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Achievements

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Serge Sergiou
Serge Sergiou

Serge Sergiou has had a successful career developing digital marketing and CRM capabilities for various companies. Some of his achievements include launching new websites, email programs, and mobile apps that generated millions of visitors and registrations. He also implemented successful customer loyalty programs that increased membership and retention rates. Overall, his initiatives helped companies increase sales, grow customer databases, and better engage with customers.

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Serge Sergiou The Story So Far
Career achievements Hills Pet Nutrition
Career Achievements Have played a major role in developing Hills digital marketing and CRM capabilities. A multi-channel approach (Vets, Pet Stores and Consumer) A number of new initiatives implemented and piloted across several European markets including; New European Websites Puppy & Kitten and adult eNewsletter Programmes Special Need Programmes Vet Nurse Incentive and eCommerce sites Digital and CRM infrastructure in place to move the Hills brand on to another level .
Craftworks On-line vet patient booking system. Designed to collate pet patient details and then forward to pet owners via e-mail feeding regimes and pet care reminders. UK test across 30 clinics generated a database of 3,000 pet owners in 6 months and sold additional 贈100,000 in prescribed specialist foods for sick animals. Pan European roll-out to additional 5,000 clinics to commence in April 2009. Estimate to generate additional 贈20 million at 65% margin in 2009.
New European Website Launched in the UK in October 2009 Rolled out to rest of Europe in January 2009 1 Million unique visits in 3 months Over 50,000 pet owner registrations Information on pet care nutrition and balanced diet
Launch of Puppy & Kitten mini - site and eMail Programme across Europe 1 million visitors to date Over 200,000 registrations 15% of non-Hills users converting to Hills after 8 months Launch of Vet Nurse Rewards Programme has recruited over 7,000 vet nurses to date over 50,000 pet owner registrations Database of pet owners Hills can communicate to at fraction of cost of traditional media 47% of pet owners willing to participate in a Hills pet care panel Other Hills Achievements
Career achievements Land Rover
Career Achievements Land Rover UK Significant Impact on CRM Performance Successful integration of CRM in to Land Rover above the line, events and sponsorship activities grew new vehicle sales enquiries from 93,000 to over 200,000 per annum Sales doubled to over 20,000 units per year. Key site enhancements and a ramp up of digital marketing activities (including SEO & SEM) trebled unique visitors to the Land Rover UK site to 3 million per annum.
Career Achievements Land Rover UK Number of new initiatives Digital Contact Strategy Single Customer View System Customer Courtesy Call Loyalty Programmes Improved Data Management & Collection Data modelling Post Code analysis Lapsed customer regeneration Profiling & Segmentation Agency Efficiency & Accountability More for less Award Winning Campaigns ROI and Results Driven
Customer Loyalty Programme Designed to encourage existing owners to stay with Land Rover. Engaged Customers Regularly during ownership. Welcome Pack Quarterly eNewsletter Bi Annual Magazine Unique Website Annual Courtesy Calls Privileged news items Rewarded for their loyalty Free off Road Days Gala Event Invitations Competitions & Prizes Discounts off next vehicle Results Increased membership 10,000 to 250,000 Increased loyalty 10% to 25% 80% loyalty amongst Range Rover owners
