Sue Tupling

Current

• Owner at Changeworks Communications

Past

• Marketing Manager at Finning/Caterpillar (Canada)
• Brand Manager at GeoPost
• Product Group Marketing Manager at Hager

• Product Manager at Homeserve
• Product Manager at Philip Harris Education
• Product Specialist at Thermo Electron

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Education

• ANLP
• Academy of Executive Coaching (Middlesex University accredited)
• John Seymour Associates

• Institute of Leadership and Management
• The Institute of Direct Marketing
• Chartered Institute of Marketing
• Chartered Institute of Marketing
• University of Aberdeen
• Aston University

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Recommended

6 people have recommended Sue

Connections

90 connections

Industry

Public Relations and Communications

Websites

• My Company
• My Blog
• Company Facebook Page

Sue Tupling’s Summary

Changeworks Communications is a provider of internal marketing, leadership communication and public relations. We will improve business performance and help to make change work by helping organisations communicate more effectively. This increases employee motivation and engagement, maximises sales and retention opportunities and helps to improve business performance.

Our philosophy is to offer high level expertise at unbeatable value. Offering public relations, leadership communications and internal marketing for medium to large organisations in the business to business sector, we work hard to build and manage your reputation internally and externally. We listen to your business objectives and create a strategic communication plan using the press and online media, driven by bringing your competitive advantage to life and guided by a strong messaging framework.

Effective communication begins on the inside, so we work to connect your strategy to a powerfully communicated vision or intention, and then provide leadership on behavioural outcomes using appropriate and creative communication channels.

Our clients include: Briggs Equipment/Caterpillar; National Skills Academy for Manufacturing; Stafford College;Staffordshire University; Staffordshire Wildlife Trust; Science, Engineering, Manufacturing and Technology Alliance (SEMTA); Cooper Specialised Handling Ltd; Brandauer Ltd.

Specific Projects
- Developing & executing PR programmes to effect perceptual brand change.
- Developing internal communications that are integrated across multiple media and targeted for effective behavioural change.
- Developing and implementing behavioural change programmes for strategic and cultural change inititatives.
- Coaching marketing teams, senior managers and key decision makers.
- Advising and consulting on strategic branding and change initiatives.
- University lecturing for the CIM's Professional Postgraduate Diploma in Marketing.

Sue Tupling’s Specialties:

Strategic marketing and branding consulltancy, incl. audits.
Copywriting for press, print and web.
Documentary style photography to support storytelling and communications.
Direct marketing including telemarketing.
Viral communication and web 2.0 tools - podcasting, videocasting, blogs, wikis, RSS etc
Change management with a focus on the Viral Change model.
NLP modelling of 'excellence' and transfer of skills programmes.
Communications training, facilitation and coaching.

Sue Tupling’s Experience

• Owner

  Changeworks Communications

  (Privately Held; 1-10 employees; Management Consulting industry)

  June 2007 — Present (2 years 2 months)

  Offering public relations, leadership communications and internal marketing for medium to large organisations in the business to business sector.
  - Provided consultancy and support on branding strategy and the integration of four brands under one umbrella brand
  - Developed an annual PR plan to build distinct brand reputation in a crowded market. Achieved significant online and press coverage with small budgets
  - Achieved up to £9 coverage for every £1 spent for a large B2B client, more than doubling what had previously been achieved, with budgets that were 30% less
  - Developed an innovative strategic marketing plan aimed at increasing employee engagement in manufacturing and technology companies.
  - Developed a behavioural modelling process that allows clients to model 'excellence' and transfer skills to other employees.

• Marketing Manager

  Finning/Caterpillar (Canada)

  (Machinery industry)

  August 2002 — May 2007 (4 years 10 months)

  Responsible for all marketing including all internal and external communications, events, market research and marketing intelligence, e-Marketing and developing and running the CRM database and the sales lead pipeline. Developed and ran communications/change management programmes for several large projects including major IT system introduction and large merger/acquistion and relocation.
  • Set up a new marketing function for the division, including a market intelligence function.
  • Created a CRM system of over 70,000 prospects and customers. Established a telemarketing program to deliver over 3,500 qualified leads to the sales team.
  • I developed and ran 3 market research projects in order to fully understand customer buying behaviour, poor sales conversions and the contact strategy.
  • Developed a new website for the division and spearheaded a successful e-Marketing program
  • Developed a high impact public relations program achieving quality editorial and opinion pieces.

• Brand Manager

  GeoPost

  (Public Company; 1001-5000 employees; Logistics and Supply Chain industry)

  January 2002 — September 2002 (9 months)

  Responsible for brand management and e-Marketing for Parceline and Interlink Express brands.

• Product Group Marketing Manager

  Hager

  (Privately Held; 5001-10,000 employees; Electrical/Electronic Manufacturing industry)

  November 1998 — January 2002 (3 years 3 months)

  Responsible for strategic marketing, product development and product management of the major brands taking full P&L accountability and managing 3 national account customers.
  
