Understanding relative strengths in a competitive environment is part of the solution … So too is finding the appropriate tone of voice. From 1995 to 2000 I was European Marketing Communications Manager for SAS Institute, one of the world’s leading software companies, helping it to shape marketing strategy, global branding and corporate guidelines.
Since then I have helped many new and established IT, financial services, telecommunications, marketing services, events and public sector organizations to get started or to reposition themselves.
Since 2004 I have worked with trade show organizer easyFairs to develop communications strategy and implement it through corporate advertising, knowledge management, pricing, launch of new services, visitor promotion, thought leadership, email marketing campaigns, sales incentive programmes and internal newsletters.
From 2007 to 2012 I served as strategic counsel to the Global Communications department of SAP, Europe’s leading software company, assisting with strategic planning, operations and measurement. I also worked alongside Alan Kelly of The Playmaker Standard LLC to help develop competitive playmaking based on an understanding of what drives the interest of the media and other influencers.
“We continue to work with Ed Walker because of his ability to translate detail into solid business messages that appeal to decision makers. Ed has helped us on a variety of corporate and marketing projects including message development, branding, reference stories, thought leadership and white papers.”