KEY RESULTS
First B2C marketing role, responsible for helping the marketing team, by growing the Retail and PRO channels of the business.
Wrote a 8000 word business dissertation on the PRO market and putting forward several recommendations to drive recommendation and recruitment of new pet owners and rescue organisations in the UK & Ireland.
Managed marketing involvement at several major events including PATS Sandown & Telford and Crufts.
Achieved an email response rate of 83% to market research surveys which helped inform the business about the requirements to deliver value to the PRO sector.
marketing, digital marketing, email marketing, briefing graphics/ artwork, event management, communication skills, copywriting, research, marketing administration, CRM management.
SKILLS USED
DURATION
October 2015 - December 2016
POSITION
USEFUL LINKS
Marketing Assistant
LOCATION
Castle Cary, UK
INTRODUCTION
Royal Canin, part of Mars Petcare
Royal Canin, a subsidiary of global FMCG Mars, is the world's number #1 manufacturer of pet health nutrition. Headquarted in France, I worked in the UK & Ireland office in Castle Cary whilst simultaneously doing my MSc degree in Business in Ireland part time.
I worked here as a Marketing Assistant and was responsible for helping the marketing team drive more sales in the Retail Category where the brand had over 100 different products. On top of this, my focus was to help run marketing in the PRO channel and provide support to the trade marketing department as well, as part of a marketing team of 8 people.
WHAT I DID
Main Responsibilities
B2C marketing role for MARS Petcare’s largest pet health nutrition subsidiary in the world.
Supported business sales managers nationally in several departments by sourcing POS.
Managed a variety of administrative duties across several internal departments including: retail, trade, training & sales.
Wrote, proofed & edited content for newsletters, publications.
Ensured smooth execution of marketing campaigns and promotional activity.
Used email marketing software to send out email newsletters & improved campaign performance.
Provided support several pet-related shows & events and was also involved with preparations for large pet-shows such as Crufts and the National Pet Show.
Managed the preparations for attending PATS Sandown event trade event, helping the company to win several awards for best stand and best products and gaining required ROI and sales.
MARKETING ADMINISTRATION
Providing Marketing Support
Royal Canin run a huge global operation to promote and sell pet health nutrition to cats and dogs worldwide. There were several areas of the business I helped to support which required efficient time management and communications skills to be used on the marketing campaigns:
Briefing in promotional adverts (example pictured) to local newspapers NewsQuest, Trinity Mirror other local dog print publications
Sourcing and delivering POS and merchandise to retail, PRO and trade sales teams operating throughout the UK.
Helping the training department proof read and check documents for the publication of veterinary encyclopaedias and guides for pet owners to help with nutrition of their cats and dogs.
Preparing for and project managing events such as Crufts, PATS Sandown, PATS Telford, local trade shows.
EVENT MANAGEMENT
Project Managing Events
I was often heavily involved with preparations for large national scale pet trade events such as Retail shows like Crufts and trade shows like PATS as well as a number of smaller shows throughout the UK & Wales.
For each event diligent strategic planning work needed to take place to design artwork, events stands, and other marketing materials ready for use in the shows. The shows were a huge success for sales of cat and dog food overall.
Business Dissertation
Whilst I was working at Royal Canin, I was studying part time for an MSc degree in Business & Management. The objective of my research was 'How to drive recommendation & recruitment in the PRO channel of the business.
I was lucky enough to interview several important decision makers within the business, conduct a digital market research survey with 16,000 breeders and rescue organisations and an 82 page study (8000 words in length) with several recommendations made to the business to successfully drive recommendation & recruitment within and through new pet owners in the PRO market.
Due to confidentiality conditions agreed upon with Mars prior to completing dissertation, please note that I am unable to share the project with anyone.
CAREER DEVELOPMENT
”I worked with Henry in the Royal Canin Marketing Team and found he was very personable, eager and was always willing to go above and beyond to assist the Marketing Executives, Manager and Director with various projects and day to day tasks.
He is smart, capable and enthusiastic. I enjoyed working with him and mentoring him at Royal Canin and I'm sure he'll go far in his next venture.”
