Samuel Butterworth
MBA, PG Dip, F IDM, FCIM, CMktr
Sam Butterworth
Marketing Director
Yorkshire
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Summary
• Sam commands extensive experience from being at the helm of successful strategic marketing, & communication teams, in both stable and high-growth environments. His success spans a diverse array of organisations, including multiple high growth and e-commerce appointments, including automotive, manufacturing, product distribution, property, financial and legally regulated businesses, seven private-equity concerns and leading international corporations. In all capacities, Sam identifies opportunities for integrating strategy and best practices.
• These strategies and practices have led to significant measurable improvements, including multimillion revenue generation, efficiencies and cost savings. Equally adept in creative thinking and pragmatic problem solving, he utilises a creative ‘full-brained’ and ‘can-do’ approach to drive marketing strategy.
• People are at the heart of Sam’s approach: cementing understanding and agreement among senior operational teams, getting buy-in and delivering change collaboratively.
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Key Areas of Expertise
Marketing and Brand Strategy / Planning – results-based planning, from conception to implementation of tactics and measurement of results.
Marketing Operations – Start-to-finish set up and monitoring of all areas needed to both undertake and demonstrate effective marketing.
Sales & Marketing Integration – B2B, Retail and B2C. Supporting BD teams and implementing scalable processes.
Lead Generation – Advertising, ecommerce, automation, funnel management and analytics. Hubspot & CRM implementation.
Turnarounds – Business growth and sense checks for marketing teams. Value proposition refinement. Lead funnel optimisation.
Private Equity – Scale up, profile raising, sales activation, lead generation and exit-enablement.
Profile Raising – For funding, growth and reputation, including employer value proposition & branding.
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Qualifications
Executive MBA – Business Administration, Management & Operations
Postgraduate Diploma in Data Driven Marketing
Mini MBA in Marketing
Mini MBA in Brand Management
Fellow of the Chartered Institute of Marketing
Fellow of the Institute of Data & Marketing
Registered Mentor – Chartered Institute of Marketing
SOSTAC ® Certified Planner
Chartered Marketer
International Markets – Significant overseas work, including partnerships and matrix management across Europe, Americas, Asia, Middle East and Australia.
Communication & Engagement – Online & offline, internal & external.
Vision, Mission & Values – Workshops, refinement and internal comms.
Mentoring – Marketing strategy, tactics and leadership coaching for the whole marketing function.
Samuel Butterworth
• Experience
Sam Butterworth
Marketing Director
Yorkshire
TopsourceWorldwide.com – HR Payroll SaaS – Interim CMO.
• Recruited by the Chairman and CEO to develop the marketing team and turnaround the underperforming sales and marketing environment. Sam’s 5th Fractional CMO position.
• Implemented Hubspot CRM in the UK business, and optimised lead funnel deal stages, resulting in 195 MQLs, 121 SQLs and 28 new label client conversions in the eight months following implementation.
• • PropertyPortalGroup.com – Prop Tech SaaS – Recruited by the
• Founders to define brand proposition for the portfolio of brands, including
• PropertyPortal.com, sibling business PropertyMutual.com and its various
• strategic partners including Gazeal.co.uk
NexusRental.co.uk – B2B Rental SaaS – Brand Growth and Lead Gen.
• PE, fast-growth e-Commerce company with an industry-leading SaaS product for vehicle rental. Engaged by the CEO to create a lead funnel to drive up digital engagement, with clear returns.
• Implemented Lead Forensics sales and marketing pipeline model that helped drive cross-functional sales and marketing automation in conjunction with CRM integration – provided visibility on retention and customer lifetime value.
• Devised demand-generation campaigns that achieved £305m lead value for the field sales teams, and £13m of marketing qualified leads annually.
• Leveraged PR to raise the profile of the business. Played a key role in increasing EBITDA from £2.65m to £4.02m with 52% year-on-year growth. This facilitated new PE investment and the business was sold for £55m.
Idea-Yacht.com – Marine Fleet SaaS – Scale-up
• Recruited by the Managing Director to review the marketing strategy and develop the value proposition with the senior team.
• Used the SOSTAC model (P.R. Smith) to conduct a full strategic overhaul, including marketplace analysis, segmentation, tactical plan, budget and customer lifetime value calculations aligned with growth targets.
Fused4.com – Recruitment Tech SaaS – Setup digital platforms, assets and workflows to enable automated lead generation pathways. Oversaw brand and marketing setup including creation of brand assets, video and brochureware. Series A & B funding bids / presentations.
• Worked both closely and remotely with the current team to develop an integrated go-to-market plan to launch the service and centralise thinking around the newly defined proposition.
• Built lead generation process including automated systems for lead nurturing and ROI measurement. Worked with team until business sold.
ZenAuto.com – B2C Leasing SaaS – Startup and Go-to-Market.
• Recruited by the board to develop and take-to-market an FCA regulated consumer leasing retail brand. ZenAuto is an instant vehicle leasing, end-toend, best in class SaaS platform, delivered in an Agile environment.
• Oversaw full brand and marketing start-up project to demanding deadlines, utilising consumer research to drive UX. Project managed all marketing areas, including IP, operations, CRM implementation and Research.
• Briefed and engaged agencies, collaborated with legal and compliance teams and built brand, vision, market position, segmentation, PR, campaign management, content and put in a place an omni-channel go-to-market strategy.
• Parent company, Zenith, is chaired by Lord Rose (previously of M&S) and part of Bridgepoint’s retail portfolio, which included Deliveroo, Pret A Manager and Hobbycraft.
