Marketing Mill | February 2015



Julie Gibbs
Arrow Marketing Director 
+44 (0) 1423 519225

Julie has been with Arrow for the past 17 years gaining experience in corporate and channel marketing across all areas of the business.  Julie’s skills and responsibilities include brand and messaging, PR & communications, channel marketing, social and digital marketing and development of Arrow’s Marketing value proposition.  Julie manages the overall budget and the UK marketing team which totals a team of 26 marketers.

Likes: keeping fit through running and the odd PT session (when she can fit it in!) plus shopping, music and holidays

Frances Davies
Arrow Head of Marketing 
+44 (0) 1423 519218

Frances has been with Arrow for over 14 years gaining experience in channel marketing across the Data Centre portfolio (storage, software, servers, virtualisation and data centre infrastructure management). Frances has overall responsibility for the Harrogate marketing team and associated brands and her main responsibilities include managing budgets, creating strategy and new programmes, developing and maintaining vendor relationships as well as managing and executing go to market campaigns.

Likes: exercising including running and attending the local gym, dining out, wine, providing marketing advice to local businesses, Liverpool football club.

Alexandra Richens
Senior Marketing Manager – IBM 
+44 (0) 1423 519215 
+44 (0) 7508 230398

Alex heads up the IBM Marketing team across the portfolio and brings over 18 years of marketing experience in a B2B environment. Joining Arrow in 2012 she has worked until recently as IBM Hardware Marketing Manager. Alex’s role focuses on managing the team to deliver an exceptional level of service to our Business Partners and developing strategic initiatives to add value to the Arrow marketing service offer.

Likes: anything to do with sport, mainly focusing on competing in Triathlons for Leeds Bradford Triathlon Club and running with the Harrogate Harriers. 

Emily Fallon
Partner Marketing Manager – IBM 
+44 (0) 1638 569824 
+44 (0) 7770 925341

Emily has over 7 years of marketing experience working within the industry and B2B and B2C environments. Emily’s role is purely focussed on Partner Marketing, primarily for IBM Software. Working with our Business Partners Emily assists with building marketing plans, providing support in executing campaigns and offering marketing enablement as required.

Likes: LOVES shopping, swimming, learning new things, cooking and socialising with friends and family. 

Erika Dale
Marketing Assistant – IBM 
+44 (0) 1423 519089 
+44 (0) 7956 210798

After completing a degree in Marketing and travelling to Australia and Fiji, Erika joined Arrow in 2007 to support the Marketing team, later focusing on the events and hospitality function. Erika moved into the IBM team in 2012 to work closely with the Arrow Training team to increase awareness of IBM. Erika’s main responsibility is working alongside the IBM Storage team to offer marketing advice and planning. She continues to work closely with the Training team as well as IBM Global Finance.

Likes: Spending time with family and socialising with friends, eating out and shopping, travelling the world and occasional trips to the gym!

Chileshe Mubanga
Marketing Assistant – IBM 
+44 (0) 1423 519219

CeeCee graduated from Leeds Metropolitan University in 2013 with a BA (Hons) Marketing degree and she is also currently studying for her CAM diploma in Digital Marketing. Shortly after university she worked at a manufacturing company in several marketing roles including telemarketing, research and marketing communications. CeeCee joined Arrow IBM team in August 2014 to manage the Partner Demand Generation programme.

Likes: to go out to eat and enjoys going to the cinema. She also enjoys travel and would like to visit some new places that she has never been before.

Helen Easton
Programmes Administrator – IBM 
+44 (0) 1423 519215 
+44 (0) 7508 230398

Helen has worked for Arrow since 2001, working in Sales, leaving in 2005 to have two children and returned in 2008. Helen’s primary role is administration for the IBM vendor team, including the management of, and partner support for, the co-marketing process.

Helen also assists in selling IBM Global Finance. 

Likes: spending time with her family, bike rides with her two girls and also lots of exercise, particularly taekwondo. Helen is currently training for her black belt and teaching the ‘Little Dragons’, but also does Pilates and takes part in survival events.

Joanne Smith
Senior Account Director at Communications Agency onebite

Joanne Smith, Senior Account Director at Communications Agency onebite.  Jo and her team have been providing Arrow with PR consultancy and support for over a decade. Her 20 years of IT Marketing Communications and media relations experience ensures that Arrow’s PR programme aligns with sales and marketing objectives and integrates with tactical campaigns while positioning Arrow as a thought-leader and innovator in the IT channel.

Sally Lunn
UKI GBP Marketing Leader

Sally is the UKI Business Partner Marketing Leader, a role she’s held for the past year.  Sally has worked IBM for almost 20 years and spent most of her time in Sales roles (working with start ups, Mid Market)

Tom Mason
Head of Social Media at Delineo

Head of Social Media at Delineo, a full-service advertising agency based in Manchester. Tom is responsible for the overall strategy and implementation of all social media campaigns to come out of the agency.

Andreas Hadjiandreou
Director, Purple Demand

With a background in Technology, having started his career with Hewlett Packard, Andreas has a wealth of experience of working with Vendors and their Channels. Following his time at HP, Andreas joined Morse where he led a successful Professional Services team; delivering Infrastructure services to a huge range of Enterprise customers. Upon leaving Corporate world Andreas built a successful Demand/Lead Generation business within Aspire Technology. Most recently Andreas was one of the founding directors of Purple Demand Limited.  As a 'virtual 'inside sales engine, Purple generates sales-qualified appointments, discovers new leads, and nurture long-term prospects for IT Vendors, Distributors and their Channels.

Clare Findlay
Director, Purple Demand

With a background in the Channel and more latterly as Managing Director of Aspire Technology; Clare has a background in building successful, focused businesses in the software and services space.  Following the successful sale of Aspire, Clare joined forces with Andreas and is now the co-owner of Purple Demand.  

Catriona Bull
Marketing Manager, IBM Software Channels, UKI, IBM Systems

Cat joined IBM through the Clarity Systems acquisition in 2011, moving to SW Channel Marketing in 2013.  Cat is responsible for managing the SW Co-marketing programme, assisting partners in navigating the IBM programmes available and collaborating with the VAD's, IBM Channel and Marketing teams to ensure they get the most from their partnership with IBM.   

Also passionate about gardening, particularly growing vegetables, all things food and wine related, running and boot camp.

Estelle Andlauer
Systems Channel Marketing Manager, IBM

Estelle works with distributors, system integrators, ISVs & MSPs, managing the IBM new route marketing funds and the marketing growth funds, developing marketing plans focused on Cloud, Analytics, Social and mobility with partners to jointly achieve business objectives.

Estelle is an IBM channel ambassador and board member of the CIM technology forum.