TAG Heuer

Following 12 months working for TAG Heuer in Switzerland, I re-joined the Team as a freelance Marketing Consultant to focus on delivering organization-defining strategic initiatives aimed at readying the Brand for 2024 and beyond.

George Ciz, CMO

“Sam has a very optimistic view on the future and combines big visionary thinking, with methodical process and attention to detail."

FY24-28 Marketing Strategy

In partnership with CMO and Global Brand Team, delivered Marketing Vision for 2024-28.

Final deliverable included:

Marketplace review (inc Consumer deep dive, trend analysis, Brand Strength measurement).
MVP definition and Accelerator identification.
Functional 'enabler' breakdown.
Milestones alignment and Success measurement.

2024 Marketing Planning

Maniacle planning of the Marketing Calendar for 2024.

Aligning with Product and Commercial teams on delivering the first stage of the FY24-28 repositioning while preparing for the fierce macro-economic headwinds to come.

Brand Identity Relaunch

Prepare the groundwork for full Brand Identity reset in the near future including Brand and Business sentiment analysis of existing Brand identity, and focus group reponses to intended direction.

Consumer Reset

Developed the brief for a full Consumer Profile reset zooming in on Gen-Z and Millenial behaviours. Brief built for new consumer positioning to inform all Marketing and Media investments from 2024/5 onwards.