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Marketing

For the past five years, my major marketing activity has been to write a regular electronic newsletter for a major pharmaceutical company's Customer Relationship Management team (170+ issues so far!). The goal is to use specific examples to promote best practice globally, and the many different topics have included segmentation and targeting, e-detailing, multi-channel communication, specific campaigns, training, metrics and data capture. Looking back, I seem to have been involved in marketing everything from the Army and accountancy to beer and software. However, the emphasis has been on hi-tech products because two of the biggest campaigns were for the following: MYDATA automation Worldwide Leo Electron Microscopy Ltd My principal task here was to produce copy for brochures, magazines and flyers, which ranged from a single sheet (one or both sides!) to thirty pages or more. These publications were primarily aimed at the clients' existing and potential customers, and sometimes also their own staff. When writing advertisements or advertising features aimed at a wider audience and which appeared in newspapers and magazines, I have generally collaborated with designers to achieve the best combination of words and images. The subjects were as varied as fast-moving consumer goods, mainframe software and a City recruitment agency. Longer term projects have involved writing a press kit and magazine articles for the launch of Ribena Tooth Kind fruit drinks, and literature for BT's "Working Together" initiative.