University of Liverpool

Coventry College

SVP, Head of Retail Operations and DTC at Samsung Electronics America

Leader of the Samsung Retail Division with responsibility for the planning and execution of the US Sales and Operations strategy for all Samsung catagories and ecosystem, in addition to having the responsibility for the Samsung DTC channel. Focused on partnering with key stakeholders to drive sales of Samsung across US channels. Developing internal Retail capabilities to support sellout, including Data and Analytics, Insights, CX design, Digital Experience, GTM Planning, Training, and SCM, in addition to leading the creation and growth of Samsung stores in the US. P&L responsibilities for DTC business. Lead a 600+ person, customer-focused team

Samsung Electronics America

SVP, Head of Retail Sales, Operations, and DTC

Led the brand, marketing and advertising efforts for Walser Automotive Group, developing and executing digital and social strategies, leveraging CRM, CDP and marketing tools, and more traditional marketing activities to drive demand. Oversaw the implementation, analysis, and application of the voice of the customer and other research that improves organizational knowledge and insights into customer satisfaction, needs and priorities. Set and implemented the strategy for more than 20 websites in alignment with digital strategy. Streamlined operational support for all areas of marketing and customer experience.

Walser Automotive Group

Chief Marketing Officer

Responsible for O2O (Omni-channel) and customer experience for LeEco North America, including the online experience and the development of our retail strategy in North America. Leading a world-class team with the technical and operational expertise to support each channel and develop a seamless O2O strategy, and leading the planning towards unified commerce. Delivered an innovative omnichannel strategy to deliver a complete ecosystem of content and services delivered seamlessly through proprietary platforms, applications and cloud, accessible on LeEco connected devices, including SmartPhones, TVs, connected bikes or electric vehicles. Led a team with responsibility for eCommerce/web development, online and retail operations, social and digital marketing and big data.

LeEco US

VP Retail Development, Operations and eCommerce (O2O/Omni-Channel)

Founding Partner of the retail consultancy The Bluebird Group, focussed on partnering with start-up, early-stage and high-growth brands looking to meet today's customer needs.
• Chief Marketing Officer (CMO) at 360fly - A Private Equity backed start-up that is developing the world’s leading single lens 360-degree action camera. Responsible for Strategy, Marketing, and Global Sales/Distribution. Delivered business and go-to-market strategy, brand positioning, the creation and launch of digital and social campaigns, development of sales and distribution for the US at launch, plus an international distribution plan for Europe, Asia, and the Middle East in physical and online channels.
• Chief Marketing Officer and Head of Omni-Channel (CMO) at Target Optical, a licensed brand operating within Target stores and online, and part of the Luxottica retail network. Scope included the development of 3 year plan to double store count from 400 and triple annual revenue, drive segmentation and personalization plan to maximize CRM, build omnichannel strategy and store technology roadmap, launch 100 new stores per year and elevate relationship with Target. 
• Mentor and strategic partner to PE and VC, incubators and hardware accelerator in Silicon Valley, turning ideas into reality and helping entrepreneurs and brands turn their ideas into reality and avoid the pitfalls that face many start-ups and young businesses.

The Bluebird Group

Founding Partner - CMO Retail and Technology

• Provided strategic marketing leadership for the entire Best Buy business - all categories and channels - as well as sub-brands (Geek Squad, Best Buy for Business and private label brands) in the US. Led a team of 100 focused on the creation, development and implementation of marketing strategies and plans designed to help achieve goals across all categories, channels and brands. 

• Led the digital transformation at Best Buy. By understanding the changes in customer behavior and the role of  digital in influencing retail sales, delivered a change strategy to ensure we continued to meet customers’ expectations and to provide a consistent experience across every channel. Evolved owned vehicles and media, by delivering data-driven marketing that focused on the customer, focusing on optimizing the customer experience throughout their shopping journey, and delivering consistent messaging and brand presence across every-channel.

• Recognized for the successful management of a diverse team and a large budget, rapid and necessary changes to processes, vehicles and tools, championed new cross-company initiatives and maximizing vendor partnerships to drive value for all stakeholders.

Best Buy

Vice President (VP), Marketing 

• Marketing lead for Best Buy Mobile. From establishing the Best Buy Mobile business, I was instrumental in helping Mobile to grow to be a $4B business. Best Buy Mobile has been recognized for its focus on exciting customers and solving pain points, a world-class customer experience, an agile business model and the consistent delivery of results above the original plan.

• I was part of a highly-effective leadership team that drove exceptional performance annually - double digit top and bottom line CAGRs, expanded market share ~800 bps, doubled NPS, and accelerated profitability by significantly growing services and accessories. Mobile realistically added billions of dollars to Best Buy's total valuation and was frequently talked about as the key driver of the company's success.  

