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  1. Home
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  3. Leigh Cowan
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Mr

Leigh Cowan

FASMI
World Authority on Marketing Governance
Leadership Empowerment Pty Ltd
Country or state 
Australia
Available to 
Europe,
North America,
...
City 
Sydney
Fee 
Languages 
English
Volunteer
No
Timezone 
Australia/Sydney

Personal Details

Current position (1)

World Authority on Marketing Governance

Leadership Empowerment Pty Ltd

Achievements (7)
Grew profits for a billion $ corporation by $250M

TNT's top management failed to see brand management issues. improved the financial performance of 2 divisions with a $1B turnover but only breaking even. Leigh identified the problem & discovered the $250M solution in 12 weeks.

Used Marketing Science to create $200M sales increase

After writing the successful relaunch plan for another brand, Leigh created a new analgesic product for Marion Merrill Dow within a few weeks, generating $200M p.a. for over a decade.

14% market share growth in FMCG in 12 weeks

Reversed deletion orders by retailers and developed marketing a communications campaign so powerful that it took market share from 2% to 16% - saving the brand (which prospered for 15 years after this relaunch).

50% growth spurt for SME: $24M to $32M in a year.

50% increase in sales in dairy foods in 1 year.
AN SME with no strategic governance wanted "help". Thye spent $55K of fees, $1M of following the recommendations that paid for themselves within weeks of the consequent sales sgrowth.

University Lecturer & Tutor (Part-time, 9 years)

UNSW: 1994 Undergraduate - Fundamentals of Marketing
UTS: 2003-2009
1. Graduate School of Business - MBA Lecturer in Marketing Management
2. School of Marketing - Undergraduate lecturer in Marketing Strategy & Planning and Consumer Behaviour
WIN: 2023-Present - Masters & undergraduate marketing

Commercial Achievement & Workforce Engagement in Government

32 years after its success, Leigh's 1987 launch of the NSW Bicentennial Number Plate remains the most successful launch of commercial number plates in the world, despite a resistant work-force, internal organisational factions & complacency at senior level. Leigh grew sales from $4M to $22M p.a.

Billion-Dollar Long Term Strategy

Leigh wrote the successful strategy that re-launched the previously failed My Dog brand in Australia in 1983 - which is still market leader 35 years later!

Degrees (2)
Bachelor of Commerce
UNSW
1973 to 1986
Post-graduate Diploma in Strategic Planning
London City University
1989

Bio

Horizontal Tabs

Shortest Bio

Leigh brings MUCH more to a business-oriented delegate than a laugh and some research findings because he is one with his audience... sharing decades of war stories in commercial marketing, reaching CMO, Marketing Director & Board level.

When Leigh shares those multiple world-record sales growth, launch and brand management achievements in FMCG (CPG), B2C and government product launches, audiences listen!

Leigh's global successes and experience in categories as diverse as pet food, pharmaceutical, mining & banking are inspirational and motivational, as well as educational.

Richly reinforced with his 13 years of tertiary study in Marketing at UNSW, Postgraduate Diploma in Strategic Planning (London City University), lecturing experience in the UNSW School of Marketing and UTS Graduate School of Business MBA degree course.

His international standing as an author, speaker, facilitator, strategist, adviser, mentor and consultant appeal to potential delegates who want something "more" than a pre-packed presentation... they savour the originality, specificity, and tailored presentation that Leigh delivers that cuts to the heart of their problems and attacks the issues relevant and specific to them.

Why me?

I reveal proven, reliable, implementable secrets you can use to quickly improve business profits!

Broad Bio

Leigh adds both kudos and flair to trade launches, group sales presentations, and industry presentations. During his years of university lecturing Leigh proved himself a popular and preferred teacher.

His wit, charisma and depth of knowledge made the path to becoming a commercial workshop trainer and event presenter a breeze, with the highest post-event appraisals possible, and queues of people waiting to shake his hand at the end of keynotes he presents, at FMCG and other marketing and management conferences.

Leigh intrigues and inspires senior and aspiring business executives, combining advanced marketing science with profound anecdotes from advertising, agency and FMCG sales promotions, to corporate marketing governance, in marketing management, culture development and productivity improvement.

Because he did it himself, Leigh demonstrates empathy and inspires executives from the likes of Mars, 3M, TNT, CSR, P&G, Shell and more.

Having taught MBA strategy & planning, authored original books and published articles, Leigh stands up as a world authority on leadership, strategic marketing planning, brand & product portfolio management, new product development, internal marketing (organisational alignment) and corporate marketing governance.

Founded on 13 years of tertiary academic training and a 40-year career of commercial successes in effectively and profitably applying academic models and thinking, Leigh has shown hundreds of executives how to create record-breaking sales successes. He has mentored and motivated executives from government departments to big pharma, banking, mining and FMCG in his path.

A quick look at his case studies and testimonials page demonstrates the talent across multiple industries, product categories and life cycle stages in which Leigh demonstrates methods to achieve record-breaking results.

Leigh delivers...

