Stoneridge Electronics

OPTAC logo


Stoneridge Electronics Ltd

Challenge: To redesign a failing marketing strategy for the new product launch of OPTAC tachograph reader, recruit a dedicated team of direct sales staff, and provide man management to the Website Manager on the design of a multi-national website.



I was responsible for both the on and offline marketing strategy for OPTAC, a new tachograph solution for the transport industry.

This involved the man management of one Website Manager and 3 direct sales staff targeting the UK, French, German, Spanish, Dutch, Swedish and Italian markets. This meant the design of a UK ecommerce template not only capable of transactions in different european currencies but easily converted into foreign languages and flexible enough to add new European markets. There were clear benefits to centralised control including cost savings on a technological infrastructure, content creation and brand consistency. However, with each country having its own distribution team I had to find the balance between the need for uniformity and provide specific market requirements and local content. In doing so we met local expectations on independence, message, time and cultural specifics.


My review of existing performance changed the marketing strategy from awareness based to response driven, placing more emphasis on the principles of AIDA in sales literature, and higher returns from PR. We also attended foreign exhibitions to establish new dealerships, increasing our distribution through a pool of committed international salesmen.

The company doubled in size in three years – two years ahead of target.

To review other examples of my business strategies follow the links to Standard Life, Edinburgh Solicitors Property Centre, Scottish Borders Council, and VELUX.

View my CV or this.
Follow 360create on Twitter

Contact me

0785 234 9011

email me:

%d bloggers like this: