Name

Carl

Position

Non-Executive Director / Board Advisor / Mentor / Fractional CMO

Location

West Midlands

Big Business Experience

Federal Mogul

Small Business Experience

Kudos Blends

Flood Technologies

Summary

Carl is a Senior Marketing Advisor with 26 years of SME expertise, across manufacturing and multiple sectors, serving as CMO, Mentor, NED, and bestselling author of Marketing for Manufacturers.

Specializing in business growth, coupled with Mergers & Acquisitions, he delivers refreshing insight to SME boardrooms through deep knowledge of Strategic Marketing and Business Development.

Combining his technical and commercial insights, his diverse background spans engineering, sales management, consultancy, and franchising, supported by qualifications in mechanical engineering, business, finance, and marketing.

A Chartered Institute of Marketing member and multi-accredited advisor, Carl also mentors for Horizon Europe’s €59B business innovation fund.

Qualifications

• 5 Year Apprenticeship Served Mechanical & Production Engineer
• City & Guilds in Engineering
• Higher National Certificate in Mechanical & Production Engineering.
  West Bromwich College of Technology
• Higher National Certificate in Business & Finance, with Marketing Major.
  University of Stafford

Key Areas of Expertise

• Senior Marketing Advisory
• Strategic Planning and Leadership
• Business Growth and Scaling
• Executive Mentoring & Coaching
• Strategic Partnerships
• Sales and Business Development
• Strategic Marketing Audits
• Digital Marketing Strategy
• Market Intelligence
• Mergers & Acquisitions
• Succession & Exit Planning
• Franchising
• Professional Copywriting
• Project Management
• Workshops and Training

Experience

Carl considers himself to be both a Marketing Strategist and Internet Strategist, integrating them together to help develop more effective marketing and digital marketing mixes. For example:

Flood Barrier Manufacturer:
Formed a consortium to secure an Environment Agency framework position, generating an additional £3.2m over 3 years.

Property Lettings Agency:
Productised the agency by franchising it, creating eight franchisee branches within 2 years, growing turnover by 135%.

Promotional Gifts Wholesaler:
Within a saturated market, used micro-niching on a dedicated product range, online, to grow sales from £1.6k to £250k in 4 months, then achieving £1.4m per annum.

Precision Engineering Manufacturer:
Repositioned their marketing from a product focus to their individual engineers’ expertise, attracting Rolls Royce.

Polystyrene Manufacturer:
Created four separate market divisions, increasing sales by 35% within 12 months. Also identified a single product which saved a client £26k per month, establishing a new, higher margin, market opportunity.

Sports & Leisurewear Wholesaler:
Took catalogue sales online, from £0 to £3m within 2 years of website launch. Identified marketing wastage and used a different, more inexpensive, marketing device, saving £85,000 a year.