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36 CATEGORY 21: Marketer of the year


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WINNER:Stephanie Doyle MARKETING AND BUSINESS DEVELOPMENT MANAGER AT BERWIN LEIGHTON PAISNER


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tephanie Doyle moved to the UK from Australia in 2006 in order to improve her skills and to be challenged by


larger firms and more complex business environments. With 17 years commercial experience gained within both B2B and B2C markets, Doyle is an extremely credible marketer.


In order to ensure that her knowledge and skills remain relevant, she has undertaken two post-graduate degrees in marketing – communications and marketing management.


Doyle demonstrates a strong track record of influencing and managing from a strategic, as well as tactical, perspective while ensuring alignment with the goals and objectives of the business. She is highly skilled in planning, implementing and evaluating projects to demonstrate an ROI. In her three years as marketing and business development manager at law firm Berwin Leighton Paisner (BLP), Doyle has been responsible for supporting two of the key areas of the firm (finance and tax) and worked hard to improve the calibre and effectiveness of its marketing. Arguably these groups are the most difficult to market externally given their more limited history in the firm. There is also the added complexity of working for two board members, each with a different leadership style. She has viewed this challenge as an opportunity and has worked successfully within BLP for almost three years.


Doyle has developed, and leads, a


firm-wide key target programme focused on FTSE 100 and FTSE 250 companies and has changed the structure and methodology of pitch development from a traditional law firm approach to a client-centric model – all in a bid to generate revenue.


She also identified a methodology to increase profitability by developing a fixed-fee structure for specific types of matters. Currently Doyle is working closely with business managers to develop a twin-track pricing trial to prove methodology. With the aim of increasing profitability, she instilled a commercial approach to marketing by developing metrics and measurements for all marketing activities to demonstrate ROI. Brand awareness was an important issue to Doyle, she developed a strategy to raise the profile of finance, which


incorporated the development of a series of thought leadership research reports, followed by a C-suite launch at the House of Commons. These types of activities had not been undertaken previously, and a significant amount of persuasion was required to move this initiative forward to completion. The first phase of this strategy was


extremely successful with CEOs from five major international banks and three MPs in attendance. Not forgetting the other key area of the firm that Doyle is responsible for, she developed an integrated strategy to raise the profile of tax that incorporated thought leadership, traditional media relations and other tactics. Activity culminated in positive coverage in key broadcast media (BBC News), broadsheets (Financial Times) and all dailies.


B2B Marketing Awards 2010 - www.b2bmarketingawards.co.uk Her marketing experience has been gained


at every level in both communications and business development roles, which enable her to relate to every member of the team, and lead them rather than solely manage the department. As far as team leadership goes, the last year has seen Doyle achieve greater visibility of the finance and tax marketing and business development team. She also improved the quality and substance of marketing support, increased work output by more than 600 per cent, clearly differentiated roles and responsibilities, and instilled a positive, commercial and value-adding culture into the team.


Overall Doyle is responsible for increasing pitch win rate by 45 per cent, to an average of a 65 per cent, generating an ROI of 107:1 with media relations and increasing the team’s work output by more than 600 per cent.


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