Ian Micallef

A creative, analytical and driven brand strategy, propositions and product marketing professional with over 15 years' experience leading teams at top tier studios, agencies and consultancies in London. Bringing brands to life through seamless experiences and measurable growth. Seeking a career-defining role as 'Head of Brand Marketing' with an established organisation and positive force in the industry.

Propositions / Product Marketing Director (FTC) - Oliver Agency - London

(2025-11 - 2026-06)

Clients/ Sectors: Inform - Informa Markets (Brand-side placement)

• Crafting high-impact product marketing strategies and value propositions across two separate event portfolios (Fashion & Construction)
• Combining market and customer research, internal user data, cultural trends, behavioural insight and analytics to map the product experience and identify new revenue opportunities
• Addressing revenue goals, conversion challenges, attendee journeys, competitive differentiation to help my teams win
• Partnering with commercial and sales teams to create positioning, sales brochures and playbooks to help teams ramp up faster and communicate value effectively
• Working across departments, bringing marketing, sales, content, product, digital and senior leadership teams together around a clear plan and shared accountability
• Highlight Achievement: Drove up email campaign engagement by 31% and increased biannual event attendance by 8.5%. Improved the NPS score from 33 to 70. Increased event revenue across two events by 10-12%.

Strategy Director (Freelance) - Various agencies - London

(2024-02 - 2025-02)

Clients/ Sectors: Chase Bank, JP Morgan & Sodexo

• Designing smart, succinct and effective Marcoms approaches to complex strategic tasks and client deliverables
• Analysing market trends, customer behaviours, and the competitive landscape to maintain a strategic advantage
• Defining comprehensive GTM plans that align with broader business objectives, product roadmaps, and revenue goals
• Developing core value propositions, product messaging, and positioning statements that cut through market noise and speak directly to targeted buyer personas
• Equipping sales teams with the tools, training, pitch decks, and competitive elements needed to successfully close deals
• Highlight Achievement: Designed and facilitated several SLT workshops with a 100% C-suite satisfaction rate.

Strategy Director (FTC) - White Bear Studio - London

(2023-06 - 2024-01)

Clients: Freshways Milk, Kerry Foods, Kopparberg & Rypen Technology

• Implementing a brand development and strategic process to help position the agency to win new business
• Conducting audience and market research, crafting trend reports and delivering strategic recommendations to our clients
• Architecture and portfolio development for FMCG brands (B2C & B2B)
• Spearheading the development of product marketing strategies to expand client opportunities
• Working closely with senior stakeholders, C-suite leaders, and external partners to align with business objectives
• Highlight Achievement: Sustained a 100% pitch success rate with four client wins in the period.

Senior Strategist - MRM/McCann World Group - London

(2021-06 - 2023-05)

Clients: Microsoft Solutions, Mitsubishi Electric, & Sanofi - Allegra

• Leading the ESG strategy and 3-year content marketing plan for Mitsubishi Electric's 'Changes for the better' 2023 Global campaign
• Developing a series of product marketing campaigns for global brands in the Tech solutions Sustainability, and OTC Pharma sectors
• Driving insight-led research, comprehensive relationship maps, experience strategies and marketing comms
• Identifying opportunities to influence better customer awareness, consideration, and engagement
• Highlight Achievement: Researched and drafted up an ESG strategy and content marketing plan for Mitsubishi Electric's 'MEU - Changes for the better' 2023 Global campaign (Increased engagement by 23% on the previous 2022 campaign).

Senior Strategist (FTC) - Pollitt & Partners - London

(2020-09 - 2021-05)

Clients: Mölnlycke Health, World Animal Protection, & Homes for Lambeth

• Leading the World Animal Protection account and being responsible for the creation of WAP's new brand position, messaging frameworks and global campaigns
• Building persuasive business cases that secure investment and funding, to ensure sustainable income growth
• Leading the identification and capture of client opportunities based on user research, product analytics, team feedback, and competitor benchmarking
• Creating a clear value proposition, linked to the big idea, strategy and goals, validated by KPIs and desired outcomes
• Collaborating with SLTs to create and roll out brand messaging frameworks and product marketing campaigns
• Highlight Achievement: Led the ideation, workshop facilitation, proposition development and key messaging for World Animal Protection's global awareness campaign. Increasing sign ups/ memberships by 6.5% YOY.

Senior Creative Strategist - Notepad Studio - Birmingham

(2018-06 - 2020-09)

Clients: Oxbridge Learning, CPW, Canopy Nurseries, & Legacy Events

• Nurturing a team of junior strategists and running several rebrand processes for start-ups and SMEs in a range of sectors
• Overcoming problems and ambiguity, with positive and inspiring ideas - delivered to clients in engaging ways, with rigorous analysis and intelligent solutions
• Leading brand naming projects and workshops, positioning, and architecture, and experience mapping/ customer user journeys
• Developing brand concepts, narratives and big ideas to inspire and excite key stakeholders in the branding process
• Gathering and analysing performance data to assess impact and inform strategic decision-making
• Highlight Achievement: Received a Transform Awards 2022 - Bronze Award: Best Brand Identity for the rebrand on CPW - a UK environmental building services consultancy firm.

MSc - Brand Leadership - University of East Anglia (2012-09 - 2013-08)

BA - Tourism Studies & Marketing - University of Malta (2006-09 - 2009-05)