1. Riveting ideas & concepts on strategic and tactical planning,

2. Inspiring and motivational presentations and workshops,

3. Educational & entertaining keynote presentations that evoke post-event dialogue,

4. Profound, prudent and poignant board-level advice and counsel

His experiences generating 12% market-share growth, change management returns with 25% growth, profit growth of 22%, branding portfolio management that doubled sales revenue, and completing an IPO in the wake of the 2008 GFC are stories of inspiration and entertainment for event delegates.

Workshop Bio

Since 2009, Leigh has delivered dozens of one-day and two-day commercial training workshops to hundreds of companies (some listed below).

Not only is it common for the participants to grant Leigh a standing ovation at the end, but also to bond and connect with him. CEOs and heads of marketing from around the world repeatedly communicate with Leigh and share their growth due to training which they hold in high esteem.

Described as "Good or better than any training from Harvard" by a Harvard graduate CEO who transformed his company after attending Leigh's workshop, is the standard at which Leigh sets the bar for ALL his workshops.

"The best workshop I have ever attended in my career" was another feedback comment by a senior (global) executive from MNC, reflecting that Leigh's empathic and insightful blending of practical and academic was both interesting and relevant.

Presentations

Presentations (7)
What they don't teach you (yet) in an MBA

New and potent approaches, methods and practises are used by the best multi-national corporations that empower them with a sustainable competitive advantage.

How FMCG (CPG) Can Get Its Mojo Back

How FMCG rose to global success, how FMCG faltered, lost its way, and can regain prowess. Includes the how and why of FMCG successes and woeful failures from which every delegate will hone valuable insights and knowledge.

The Hierarchies of Marketing

CMOs around the world last less than two years.
Only 73% of executives in a marketing role possess a tertiary marketing qualification.
Find out what skills are needed and missing in the art of marketing.
Discover the fast-track to corporate immortality that equips a CMO with perspectives many are missing and provides organisations with optimised, winning outcomes.

Tearing Down Resistance to Change

Change is the only constant in the world. Survival depends on the ability to adapt & change. But people can resist change, be unwilling to change or even fight change. Can include, "10 Principles of Change Management" subject to time.
Combining behavioural science techniques and strategic marketing management methods, change can be easy, welcomed, embraced and enthusiastically adopted. Find out how!

Brands: Know when to Hold 'em, Know When to Fold 'em...

... Know when to walk away, know when to run!
Gaining momentum globally, the Law of Diminishing Brand Loyalty (sometimes called "Cowan's Law of Brand Decay") addresses factors that affect the true sustainability of brands, dealing with the differences between brand awareness and brand preference, identifying the crucial aspects of brand equity and helping develop brand management strategies and optimise brand portfolio management.
30/60/90 minutes of brand management science that will inspire and invigorate even the most seasoned professional while delivering an epiphany to younger and fresher brand management attendees.

The Recipe for Successful Product Launch

Using ORIGINAL and proven IP, loaded with profound insights, in 30/60/90 versions, this presentation walks the audience through unique means of evaluating the likely outcome of a product launch.

Imagine... A way for ALL investors (and entrepreneurs) to evaluate and remove risk from investment in product launch!

The “7-Star Pre-Launch Audit” melds academic and commercial research & experience into product launch know-hows Simple, concise profound and usable: A must for any investor, angel or venture capitalist.
Launching an innovation correctly so it will succeed, commercially... Content includes original, new & profound material that inspires & educates, decoding the process of ensuring an innovation succeeds commercially.
Three different types of Innovation exist. Each will FAIL if marketed as either of the other two. The audience will learn the science & rules behind choosing brands, developing products, launching effectively and optimising profit and market share outcomes.

Digital Monster - There's no such thing!

A presentation that helps business leaders correctly understand the place of digital in their whole business structure, what they HAVE to do, should do and should NOT do, what is hype and what is fact and tools for them to discern when they are forced to make managerial decisions about digital activity, commitment, investment and sales effort, while maintaining balance with traditional analogue and non-digital marketing effort.

Workshops (8)
Product Development for Bullet-proof Product Launch
Full day
(View workshop agenda)
Building Brand Equity
Full day
(View workshop agenda)
Profit Maximising Pricing Strategy
Full day
(View workshop agenda)
How to Write a Knockout Marketing Plan
Full day
(View workshop agenda)

Building the "right" approach, collecting & analysing the "right" information, getting to the point, choosing the "right" strategy for your unique situation, writing a comprehensive Action Plan, making your plan infallible, Internal Marketing, achieving successful outcomes.

Staff that would Die for you! Creating Killer Culture & Happy Workplaces
Full day
(View workshop agenda)

If you want staff that would die for you, great workplace culture & to be a preferred employer with high employee productivity and low employee turnover... where people love to come to work, are enthusiastic, know what you want without you having to say anything, and resistant to offers from your competitors, THIS workshop is a must!

