John Oberlin-Harris

Bark.com

Leading the company's lead generation and expansion plans in the UK&Ireland, Central Europe, Africa and Asia/Pacific regions.

Executive General Manager

General Manager - Europe

Successfully led the roll-out of Bark.com to the Indian market, growing from 0 to profitable to 7-figure revenues in 18 months.

This role included hiring and training a team from scratch, adapting to local market needs and outsourcing digital marketing and customer support functions from the UK to Bangalore.

During my time there I led all contract negotiations and owned all aspects of strategy, execution, pricing, process development and refinement and contract negotiations.

MD Bark India

Leading all aspects of Bark's marketing and strategy development, including:
- Developing PPC accounts for a 2 sides market place on multiple platforms in 8 markets with a monthly spend in the £millions and highly scalable, efficient bidding models
- Launch and growth of the company's CRM program to retain and grow professionals
- Extensive improvements to the site's SEO resulting in massive ranking, traffic and revenue improvements
- Hiring, training and developing a highly skilled team of 15 marketing team members
- Leadership of a world-class customer success function of c. 40 staff
- Driving our sales teams in Australia and the UK to hit record numbers, quarter after quarter

Chief Marketing Officer

Chief Operating Officer

Accountable for all aspects of Bark.com's marketing strategy and implementation with a strong focus on the digital side.
- Management of the Paid Search Account with Google including relationships with 3rd party providers such as TrustPilot.
- Overseeing all aspects of SEO including designing technical requirement, keyword research and keyword monitoring.
- Setting up and running the insight function for the business, responding to short term and strategic level data gathering requirements including both web and back end data analytics and analysis.
- Sourcing and managing a PR agency to deliver press stories and a link building programme to raise awareness.
- Management of all social media activity including Facebook, Twitter and Google+
- Sourcing, negotiating and implementing an affiliates programme.
- Design and management of the content programme.
- Management of above the line marketing activity.
- Development of the digital product including user experience design and review.

Marketing Director

Dixons Carphone

- Leadership of ecommerce programme including projects to introduce Web Chat and charging for recycling at the same time as the stores business to deliver the multichannel strategy.
- Creation, update and review of the ecommerce change programme plans for various projects to deliver incremental sales and profit for FY 15-16
- Supporting the warehouse and delivery operation through Black Friday and Christmas 2014, deriving over twice the previous peak daily volume and still hitting the customer proposition.
- Leadership of a team of 5 project managers.

Ecommerce Programme Manager (Fixed Term Contract)

Tesco PLC

- Leadership of the traffic acquisition strategy including all elements of PPC, SEO, Affiliates and display advertising.
- Design and execution of a customer insight led Trade & Events Plan for all Tesco and 3rd party sold products on the Tesco direct website, including running Clearance, Sale, seasonal events, eCoupon plan and other trading activities.
- Delivered trade communications covering both Tesco & direct homepages and over 4m targeted emails each week.
- Provided detailed web analytics and insight to leadership team as well as accurate forecasts to the operations team.
- Developed and ran the eCRM programme.
- Ownership of the Tesco Direct brand across the multichannel proposition including in store marketing at shelf edge, direct desks and checkouts in 2500 stores as well as in above the line media and PR.
- Leadership of a team of 8-10 across a variety of disciplines including trade planning, acquisition, brands communications and web analytics.
- Accountable for a trade and communications budget of £20m.

Key Achievements
 -Delivered 40% traffic and 25% sales growth over Christmas 2013, while underspending budget by 15%.
- Led the successful digital launch of Tesco’s own label hudl tablet to the market in October 2013.
- Oversaw significant and sustained increases in all loyalty metrics.
- Designed and set up of a new B2B proposition by working with Operations, Finance and Customer Service which is set to deliver £3m incremental sales in 2014-15 
- Developed a new, more efficient, Clearance process to effectively manage stock flows through the warehouses, while protecting margin.
- Step change in forecast accuracy and operational relationships, reducing payroll wastage and improving customer service.
- Supported and coached numerous members of my team to bigger roles and leadership development programmes.

Head of Trade Planning & Marketing - Tesco Direct

- Led the integration of Tesco’s online marketing function with the traditional marketing function, managing various senior stakeholders and helping deliver the company’s vision for multichannel leadership.
- Facilitated all Marketing Leadership Team meetings for the 17 marketing directors and follow through action points.
- Redesigned governance structures to ensure smooth delivery of marketing, while ensuring appropriate controls.
- Ensured effective communication from the Leadership Team to 600 colleagues in 6 offices in 4 towns through conferences and monthly communications events.

