R and Acrobat. Accredited media spend: £4.7m but reality is three/four times that figure.

2. Peter Harrison, UK marketing director, Kellogg’s. Confirmed in the role last December having been the interim marketing director following the earlier departure of Kevin Brennan to Premier Foods. Harrison was previously marketing controller. He is now responsible for the company’s £80m advertising budget. He joined Kellogg’s in 2001 as senior brand manager after time at Pedigree Petfood, Bass Leisure Retail and Specsavers. He went on to manage campaigns for Crunchy Nut and Frosties before becoming marketing controller. The company is now an enthusiastic adopter of digital media. A multitude of marcomms suppliers include Leo Burnett, Taylor McCann, CMW, Eyeka, SKV, Two Sugars, Blue Chip, Assured Events and Virtual Surveys. Married to Kate Harrison, marketing director at Bruntwood (qv). The company clearly sees him as a safe pair of hands – which for one of the world’s leading FMCG companies is quite an accomplishment.

3. David Osborne, director of marketing, Moneysupermarket.com. Joined February 2009 replacing Sean Thweny as part of an overall management reshuffle which also saw the founder and other members of the exec team depart. Holds a board position with the listed company. Previous roles overseeing UK marketing and commercial at easyJet, head of advertising and ecommerce at Orange head of brand marketing at Amazon. Despite substantially increased competition, sales and profits have risen again with a number of hugely successful initiatives including TV ads with the Iranian stand-up comic Omid Djalili and sponsorship of Britain’s Got Talent. An outstanding marketer who was parachuted into a sinking ship and has successfully shorn up the holes. Media spend of £30m+

4. Andrew Pumphrey, managing director, LateRooms.com. Joined the company in May 2005 as marketing and content director and last August was promoted to the top job from where he also he still oversees marketing. Previous roles included national marketing manager with Corus Hotels and an area manager with Greenalls Cellars. Late Rooms are big spenders on TV and even bigger spenders online. The Company claims to be the second biggest travel brand in the UK and the pace of its growth is accelerating as it moves into new areas such as B&Bs and adopting a higher media profile through the distribution and release of internal company data which is eminently PR-able - such as the most rebooked business hotels. Marcomms suppliers include MediaCom North and Beattie McGuinness Bungay.

5. Gill Barr, executive director marketing, the Co-operative Group. Replaced Patrick Allen – he left last July – this January. The game keeper responsible for the 'brand' and all marketing: from funerals and food to financial, travel, agriculture etc but only food and financial services report directly to her. Oversees what is probably the largest marcomms budget in the region at over £200m. She joined from Mastercard, where she was head of marketing for UK and Ireland. Previously worked at John Lewis, Woolworths, Superdrug and Athena. Lead agency TBWA\Manchester and several other suppliers including delineo, Refinery, Dinosaur, Fresh Create and The Chase.

6. John Hinchcliffe, marketing director, N Brown Group plc. Joined the company in 2003 and appointed to the home shopping board in 2004. Sales of £700m+ of which over half are now generated through ecommerce transactions. Hinchcliffe is seen in the industry as a big hitter (27 years in home shopping mail order) and runs one of the largest marketing teams in the region handling numerous brands including Figleaves.com, JD Williams, Fifty Plus and Shapely Figures and the latest Fabrici which was launched in March. The company’s products straddle over 40 web sites. Previous roles included marketing director of Grattan and Freemans and general manager of Kaleidoscope. Mediavest won the pitch to when all his media brands (£20m plus) were consolidated. Other suppliers include Lakestar Media and Euro RSG Manchester.

7. Amanda Newman, head of marketing, M & S Money. Managed and owned by HSBC but M&S shares the net profit 50/50 with HSBC. Newman has spent over 20 years in financial services marketing. Activities encompass banking, savings, loans and investment products. Oversees a large marketing department in Chester and one of the largest marketing budgets outside London as promotional activity stresses M&S financial virtues are on a par with M&S values. A career financial marketer who cultivates a low profile. Understood to have worked very closely with previous chief executive Stuart Rose. Accredited media spend: £4.1m but total budget substantially more.

