Craig Kirkpatrick
Head of Marketing @Lloyd Motor Group
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WORK HISTORY
Head of Marketing @Lloyd Motor Group
Carlisle, GB
Founded in 1976, Lloyd Motor Group is one of the UK\'s largest independently owned, family-run automotive retailer groups, with an annual turnover approaching £1bn.We plan and implement the organisation’s marketing strategies across Lloyd Motor Group\'s brand portfolio of 42 automotive retailers across Northern England and Southern Scotland.Working with global automotive brands BMW, MINI, Jaguar Land Rover, Volkswagen, Volvo, Kia, BYD, Škoda, INOES, Honda Motorcycles and BMW Motorrad.Managing a portfolio of in-house Lloyd Motor Group sub-brands.Directing the efforts of an award-winning in-house marketing team that specialises in digital and traditional marketing channels, delivering communications across multiple business categories to external and internal stakeholder groups.Our brand purpose at Lloyd Motor Group is to earn our customers’ loyalty by providing market-leading sales and aftersales experiences that continually exceed expectations for our customers and their families.
EDUCATION
The Byrne Partnership - MSQ (Media Skills Qualification)
Diploma, Marketing, Media and Advertising
CIM | The Chartered Institute of Marketing
BA Hons Degree, Marketing
European e-Competence Framework
Advanced European ICT skills
The Open University Business School
Business Studies
Business Impact UK
LEAN tools and techniques
ABOUT CRAIG KIRKPATRICK
With over 25 years of experience in marketing, I’ve had the opportunity to support businesses in building stronger brands, connecting with their audiences, and achieving sustainable growth.As a Chartered Marketer and Fellow of the Chartered Institute of Marketing (FCIM, CMktr), my career has spanned the full spectrum of marketing, from working in the media, shaping brand strategies to delivering data-driven digital campaigns. I take pride in combining strategic thinking with practical execution to deliver measurable results.My approach is shaped by:Strategic Alignment: Developing marketing frameworks that support wider business goals and create long-term value.Integrated Thinking: Bringing together digital, traditional, and experiential marketing to deliver consistent, effective campaigns.Collaborative Leadership: Guiding teams through change and transformation with a focus on innovation, ROI, and customer experience.Ongoing Development: Staying curious, keeping up with industry shifts, and continually building on my skills and qualifications.Core Areas of Experience:Marketing Strategy & Planning | Digital Marketing & Analytics | Brand Development | Corporate Communications | SEO/SEM/Social Media | Inbound & Outbound Marketing | UX/UI & Web Development | Content & Video Marketing | Event Marketing | Team Leadership & DevelopmentOutside of work, I enjoy spending time outdoors and with my family.
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