Ivor Morgan
Fractional CMO
I am flattered that you are interested! If you are in a hurry here is the TLDR:
I’ve been working in sales and marketing for all of my adult life. I started pre-Internet as a salesperson working my way up to National Account Manager before I was offered the opportunity to move to Product Management and Product Marketing.
In 1994, I built my first website using MS Notepad, an obsolete application called HoTMetaL and a £50 budget. A month later it took its first order – for £50,000 – and I still maintain that it was one of the first transactional sites on the web.
I have led many marketing and sales teams across Europe, the Middle East, Africa and Asia-Pacific, blending the best of online and offline tactics into multitouch, multichannel campaigns.
Along the way I have built brands, launched new products and services and taken companies to market leadership position.
For fun I enjoy hiking, camping and photography, cycling (both road and trail), fly-fishing and travelling. I’m also learning German – intermediate so far, but improving.
Professional background
I am a marketing leader with over 30-years experience of offline and digital marketing. I have held strategic, operational and leadership roles in market leading companies in a number of sectors including hardware, SaaS, networks, eCommerce, mobile apps, fintech, IT services and software development.
In 1994, I created one of the Web’s first transactional websites, ran my first email marketing campaign and started to include SEO as a part of every campaign. Since then I have been an early experimenter with many tactics including social media, influencer marketing, inbound and content plays and account based marketing. However, I’ve always believed (and proven) that multichannel, multitouch campaigns work best.
My approach is firmly based on strategy before tactics, and customer before all. I’m a great believer in the 4-Ps. My planning process always starts with using research to really understand the customers’ market, before looking at segmentation and brand strategy and then developing products, messages, stories and campaigns. I don’t believe that “digital marketing” and “traditional marketing” are two separate disciplines. To me, they are both communications channels and if your customer uses them, then so should your campaigns.
Professional Skills
Brand Strategy
Expertise includes brand strategy planning, customer orientation, qual and quant research, funnel design, segmentation and sizing, defining sales and marketing models, positioning, persona development, identifying communications channels, competitor analysis, messaging and story building, building brand statements and visual identity
Marketing Strategy
Development and execution of channel selection; acquisition, upsell, cross-sell and retention sales and marketing plans, go-to-market planning for products and services and market entry planning, defining and implementing OKRs
Sales alignment
Alignment of marketing and sales team structures and plans to better support sales and brand objectives; account-based marketing (ABM) and key opportunity focused marketing; funnel and pipeline analysis growth and acceleration; lead and opportunity scoring, sales strategy, compensation and incentive planning; sales enablement
Team Development
Organisational planning and alignment with sales and brand goals; recruitment, development and retention of marketing teams; management of training and personal improvement plans; coaching and mentoring; collaboration with HQ, regional and central marketing functions and with sister-brand teams; supplier and agency selection and management.
Marketing campaigns
Multichannel, multitouch campaigns incorporating SEM / SEO, web and microsites, content marketing, email campaigns, webinars, social media and search and display advertising; promotional and informer videos, infographics and on demand demos. Tradeshows, inhouse and third-party conferences and seminar, advertising and advertorial and direct mail
Product & Services
Sales, presales and customer success enablement, go-to-market campaigns, product launches, feature releases and adoption campaigns, collateral production (situational fluency guides, playbooks, datasheets, whitepapers, case studies, emails and web content)
PR & Communications
Press releases, press and analyst briefings and roundtables, story placement, backlink building, relations with analysts and trade associations, executive briefings and user-group meetings. Business update townhalls, kick-off meetings.
Budget & performance
Budget building, monitoring and allocation; optimising spending in alignment with requirements of strategy, pipeline requirements and sales targets. Design and optimisation of KPIs, control-point measurements and ROI. Established post-campaign retrospectives and reporting process.
Technology Stack
CRM: Salesforce, Hubspot (CRM and Marketing). AdTech: Google Search and Display Ads, Google Analytics, Google Search Console, Google Optimise, Google Tag manager. Campaign Tech: Intercom Constant Contact and MailChimp; HootSuite and ContentCal. Cisco Webex, Go-to-Webinar and Zoom. Analytics: Google Data Studio, Hotjar, Chart Mogul and MixPanel. WebTech: AHrefs, Screaming Frog and Hotjar, WordPress including multi-lingual sites
Some of the great companies I've worked for