8. Lee Pinnington, marketing director, Matalan.A ppointed as marketing controller in 2008, he was promoted last year to current role. Prior to Matalan, he was marketing director at Woodward Foodservice, launched the UK’s first food home shopping delivery service at Iceland Foods and has also held senior positions at GUS, MBNA and Sainsbury's. Pinnington is a CRM and Ecommerce specialist and also ran his own consultancy business offering advice to retail brands on their E-CRM strategies. At Matalan he has run several major campaigns and has increased E-CRM and digital activity through Code. Along the way, there have been several high profile sponsorships and innovative digital engagement (Lime Pictures/ Hollyoaks online mini series) among other initiatives. Has gained a sound reputation among his peers and suppliers for his grasp of cross channels marketing activity. Media spend £10m plus. Suppliers include the If Agency, Code, Fresh Group  and BBH.

9. Scott Jefferson, marketing director, Pets at Home. Joined in January following departure of Breffni Walsh. The company is owned by the US VC KKR. A number of new stores have been opened taking the total to almost 300 and several new revenue streams have been introduced including veterinary support, insurance and pet grooming.  Jefferson was previously Greggs’ customer and marketing director. Rebranding and digital are his increasing focus but he also recently oversaw the launch of a new TV and print campaign. Marcomms suppliers include Dinosaur, MediaVest, Krow and AWA.

10. Phil Jones, head of sales and marketing, Brother UK. A former recipient of a European Young Professional of the Year award, Jones is one of the region’s most recognised and sought-after marketers and also sits on the Brother UK board. The Brother operation at Audenshaw also oversees pan European marketing. An enthusiastic proponent of matters digital, he believes digital strategy should underpin companies’ promotional activities. Market research is also critical to his understanding and delivery. Brother has reported continued growth throughout these challenging times. Accredited media spend: £483k but total marcomms budget substantially bigger. Suppliers include Code, Citypress, Journey9, The Raft and Judge & Howard.

11. Nick Canning, executive director, Iceland. Joined Iceland in 2002. Promoted to marketing director in 2006 and to current role last August. Previous roles have included marketing director at The Sun newspaper (News International) and KP Foods and he began his career at KP’s subsidiary United Biscuits. Iceland is now firmly back on our TV screens as an advertiser (the current ad campaign is fronted by singer Stacey Solomon) and also as the sponsor of ITV reality show ‘I’m a Celebrity Get Me Out of Here’. The company is currently the subject of persistent break-up rumours just as it announced a 15% rise in profits. Media budget is £10m plus. Suppliers include MediaCom North, Tom Reddy and Marc Parry.

12. Neil Brownbill, marketing director, Princes Foods. Based in Liverpool with a large portfolio of products under his remit. The Japanese-owned company generates £1 billion plus sales but is notoriously publicity-adverse when it comes to itself rather than the brands it owns. A substantial and growing portfolio of own and licensed brands includes Shippams, Mazola, CrispnDry, Napolina, Juicee, Cookeen, Barraclough’s, Ocean Spray, Flora and Olivio. Brownbill, a long timer at Princes, reports into David Church (commercial director) and manages a sizeable team with literally dozens of new products and ranges being launched every year. Agency suppliers report that he is extremely fair and transparent in his dealings with suppliers. £5m+ media spend. Suppliers include MEC Manchester, Parker Sandford and Citypress

13. Julia Phipps, managing director, Specialist Mobility. The former group marketing director of the UK CarGroup (Carcraft and WeBuyAny Car) has gone out on her own advising companies, including Rochdale-based Car Group. At CarGroup, her budget was £10m plus and unusually for such a substantial advertiser, she and her marketing team handled most of the marketing activity including creative and media buying done in-house. Prior to joining Carcraft, she held a number of positions in agencies including WWAV Rapp Collins, Advertising Principles and EHS Brann where she was the MD.