Range Rover Sport Launch Range Rover with added Tabasco Campaign . Main objective was to grow database of high flyers likely to be interested in the new car . Get them out of their BMW or Mercedes and in to Land Rovers new Sports Tourer In conjunction with Craik Jones we identified these high flyers through a number of mailing lists. They were sent a direct mail piece containing information about the car, a small bottle of Tabasco and an invitation to one of several exclusive reveal nights at trendy locations through-out the country.. They would be the first to see the car I hosted The Hemple Hotel event in London. 300,000 mailings generated 25,000 positive responses. 1,500 orders generated by this campaign
Lara Croft Defender Given task to coordinate development and promotion of Lara Defender Worked with Paramount Studios and a number of internal Land Rover teams to ensure development of car for film and a version for sale to the general public as a special edition. Worked closely with UK and Global Communications teams to support dealers with an advertising campaign during movie premier and launch at cinemas throughout Europe. UK doubled Defender Sales during film launch period and still command a high residual value amongst LR and Lara Croft enthusiasts
Electronic Customer Enquiry System System designed to enable dealer network to follow up sales leads identified by LR HQ CRM and DM activities System forwarded hot sales prospects to dealers and then monitored progress through to vehicle sale. Generated 100% dealer follow up and 1 out of 10 sales hit rate. Additional 5,000 vehicle sales in first year of implementation.
Direct Marketing Awards DMA bronze and silver for Direct Marketing Campaigns in 2005 Precision Marketing Award for launch of Range Rover Sport and Defender campaigns in 2006, 2007 and 2008. Finally a D&AD Yellow Pencil Design Award for Defender Campaign in 2006
Career achievements Ford Europe
European Launch of New Ford Focus in 2004 Played a major role in coordinating the launch across Europe. I managed the go to market strategy from Job#1 status to launch. Managed launch teams to meet their deadlines Controlled launch vehicle supply Developed launch strategy communication activity with markets & agencies Updated senior management on launch progress One of the companys most successful launches. Currently sell over 300,000 Ford Focus cars a year in Europe UKs best selling car until 2008.
Pan-European Communications Programme Pan European Consumer Communications Programme for Focus New Brand Positioning for Focus more premium Emphasis on improved build Quality to compete with German Marques. Higher priced vehicle Start of current Feel the Difference slogan Sold this concept in to Key European Markets Reason behind New Positioning Agreement of communication elements up front. Local agency creative kept to minimum. Encouraged pan European use of centrally generated marketing materials and assets so that local resources could focus on the vehicle launch itself. Result: New Brand Positioning Consistent look and feel across Europe Full use of marketing assets $10 million saving on Marketing Launch Spend at market level.
Bi-Ethanol Fuel Focus At a time of significant financial constraint I managed to secure funding and resource for the continuation of the ethanol fuel program with New Focus (C307). Program generated $450 million additional revenue over the next 5 years. Swedens best selling alternative fuel vehicle. Now a Pan European Programme Main rival to Toyota Hybrid vehicles
Career achievements Unipart
Turkish Brake Drums I identified supplier EKU Fren Campana Flew out to Turkey Negotiated supplier terms Reviewed quality and test criteria Reviewed suppliers credentials Secured a contract for the exclusive supply of brake drums to UK The Turkish drums enabled us to offer an own brand range. Significant competitive advantage in the UK Result - Incremental revenue of $1 million per annum and 75% Margin
Contact Details Address: 32 Sheringham Avenue, Oakwood, London N14 4UG Telephone: Home 020 8360 6607 Work 01923 652821 Mobile 07825 746108 eMail: [email_address]

