Andrew Pinnell

Senior Brand, Communications & Marketing Leader; expert in shaping brands' strategic communications within financial services and regulated markets. Extensive experience in payroll compliance. Industry thought leader and public speaker with strong commercial acumen.

Builds brand ideas from scratch and turns them into compelling narratives that drive customer engagement and revenue growth. Successful record of directing marketing functions that have achieved rapid growth and industry recognition/awards. Operates at both the strategic and execution levels.

Delivers innovative brand strategies across B2B and B2C that make an impact with audiences.

Currently located in the UK, but available to relocate to the UAE immediately. Equally interested in full-time, contract or hybrid positions.

Founder & Director at Outsourced Branding (2018-01 – Present)

Founded and led a full-service boutique marketing and brand agency; oversaw strategy and design for clients across payroll, recruitment, SaaS and not-for-profit sectors.

• Founded and led a full-service boutique marketing and brand agency; oversaw strategy and design for clients across payroll, recruitment, SaaS and not-for-profit sectors.
• Built and grew a freelance team including developers, designers, and SEO specialists; drove delivery of integrated brand and communications campaigns across multiple channels.
• Oversaw brand, marketing and PR strategies across client portfolios; ensured clear positioning to drive growth.
• Directed campaign delivery across digital, content, PR and events; included websites, SEO, social media, eMarketing, and corporate communications.
• Led brand development and governance; oversaw brand consistency across messaging and channel rollouts.
• Owned budgets, performance tracking, and ROI; used analytics and reporting to optimise campaign effectiveness.
• Managed senior client stakeholders; led workshops, presentations, and provided creative advisory support.
• Launched the Payroll Compliance Authority; collaborated with PwC and Compliance & Regulatory bodies.
• Grew client ET Payroll to 10k+ contractors and a team of 80; achieved via strategic brand building and marketing.
• Transformed DASA Group's corporate brand identity and market positioning; led all internal and external communications to drive business growth and position DASA as a leading payroll provider in the industry.
• Created DASA content across websites, brochures and LinkedIn; oversaw DASA's marketing strategy and execution.
• Led award-winning submissions, including DASA winning 'Best Umbrella Company' at the Contractor Awards (2022 and 2023); secured industry recognition and significantly increased brand visibility and client acquisition.

Communications Director (Non-Exec) at Solutio Software Limited (2019-04 – 2021-04)

Directed creation of brand identity and positioning for an early-stage SaaS start-up; established strategy and the baseline for growth.

• Directed creation of brand identity and positioning for an early-stage SaaS start-up; established strategy and the baseline for growth.
• Created the company story and corporate identity; built all marketing assets, including website and sales collateral.
• Oversaw the national exhibitions strategy; enabled PR exposure to build brand awareness and industry credibility.
• Collaborated with an offshore development team in Manila; aligned on GTM strategy.

Sales & Marketing Director at RACS Group (2012-01 – 2017-07)

Appointed to lead brand, marketing and commercial growth for RACS Group; built one of the UK's most recognised outsourced payroll brands with £180m t/o.

• Appointed to lead brand, marketing and commercial growth for RACS Group; built one of the UK's most recognised outsourced payroll brands with £180m t/o.
• Directed and grew a field sales, marketing, and design function of 16; oversaw alignment to drive pipeline growth.
• Built the national brand and GTM strategy; enabled market leadership in a highly competitive and regulated sector.
• Owned a £600k annual budget; included for campaigns, advertising, and high-profile sponsorships.
• Managed key supplier, media, and partner relationships; improved reach and visibility across the market.
• Developed a national events and exhibitions programme; positioned the business as a leading voice in the industry.
• Secured extensive national PR coverage; achieved consistent press release publishing across print or online.
• Achieved multiple industry awards including The Sunday Times Virgin Fast Track 100 (2014), Fastest Growing Company in the South West (2013 & 2014), and London Stock Exchange '100 Companies to Inspire Britain' (2015)
• Oversaw corporate sponsorship of Bath Rugby (2016/17); improved brand visibility by leveraging sports audience.

Managing Director at Impress Media Limited (2005-08 – 2012-01)

Founded a full-service marketing and brand agency; delivered strategic creative services to an SME client base.

• Founded a full-service marketing and brand agency; delivered strategic creative services to an SME client base.
• Positioned the agency as a specialist in brand development and website development.
• Defined brand strategy and identity for clients across multiple sectors; drove differentiation and growth.
• Led delivery of website design and development; producing hundreds of sites optimised for conversion.
• Built strategic partnerships with Google, Microsoft Bing, and Yahoo; still in place today.
• Developed a national advertising and high-profile event strategy; drove strong inbound pipeline.

Marketing Manager & Sales & Marketing Director at Premier Training & Development (1999-01 – 2005-12)

Transformed a failing personal training business into the UK's leading fitness brand (24 centres, 40+ staff); directed rebrand and partnerships with Professional Footballers' Association, Professional Cricketers' Association, and British Olympic Association; and achieved national coverage on The Sunday Times, Daily Mail, and Daily Express.

• Transformed a failing personal training business into the UK's leading fitness brand (24 centres, 40+ staff)
• Directed rebrand and partnerships with Professional Footballers' Association, Professional Cricketers' Association, and British Olympic Association
• Achieved national coverage on The Sunday Times, Daily Mail, and Daily Express

Publisher & Promoter - The Music Industry Years at Self-Employed (1987-01 – 2005-12)

Wrote and published books on The Sisters of Mercy, with 45k copies sold globally; supported the band's international touring and PR; helped grow and monetise a global fan base; and promoted a dance club featuring famous DJs including Carl Cox and Grooverider.

• Wrote and published books on The Sisters of Mercy, with 45k copies sold globally
• Supported the band's international touring and PR
• Helped grow and monetise a global fan base
• Promoted a dance club featuring famous DJs including Carl Cox and Grooverider

BA (Hons) in Communication Studies – Sunderland Polytechnic (1987-01)