The 3DM team is lead by Graham Archer, who in addition to the usual 20 plus years of marketing and Sales experience (that I’m sure you’ve read elsewhere), he can uniquely say that he’s worked for not one but three of the “Dragons” from Dragons Den more of that below.
His main area of expertise is in areas allied to the financial services sector. Beginning at Green Flag he was responsible for the retention strategy of 3.5 million members, as well as creating and delivering the marketing for a key affinity group for the business– Financial services – clients included Prudential, Norwich Union and many more.
He then became Retail Marketing manager at First National Tricity Finance (Now part of GE). Although what the company did was “Financial” (Interest Free Credit etc) his clients were massive retailers like Argos and Allied carpets – they were interested in what credit could do for their sales so for Graham and his team the challenge was always much more about engaging with Retailers than understanding the technical side of finance. The “Rule of 78″ wasn’t high on the clients mind!
Graham then went agency side to Rapp Collins where he was responsible for all the direct marketing of Abbey National (Now Santander) and then joined CACI ( ACORN etc.) where he helped clients such as – Zurich, Nationwide and Britannia Building society – both acquire and retain their customers. Then came Red Letter Days and the Three Dragons link –see below.
In a nutshell my Key skills are: marketing strategy & planning, project management and direct marketing techniques to maximise customer response and ROI.
The Dragons Den Link
I joined Red Letter Days in 2004 having been recruited by Rachel Elnaugh (Dragon #1) the founder of RLD. After a few months and an 83% staff turnover, I sort of got the idea that in addition to being a highly entrepreneurial business, RLD was not a normal place to work!
The business went into administration in July 2005 and that’s when the other two Dragons came to the rescue – Peter Jones and Theo Paphitis. What followed was a process of calling, persuading and negotiating with all the businesses that provided experiences to the Red Letter Days to carry on working with the new Dragons. In effect this meant I was involved in daily mini “dragons den” pitches with Peter or Theo for 2 months!