Andrew Jones
KIWA
Trade Marketing Experience
Related Experience
Trade Product Packaging Projects
Years experience of web and e-commerce
Product launches on time and to budget!
Videos created for digital campaigns
A Background Delivering Marketing Campaigns for the Construction Industry
From Kier, Mace, Galliford Try, Coopers Fire to sparkies, builders, plumbers, architects, surveyors and grounds works teams. I’ve delivered marketing campaigns, PR and web projects for the trades with measurable outcomes from the activities.
E-Commerce for the Trades –
Built and managed complex e-commerce sites for selling to the trades with 30,000+ products. Setting up APIs to create more user friendly experience linking NetSuite inventory management to a mobile first design and platform, enabling segmentation how to video guides and user guides.
Driven by Data
Strong budget management of marketing projects and teams, and recently completing an AAT accountancy qualification. I have an analytical approach to projects which has helped me consecutively exceed KPIs for trade sales on the Meon E-commerce website.
Strategic Graphic Design
A Marketing Manager who can both design and develop projects ensuring they are measured and optimised to get the best return on investment. When you run your own agency you need to be able to back up why projects have taken the shape they have and remain results focused. I am very competent designer able to train team members on Adobe PhotoShop, Illustrator, InDesign and XD.
CAD Mock Ups
Experience includes creating CAD drawings for 2D stencils for cutters. I’ve also got experience creating artboards, and scale drawings for 3D renders for coffee shops. Launched new product ranges including Costa Coffee shops at sites managing 3D walkthroughs for tenders. 20+ new sites launched, securing bids and retention through CAD videos, working with brands like Grumpy Mule to increase average spend.
Direct Mail
Effective at producing direct mail campaigns, using InDesign scripting and partners to deliver personalised and tailored messaging. Designed 1000’s of printed artworks, from trade brochures to flyers.
15 Years Experience
Experience running a digital agency for 4 years I delivered projects for M&S, University of Portsmouth and various trades companies. I have a wide breadth and depth of knowledge across digital and print. My staff and I delivered projects across direct mail, email, telephone and digital ad campaigns always providing reports on campaign successes and improvement opportunities.
PR and Strategic Stakeholder Engagement
I’ve led high-impact PR initiatives within the trade industry, developing and executing campaigns around product launches, corporate milestones, and visits from government stakeholders, including MPs and ministers. One standout initiative involved securing and managing a ministerial visit from the Secretary of State for Defence. I took ownership of the full event strategy, from concept to execution, developing presentation materials, briefing documents, and media coverage plans. The visit not only elevated brand visibility but also opened strategic discussions around technology adoption and innovation at a national level. It played a key role in influencing the adoption of more environmentally friendly road surface paints, aligning with broader sustainability goals and driving awareness of low-VOC, high-performance alternatives.
Campaign Email Marketing
A very strong background in running email campaigns, growing audience numbers, creating email automation campaigns and segmentation of customers. Within the trade sector, one year completing over 150 campaigns.
Events and Demonstration Day Management
Solid background at running events, conferences, demonstration days for trades teams either at client locations or hired venues. Recently completing Meon’s largest hosted event for contractors, showcasing new line marking paints and machines.
Video
Video has been increasingly key on my projects and I can shoot, edit and distribute video, demonstrated by the increased subscribers on Meon’s YouTube, with an increase of +753 in one month taking us over 10,000 subscribers and over 5 million views.
Case Studies
Longest Drop Concertina Fire Curtain in the World – Collaboration with KIWA
Coopers Fire played a key role in delivering the world’s longest drop concertina fire curtain system, featuring three bespoke curtains with drop lengths of 3 m, 9.8 m, and 15.5 m. This landmark installation took place in St. Nicholas’ Church, home to the Niguliste Museum in Tallinn, Estonia. The building dates back to the 13th century and presented a unique blend of historical significance and technical challenge.
Working closely with KIWA, KOKO Architects, and the Art Museum of Estonia Foundation, we supported the development and implementation of a tailored fire risk strategy. Our involvement spanned the entire design and build process, helping balance strict fire safety standards with the need to preserve the building’s heritage.
