With • Case Studies • Retail • Boots Opticians
Aggregate Industries
Lindsay has worked for me on a very demanding, ground breaking Pan European strategic marketing and branding project in the construction industry for the past 4 months.
During this time she became an invaluable asset to my team and was a delight to work with. She utilised her wide experience to bring fresh thinking and project management discipline and drive to the project, the outcome of which is a highly differentiated strategy, unique to our sector and steeped in fact and truths rather than fiction
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Former Commercial Director
Aggregate Industries
Aggregate Industries - Overseas Division
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Challenge
Aggregate Industries have only one landscape gardening brand in their product portfolio and as Europe's largest aggregate provider , there was the opportunity to drive profit margin through brand differentiation in a previously commodity market. The Marketing Department had a good source of insight and research but lacked the strategic skills to develop a specific premium Quarry 'Glensanda' into a strong branded proposition.
Approach
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A 4 month Interim consultancy assignment to support a new Brand manager who was developing from a commercial background.
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Conducted a number of brand workshops with the Overseas team and marketing to fine tune a compelling brand positioning, category product proposition, Campaign brief including videos, events, Sales collateral, and premium Trade incentives.
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Supported and educated a bright and hungry Brand manager through the Board approval strategies, Campaign development and execution. The Campaign was embraced internally and externally and resulted ina £1million investment from the holding company.

Achievement​​​
The sales results have been promising but the Group embraced this success as a starting point for other NPD and brand opportunities across the group.
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I worked directly with Lindsay on a high-pressured strategic marketing project. In this time I learnt a great deal from her and enjoyed delivering results together.
Lindsay quickly grasped the complex structure and products within the project and began forming key relationships with the stakeholders.
Alongside tenacity, excellent planning skills and execution of objectives, Lindsay also brought experience from many other aspects of brand creation to challenge our own internal concepts. The result was a project delivered on time, exceeding its goals with the chance for the business to change the marketing approach in our sector thanks to Lindsay’s strategic thinking.
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Andrew McCluskey
Former Marketing Manager
Aggregate Industries
