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Client: Marks & Spencer - United Kingdom
Role: Marketing Director, Retail Catalogues

Mary-Jane Daniher was an integral member of the project team established to research how Marks & Spencer could enter the fashion catalogue shopping market in the UK. This two-year key project involved developing a marketing and publishing brief, world wide creative benchmarking, budget forecasting and management, corporate identity implementation, auditing and contractual negotiations of a supplier base, creation of an in-house graphic and photographic studio, and development of the customer experience – packaging, livery on transport and uniforms.

The fashion catalogue was launched in 1996. Over the next two years the focus was on building the online business and the team of employees working on the M&S catalogue from six to 600. The fashion catalogues delivered a 5 per cent uplift in sales in the first year.

• Responsible for a budget of $18 million and four direct reports
• Increased footfall through stores by 15%, increased sales by 30% and broke even as a business within 3 years.
• The launch fashion catalogue won "Creative Reprographic House of the Year" at the UK 1998 Print Week Awards.
• Proposal presented to The Board of Directors with successful outcome
• Conducted a review of USA and European creative services suppliers
• Established the Creative and Production team, appointed and managed the international supplier base. Built a strong team environment
• Implemented and produced the corporate identity for the launch, covering Internal and External Communications
• Established the in-house creative DTP studio saving over 25% ($750,000 p.a.) on creative costs
• An additional project - Create a 31,000 sq feet in-house multi-purpose photographic studio and product storage area from an existing warehouse
• Created a commercial proposition to lease the photographic studio for 3rd party use – revenue generated covered the annual operating costs of the site
• The photographic studio enabled us to reduce our studio hire costs on studio photography by 100%