Nick Carr

Profile

Nick has a 25-year background in Strategic Planning, Global & Local Marketing, and Commercial Management at senior executive level within IDV, Seagram and Diageo. He has in-depth client-side experience managing and maximising the effectiveness of multi-million pound consumer-facing marketing budgets at every level: local, regional and global. As an example, his responsibility in Seagram Asia Pacific was managing a $12m central marketing budget and a $130m regional marketing budget. He brings extensive experience in using quantified methods to challenge “effectiveness of spend”, measurement activities, setting KPI’s, and zero-based budgeting thinking.

At Diageo he was responsible for the team that led the long term (21 years) demand forecasting for the £3billion annual Scotch business and its consequent supply-chain implications. This involved using econometric forecasting and modelling for the optimisation of over £4billion of Scotch stocks.

He has subsequently brought this extensive experience to the leadership of RedRoute’s Heathrow Airport and Heathrow Express accounts, both identifying the effectiveness of their marketing spend activities and deriving the implications of that work for optimising future marketing strategy.