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Marketing organisational change programme
| Period: |
01/05/2003 - 01/09/2003
|
| Assignment Types: |
Marketing Organisation and Capability Building
|
| Consultant: |
CT00195 |
| Industry: |
Financial Services |
| Sector: |
Insurance |
| Role Type: |
Portfolio, Programme and Project Management |
| Role: |
Project Leader |
| Country: |
United Kingdom |
For a major Financial Services organisation this consultant led a marketing organisational change programme which delivered annual cost savings of over £2.2m in two key areas - marketing spend and headcount.
Key responsibilities included:
- Organisational review of the internal and external communications areas and spend (marketing, PR and channel)
- Identification of ineffective working practices and spend together with the development of an opportunity assessment for improvements in 3 key areas - people, process, and procurement
- Designed a target operating model for the communications area (objectives, budgeting, training and development, performance management and procurement)
- Implemented new communications structure (redundancies, retraining, performance management system), and a more effective, targeted advertising programme (Audience, message, medium and rates).
Key achievements:
- Saved £1.2m in headcount costs
- Saved £1.0m in marketing advertising spend, whilst maintaining quality and accessibility for customers
|