  • Developed 4 major new product ranges, gaining up to 5% market share in 18 months.
  • Developed a new range of wiring accessories for the commercial sector targeted at specifiers/ architects, achieving 200% better margins and ambitious trade stock-in targets.
  • Developed a new range of domestic electrical accessories, consisting of over 140 items (£3m investment), using innovative production methods and designs.
  • Lead the integration of a new brand into the business, following a £26m competitive acquisition.
  • Lead the introduction of a new QFD-based NPD process, which I rolled out across the whole company.
  • Developed many innovative marketing & PR campaigns, achieving more than 10 fold improvements in response rates and generating over 3,000 leads in a year.

• Product Manager

  Homeserve

  (Public Company; 1001-5000 employees; Insurance industry)

  January 1997 — October 1998 (1 year 10 months)

  Responsible for new business development with the UK's major utility companies as well as managing the major home assistance insurance brands with respect to direct marketing, product management and major account management with full P&L responsibility.
  • Developed new business channels with utility partners, contributed £11m to revenue and grew the primary insurance business by 70% in a year.
  • Developed new channels to market through acquiring new affinity partners in areas such as financial services, consumer magazines, and regional estate agents.
  • Executed direct marketing campaigns to over 50 million affinity partner customers to budgeted acquisition costs, acquiring over 270,000 new policyholders.
  • Acquired 7 new affinity partners – inc. Yorkshire Water, North West Water, London Electricity – and rolled out new electrical product nationally thereby tripling turnover.
  • Achieved 95-98% retention and increased cross sell rates, thus maximizing lifetime value.

• Product Manager

  Philip Harris Education

  (Business Supplies and Equipment industry)

  January 1995 — December 1996 (2 years)

  Responsible for product management, marketing and technical support on laboratory chemicals & electrochemical instruments.
  
  Key Achievements
  • Developed joint venture with leading German manufacturer and launched their premium brand into UK, increasing turnover of chemicals by 20% with 40% higher gross margins.
  • Developed and launched 4 new ranges of instruments, increasing market share by 80%.
  • Produced new catalogues, all product literature and a new ‘Product Update’ program.
  • Wrote many releases/features published in key trade press, developing media relations.
  • Conducted many sales demonstrations in house or on site for customers.

• Product Specialist

  Thermo Electron

  (Public Company; 10,001 or more employees; TMO; Biotechnology industry)

  September 1992 — August 1994 (2 years)

  Introduced 2 new systems into the UK market: a high sensitivity mercury analyser and a solid phase extraction system. I developed new target markets in the pharmaceutical and environmental markets, monitored competition, and conducted many sales demonstrations on-site and on clients’ premises around the UK. I also developed customer applications for high performance liquid chromotography systems and ran 2-4 day training courses for customers around the UK, including Pfizer.

Sue Tupling’s Education

• ANLP

  Certified Trainer , Business-Focused NLP , 2007 — 2007

  Certified trainer of business skills courses

• Academy of Executive Coaching (Middlesex University accredited)

  Diploma , Executive Coaching , 2007 — 2007

• John Seymour Associates

  Master Practitioner , Neuro Linguistic Programming , 2006 — 2007

  Undertook additional modelling modules and did a modelling project/dissertation on resilience.

• Institute of Leadership and Management

  Level 5 Award , Leadership , 2006 — 2006

• The Institute of Direct Marketing

  Diploma , Interactive and Direct Marketing , 2003 — 2005

  completed course of study but did not take exam

• Chartered Institute of Marketing

  E Marketing Award , e marketing , 2002 — 2002

• Chartered Institute of Marketing

  Postgraduate Diploma , Marketing , 1995 — 1996

• University of Aberdeen

  MSc , Environmental Analytical Chemistry , 1991 — 1992

  Activities and Societies:

  5 month research project on acid mine drainage and heavy metal contaminants in river system in SW Spain

• Aston University

  BSc , Business Administration with chemistry , 1989 — 1991

Additional Information

Sue Tupling’s Websites:

• My Company
• My Blog
• Company Facebook Page

Sue Tupling’s Interests:

somatic work including yoga and meditation for physical and emotional health and increasing performance, stress management resilience and wellbeing. Photography, writing, music, films, cycling, walking.

Sue Tupling’s Groups:

International Stress Management Association (ISMA), Chartered Institute of Marketing (CIM), Chartered Institute of Public Relations (CIPR), Academy of Executive Coaching (AEC) - Accredited Associate Executive Coach, British Wheel of Yoga (BWY), Ecademy

•    Aston University
•    eMarketing Association Network
•    Corporate Communications Executive Network
•    Birmingham Twitter-ers
•    Internal Communication
•    Strategic Corporate Communication - Internal & External Communications, Engagement & Reputation
•    UK Public Relations

Sue Tupling’s Honors:

Various awards from the CIM including award for best exam results on Postgrad course.

Sue Tupling’s Contact Settings

Interested In:

• consulting offers
• new ventures
• job inquiries
• expertise requests
• business deals
• reference requests
• getting back in touch