Summary
Work History
Education
Skills
Accomplishments
Affiliations
Timeline

Doug Watson

Potts Point,NSW

Summary

Results-driven business professional with successful 30-year history of success in innovating, consulting and managing business.

Highly effective at coaching staff, reorganizing teams and refocusing groups to meet new targets. Goal-oriented strategist and sales-focused leader.

Marketing and leadership along with creativity are hallmarks of my work. Personable, intelligent, entrepreneurial, an articulate communicator and with a collaborative style.

“Put simply, Doug is a very talented guy. He is pragmatic, draws on his wealth of experience and is always an invaluable person to bounce ideas off. Having worked with Doug on several projects with a raft of different clients I can confidently say he is one of the best marketing thinkers in New Zealand. Doug is someone I would always stay in contact with, as he belongs to a rare breed of people who understand the fundamentals but seeks to innovate and unearth new ways to stay ahead of the curve.” Chris Pescott Managing Director Perceptive Research.

Work History

Strategy Consultant

Free Range Strategic
Sydney, NSW
  • Negotiated contracts for increased distribution through new channels to market.
  • Created a brand positioning campaign for a tourism destination that increased bed nights by 110,000, more than double the campaign target.
  • Training for sales people that resulted in 100% increase sales in the kitchen market.
  • Developed marketing strategies that increased brand awareness by 50%.
  • Designed market research programs that gathered market insights enabling a re positioning of client brands.
  • Created naming for new brands.
  • Developed the strategy that created the highly successful ArchiPro.co.nz and ArchiPro.com.au now valued at more than $150million.
  • Worked collaboratively with a client to develop and implement core values.

General Manager

ICG
Auckland, New Zealand
  • Developed and implemented operational policies and procedures to improve efficiency.
  • Initiated a strategic review of a business and then managed that business to achieve a 33% increase in sales.
  • Created and managed annual operating budget for the department and sales targets.
  • Leveraged technology innovation to create new apps that broadened the offering.
  • Recruited, hired, and trained new staff members according to organizational standards.
  • Lead on the marketing and branding campaign that resulted in the election of a politician to office when he was the rank outsider.

Strategy Director

DNA Design
Auckland, New Zealand
  • Lead workshops with stakeholders across different levels of the organization to develop new ideas and strategies.
  • Restructured the organisation to turn around the financial performance and achieve profitability within 6 months.
  • Built relationships, with external partners including vendors, clients, suppliers in order to foster collaboration on projects related to strategy execution.
  • Created marketing and brand campaigns to grow market perception of client brands.

CEO

Channel M
Auckland, New Zealand
  • Took the company to be the most successful B2B channel to market for SME mobile sales in New Zealand.
  • Engaged, employed and trained staff to be successful in B2B sales.
  • Directed all aspects of the sales cycle from initial contact through successful closure of deals.
  • Worked with app developers to lead the market in field service application technology greatly increasing efficiency and productivity for clients.
  • Positioned the company for sale as part of the agreed exit strategy.

Senior Account Director

Saatchi & Saatchi NZ
Wellington, New Zealand
  • Developed and maintained relationships with clients to ensure satisfaction with advertising campaigns.
  • Lead on a telco campaign that won the Advertising Effectiveness Award.
  • Monitored campaign performance and analyzed data to make strategic recommendations.
  • Developed advertising strategies to successfully launch new product that became the number one brand in the market.
  • Worked as lead on the Telecom (Spark) brand to maintain market leadership.
  • Actively participated in brainstorming sessions to create innovative ideas and solutions.
  • Created digital strategies for the development of websites and digital campaigns.

Senior Account Director

Clemenger Advertising
Wellington, New Zealand
  • Lead on new business development resulting in $7m of new business won in the first 6 months.
  • Created the advertising campaign that won a New Zealand Marketing Effectiveness Award.
  • Liaised with key stakeholders inside the agency and within the oil company client (Mobil) to develop a nationwide marketing campaign that helped client achieve market leadership for the first time.
  • Designed the capital fundraising strategy and plan that resulted in $127million being raised to build a new sports stadium.
  • Designed the capital fundraising strategy and plan that resulted in $40million being raised for the additional development of a second sports stadium.

Director of Sport

Radio New Zealand Commercial
Wellington, New Zealand
Clemenger
  • As Director of Sport I created strategies that revolutionised coverage of sports creating new content, new audiences and new channels to market.
  • Won a New Zealand Radio award for best Talk program.
  • Achieved significant financial success with $7.5million in sales
  • Working with an external agency partner I put together the single biggest sponsorship deal in New Zealand radio history.
  • Restructured for greater efficiency to ensure profitable operations.
  • Took the nationwide network, Sports RoundUp, to number one in the key 18-44 year old demographic across three key metropolitan markets.

Education

BBA - Post Graduate Business Administration

Victoria University, Wellington NZ
03.1990

Skills

  • Strategy Development
  • Performance Management
  • Report Preparation
  • Vendor Collaboration
  • Revenue Generation
  • Marketing strategy
  • Marketing Planning
  • Business Development
  • Relationship Development
  • Business Analysis
  • Leadership Development
  • Customer Service Management
  • Planning and Execution
  • Negotiation Competency
  • Project Management
  • Presentation Skills
  • Training and Mentoring

Accomplishments

  • Advertising Effectiveness Award for B2B campaign for leading Telco
  • Marketing Effectiveness Award for public education campaign to educate people on the new electoral voting system in New Zealand.

Affiliations

  • A founding member of the New Zealand Sports Hall of Fame - Executive Board member 1990-1993.
  • Among the first group of people on the Wireless Data Forum in New Zealand to actively promote the development of apps and technology-based innovation. 2002.

Timeline

Strategy Consultant - Free Range Strategic
General Manager - ICG
Strategy Director - DNA Design
CEO - Channel M
Senior Account Director - Saatchi & Saatchi NZ
Senior Account Director - Clemenger Advertising
Director of Sport - Radio New Zealand Commercial
Victoria University - BBA, Post Graduate Business Administration

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Doug Watson