Lombard Bank was a small company, owned by the Nat West Group, selling personal loans. During 2000 they successfully launched a new brand “Lombard Direct”. This was my first marketing role and I was able to gain the experience of launching a new brand with the banking of a big bank. I was a key member of the team to re-brand and re-launch from Lombard Bank to Lombard Direct - a first to the market product of a personal variable loan rate. I saw the company grow from 30 to over 200 people in
less than a year.
less than a year.
Lombard Direct was extremely successful at delivering all above and below the line marketing activity which generating increased revenue to meet the trading performance of £12.8m. Achieving 22% share of voice for TV and Press, within the top 10 direct loan providers during 2000.
I managed brand identity change from the legacy brand Lombard Bank Ltd to the new innovative brand - Lombard Direct. Achieving levels of promoted brand awareness of 84% of the UK population (source NOP) within the year. Promoted the brand positioning internally, providing support tools and guidelines. Developed customer relationships through research, customer contact, customer magazines, surveys and feedback to increase customer retention and produce increased volumes by 49%.