• Delivered growth in CSI, LTR and NPS with the responsibility for planning and directing all marketing and communication strategies and initiatives to achieve business and marketing objectives. Built and managed a team with responsibility for customer and market insights, marketing strategy, driving awareness and consideration of Mobile at Best Buy, marketing operations and execution, customer experience/store design and in-store planning and merchandising. 

• Role was expanded to lead the marketing for the Connectivity Business Group at Best Buy - Mobile, Computing, Tablets and Connectivity, a $20bn business including developing and evolving categories. Responsible for the development and implementation of the marketing strategy and campaign planning for all categories, and consumer, retail and product marketing, campaign execution and multi-channel customer experience. Also responsible for the creative and environmental design (VM and store design) across half the store, value proposition development, customer insight group and group strategy.

Vice President (VP), Marketing & Strategy - Best Buy Mobile/Best Buy

• After the successful pilot of Best Buy Mobile in New York, I took end-to-end responsibility for the standalone store channel, a nationwide network of mall-based mobile phone stores that mirrored the CPW stores across Europe. After the launch of the original five stores in Manhattan in November 2006, successfully grew the channel to 50 stores within 18 months (now over 400). 

• Responsible for retail leadership and recruiting and training a sales team of app. 500. Also, accountable for the financial performance of all stores, preparing the value proposition and operating model for scale, real estate market analysis and site selection, overseeing store and market build-out and the development to the customer experience, and responsibility for local/region marketing and in-store merchandising.

Director, Retail Development - Best Buy Mobile 

• Initially based out of London, spent 12-months developing the entry strategy for The Carphone Warehouse into the United States. Evaluated various partnership opportunities, engaged with potential partners, conducted due diligence, created a business plan for two leading options, and delivered recommendations and achieved board/leadership support. 

• Partnership agreement between The Carphone Warehouse and Best Buy in June 2006. Led the start-up team of US-based mobile phone retailing proposition created between the two organizations, called Best Buy Mobile. 

• Acting GM for the launch of the Best Buy Mobile pilot in Manhattan, NY in Autumn 2006. Responsible for talent acquisition, real estate selection, store design and customer experience, training, systems and tools, operational plans and leadership reporting. After success of the pilot, expanded to 181 stores in 2007 and now 1,400 locations across the US inside all 1,000 Best Buy stores and 400 standalone mall stores, each one successfully delivering a better way to buy a mobile phone.

The Carphone Warehouse

Head of Strategic Development - US Market Entry

• Led a new marketing capability at The Carphone Warehouse, responsible for the development and execution of partner marketing programs designed to drive business performance and deliver change that ultimately delivers improved profitability. Focused on internal and customer engagement in a world-class organization that put the customer and employees at the center of the business. 

• Part of a team that experienced tremendous growth and established The Carphone Warehouse as the leading independent mobile phone retailer in Europe, with 2,400 stores across 10 markets.

• Also oversaw Knowledge Management, Internal Communications team, Employee Engagement and recognition and Meetings and Events.

Head of Communications and Marketing

Led the Client Services Team of 10 for an award-winning Engagement and Marketing Communications Agency in the UK. Specializing on internal engagement and driving employees to perform at their best, allowing a business to achieve key goals. Designing and managing dozens of campaigns and programs to increase sales, deliver higher productivity and improve customer satisfaction, through improvement performance and better employee engagement.

Responsible for client management, team leadership and talent development, and leading rapid growth for our business. Key clients included The Carphone Warehouse, Volkswagen/Audi Group and Pfizer.

Archer Young Marketing

Client Service Director - Employee and Customer Engagement

Account leader for small/medium-sized agency providing employee and customer engagement solutions. Responsible for key account management and new business development. Key client wins included FIat/Alfa Romeo and Kuoni.

Account Director - Employee and Customer Engagement

Achievement Awards is located in Cape Town, South Africa and is Africa’s largest and most-successful engagement and loyalty company, which was a part of the Maritz global network of agencies. Maritz Inc is the world’s largest source of engagement, improvement, travel, loyalty and market research services.

Responsible for client leadership and development. Managed the creation and delivery of Customer Loyalty and Internal Engagement Programs for a range of global businesses in South Africa and the UK, as well managing EMEA Channel Partner/VAR programs for leading tech companies. Clients included BMW, ABSA Bank, IBM and Lucent Technologies.

Launched Africa's first customer loyalty program with ABSA Bank. Responsibilities included program design, communication design, media planning, program management/banking, systems and tools, and reward fulfillment (goods and travel experiences).

Achievement Awards & Maritz Inc

Marketing Co-ordinator in the Product and Marketing Department with responsibilities for the Gulf, Middle East and Africa region. Led the Marketing planning and regional expansion and execution for Emirates Holidays and Arabian Adventures. Part of a team that had a critical role developing customer demand for Emirates Airlines and the various leisure products, as well as driving inbound travelers to Dubai as a new and exciting destination. Partnered with the Commercial team, local stations and Dubai Tourism Office.

Allister Jones