• PATRICK CRAWFORD

    Professional Profile

    • Senior commercial planning, marketing, sales and operations executive with a track record of goal delivery, with strong results and shareholder returns, with hands on mentality.
    • A collaborative leader and creative thinker and self-starter with digital, ecommerce, change management, project delivery and international experience.
    • Digitally competent. Leading brand development and growth programmes across diverse sectors from start-up companies to managing and establishing  global brands.

    Achievements

    • 2010 – 2013 General Manager (MD): During economic collapse, merged, managed change programme and rebuilt company, re-established brand value and sold company, delivered substantial shareholder value.
    • 2010-15 Commercial & Marketing Leinster Rugby: Develop Brand reposition and CSR programmes. Wrote, introduced and in the process of implementing both for Leinster Rugby.
    • 2007 Director Operations: Sales, Marketing & Brand growth €61.5m net profit at €5.1m
    • 2006 Director Operations: Delivered Marketing and Sales Growth strategy to achieve €57.6m increase net profit, €4m to €4.5m.
    • 2006 Director Operations: Lead the introduction global brand. Increased sales by 66% from €34.6m to €57.6m Doubled market share 0.8% – 1.8%.
    • 2001 VP Sales: Inspired Gaming & Mobile Technology Group. Reverse buyout of Leisure Link in 2002 prior to AIM float. 300% return on investment.
    • 1999 VP Operations: eCommerce company from 4 to 235 staff, captured 28% of the market, sold 50% at a valuation of €25.6m. (£20m) June 1999
    • 2011 Triple winning coach and manager St Mary’s College

    Education

    • Executive MBA Trinity College Dublin 2014
      • Strategic Marketing & Quantitative Analyses
      • International Marketing & Strategic Management
      • Entrepreneurship & Operations Strategy
      • Economics, Corporate & Financial Management
      • Accounting & International Business & Finance
      • Leadership & Organisational Behavior

     

    • University College Dublin. 2012. Chinese. (Conversational fluency level 4).
    • Marketing Institute Mountjoy Square 1992 Marketing course.
    • DIT Bolton Street 1991Auto Engineering: Advance Technicians: C & G:
      Professional Progression Detailed

      Consulting Role:  General Manager:  Chevssan Ireland, Feb 2010 – Sept 2013

      Successes:

      • Achieved stakeholder’s objectives and goals within timeline / budget to satisfaction of all.
      • Grew sales by 31.5% in 2010 and by a further 17.5% for 2011, against a market growth of 17% for 2010 and 2% for 2011.
      • Digital campaigns created measurable increase in brand awareness and value.
      • Built and maintained strong business partnerships within dealer network.

       

      Key Responsibilities: Re-build and merge company after an eighty percent redundancy programme.

      • Qualify mission, vision and refine brand culture internal and external positioning.
      • Implement change management programme (12 staff and 32 partnerships) merged into 52 staff.
      • Grow sales & market share; Retain Dealer Network; Build a sustainable business model.
      • Formulate the financial plan, annual budgets, business plan and marketing plan, with full ownership of the P&L.
      • Strategic planning balancing finance with prioritised milestones. Maintain Brand Standards.
      • Develop and implement the brand, sales, marketing, digital, advertising and pricing strategy in line with prioritised performance milestones. Qualify measurements and meet objectives.
      • Design and implement digital strategy. Facebook & Twitter integrated web activities.
      • Define segmented product specification and pricing strategy.
      • Design and implement performance & incentive programme relative to geographical market share.
      • Maintain national brand and dealer network & control conferences and support programmes.

       

      Operations & Commercial Director: Chevrolet Ireland July 2004 – Jan 2010          

      Successes:

      • Introduction and project management of Global brand into the Irish market 2004.
      • Implementation of product re-position and marketing plan.
      • Outperformed market. Sales increases by 55%. (2004-2005)
      • Maintained or increased net profit through cost reduction and digital marketing programmes.
      • Implemented and project managed CRM, CSI and GM standards.
      • Substantially improved quality and size of network. (Hire & fired)

       

      Key responsibilities:

      • Planning and directing all elements of Operations, Sales and Marketing Strategy for brand introduction. Setting and controlling budgets,
      • Formalise Product specification, price structure and incentive programmes.
      • Develop national dealer network, performance management and sales team’s revenue growth.

       

      VP Operations; Vitaleon Ltd, (Co-Founder Social Media Company) UK July 2002 – June 2004

      Key Responsibilities: London Based Start Up Social Media (The thinking person’s version of Facebook)

      • Inspired development of white-label Social Media applications around a “Life Style” model.
      • Project managed design and build of white label application to fit client requirements.
      • Created a Life Style analytics profiling model.
      • Built client portfolio including, Dennis Publishing, EMAP and Max Power.
      • Lead fund raising with Angel funds and VC’s
      • Completed merger with Data App USA, in 2004 I returned to Ireland.

       

      Sales & Marketing Director.  Inspired Technology Ltd, (Co-Founder) UK Feb 2001 – July 2002

      Successes: Took exit in merger with Leisure Link in 2002. Floated on AIM 2004.

      • London Based Mobile apps and gaming company.
      • Creators of “The Cloud” Wi-Fi. Europe’s largest Wi-Fi Network.

      http://www.ecademy.com/node.php?id=5368

      • Developed mobile games and mobile marketing projects for high profile clients.
      • Company grew from 4 to 175 by 2002.

        

      VP Business Development Ebeon: (Co-Founder), May 1994 – Dec  2000:

      Successes:  Sold to Eircom (May 1999) – at a Valuation of €25.6m (£20m).

      • Ecommerce company, specialising web-enabling enterprise level systems. Developed B2C and B2B fully interactive, transactional and marketing sites.
      • Grew from 4 to 235 staff competing against IBM, Accenture and Oracle took 28% of ecommerce market. First Online Banking site for Fsharp.com Bank of Ireland. First Web enablement of Land Registry and Companies Office.  Personally closed 60% of the ecommerce business.

       

     

  • 1990 – 1994 General Motors: Area Service Manager (1992), then Area Sales Manager (1994).
    • Commercial and Marketing Committee Leinster Rugby.
    • Established Members Business Network St Mary’s College RFC.
    • Reading, Music, Art and Painting.
    • Chinese’s language.

      Software Competence:

      • SPSS (Predictive Analytics, Business Intelligence)
      • Microsoft Office (Excel, Power Point, Word, Access)
      • Microsoft Project
      • Microsoft Dynamics CRM
      • Kerridge CRM
      • Adobe Photoshop
         

        Social Media Competence:

        • LinkedIn
        • Facebook Analytics
        • Google Analytics
        • Social Media Tools

      Other Experience & Achievements

      Leinster Rugby: Marketing and Commercial Advisor 2010 – Current Advisory Role

      Successes: Wrote and Implementing Corporate and Social Responsibility Strategy guidelines.

      • Develop, review Brand positioning and assist strategic planning process.
      • Designed and Implementing CSR programme for Leinster Rugby
      • Advising on multi-media digital and social media programmes.
      • Advise on sponsorship commercial strategy.
      • Development of player and volunteer recruitment programmes for Junior Rugby
      • Running Leinster wide “Open Day” Programme

       

      • Painting, music and photography.
      • Triple Winners In One Season: Coach and manager St Mary’s College RFC, J1’s 2007- 2011.
      • Level 1 Accredited Rugby coach.

      Interests

  • References available on request.
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