Marketing consultant, Fractional CMO, brand strategy, energetic speaker, foodie, soccer player, and proud Dad

I’m passionate about marketing and building brands, and that energy is evident from the first moment of interaction. My approach combines curiosity with strategic thinking and creative solutions to help businesses stand out and grow through effective marketing.

With over 20 years of experience, I’ve led transformative projects across diverse industries, including technology, medtech, consumer goods, and professional services—serving both B2C and B2B clients. In 2012, I founded Common Giant, where I helped companies harness branding as a competitive advantage in a crowded marketplace.

Throughout my career, I’ve worked client-side managing retail stores up to $52MM in revenue, served as VP of Brand Strategy on the agency side, launched an agency with global clients, and acted as a fractional CMO for multiple businesses. My experience spans branding, marketing strategy, and creative execution across a variety of business models.

"The guy you want in the room." - Former coworker.

I believe in these four core principles:

1 - Marketing is a business practice. 
It’s not just about promotion. Marketing is a series of levers to pull for higher profits.

2 - Know the customer as much as you know yourself.
Understand what, how, and where your customers buy to serve them best.

3 - Grow the orchard while you sell the fruit.
Focus on long-term brand growth while capitalizing on immediate sales.

4 - Boring is expensive.
Mediocre marketing is forgettable, less effective, and costs more in the long run.

Beyond my work with brands, I'm an enthusiastic keynote speaker, delivering engaging talks on branding, marketing, creative problem-solving in business, and effective marketing strategies to audiences of all sizes.

Phillip Oakley

Syngenta

As the marketing lead for the EAME Region my role is to drive business growth and increase market share via new product launches , brand refresh , and upskilling the country sales team on key marketing messages , differentiators and overall brand positioning.

Also responsible for exploring business growth opportunities via business development with 3rd parties ,expanding the product range into new geographical markets, and identifying new unexplored market segments to participate in and grow our overall footprint.

Marketing manager EAME- Professional Pest Management & Vector Control

I had the amazing opportunity to lead a Global team of Branding and Customer Insight managers working very closely with the Global product managers for their various brands be it New Product introduction or brand rejuvenations

-      Brand Name Development
-      Brand Name Testing with customers 
-      Brand Identity Development
-      Developing the Big creative campaign idea
-      Conduct global workshops to develop ( Brand Positioning and Key selling messages driven by 
          customer insights)

Head of Global Branding & Customer Insights 

Key Focus Geographies :    USA , Argentina , Brazil , Europe , APAC


      -Lead the branding process for key Syngenta Brands.
      -Drive asset and crop teams on successful brand launches through brand model and   
        messaging exercise workshops aimed at defining positioning, identifying key differentiators and 
        developing key messages at global and grass-root level.
      -Develop unique positioning for new and existing brands vs the competition driven by strong 
        differentiation.
      -Guide creative agencies to develop breakthrough concepts that position Syngenta firmly ahead 
        of competition.
      -Provide specialist expertise and support to commercial teams in branding and communications 
        while also improving the branding skills within the wider organization through workshops and 
        coaching.
      -Assist various countries with Go-To-Market and Franchise management through expert consulting 
      and insights.

Global Branding Manager

Key Focus Geographies: Vietnam, Indonesia, Thailand, Philippines, Malaysia

      -Managed a US$300 Million revenue stream, providing strategic direction for 5 Crop Marketing 
        Managers based out of 5 ASEAN countries.
      -Co-created the development of a15-year global rice strategy by outlining value proposition of 
        ASEAN’s potential in maximizing the global rice business for Syngenta; lead the 
        implementation of the ASEAN rice strategy.
      -Introduced the "Gromore program" in ASEAN rice, highlighting the importance of a portfolio  
       approach instead of focusing on individual brands, resulting in increased brand awareness and 
       incremental sales.
      -Contributed significantly to the overall success of the company and the achievement of set 
       financial and business objectives through excellence in new product introduction and product  
       life cycle management. 
      -Leveraged an intuitive understanding of target consumer attitudes, behaviors, and needs, 
        channel buying behavior and insights, and competition insights to meet commercial objectives 
        and consumer needs.

Rice Crop Marketing Head- ASEAN

Key Focus Geographies :    India , Pakistan , Bangladesh

      -Handled a portfolio of over US$ 120 Million; built and led a diversified team to deliver against 
        aggressive goals.
      -Co-created the global crop strategy to ensure representation of territory needs as well as the 
        implementation of global crop strategies for the crop at the territory level. 
      -Identified need for and delivered insight to commission adhoc research to assess business 
        opportunities across territories.
      -Ensured adequate coverage of specific Territory crop needs in the global R&D project portfolio.
      -Managed team through significant change during a global strategy transformation of the 
       company and ensured employees remained motivated and focused.

Head of Speciality Crops-South Asia

-Achieved double-digit growth for 2 consecutive years via successful . 
-Led and supervised activities of 600+ retail stores across Pakistan with strategic initiatives and commercial vision; established franchise and team operational structure; managed one National Franchise Manager & 4 Zonal Managers.
-Addressed business portfolio gaps through strategic alliances and the introduction of 3rd party products
-Set a new benchmark for sales by helping orchestrate the business for seed care, a non-existent category in Pakistan at that time, through internal stakeholder management and  ground level technical trials to convince field force , growers & channel partners

Head of Marketing

DHL Express

-Led the implementation of the commercial strategy through an integrated marketing approach that encompassed cross-functional support to meet and exceed customer expectations whilst delivering profits for the company.
-Spearheaded the marketing organization of DHL from strategic planning, market research, pricing and retail programs. 
-Achieved a 2% price increase every year in a flat/declining market via various demand generation campaigns.
-Revitalized the sales organization towards new customer acquisition and market share development; developed and deployed incentive marketing campaigns targeted at stagnant or non-frequent clients that generated 10% sales growth.
-Reinvigorated “University Express” service of DHL with fresh marketing communication and       engagement strategies and campaigns resulting in a +10% growth every year from the segment.

National Manager Marketing

Philips Consumer Electronics

This was my first job after the completion of my MBA program

-started as a management trainee 
-product manager televisions, product manager –televisions and entertainment solutions, and marketing manager and manager corporate sales.
-Spearheaded institutional/corporate sales efforts across FMCG, Banking, and significant other industries and won major deals from large MNC and local companies; sold over 200 LCD TVs  to a leading hotel chain in Pakistan.
-Achieved a 30+ % growth for the Philips DVD players in the market through effective launch, 
 sales-force training, bulk deals with distributors, and outstanding advertising in a VCRs or VCD 
 player-dominated market.
-Played a key role in introducing large-screen TVs into the Pakistan market which was 
 traditionally driven by smaller screen sizes via sales force training, in store merchandising and 
advertising campaigns.
-Introduced 42” Plasma TV (launched by Philips) in Pakistan and garnered increasing response through road shows in 5 major cities of Pakistan.

Marketing Manager & Manager Corporate Sales

With over 25 years of experience in different industries and countries, I am a passionate marketer who aims to grow businesses and provide value to our customers.

I have a strong command of branding, brand strategy, business development, marketing, and business strategies, and truly enjoy working within these areas.
 
I am competitive and enjoy outperforming competitors to gain market share.

taplio

The Battle

Phillip Oakley

Yasin Amanullah

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