Curriculum VitaeMatthew Thompson

Objectives

To grow brands profitably

Change consumer behaviour with strong brand engagement, resulting in long term loyalty /

love.

Provide multi-faceted marketing solutions that effectively reach target consumers to keep

them informed and empowered.

Attributes

Strong multi-channel commercial skills

Global marketing experience with focus on insights, integrated marketing communications,

shopper comms, digital and consumer experience.

Well-developed collaborative relationship and team management skills

Proven ability to uncover consumers spoken & unspoken needs

Proven ability to lead global cross functional teams and deliver organisational objectives

Solutions focused

Career Summary

Dates Role OrganisationMar 2013 – Current

Mar 2005 – Mar 2013

Global Marketing Experience Strategy

Marketing Assets & Digital Manager

Fisher & Paykel Appliances

Coca Cola Oceania Ltd

Aug 2002 – Mar 2005 Market Activation Manager Coca Cola Oceania Ltd

April 2001 – Aug 2002 Brand Manager – Gillette & Braun SellAgence New Zealand

Feb 1998 – Jan 2001 Full time Business student Massey University

April 1996 – Feb 1998 Overseas Experience

Nov 1994 - April 1996 National Sales Manager Anwill Sales & Marketing

Sept 1993 - Nov 1994 Key Account Supervisor Boots Pharmaceutical

Dec 1987 – Sept 1993 Sales Representative Unilever

Professional Experience

Fisher & Paykel Appliances March 2013 – Current

Curriculum Vitae – Matthew Thompson

Global Marketing Experience Strategy Manager

Primary objective has been to review existing market activities, establish benchmarks and

measurement tools along with the creation of an insight-led F&P brand experience strategy for

consumers and trade customers across all global markets.

Key activities within this role have been:

The creation of consumer insights within the retail environment across key markets (North

America, Australia and New Zealand). Investigative work currently being done in developing

markets, primarily Singapore, India and China

Establishment of the shopper marketing philosophy for all consumer facing communications

across all markets. This also involved the creation of a shopper training program for all

markets to ensure they understood the critical consumer decision making points in the path to

purchase (Consumer journeys specific to each psychographic segment).

Creation of a brand experience platform across Retail partnerships, Fisher & Paykel owned

Retail Experience stores and branded consumer experiences (Events, Pop up brand

experiences). Strategy encompasses the spatial environment, consumer experience,

customer journeys and digital experience. Platform aligned with key global markets and

approved by Fisher & Paykel board and executive in December 2014.

Development and long term creation of an Omni-channel environment for the consumer.

Marketing mix investment advice for markets to ensure marketing dollars are focused on goal

and objective achievement

Brand management of global marketing activities within all physical touch-points to ensure that

they delivering to Fisher & Paykel’s premium positioning.

Key to the success achieved within this role has been collaboration with each Country Market

team along with other key stakeholders within the Global Office (Auckland) which has resulted in

the commitment of the required in market executional investment over and above board approved

funding of 35 million dollars.

Coca Cola Oceania March 2005 – March 2013

Marketing Assets Manager

Multiple responsibility role – strategic development, platform creation and execution of

Sponsorship, Consumer Experience and Digital programs for The Coca-Cola Company New

Zealand brands.

Key achievements in role were:

Creation and Delivery of Coca-Cola Oceania Social Media platforms – Brand Coke was in the

top 5 branded pages in New Zealand for fan base (March 2013).

Curriculum Vitae – Matthew Thompson

Creation and Delivery of The Coca-Cola brand experiential program driving recruitment of

teens. Role requirement was to manage this multi-million dollar program from brief to

execution across 9 different agencies and a staff of 65.

Leveraged sponsorship of RWC2011 to over deliver versus benefits paid for and deliver

double digit positive ROI for The Coca-Cola Company. RWC project achieved volume and

profit objectives between May and October 2011 despite an overall flat year for the business.

Delivery of the global Cola-Cola Trophy Tour event in partnership with FIFA and New Zealand

Football. Program execution resulted in 3 media promotions delivered, an invite-only event for

1500 people along with 42 different media organisations from radio, TV and print.

Coca Cola Oceania August 2002 - March 2005

Market Activation Manager

Responsible for delivering New Product Development projects, national consumer promotions

and brand experiential programs.

This involved;

-Leading cross functional New Product Development project teams,

-Financial management of all programs and commercial risk minimalisation.