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Achievements

  • 1. Serge Sergiou The Story So Far
  • 3. Career Achievements Have played a major role in developing Hills digital marketing and CRM capabilities. A multi-channel approach (Vets, Pet Stores and Consumer) A number of new initiatives implemented and piloted across several European markets including; New European Websites Puppy & Kitten and adult eNewsletter Programmes Special Need Programmes Vet Nurse Incentive and eCommerce sites Digital and CRM infrastructure in place to move the Hills brand on to another level .
  • 4. Craftworks On-line vet patient booking system. Designed to collate pet patient details and then forward to pet owners via e-mail feeding regimes and pet care reminders. UK test across 30 clinics generated a database of 3,000 pet owners in 6 months and sold additional 贈100,000 in prescribed specialist foods for sick animals. Pan European roll-out to additional 5,000 clinics to commence in April 2009. Estimate to generate additional 贈20 million at 65% margin in 2009.
  • 5. New European Website Launched in the UK in October 2009 Rolled out to rest of Europe in January 2009 1 Million unique visits in 3 months Over 50,000 pet owner registrations Information on pet care nutrition and balanced diet
  • 6. Launch of Puppy & Kitten mini - site and eMail Programme across Europe 1 million visitors to date Over 200,000 registrations 15% of non-Hills users converting to Hills after 8 months Launch of Vet Nurse Rewards Programme has recruited over 7,000 vet nurses to date over 50,000 pet owner registrations Database of pet owners Hills can communicate to at fraction of cost of traditional media 47% of pet owners willing to participate in a Hills pet care panel Other Hills Achievements
  • 8. Career Achievements Land Rover UK Significant Impact on CRM Performance Successful integration of CRM in to Land Rover above the line, events and sponsorship activities grew new vehicle sales enquiries from 93,000 to over 200,000 per annum Sales doubled to over 20,000 units per year. Key site enhancements and a ramp up of digital marketing activities (including SEO & SEM) trebled unique visitors to the Land Rover UK site to 3 million per annum.
  • 9. Career Achievements Land Rover UK Number of new initiatives Digital Contact Strategy Single Customer View System Customer Courtesy Call Loyalty Programmes Improved Data Management & Collection Data modelling Post Code analysis Lapsed customer regeneration Profiling & Segmentation Agency Efficiency & Accountability More for less Award Winning Campaigns ROI and Results Driven
  • 10. Customer Loyalty Programme Designed to encourage existing owners to stay with Land Rover. Engaged Customers Regularly during ownership. Welcome Pack Quarterly eNewsletter Bi Annual Magazine Unique Website Annual Courtesy Calls Privileged news items Rewarded for their loyalty Free off Road Days Gala Event Invitations Competitions & Prizes Discounts off next vehicle Results Increased membership 10,000 to 250,000 Increased loyalty 10% to 25% 80% loyalty amongst Range Rover owners
  • 11. Range Rover Sport Launch Range Rover with added Tabasco Campaign . Main objective was to grow database of high flyers likely to be interested in the new car . Get them out of their BMW or Mercedes and in to Land Rovers new Sports Tourer In conjunction with Craik Jones we identified these high flyers through a number of mailing lists. They were sent a direct mail piece containing information about the car, a small bottle of Tabasco and an invitation to one of several exclusive reveal nights at trendy locations through-out the country.. They would be the first to see the car I hosted The Hemple Hotel event in London. 300,000 mailings generated 25,000 positive responses. 1,500 orders generated by this campaign
  • 12. Lara Croft Defender Given task to coordinate development and promotion of Lara Defender Worked with Paramount Studios and a number of internal Land Rover teams to ensure development of car for film and a version for sale to the general public as a special edition. Worked closely with UK and Global Communications teams to support dealers with an advertising campaign during movie premier and launch at cinemas throughout Europe. UK doubled Defender Sales during film launch period and still command a high residual value amongst LR and Lara Croft enthusiasts
  • 13. Electronic Customer Enquiry System System designed to enable dealer network to follow up sales leads identified by LR HQ CRM and DM activities System forwarded hot sales prospects to dealers and then monitored progress through to vehicle sale. Generated 100% dealer follow up and 1 out of 10 sales hit rate. Additional 5,000 vehicle sales in first year of implementation.
  • 14. Direct Marketing Awards DMA bronze and silver for Direct Marketing Campaigns in 2005 Precision Marketing Award for launch of Range Rover Sport and Defender campaigns in 2006, 2007 and 2008. Finally a D&AD Yellow Pencil Design Award for Defender Campaign in 2006
  • 16. European Launch of New Ford Focus in 2004 Played a major role in coordinating the launch across Europe. I managed the go to market strategy from Job#1 status to launch. Managed launch teams to meet their deadlines Controlled launch vehicle supply Developed launch strategy communication activity with markets & agencies Updated senior management on launch progress One of the companys most successful launches. Currently sell over 300,000 Ford Focus cars a year in Europe UKs best selling car until 2008.
  • 17. Pan-European Communications Programme Pan European Consumer Communications Programme for Focus New Brand Positioning for Focus more premium Emphasis on improved build Quality to compete with German Marques. Higher priced vehicle Start of current Feel the Difference slogan Sold this concept in to Key European Markets Reason behind New Positioning Agreement of communication elements up front. Local agency creative kept to minimum. Encouraged pan European use of centrally generated marketing materials and assets so that local resources could focus on the vehicle launch itself. Result: New Brand Positioning Consistent look and feel across Europe Full use of marketing assets $10 million saving on Marketing Launch Spend at market level.
  • 18. Bi-Ethanol Fuel Focus At a time of significant financial constraint I managed to secure funding and resource for the continuation of the ethanol fuel program with New Focus (C307). Program generated $450 million additional revenue over the next 5 years. Swedens best selling alternative fuel vehicle. Now a Pan European Programme Main rival to Toyota Hybrid vehicles
  • 20. Turkish Brake Drums I identified supplier EKU Fren Campana Flew out to Turkey Negotiated supplier terms Reviewed quality and test criteria Reviewed suppliers credentials Secured a contract for the exclusive supply of brake drums to UK The Turkish drums enabled us to offer an own brand range. Significant competitive advantage in the UK Result - Incremental revenue of $1 million per annum and 75% Margin
  • 21. Contact Details Address: 32 Sheringham Avenue, Oakwood, London N14 4UG Telephone: Home 020 8360 6607 Work 01923 652821 Mobile 07825 746108 eMail: [email_address]