MCL
DIGITAL.MARKETING.COMMUNICATIONS.EVENTS PROFESSIONAL
I'M
MICK
MCLAUGHLIN.
MCL
Welcome to my website! I'm Mick, a multi award-winning, driven and determined marketing and communications leader with over 20 years experience developing and leading teams to define and deliver brand experiences, growth marketing and building customer loyalty. Strategic leader, innovative and customer focused with demonstrated success in International Marketing, Digital Transformation, Change communications, Business development, VR/AR, Events, Awards and Conferencing. I'd be delighted to assist with any marketing consultancy, content or hear about any career opportunities. Please get in touch!
02 Experience
2013-2015
SERIOUS GAMES INTERNATIONAL
www.seriousgamesinternational.com
Head of Marketing and Communications
Set up the marketing department to develop and implement the full communications and marketing mix with full strategy, branding, marcomms, website, social media, digital marketing, marketing collateral, events and PR. Responsible for budget management and creating and implementing key campaigns and partnerships to drive and develop commercial business.
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Established company’s marketing department, developing a team onsite and internationally to increase and drive brand and product awareness
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Generated £1.2 million in sales through product marketing of Gamification, AR and VR, and Simulation training to name a few, utilizing events, social media, digital solutions and disruptive technology
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Gathered consumer insight to improve the 3D Virtual Environments segmentation, allowing the reach of new markets, increasing user engagement with 35% and 53% increase in sales
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Created major stakeholder partnerships with commercial, public sector, education and industry to provide learning and development opportunities and work-based experience for young people
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Great PR - achieved significant media coverage for Disruptive Technology based initiatives including Google Glass, Oculus Rift and Wearable Technology
2005-2011
CV ONE
Visit Coventry & Warwickshire
Head of Marketing & Communications
Managed marcomms and sales, with an overall remit to put the city and region on the National and International maps with a £1m budget and 8-member team. Brand management, digital marketing, B2B, B2C, PR & media, internal/external communications, corporate positioning, product launches, advertising, sales collateral and tradeshows on national and International levels were key.
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Great area of focus was building a solid brand reputation through selected channels, but emphasizing strong PR domestically and internationally
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Creation and development of the UK’s biggest FREE family festival attracting over 120,000 visitors per year and £500k commercial revenue by developing a digital strategy to engage younger demographic
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Creating and implementing the UK’s first “Win your own business,” negotiating a £150k marketing package, including free rates and rental to generate footfall as a BID initiative
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Editor-in-Chief of ABC audited lifestyle magazine, circ 150,000, created and developed from scratch and successfully running for a 7-year period
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Negotiated and delivered £6m “contra” media deal, achieving significant media coverage, major cost saving to the company
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Development of the Midland’s biggest lifestyle and business awards, achieving £150k commercial revenue
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Hosted and led fundraising events including dinners, competitions, corporate events, award ceremonies and others
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Devised internal communications strategy to engage hard to reach staff to help adopt new technology and lead them through the transition.
2015-CURRENT
Director of Marketing and Communications
Strategy, growth and development of marketing for Exasoft group: 4 companies in 3 divisions – financial, digital and education. The position focused on building brand equity through communications, strong content, events and integrated digital solutions to increase digital engagement, build commercial revenue streams and drive business growth.
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Brand overhaul, growing brand equity – brand portfolio increased from 2 to 4, tripling customer base and customer retention rate
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Developed Credit U’s digital engagement strategy - user engagement increased by over 60% on Facebook and Twitter, delivering a 160% boost in leads
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Created customer acquisition strategy for IMLT and led lead generation campaigns reaching over 1M people and increasing lead generation with 45%
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Composed and executed fundraising acquisition strategies for clients consisting of gala dinners, corporate sponsorships and other events, backed up with strong PR and comms
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Continuously measure the group’s marketing performance, driving constant improvement – improving overall lead generation by 30%, conversion rate by 18% and reduced CPA by 5%
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Revamped 10 Digital website content, increasing conversions by 25%
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Building, maintaining and capitalizing on strategic partnerships
2011-2013
COVENTRY CITY COUNCIL
www.coventry.gov.uk
Head of Marketing & Communications
Management of corporate marketing and communications functions, budget responsibility, team management and development, digital marketing, public relations, media relations, internal/external communication, events, tourism, Olympic 2012 and commercial Business Improvement District marketing.
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£262,000 .00 contra media deal negotiated and developed for city wide events
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Digital Internal engagement through company intranet, promotions, competitions and incentives
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Local Business Accelerator Mentor, a David Cameron backed initiative and chosen to represent Coventry & Warwickshire due to business, marketing, digital & media knowledge
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Creation and development of all Coventry & Warwickshire Olympic 2012 marketing collateral inc digital marketing and the only UK tourism app, and constructing an overall marketing/media strategy
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Devised the City’s most effective events, Incentive marketing campaigns (digital and traditional) increasing footfall & commercial spend
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Developed the regions “Welcome” initiative, delivering key region wide leadership, training, incentives and stakeholder partnerships to add value to the visitor experience
2003-2005
CAMPAIGN FOR LEARNING
www.campaignforlearning.org
Regional Manager, Midlands and Eastern Region
Management of the region’s workplace and family learning educational initiatives, engaging young people in learning, increasing employee engagement, Business development, PR, creating media partnerships, internal/external communications, marketing, sponsorship and income generation.
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Increasing the organisations media coverage by 70% including national, regional, trade, TV & radio
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Increasing stakeholder engagement, private, public, voluntary sector by 80%
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Achieving a 75% increase in sponsorship, commercial income
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Leadership and management of regional teams, setting objectives and key performance indicators
For further positions within the Private Sector please visit my LinkedIn.
03 PORTFOLIO
EXAMPLES OF MY WORK
04 Testimonials
CONSULTANCY
"Mick is a fantastic person to work with. He understands and applies marketing very well and gets to know what is needed very quickly. He focuses and gets the jobs done in good time and to an exceptional level with a flair for creativity. A rare quality to have working for you".
Nitin Thakrar, MD, e-Learning Studios
Over a five-year period Mick became an invaluable partner in the delivery and management of marketing and communications consultancy and services. Thoughtful, highly creative and operationally hand-on, Mick was reliable and inspirational - a rare and invaluable combination in build and roll-out of stretching projects across the public, third and private sectors. He built project teams with ease, including managing complex matrixed relationships between divisions and consistently delivered to time and budget. Highly recommended.
Jon Westley International Editor. Whichschooladvisor.com
CAREER
"Mick is a fantastic marketing/communications professional who has utilised his wealth of experience to build the marketing/comms/events profile of SGIL. Mick has worked tirelessly to increase our profile on a national and International basis and has secured winning accolades for the business including Best sme and company of the year.
A brilliant all rounder, Mick has developed strategic marketing campaigns, events, website development, social media, business development, national, international, pr, trade press, TV, radio and blogs that have put our business on the map. I whole heartedly recommend Mick for senior marketing/comms/consultancy roles - he will hit the ground running!“
Felix Bradshaw, Global President, Gaming/Gambling/Esports
I'm always interested in hearing about opportunities so please get in touch using the contact section or give me a call on 07748116040.
05 Contact Me
