The Challenge: As a monopoly supplier in the ultimate low interest category, Anglian Water had no marketing strategy in place and a small, reactive comms team. New regulation introduced by Ofwat changed how customer satisfaction would be measured for the 2020-25 business plan – meaning an investment in the brand and a clear customer strategy became essential.
The Result: Transformed the team into a proactive, strategic marketing hub. Launched a new brand strategy and delivered a complex multi-channel brand campaign. Introduced a new marketing strategy aligned to the core business strategy, supported by a comprehensive campaign planning and evaluation process.
“Sam led the Brand and Marketing team through a period of tremendous change. To have achieved as much as we did during that time, both strategically and tactically, is testament to Sam’s diligence and focus as well as her ability to get the best out of the people around her. Under Sam’s leadership and strategic direction, the team and its output became significantly more focused, objective and outcome-orientated. Sam has an impressive ability to bring stakeholders with her at the same time as cutting to the chase. Her blend of experience, insight and best-for-task processes means we ended up exactly where we needed to be after our time with her. We now have a far stronger brand and marketing function, supported by an ecosystem of well briefed stakeholders and agencies.”
Ciaran Nelson, Anglian Water Group Director of Brand and Communications
“I thoroughly enjoyed working with Sam. Her brand and marketing experience and knowledge is second to none, and I took every opportunity to learn what I could from her. She was always supportive, and not afraid to get stuck in – a genuine team leader and team player. Her ability to build cross functional, collaborative team-working, aligning different silos of activity in one direction is exceptional. She sets out a clear vision and strategy, and with her witty humour, energy and passion brings everyone on the journey to get behind it. She’s an inspiring leader and it was an absolute pleasure working with her.”
Natalie Spires, Senior Marketing Manager, Anglian Water
“I had the pleasure of working with Sam while she developed and headed up the newly expanded, centralised Brand and Marketing team. There were a mixture of existing employees and new starters in the team and Sam did a great job of balancing the transformational work needed across the business with building a high performing team and leading by example. Sam takes on challenges head on and brings others with her by articulating a clear vision and strategic approach. She was also a great mentor for me, and was excellent at providing recognition and feedback in a constructive and appropriate way. I have come to respect her a great deal and will miss her!”