Edale Labs

Title: Re-evaluating and evolving a brand, marketing and communications in a changing market. Drawing on experience of Heike O'Leary from 6 years as Group Marketing Director at Lookers PLC (one of the largest retail car dealers) and 4 years as Brand Marketing Director at adidas (largest sportswear manufacturer in Europe) this Here2Help marketing and communication webinar will give big company insight into how brand, marketing, communication, customers and employees are critical parts in any change. With case studies looking at how the car industry changed and other first hand experiences this event is a rare insight into blue chip marketing strategy and planning as markets change and need a response. Heike will talk about how one major acquisition forced Lookers to re-evaluate and evolve their own retail brand. Plus how a transition process is managed to communicate values and how partners should learn and evolve from the process. Facilitation and online event managed by Edale. Presenter: Heike O’Leary is a highly experienced bi-lingual branding and marketing professional with a background in B2B and B2C marketing for a number of highly regarded retail brands, in-house and in agency. Heike holds an MA in International Marketing from Heriot Watt University, a Postgraduate Degree in European Business and Marketing from the University of Greenwich, and graduated with a BA in Economics. Career Summary Group Marketing Director, Lookers Plc 2014 – Present (incl. 2 years at Benfield Motors which was acquired by Lookers) Senior Brand Strategy Partner, 20.20 2011 – 2014 EMEA/AP Brand Marketing Director, Adidas 2007 - 2011 Brand Strategy Consultant, Exponentiel 2003 - 2007 EMEA Strategic Customer Projects Manager, Callaway Golf 1999 - 2002