-Additional to this role was the Customer management of McDonald’s New Zealand business

(The Coca-Cola Company’s largest global customer (August 2002 to November 2005).

Key achievements:

Driving volume growth & relationship with McDonald’s NZ to deliver 6% year on year growth

2003-2005. Achieved through a mix of insights and analytics to create incidence driving

activity that delivered to a meal occasion. Integration of the McDonald’s and Coca-Cola

businesses across Brand, Supply , Quality, Communications and distribution teams

Leader of cross-functional teams to integrate & drive Keri Juice beverage business into the

Coca-Cola system following its purchase by The Coca-Cola Company in 2002. This included

the alignment of all Keri products with The Coca-Cola Companies stringent quality

requirements.

SellAgence Ltd March 2001 – August 2002

Brand Manager - Gillette

Responsible for the development & implementation of the marketing strategy; sponsorship

strategy and promotional plans for the Gillette range. Additional responsibility was the

management of an assistant product manager.

SellAgence were the New Zealand agency for Gillette global business. Gillette products including male

and female shaving & personal hygiene products, Braun (home appliances, electric shavers &

toothbrushes) & Duracell (commercial & industrial batteries)

Key achievements:

Curriculum Vitae – Matthew Thompson

Launch of Mach Turbo male razor into the NZ market, within 12 months of launch 42% of

Mach3 users had traded up to the new Turbo product.

Launched Venus for Women into the New Zealand Market. Product took the female shaving

market by storm and was market leader within 6 months of launch.

Anwill Sales & Marketing September 1994 – April 1996

Sales Manager

Responsible for working directly with agency principals (Suppliers); turning their strategies into

market & channel implementation plans, delivery of market & channel plans including key

account management of Foodstuffs (Auckland, Wellington & South Island) and progressive

accounts. Additional responsibility within the role was for supervision & management of 1 sales

representative and 5 in-store merchandisers.

Anwill was one of the first sales brokerages within the New Zealand FMCG market. Key principle for

the agency was Affco

Key achievements:

Sales of Affco products exceeded budget by 8% in 1994, 14% in 1995. Success with the over

achievement of budgets resulted in a long term contract for the distribution of the Affco

products.

Boots Pharmaceutical November 1993 – September 1994

Key Account Supervisor

Responsible turning Boots Grocery business into a separate profit centre which accounted for

60% of the national volume and 40% of the profit. Role encompassed key account management

of the Foodstuffs Auckland, Progressive and Woolworths accounts, staff management of two

sales representatives and a team of merchandisers.

Boots Pharmaceuticals (A division of Boots UK) responsible for the marketing & distribution of

Strepsils, Nurofen, Farley’s and Nuture range of products within the grocery, pharmacy & hospital

channels in New Zealand

Key achievements:

With dedicated focus Boots grocery product volume increased by 17% within an 8 month

period

Unilever New Zealand December 1987 – November 1993

Territory Manager across three different areas within New Zealand (Territories were ranked

in increased volume and profit responsibility)

Curriculum Vitae – Matthew Thompson

Responsible for the day to day management of sales territory, achievement of monthly & annual

budgets, staff management of a team of merchandisers.

Unilever NZ Foods division (Unifoods) was an amalgamation of a series of food business’s which

included Abel Margarines, Continental Dry Foods, John West, Choysa, Bushells Coffee & tea, PGtips,

Robert Timms, Lipton and Frucci Juices.

Education

Tertiary:

2001 Massey University (BBS - Marketing)

Bachelor of Business with focus on marketing, finance & law

Continuing Professional Development

2011 Mobile Marketing Development (Mobile Marketing Association – USA)

2010 Advanced Commercial Management for Business Managers (TCCC)

2009 Fierce Discussions (TCCC – The Coca-Cola Company)

Marketing DNA 2.0 – marketing communications development (TCCC)

2008 Advanced Finance for Business Managers (TCCC)

Marketing DNA – marketing communications development (TCCC)

2007 Marketing DNA – IMC & core creative idea development (TCCC)

Major Event Planning (Chapman Tripp)

2006 Finance for business managers (TCCC)

Coaching Others (TCCC)

2005 Advanced Negotiation (TCCC)

Difficult Discussions (TCCC)

2004 Effective working through others (TCCC)

Referees

Available on request

Personal Details:

Address: 19a Ngapuhi, Remuera, Auckland 1050

Telephone Mobile: +64 21 774 023

Email Mrmtplus4@gmail.com

Curriculum Vitae – Matthew Thompson