Key achievements included:
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Meeting modern fire protection requirements within a listed, historically sensitive structure
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Concealing the fire curtain system entirely to avoid disrupting the visual harmony of the museum
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Enabling the safe integration of new infrastructure without impacting priceless artwork or original architecture
This innovative approach to fire safety was recognised by the industry and earned the project a place on the FSM (Fire and Security Matters) Award shortlist. The nomination reflects the strength of the collaboration with KIWA and the successful delivery of a fire protection solution that respects and preserves cultural heritage.
Launched over 100+ Trade Products
New products were often brought into the portfolio within short time frames. The projects included creating the product packaging, the manuals and campaign artwork. I also managed the go-to-market strategies creating videos, photoshoots, web development and getting them adopted by chains like Toolstation and Screwfix. I managed international distributors campaigns, from Brazil to Hong Kong providing custom packaging for distributors.
SEO Friendly Product Videos
Created videos for SEO to increase on-page time. It also helps customers in the buying process. Also by creating two sets of videos one for each product and one for the knowledge base training videos we increased product spend, due to proper procedures, being followed, i.e. preparation materials being used and more sales due to more prepatory products being used.
How to Videos and Production
Knowing our audience was key in creating a series of how to guides for concrete repair systems. By creating simplified how to videos we saw an increase in sales as it meant trade users did right preparation at each stage. Which also improved product performance and reputation of the tradesman and of our products.
CAD Interior Videos
Created 2D CAD drawings to enable 3D walkthroughs for our tenders. These helped secure new business and stepped up our game in terms of visually showcasing what our sites could look like and create more aspirational visuals as well as make it clearer what clients could expect from working with Pabulum Catering. 20+ new sites launched, securing bids and retention through CAD videos, working with brands like Grumpy Mule to increase average spend.
Trade videos and photos
I have created and launched over 80 products aimed at the trade sold at Screwfix, Toolstation and RS Components. These launches included creating photos, videos, packaging and POS materials.
Professional Video
In conjunction with National Manufacturing Day, organised by MakeUK.org, we hosted an event welcoming over 60 students from a local school. The day featured interactive activities, including hands-on product-making, a guided factory tour, and even the chance for students to operate the fire curtains in our training facility.
Beyond the strong CSR benefits, the event served a strategic SEO purpose providing an excellent platform to showcase Coopers Fire’s UK manufacturing capabilities. The campaign was well received, earning a feature on the MakeUK.org homepage and becoming the main video in their media section for over six months. It played a key role in positioning the organisation as a prominent UK manufacturer, securing valuable backlinks and reinforcing our reputation as thought leaders in the sector not simply importers of products.
National Campaigns
Linking in with National organisations like National Manufacturing Day, and National Apprenticeship Week helped with both our profile, connections and SEO. All highlighting we were a bigger player in the field.
App visualisation
To validate our concept and gain buy-in from stakeholders, I designed a high-fidelity prototype using Adobe XD, which was showcased in a concept video. This helped communicate the vision clearly to suppliers, customers, and the company board, enabling early feedback and accelerating project approval.
Key features of the concept app included:
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Role-Based Purchasing & Approval Flow
Only authorized roles could initiate purchases, with a built-in sign-off process to ensure compliance and accountability. -
Integrated Video How-To Guides
Embedded tutorial videos provided users with on-demand support, reducing training needs and helping new users onboard quickly. -
Project-Based Cost Allocation
Purchases could be assigned directly to projects, making it easier to track budgets and align spending with strategic goals.
This prototype was a crucial communication tool, turning a complex process into a clear, interactive experience that helped move the project forward with confidence.
PR – Maximising Reach
Ever the opportunist I managed the visit of Secretary of State for Defence, Penny Mordaunt to attend Meon’s Head Office. As Marketing Team Leader at Meon I organised the event delivering presentation materials, staff cheat sheets and PR from the meeting as well as securing some strategic goals for industry contacts and opening discussion about eco-friendly paints being brought into adoption for the UK roads, and discussing new technologies and product usage across the UK.
Knowledge Base Creation
I also created a digital knowledge base with step by step guides, and cross sell opportunities. It helped with engaging with our practical audience, with printable step by step guides and an easy search function. I coded this in-house saving us any external costs, and it could be hosted on our existing hosting.
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