European and International Distribution Network - RLS/Berkshire Hathaway
Led the introduction of RLS products (Berkshire Hathaway) into European markets and developed a new European-based distribution network covering Europe, Asia, the Gulf area and Far East.
A trading division of Berkshire Hathaway's Marmon Group had struggled to establish a meaningful presence in the UK and European HVAC-R market. Recognising my experience in helping US businesses successfully enter European markets, I was recruited to establish and lead a new UK operation serving customers across Europe.
I created the new trading business from the ground up, establishing a UK headquarters and distribution warehouse, while building a network of strategic distribution partners across key European markets. This provided the infrastructure required to deliver responsive local service while maintaining the strength of a global organisation.
A critical element of the strategy was repositioning the company's sales and marketing approach for European audiences. Existing collateral had been developed exclusively for the US market and relied heavily on overt American branding, which proved ineffective in parts of Europe. I led a complete redevelopment of the company's marketing, technical literature and sales support materials, creating a European-focused brand identity and value proposition while retaining the strength of the parent company.
The business also established a strong presence at major European trade exhibitions, adapting messaging and presentation to reflect the commercial and cultural expectations of each local market.
The result was rapid and sustained sales growth across Europe, leading to an expansion of my responsibilities to include business development throughout the Middle East and Asia, successfully extending the company's international market reach.
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Each of these initiatives can be discussed in detail as part of an initial conversation. The context behind the work is often as instructive as the outcome.