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 Expert  725962

Expert in Marketing Governance, Strategic Marketing Management, New Product Development and Launch

Available for your Consulting and Expert Witness Needs

Education Work History Career AccomplishmentsPublicationsConsulting Services Expert Witness Market Research

Summary of Expertise:

Listed with other top experts in: 

Expert spent 13 years studying part-time at Australia's leading marketing school, the University of NSW, where he undertook more face-to-face specialist marketing study than a PhD. During that time he rose to national fame in FMCG marketing, and again in marketing management, being featured on Current Affairs TV, metropolitan newspapers and marketing trade publications. He was offered his first lecturing role (in mass media) while still an undergraduate.

The travel bug lured Expert to the UK where he revolutionised an ailing pet food company, increasing its market share 6-fold in under 18 months, knocking the mighty Mars Corporation (Pedigree Pet foods) on its backside. He found time to complete a Graduate Diploma in Strategic Marketing Planning while in the UK.

Not to be undone, Expert returned to Australia and again took up a role as Marketing Head of a pet food company, again crippling Mars by stealing 12% of market share in a single test launch in just three months! Expert describes this as his greatest marketing failure. Why? "You never take on the market leader when you are a small market challenger... it was TOO successful, Mars knew it, and attacked with international resources to quash repetition of this success."

As a consultant he has helped companies grow sales by 50% in one year, successfully launch products that may have never found success on their own, and saved business leaders from disastrous choices in corporate strategy. He has also found time to teach undergraduates (part-time) at his old Alma Mater, as well as MBA student at Sydney's UTS where he taught (part-time and between clients) both graduates and undergraduates between 2003 until 2009.

Originator of "The Law of Diminishing Brand Loyalty", Expert is a free-thinker in commercial marketing management and a highly sought after expert. His flexibility and 'can-do', positive approach to business problems are regarded as extra-ordinary, as are his polished and profound marketing skills.


business strategy


consumer purchasing behavior


management decision-making


market assessment


market development


market positioning


market segmentation


market trend




marketing brand management


marketing communications


marketing mix


new product launch


product evaluation


product launch








business management


business plan


competitive analysis


competitive benchmarking


consumer demographics


corporate strategic planning


market entry strategy


new consumer product development


product development cycle time




strategic branding


strategic market planning


strategic marketing


strategic planning


strategic research planning


value proposition

Show Secondary and Basic Areas of Expertise

Year   Degree   Subject   Institution  
1987   Bachelor of Commerce   Marketing   University of New South Wales  
1990   Graduate Diploma in Strategic Planning   Strategic Management   London City University  

Work History:
Years   Employer   Department   Title   Responsibilities

1997 to




Strategic Planning & New Product Launch


Senior Management Consultant


Advising major national and international companies on strategic marketing issues, corporate brand strategy, product portfolio management, marketing planning and new product development and launch.

1993 to 1997


Morgan & Banks




Senior Marketing Contractor


Marketing consulting for major national and international companies in marketing planning and new product development and launch.

1992 to 1993


Bushs Pet Foods Pty Ltd



National Marketing & Sales Manager


Developed new pet food range of 36 lines and secured 100% distribution of all lines in supermarket with $0 advertising. Increased market share of existing brand of dog food from 2% to 16% using innovative mass media advertising strategies.

1989 to 1991


Denes Natural Pet Care Pty Ltd (UK)



Marketing Manager (2IC of company)


Total Sales & Marketing including mass media communications, key account management, NPD, corporate branding, business planning and administrative management.

1991 to 1992





Marketing Strategist, Senior Account Manager


Generated over $1M in new business for the ad agency and generated an extra $1M after leaving.

1988 to 1989


Interface Technology



General & Marketing Manager


Resposible for a team of 12 permanent and up to 18 casual staff (telemarketing team). Launched numerous new products and stimulated sales in existing business, doubling sales in key (cash cow) products.

1986 to 1988


NSW Department of Transport


Special Plates Division


Branch Head & Marketing Manager


Took sales from $4M pa to $22 pa. Broke all records in number plate marketing. Generated $3M in free publciity and "contra" advertising and promotion. Managed a team of 14 staff and liaiaised with 22 other branch heads controlling 3000 employees.

Career Accomplishments:

Awarded AFAMI (Associate Fellow of the Australian Marketing Institute) during the 1980's.

Professional Appointments

Board of Directors of two Public comanies and a plethora of Private companies.

Publications and Patents Summary

Author and originator of "The Law of Diminishing Brand Loyalty", the "Hierarchies of Marketing" and redefining the "Nexus of Marketing".

