Liam McAllister

Background

About Liam McAllister

Strategic, creative and commercial Marketing Director with 15+ years in B2B & B2C marketing within luxury and fashion. Expert in driving brand visibility, demand generation, and customer engagement across the EMEA region. Proven track record in leading multi-channel campaigns, including media relations, PR, digital marketing, influencer partnerships, content creation and trade marketing. Skilled in aligning global strategies with local market needs, optimising budgets for maximum ROI, and driving sales growth. Strong leadership in mentoring high-performing teams, managing cross-functional relationships, and staying ahead of industry trends to maintain a competitive edge. Passionate about delivering measurable results and brand growth.Key Achievements;• Defined marketing strategy for 3 businesses in the consumer electronics / fashion / watch / jewellery industries• Led and collaborated with international teams across EMEA, LATAM, NAM and APAC to deliver marketing and sales plans• Created a marketing strategy to launch brands into CE channel creating a £10m RSV business• Negotiated and activated partnerships with Manchester United, The GRAMMYs and Anthony Joshua• Managed partnership with F1/GP2/IndyCar driver Jordan King - selling £700k of the featured watch• Developed market research studies to identify trends / opportunities • Restructured team to support digital transformation in addition to saving £200kKey skills•Marketing Strategy: Localised marketing strategies, Go-to-Market planning, brand management•Brand Development: Digital campaigns, media planning, integrated marketing, consumer engagement, wholesale marketing•Market Research & Analytics: Consumer insights, market trends analysis, competitive analysis•Cross-functional Collaboration: Sales teams, product development, ecommerce, IT•Leadership & Team Management: People development, mentoring, coaching, performance management, recognition, succession planning•Budget Management: P&L management, ROI analysis, financial forecastingDirector of Marketing | Marketing Director | Head of Marketing | Commercial Marketing | Marketing Strategy | Brand Marketing | Digital Transformation | Digital Marketing | Marketing Operations | Trade Marketing | Co-op | MDF | Channel Marketing