Facilitated Workshop to Develop Mission & Vision Statements
Full day
(View workshop agenda)

A proven and effective way to develop and draft inspiring, effective Mission, Vision, Purpose, Identity, and Values delivering outcomes that include employee engagement, stakeholder support, improved middle management initiative, reduction in silos, and growth in productivity and bottom-line profits.

Staying Ahead of Corporate Governance
Full day
(View workshop agenda)
Strategic Planning for Board Members
90 minutes
(View workshop agenda)
Past talks (15)
The Science Behind Influencer Marketing
Influencer Marketing Asia
Asia
February 24, 2020
PROFIT MAXIMISING PRICING STRATEGY MASTERCLASS
PROFIT MAXIMISING PRICING STRATEGY MASTERCLASS
Sydney, Australia
August 21, 2018
Product Development to Ensure Successful Product Launch
Product Development to Ensure Successful Product Launch
Shanghai, China
November 12, 2017
Building Blue Ocean Breakthroughs
Strategy Stimulus FMCG Summit
Sales & Marketing Institute of Australia - MGSM
April 12, 2010
Collaboration, Not Confrontation: Coles & WW are't the Bad Guys, We Are!
Longevity FMCG summitt
Sales & Marketing Institute of Australia - MGSM
February 14, 2012
Pricing Strategy for B2C
Strategic Pricing for Profitability
The Langham Sydney – Marcus Evans – Pricing Conference
June 15, 2014
Bringing Science To Your Promotional Thinking
Grocery Shifts, Insights & Promotions Conference
Sales & Marketing Institute of Australia - MGSM
February 3, 2014
Staying Competitive in Today's FMCG World
GREAT GROCERY DOWNLOAD
Macquarie Graduate School of Business, Sydney Australia
August 21, 2017
Building Customer Profifi tability in Financial Institutions with Customer Value Management (CVM)
Commercial Training Workshop
JW Marriott Hotel, Kuala Lumpur, Malaysia
May 22, 2011
Breakthrough Marketing Plans & Creating Winning Outcomes
Marketing Planning Workshop
Hilton Hotel Petaling Jaya | Selangor, Malaysia
October 19, 2014
The Law of Diminishing Brand Loyalty
UNSW Marketing Club
AGSM, UNSW , Kensington, Sydney AU
June 2, 2010
Powerful Pricing Strategy
Powerful Pricing Strategy
Shanghai, China
May 13, 2018
Building Brand Equity
Building Brand Equity
Shanghai, China
May 15, 2018
Product Development for Bullet-Proof Product Launch
Product Development
Kuala Lumpur, Malaysia
October 9, 2016
Corporate Governance in a Changing World
Corporate Governance in a Changing World
Sydney, Australia
November 6, 2018
  • All (3)
  • Videos (1)
  • Photos
  • Slides (1)
  • Press information (1)
from my SMI talk on FMCG
This speaker hasn't uploaded any photos yet.
Bold Thinking
This speaker hasn't uploaded any one sheet yet.
Corporate Mission & Vision Statement development

Books & Articles (8)

The Four Faces of Marketing The Missing Link between Marketing & Management by Leigh Cowan
Bookboon.com,
2014
Advanced Strategic Pricing Dispelling the Illusion of Value-Based Pricing by Leigh Cowan
Bookboon.com,
2018
Managerial Marketing in the Real World
Bookboon.com,
2020
How to Build Outstanding Corporate Strategy
bookboon.com,
2022
Traders and the Lost Art
Online Retailing - A Typical Example of the Hierarchies of Marketing at Play
Make Marketing REALLY Easy
New Product Innovations and Launching Strategies

Expertise (15)

Business
Leadership
Media & Marketing
Corporate Governance Authentic Corporate Culture Brand Equity Management Sales and Marketing Strategy Pricing Strategy Marketing Planning Science driven product development Marketing Strategy Digital Marketing Strategies Employee Disengagement employee culture Business Advisory

Clients

ING, Toyota, Unilever, P&G, Carnation, Mars, Colly, Telstra, NAB, Abbot, M&B, Bank of Ceylon, CIMB, DBS, MMD, AVCO, AMPco, NSW Govt.
Nestle, Abbott, Colgate, J&J, ING, AGL, AMA, Ajax Chemicals, 3M, Tampax, BAT, CSR, Ricoh, Maybank, Unilever, Sara Lee, Westpac, TNT,

Awards & certifications (2)

AFAMI
Australian Marketing Institute
1986
FASMI
Australian Sales & Marketing Institute
2016

Reviews

Testimonials (1)
  • The Australian Sales & Marketing Institute has hired Leigh on several occasions to lead professional seminars based around marketing and related areas to audiences comprising senior management from (mostly) FMCG sector. His personable, effective delivery and creative topic presentations have consistently engaged and stimulated the audience. The Institute will seek Leigh to speak on future occasions when a strong marketing and creative message is essential.
    Graeme Orr
    CEO
    Australian Saales & Marketing Institute
    Verified
Recommendations
Why choose me? 

I reveal proven, reliable, implementable secrets you can use to quickly improve business profits!

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