Selected Publications and Publishers  
 - The Business Issues  

Government Experience:
Years   Agency   Role   Description
1986 to 1988   NSW Department of Motor Transport   Head - Special Plates Branch   Expert was appointed to introduced this sluggish government department, employing over 3000 people, to introduce it to 20th Century marketing techniques in order to stimulate optional number plate sales. He introduced and launched the Bicentennial number Plate, introduced and launched trading rights for number plates, and other product and marketing innovations which resulted in growth from a stagnating $4M p.a. to $22M p.a. After he left, sales returned to $4M until the DMT salvaged the idea for the smaller front number plate. He sat on the Board of Management of the DMT and liaised with most other of the 22 departments, directly responsible for 11 staff, a budget of over $2M in advertising and NPD requiring technical design, patent and public tender administration.

Consulting Services:
Selected Consulting Examples:
  • Assisted a new company secure a successful IPO (Initial Public Offer) and register on the National Stock Exchange despite the unexpected occurrence of the Global Financial Crisis in 2008.
  • Provided marketing insight and strategy for an established Dairy Foods Company resulting an outcome of increased sales by 50% in one year.
  • Provided business mentoring and planning input that assisted an Australian dental consumables company to become a global marketer with significant domestic sales, foothold in the USA and Great Britain.
  • Developed an original concept for building EBIT for one of Australia's largest retailers
  • Developed market growth strategy for one of Austalia's largest telecommunications providers.
Click the green button above to contact Expert for a free initial screening call regarding your expert consulting needs.  Expert is available for consulting to corporate, legal and government clients.  Remember, your initial screening call to speak with Expert is free.

Expert Witness:
Expert Witness Experience Summary:
Stood as an expert witness in the defence of a deformation case where a major newspaper was being sued by a large tourism concern. The judgement was in favour of the defendant.
Recent Litigation Client Requests:
  • Pet food nutrition expert witness for consulting on Effects of ingredients or lack thereof in food on mortality of herd.
Click the green button above to contact Expert for a free initial screening call regarding expert testimony, litigation consulting and support, forensic services, or any related expert witness services.  A few litigation needs include product liability, personal injury, economic loss, intellectual property (patent, trademark, trade secret, copyright), and insurance matters.  Remember, your initial screening call to speak with Expert is free.

International Experience:
Years   Country / Region   Summary
1989 to 1991   United Kingdom   Expert was snatched up in the UK when a struggling pet food company found he was looking for travelling-holiday work and had successfully helped Pedigree Pet Foods develop successful product positioning strategy after they, alone, had failed to successfully launch a premium pet food in Australia.
1993 to 1994   USA   Invited to the world HQ of Proctor & Gable in Ohio, Carnation in California, Colgate and Lever Bros in New York, to divulge a strategically superior and more efficient method of product sampling for FMCG products.
2005 to   Thailand   Support consultation for a colleague who executes market research and data mining for major financial institutions in Thailand.
1975 to 1978   South East Asia   Part-time experience as assistant buyer (negotiator) for Cost Less Imports, importer of Asian artefacts for retail sales in Australia. Trips included Indonesia, Philippines, Hong Kong & China
1989 to 1991   Italy   Successfuly negotiated distribution contract with an Italian firm to sell Denes Pet Food in Italy.

Language Skills:
Foreign Language   Description
Tagalog   Expert was reasonably, conversationally fluent in the 70's. and belives he could 'pick it up again' in a matter of weeks.
French   Expert posseses a weak, but existent, level of French
Mandarin (Chinese)   Expert is currently learning Chinese

Market Research:
Has written industry benchmark papers for publications as diverse as Marketing Magazine, Business Issues in South East Asia, Australian Fitness Network... to specific industry publications.

Click the green button above to contact Expert for a free initial screening call regarding your marketing research, industry research, and company research needs.  For research needs involving multiple experts or secondary research, a Research Director can be assigned to coordinate the work into a custom report for you as a potentially quicker and more cost effective alternative to doing this work yourself or hiring a boutique consultancy.  Remember, your initial screening call to speak with Expert is free.

Additional Skills and Services:

Lecturer at UTS Graduate School of Business in Marketing Management and Marketing Concepts and Applications. Lecturer in UTS School of Marketing teaching Strategic Marketing & Planning, and Consumer Behavior. Tutor at UNSW in Fundamentals of Marketing. Regular speaker, facilitator, and trainer at Marketing Training seminars in Australia, Singapore and Malaysia.

Supplier and Vendor Location and Selection

High level expertise in selecting of and scrutinising advertising agencies, market research agencies, and marketing services and media. Some experience in Executive Recruitment, assisting clients who have included recruitment businesses who have needed marketing acumen to recruit professionally at executive levels. Considered an expert in briefing of, and appointing, advertising agencies

Other Skills and Services

Expert has picked up an advanced grasp of SEO and e-marketing, CRM and ERP applications, DTP and other advertising skills, being highly regaled as an expert copy writer. However, he also has extraordinary breadth of experience from multiple industries that could almost be considered unique.


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