A-01 · Subject
Turning customer understanding into enduring brand value.
I help organisations connect a clear market position with a customer experience that earns it.
Specification
| Ref. | Measure | Value | Note |
|---|---|---|---|
| S-01 | Category brand | #1 | From fourth in three years |
| S-02 | Customer lifetime value | 2.6× | Through loyalty and experience redesign |
| S-03 | Markets launched | 19 | One brand, locally fluent |
| S-04 | Effectiveness awards | 34 | For work that moved the business |
Modules of expertise
Career elevation
Stage 04 · 2020 — Present
Aldermoor Group
Leading brand strategy, customer understanding and the marketing contribution to commercial growth.
Stage 03 · 2016 — 2020
Fairhaven Holdings
Developed brand and growth programmes with sales, product and customer teams.
Stage 02 · 2012 — 2017
Aurelia Consumer
Repositioned a heritage brand for a younger audience without losing its loyal core, and doubled its share of growth markets.
Stage 01 · 2006 — 2012
Harrow & Vale Industries
Launched products in seven markets and learned that customer insight travels further than advertising.
Detail drawings
01Detail
An expanding portfolio had blurred the organisation's proposition. I led work to understand the choices customers were making, clarify the role of each offer and establish a more coherent brand architecture. The programme aligned leadership around a common narrative and gave customer-facing teams a practical framework for communicating it.
02Detail
Acquisition activity and customer experience were managed in separate conversations. We brought the journey into a single view, identified the moments that shaped confidence and linked marketing priorities with product and service decisions. The work created clearer accountability for the experience behind the campaign promise.
03Detail
Entering an unfamiliar segment required more than a new campaign. I worked with commercial teams to test the proposition, understand adoption barriers and develop evidence that helped customers evaluate the offer. We sequenced market activity around what we were learning, rather than committing every channel before the proposition had been tested.
Board record
Independent Director
Customer & Brand (Chair) · ESG
2023 — Present
Trustee
Programmes
2019 — Present
Peer review
Brought the customer into every boardroom conversation, with evidence rather than adjectives.
A brand builder who understands the P&L as well as the poetry.
Working notes
A brand promise should be recognisable in product, service and commercial behaviour.
Read the essayA change in revenue can reflect pricing, distribution, product, sales execution and market conditions as well as marketing.
Read the essayResearch has limited value if the organisation cannot name what it will do differently as a result.
Read the essayAn invitation
For board, advisory and leadership conversations where brand strategy matters.
office@ethanmercier.example