With almost 30 years’ sales and marketing experience, Chris Lamb has been appointed to head up a new communications department within the organisation.
He brings with him a wealth of strategic, multichannel marketing knowledge following an extensive career with Bradford-headquartered Barrett Steel. There he was responsible for everything from the brand’s digital presence through to the formation and development of a new marketing team, marketing tech integration and the management of third party agencies.
“We’re handling more stock than ever before and attracting record numbers of buyers now we’re running up to four sales per week,” explains G3’s founder Matt Dale. “But we operate in a competitive landscape so don’t ever rest on our laurels. Chris’s key responsibilities are therefore to maintain and boost footfall to our auctions, project our reputation to support the work of our account management team, and raise awareness of the new motoring technologies we’ve brought to market this year.
“He’s got plenty to get his teeth stuck into.”
Focusing initially on the consolidation of G3’s communications activities to date, a key priority for Chris will be the project management of a new company website.
“We may have a 93% customer retention rate but that doesn’t mean we stop looking at ways to improve the customer experience. Our website isn’t as intuitive as it should be, so we’re going to introduce an interface that is slicker, quicker and packed full of more functionality. This will surely prove attractive for new vendors and buyers too.”
Chris will also assume overarching responsibility for G3’s email marketing, SMS, direct mail, PR, SEO, events, social media, advertising, and corporate sponsorship activity. But whilst he has an eye for detail as well as creative flair, he’s equally as interested in the optimisation of data that will boost the effectiveness of every campaign moving forward.
Chris summarised: “I have the enviable position of working with a brand that already has a strong industry reputation. Yet the company has evolved significantly since it was formed in 2009, so it’s important that our communications strategy reflects the G3 of the future.”