Ian Staton

Emea Marketing Manager @Bureau Veritas Consumer Products Services

Warrington, GB

Bureau Veritas’ Consumer Products Services division is a world-leading concept-to-consumer supply chain solutions partner working with organizations throughout the supply chain. Well in excess of 100 offices and laboratories spread around the world, we are proud to be the quality managers for many of the world’s leading brands, retailers and their supply chains.Part of a global company with 8 divisions and a global turn over of 7.5 billion dollars.My role:I joined Bureau Veritas in 2016 to launch their digital marketing strategy in the UK, Europe, Middle East and Africa. At the time, there was no CRM, no outbound marketing tools and no content plans. However, there was a large budget and team of localised Marketing assistants in the main countries and between us we had an open book to invest in the tools we needed to succeed. In 2017 I introduced a local CRM system, the initial reason was to align our data ahead of the upcoming GDPR regulations, the second reason, was to start to track marketing activities and the rates of conversion to revenue. Something which had not been looked at before.As part of a 3 year schedule, I introduced new ways of marketing our products using, video content, webinar series, interactive virtual tours alongside client specific content for RFP’s and pitches. As well as traditional offline marketing of trade shows, brochures and promotional materials.In 2022 I used our new CRM to present to the Global Exec team that I had generated 1.1M of new revenue through marketing and new lead generation. By 2024 I had increased our new revenue from global lead generation to 5.4 Million with a clear plan of how we could improve this number in the future. As a result I am now responsible for our global lead generation and lead conversion. For 2025 my focus is on working along side our AI teams to streamline our web lead generation and qualification process, to deliver higher revenue beyond 2026.