Career achievements

Royal Bank of Scotland

Career Achievements Taken commercial digital marketing expertise and applied it to a recruitment environment

at RBS.

Project managed the build and implementation of the new RBS recruitment digital marketing strategy including;- launch of a new state of the art careers website with intuitive search functionality designed to match

visitor profile and site behaviour to available vacancies. The site is currently generating over 200,000 unique visits and over 16K registrations and applications per month.

Created a candidate talent pool of over 500K by integrating existing ATS system with a recruiter talent filter and Unica CRM System. This digital integration enables RBS to recycle candidates and consider them for more than one job role. It also facilitates a CRM programme designed to keep candidates warm until a job becomes available through regular job alert e-mails and Enewsletters.The talent pool will encourage direct hiring which will reduce annual hiring spend with external job agencies (£40M in 2010).

Social Media job platform - designed to test the potential for social media as a recruitment tool. Test pages set up on LinkedIn, Face Book, You Tube and Twitter to test social media as a candidate attraction and engagement tool. The results remain inconclusive at present.

Integrated Digital Careers Platform & Roadmap

Global Careers Website• Site behaves very much like a dating site – it can either match for you or help you do the matching yourself

•Candidates can build a personal profile, search, save, collect and compare job information

• Site has intuitive job search functionality. It utilises Amazon style tools to provide more relevant job recommendations and matches

• Linked In style richer data capture – the candidate provides as much info as they choose

• CV upload – become a part of the RBS candidate database without applying for a role straight away

FT Top 100 - Bowen Cragg & Co – Bench Mark Survey – July 2011

Survey measures website effectiveness of FT top 100 companies.

RBS Careers web site ranked equal 3rd in terms of serving requirements of job seekers.

Criteria used to judge the site includes quality of information provided, central handling of job vacancies and added value features.

Barclays (14th), HSBC (36th), Santander (80th)

Global CRM Programme

•Database of over 500K candidates built.

•Candidates receive regular personalised communications to via e-mail contact strategy

•Less reliance on recruitment agencies which equates to a £6M per annum cost saving.

Increased presence within Social Media

Using social media to Promote RBs Employer Brand beyond website Attract new candidates Enhance RBS digital footprint and support global

SEO and SEM activities

Results

Career achievements

Hill’s Pet Nutrition

Career Achievements Have played a major role in developing Hill’s 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 Hill’s brand on to another level .

New European Website

Launched in the UK in October 2009

Rolled out to rest of Europe in January 2009

800K unique visits 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-Hill’s 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 Hill’s can communicate to at fraction of cost of traditional media

– 47% of pet owners willing to participate in a Hill’s pet care panel

Other Hill’s Achievements

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 £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 £20 million at 65% margin in 2009.

Career achievements

Land Rover

Career AchievementsLand 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.

Metric 2004 2005 2006 2007Responses 93127 121279 168556 210654

Leads Issued 13648 25702 42918 51928

Web Visitors 1.8 2.3 3.1 3.6

Vehicle Sales 9490 10292 11450 20012

Career AchievementsLand 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 Rover’s 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 company’s most successful launches.

Currently sell over 300,000 Ford Focus cars a year in Europe

UK’s 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.

Pan-European Communications Programme

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.

Sweden’s 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:

s.sergiou@sky.com