Key Achievements
- Led a team of 6 PwC consultants to redesign marketing processes, structures and governance and obtaining sign off from the UK board.
- Successfully led multiple cross-department communications events, including one for over 500 colleagues at the O2.
- Introduced a new trial management process to ensure results were captured correctly and the best trials were accelerated.

Programme Office Manager - UK Marketing

- Ensured all aspects of Tesco’s marketing during the London 2012 Olympics delivered right first time including Advertising, Insight, Local Marketing, Point of Sale, Press, PR, Ranging, Sponsor liaison, Staff Engagement and Trade Planning.
- Brought together all areas of the business to deliver one central plan to stores.
- Liaison with legal team and other stakeholders to ensure campaign remained within Olympic authority guidelines, while delivering excitement for customers and trade for the business.
- Reported to the business on likely uplifts and impacts from Olympic events and working with operations teams to manage through this as well as ownership of daily Olympic updates to the Board.

Key Achievements
- Delivered the only positive quarter in the last 3 years by trading stores longer, opening on Sundays and having a customer focussed and insight led trade plan.
- Executed a cross channel communications plan for Sunday trading including above the line, point of sale and online. 
- Negotiated with P&G to pay for “Go Team GB” to be displayed in store foyers nationwide, supporting the mood of the nation, and obtained sign off from LOCOG to use this in all stores.

Senior Marketing Manager - Olympics

- 1 of 6 on a development programme taking future leaders from the office and giving store management experience.
- Accountable for the whole retail operation including sales, waste, unknown loss, payroll, resourcing and training.
- Leading a Team of 400 staff to deliver for customers in 3 London Extra stores, including one of the top 10 in the UK.

Key Achievements
- Improved all operational KPIs while Deputy Manager in Wembley store.
- Successfully delivered Christmas 2011 in Watford Extra store, taking over £4m in a single week and £1m in 1 day.
- Worked with colleagues to move 400 hours to improve operational delivery, taking KPI from 55% to 95% in 8 weeks.

Broader Leaders Programme

- Development of Tesco’s Price & Promotion strategy and reporting for the online and store channels.
- Accountable for a budget of over £3m.
- Leading a Team of analysts to efficiently capture, store, extract, analyse and report on information from the Data Warehouse.
- Delivering world-class insight to the business to inform strategic thinking around pricing and set pricing policy.

- Re-engineering business process using Lean 6 Sigma techniques to define Tesco’s global operating model.
- Launched “Tesco Price Check” to the UK market, the first at till price check including own label.

Senior Marketing Manager Price & Promotions

Ensure all property works meet customer needs and planning constraints in over 400 Superstores.
Run &quot;Stores Marketing Group&quot; using customer research to make recommendations to key people from Retail, Property and Marketing to agree the strategy for new, extended and refitted stores.
Built strong relationship with over 20 superstores Store Directors and both Operations Directors.
Designed and implemented the process to defend large competitor impacts.
Own the strategy for bus marketing ensuring the best return from a £3.5m annual provision budget.
Worked with data and government agencies to deliver a click to order system for stores to provide their own marketing materials for local commercial buses.

Stores Marketing Manager

Leading project to change Point of Sale (POS) in all stores across the UK estate.
Liaison and negotiating with categories to ensure the best possible time/cost trade off for implementation taking into account brand image, productivity and printing costs.
Upskilling all business areas producing POS on the new planning principles and reasons for change.
Ensuring simple and timely communication to business areas and stores to ensure successful implementation.
Working with and presenting to senior Directors from Commercial and Retail to ensure the change landed smoothly and without impacting on other projects.
Negotiating and implementing property-based equipment changes to improve productivity and reduce cost within a £1.1m budget.
Working with design agency to provide &quot;de-junk&quot; guide for stores to remove all superfluous POS.

Project Manager - Point of Sale (Secondment)

Presented analysis of Tesco and competitor promotions to Category and Commercial Directors.
Analysed market data to provide recommendations on UK promotional strategy.
Successfully developed two graduates to gain promotions.
Provided international businesses with the tools to provide their own promotional analysis.
Reengineered the data collection process to deliver annual cost savings of £30k.

Senior Promotions Analyst

6 months in Local Marketing launching 43 Express stores
6 months in the Promotions Team as an analyst
6 months on a Retail placement

Corporate Marketing Graduate Scheme

Currently scaling Bark.com in the core UK market covering the whole P&L.

Extensive background in all aspects of Digital & Performance Marketing in high growth tech start ups and scale ups. 

I have successfully led marketing, customer success and international sales teams across the North America, Africa, Europe and Asia Pacific regions.

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