Available to hire
I am Giles Polito, a board-level marketing strategist with 25 years of experience building premium technical brands in the outdoor apparel sector. I lead with energy, focus on delivering growth, and align marketing with the wider business goals to elevate brand positions in competitive markets.
I have a proven track record of successful client work over the last 3 years with my consultancy.
I thrive on directing teams, managing budgets, and forging strong supplier and agency relationships to deliver measurable ROI and sustainable brand value. I enjoy turning data into clear actions, shaping compelling brand communications, and driving multi-channel campaigns that resonate with customers and retailers alike.
Experience Level
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Intermediate
Intermediate
Intermediate
Intermediate
Intermediate
Intermediate
Intermediate
Intermediate
Intermediate
Intermediate
Beginner
Beginner
Beginner
Beginner
Language
English
Fluent
Work Experience
Marketing Director at Rohan Designs Ltd
December 31, 2023 - July 9, 2025Directed Marketing, Creative, E Commerce and Customer Services Teams to maximize customer engagement and transactions across all channels including 54 UK retail stores. Improved team collaboration and consistency of communication. Led consumer research to elevate brand positioning and launched successful campaigns exceeding ROI targets. Reduced creative costs by bringing photoshoots in-house and focused on product priority. Managed budgeting and delivery of £15.3m turnover in 2022 in E Commerce. Streamlined Customer Services and increased awareness for Service Centre repairs. Supported retail team by developing multi-channel creative for improving customer journey.
Commercial Director at Equip Outdoor Technologies UK Ltd
December 31, 2020 - July 9, 2025Directed global marketing for UK’s No.1 technical clothing brand, Rab, responsible for long-term brand growth, Direct to Consumer proposition for Rab and Lowe Alpine, and managing 5 teams across 3 locations. Successfully transformed Rab into the UK's highest performing technical brand, achieving 50% sales growth between FY15 and FY19. Doubled central European business FY16-FY18 and realized digital acceleration with B2C sales growth of over 30% annually leading to 55%+ growth during Covid-19 lockdown. Generated 60% uplift in key UK retailer sales in 2020 through multi-channel B2C strategy with Amazon. Led and implemented a 3-year strategic plan.
Director of Brand Development at Burton McCall Ltd
December 31, 2014 - July 9, 2025Accountable for UK brand growth strategies for 14 premium outdoor brands, delivering regular reporting against KPIs. Identified and negotiated new distribution worth over £4m for 8 brands. Project managed PMI UK integration reducing overhead and improving margins. Developed brand strategies for launching new products and providing retailer marketing support. Directed marketing activities resulting in accelerated sales; increased Bridgedale sales by 22% YOY in 33 stores with Premier Dealer Plan.
Marketing & Sales Director at Bridgedale Outdoor Ltd
December 31, 2010 - July 9, 2025Accountable for global Sales and Marketing, launching new brand direction in 2005 resulting in international sales growth and exceeded profits.
International Sales & Marketing Manager at PIL Membranes Ltd
December 31, 2005 - July 9, 2025Managed international sales and marketing for the Sealskinz brand of accessories, extending product range to grow sales and brand presence across key retailers.
UK Sales and Marketing Manager at Porvair International Ltd
December 31, 2000 - July 9, 2025Launched the world’s first 100% waterproof sock, porelle drys. Implemented sales and marketing activities from scratch and managed the brand transition into Sealskinz for international growth.
Sales and Marketing Executive at Hollas plc
December 31, 1997 - July 9, 2025Managed the growth of nightwear products in key UK retail chains.
Owner at Glide Marketing Consultancy
January 1, 2023 - PresentFreelance consultant - defining future revenue streams for ambitious companies; developing impactful marketing and digital strategies, launching new websites, and planning marketing campaigns. Worked with clients across sports, retail, hospitality and leisure to deliver: 3-year Sales, Digital and Marketing strategy development; opportunity reviews and strategic direction; website launches (6 in 12 months); customer acquisition and retention strategies; marketplace optimization with Amazon; targeted customer segmentation; multi-channel brand communications and seasonal content plans; ROI-driven KPI reviews; brand guideline creation; elevating creative outputs to maximise impact through precise targeting, timing and consistency; aligning digital activities with ambitious targets and improving site performance and customer journey.