14. Mark Pearson, head of media and sponsorship, BetFred. With the recent departure of Steve Walsh, he now effectively oversees all marketing, production, sponsorship and media activities for the increasingly ambitious bookie which has just picked up the Tote for substantially reduced rate that the figure touted around three years ago. He joined Fred in March 2009 from MUTV. Betfred's sales now top £1.5bn and awareness of the brand is immense. In a sector traditionally known for being traditional, the brand today exudes confidence and innovation. The recent Snooker World series would have been a challenge but then filming his boss for the TV commercials may have been equally challenging...If you thought we’d already seen a lot of Fred, watch out…

15. Russell Braterman, marketing director, Phones4U. Divides his time between his home in Brighton and the company’s HQ in Newcastle-under-Lyme. Joined P$U in November 2008 when he succeeded Jim Slater and shortly thereafter reintroduced the company’s famous ‘hand gestures’ in its promotional activity. P4U is number two to market leader Carphone Warehouse but is increasing its market share again. Armed with an MBA from Harvard, Braterman began his working life as a management consultant with McKinsey before he moved across into marketing services with spells at two WPP subsidiaries - Enterprise IG and Brand Union. Oversees a budget of £15m plus with the media and creative handled out of London.

16. Karen Gee, managing director, Journeys of Distinction and Go Touring. Following promotion last year, Gee now heads up the management and marketing of the Kuoni-owned travel company which she relocated from Southport to Cheadle. Her previous roles included senior marketing roles with Shearings, First Choice, Universal Studios Florida and My Travel. Kuoni recently upped her marketing budget on the back of sharply increasing sales.

17. Nick Craggs, marketing director, Adidas UK. Craggs has been with Adidas for several years. A marketer who moved into communications with Adidas before being promoted to director of marketing communications of its new northern European division back in 2002. Adidas is the London Olympics Games’ official sportswear partner and clearly much of his focus has been on this in the past year. He’s also scored a winning goal at Wembley…for Cambridge University…Began his career as a market research executive before moving into brand management with Lucozade Sport. Joined Adidas as a football and rugby marketing manager in 2000 and has subsequently risen through the ranks to his current position. Accredited media spend is just shy of £5m but total budget substantially more.

18. Robert Owen, director of marketing, sales and PR, Pleasure Beach Blackpool. Has been with BPB for several years having been appointed to the board in 2004. Against a backdrop of declining numbers overall at the Fylde coast resort, BPB has been successful in maintaining numbers through significant investment in rides and marketing. Unusually for a representative of this Top 20 ranking, he has to overcome many negative perceptions in addition to the all other day to day issues faced buy his peers.

19. Trevor Cairns, chief marketing officer, Umbro. The former Nike marketer replaced Tim Parkinson as chief marketing officer at Nike-owned Umbro in November 2008 having spent seven years previously with Nike in various marketing roles. Prior to Nike he held brand and commercial roles at United Biscuits and Dewhirst.  Sponsorship and partnerships are his main game now with recent deals with England, John Terry and Deco, across to the Sweden national team and the New York Cosmos. Has also joined in the recent Royal drama with a special limited edition wedding football...Various agencies retained including Anomaly, Mindshare, Exposure and Love.

20 Sarah Williams, Europe card marketing executive, Bank of America Europe Card Services. Succeeded Greg Reed who moved to the RBS last September. MBNA sits alongside the Co-op and M&S as one of the region’s big three financial services marketing spenders. Williams is responsible for the development of the MBNA brand and the consolidation of all marketing activities and the newly established Europe Card Marketing team. She joined MBNA Europe in 1998 to head up the advertising department before being promoted in 2004 to director of UK Credit Card marketing.  Prior to joining MBNA Europe, Williams worked at Lloyds TSB from 1987 to 1998 in a number of roles within the bank’s marketing division. 

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