Who we are

RedRoute is a unique and multi-disciplined team with specialists in business consultancy, brand marketing, trade marketing, digital marketing, finance, business decision support, econometric modelling, market research, customer data analysis and computer programming.

The full team currently comprises about 30 people and continues to grow in line with our business development needs.

Directors

Main Board Directors

Dave Ellis

Account Director
"The most important thing we do is enable you to
build the case for marketing investment."
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Dave recently joined RedRoute International following 11 years at Heathrow Airport Limited, first as Head of Customer & Commercial Insight, then Head of Research & Insight, and most recently as Head of Commercial Strategy. In these three roles Dave led the development of business & customer insights to guide and inspire growth in the commercial proposition and revenues, a transformation in the end to end passenger experience, and a shift towards a customer centric culture at the airport. As part of this scope Dave introduced econometric modelling as a key technique to best understand the drivers of category sales performance, measure Heathrow’s marketing effectiveness, and create strategic projections of category sales over a 1 – 5 year ahead time horizon. This approach to measuring and planning the drivers of retail sales performance at Heathrow was subsequently audited and fully approved by the CAA, Heathrow’s governing regulatory authority.

Prior to joining Heathrow Dave spent 10 years in senior roles at Sainsbury’s including as Head of Commercial Planning, responsible for Category Strategy, Pricing & Promotions and Event Planning; and as Head of Marketing Planning, responsible for the integration and coordination of all of Sainsbury’s above the line, digital and direct mail marketing activities. Dave has a BA (Hons) in Industrial Economics from Nottingham University.

Richard Hey

Consultancy Team Director
"If you understand how it works you can make it work better."
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The Consultancy team is led by Dr Richard Hey who, prior to co-founding RedRoute, spent 5 years as UK Retail and CPG Strategy Director at SAS, the global industry standard software system for data mining; and prior to that was Director of Operations Management and Development at Kodak, where his career spanned over 20 years with the company, and during which time he led Kodak’s ECR programme globally, becoming an industry recognised expert in all aspects of supply chain management. His early career was spent in Marketing at Bass Brewing which provided him with a thorough understanding of consumer marketing.

Richard likes to be sure that every RedRoute client is maximising the effectiveness of their marketing budget and that RedRoute’s contribution to that objective is delivered in the most timely, constructive and cost-effective way. He is ‘solutions-driven’ and will strive to ensure that you see a clear bottom-line and top-line benefit every year as a result of engaging us.

Richard’s business consultancy team includes a number of very experienced Marketing Effectiveness Consultants who understand how RedRoute’s range of services can be used to increase your sales and grow your bottom line. They speak your language having held C-suite positions at major international corporations in functions such as marketing, logistics and general management.

Steve Messenger

Analytical and Research Team Director
"The success of your business is driven by 5 key perceptions. Manage those well and you'll manage your success."
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Head of RedRoute’s analytical and research team is Steve Messenger who has an MSc in Economics and Econometrics and has been measuring the sales effectiveness of marketing activities since 1980.

Before co-founding RedRoute in 2007, Steve was a Senior Director at Ipsos-MORI for 8 years where, working with several major UK retailers, he developed an innovative and market-leading global service for combining attitudinal market research with customer transactional data that maximised customer value.

Prior to that he was Director of Business Insights at Sainsburys for 4 years, where he was responsible for sales forecasting and for their CRM & Loyalty card analytics; and prior to that, head of Global Marketing Analysis for IDV (now called Diageo), also for 4 years, during which time he led the analysis of marketing effectiveness for brands such as Smirnoff, Baileys and J&B whisky across all their major markets worldwide. While at Diageo, he also implemented, jointly with Ray Higgs, the IDV Marketing Academy which set global standards for marketing best practice and for which he won GrandMet’s global “Closer to My Customer” award.

Steve’s early career was spent in marketing consultancy for media specialist OHAL (now part of the global WPP group known as Gain Theory) where he was Director of Marketing Planning & Modelling, and over 12 years led more than 20 major marketing effectiveness projects for blue-chip clients in the UK, USA, Germany & Ireland.

Steve’s objective is to find out how the demand-side of every client’s business really works so we can predict with certainty what the future holds no matter what market conditions they are facing or what marketing strategies are deployed to meet them. He brings a wealth of market knowledge and modelling expertise to every problem, and an instinctive understanding of demand-side issues that mean, time and again, RedRoute clients get the inside track.

Andrew Smith

Director of Business Partnerships
"Quantifying the likely impact of marketing strategies and tactics enables businesses to meet and overcome very new and challenging market conditions."
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A senior International Business Chief Executive with expertise in leading branded, private label and franchised businesses in the FMCG, packaging and logistics industries, Andrew’s focus is growing RedRoute’s international base of Franchisees and Affiliates. Prior to joining RedRoute, Andrew established a successful international franchising business in the packaging and courier sector, with a focus on the Turkish and GCC (Gulf Cooperation Council) region. Prior to that he was Group Vice President Consumer Products Packaging & Logistics Division of the Olayan Group and prior to that Regional VP for Turkey & Managing Director for GCC for Henkel.

Advisory Board Directors

Nick Adderley

Advisory Director
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Nick is responsible for the management and development of a number of key RedRoute clients. He joined RedRoute in 2016, having previously been Marketing and Insight Director at Heathrow. Nick has held senior marketing roles in the retail sector, at Sainsburys, Somerfield and Kingfisher, as well as developing the Heathrow brand and launch of digital Heathrow.

Nick Carr

Advisory and Key Account Director
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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.

Paul Griffiths

Advisory and Key Account Director
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Paul has been a Commercial Director of insight agencies and consultant to Heads of Insight for nearly 20 years.

Driven by a strong commercial imperative and a desire to support his clients to achieve their personal and organisational goals, Paul focuses on making sure that the commercial objectives of any programme he works on are met.

Paul has extensive experience of managing relationships with key clients. He has worked with some of the world’s biggest brands as an account director (including O2, Samsung, Tesco, Kerry Foods, Nestle Purina, Heathrow, HSBC and Zurich Insurance); helping these businesses to maximise their return on investment in insight and data.

Paul has worked with RedRoute International for nearly five years – both as an account director for some of our key clients and also advising us on the development and growth of our own business.

Paul has a Ba (hons) from Warwick and an MBA (Strategy and Entrepreneurship) from CASS Business School

Pipa Unsworth

Digital and Data Marketing Director
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Pipa joined RedRoute in 2019 and is also a Board Director of the DMA and Fellow of the IDM.

Pipa’s career includes global executive roles at Siebel (Oracle), DigitasLBi and Syzygy.

Her expertise spans direct, data, digital and product marketing and has been creating aand transforming customer strategies and programmes for more than 20 years for major brands in the automotive, consumer goods, financial services, health, retail and telco sectors, including at Next and Sainsburys.

More recently Pipa has been providing independent consultancy to help brands, agencies and start-ups build valuable customer propositions and relationships. Her clients include: innovators taking new products to market (Samsung, Thunderhead, The Drum); agencies developing digital marketing solutions (DigitasLBi, Dunnhumby, Utopia); and start-ups seeking to disrupt existing business models (FreelanceDiary, Shoppa/Moni.ly).