Marketing Director at Rohan Designs Ltd
January 1, 2020 - January 1, 2023Directed Marketing, Creative, E-commerce and Customer Services teams across 54 UK retail stores. Improved cross-team collaboration and communications consistency. Marketing initiatives included consumer research with a new agency, direct mail campaigns, and a reinvigorated CSR Gift Your Gear program. Creative direction modernised brand visuals; in-house photo shoots increased control and impact. E-commerce budgeting, delivering £15.3m turnover (2022) while managing affiliate and PPC agencies; ongoing UX improvements to maximise conversion rates; streamlined customer services and enhanced service offerings; multi-channel retail creative for windows and in-store POS.
Commercial Director at Equip Outdoor Technologies UK Ltd
January 1, 2014 - January 1, 2020Global Marketing for Rab and Lowe Alpine, directing five teams (Rab & Lowe Alpine Global Marketing, B2C, and two European offices) to sustain growth. Transformed Rab from a challenger brand to a leading UK technical brand, achieving a 50% sales increase FY15–FY19. Doubled central European business FY16–FY18, accelerated digital performance (Rab B2C +30%+ YoY FY18–FY20; +55%+ during Covid), and delivered a 60% uplift in key UK retailer sales in February 2020 via an innovative multi-channel B2C strategy with Amazon while managing wholesale concerns. Led a 3-year strategic plan and elevated the Service Centre proposition, integrating it with the website and customer services to create a new revenue stream and strengthen circular economy messaging. Built a high-performance culture across 5 teams (35 people, 3 locations).
Director of Brand Development at Burton McCall Ltd
January 1, 2010 - January 1, 2014UK brand growth lead for 14 premium outdoor brands; developed and implemented brand strategies, pricing, product range, promotions and retailer marketing support. Negotiated new distributions and managed brand integration projects (e.g., PMI UK). Conducted clear market segmentation to maximise UK opportunities and accelerate rate of sale across the brand portfolio.
Marketing & Sales Director at Bridgedale Outdoor Ltd
January 1, 2005 - January 1, 2010Responsible for global Sales and Marketing; launched a new brand direction in 2005, delivering international growth and profits. Identified new business opportunities and distribution, leading to accelerated revenue and market share gains; notable performance included 22% YoY Bridgedale sales growth across multiple stores.
International Sales & Marketing Manager at PIL Membranes Ltd
January 1, 2000 - January 1, 2005International Sales & Marketing for the Sealskinz brand; expanded product range to grow sales and elevate brand across key retailers, driving international growth and market penetration.
UK Sales & Marketing Manager at Porvair International Ltd
January 1, 1997 - January 1, 2000Launched the world’s first 100% waterproof sock (Porelle Drys); led brand transition to Sealskinz for international growth and built scalable UK sales and marketing activity from scratch.
Sales & Marketing Executive at Hollas plc
January 1, 1994 - January 1, 1997Managed growth of nightwear products in key UK retail chains, contributing to sales and market expansion across major accounts.
Education
BA Hons Psychology at University of Reading
January 1, 1990 - December 31, 1993Postgraduate Diploma in Marketing (CIM) at Cambridge Marketing College
January 11, 2030 - February 12, 2026Postgraduate Diploma in Management at Loughborough University
January 11, 2030 - February 12, 2026Strategic Management Programme at Cambridge University, Judge Business School
January 11, 2030 - February 12, 2026BA Hons Psychology at University of Reading
January 11, 2030 - February 12, 2026Qualifications
Strategic Management Programme
January 11, 2030 - July 9, 2025Postgraduate Diploma in Management
January 11, 2030 - July 9, 2025Postgraduate Diploma in Marketing (CIM)
January 11, 2030 - July 9, 2025Strategic Management Programme
January 11, 2030 - February 12, 2026Industry Experience
Retail, Consumer Goods, Wholesale & Distribution, Professional Services, Travel & Hospitality, Non-Profit Organization, Other, Manufacturing, Media & Entertainment
Experience Level
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Intermediate
Intermediate
Intermediate
Intermediate
Intermediate
Intermediate
Intermediate
Intermediate
Intermediate
Intermediate
Beginner
Beginner
Beginner
Beginner
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