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Phil Gates

Phil has proved himself an innovative marketing professional over the last 30 years within multiple industries and countries. He has been recognised for his abilities by becoming a Fellow of the Chartered Institute of Marketing.

With an entrepreneurial approach he is a self-starter who can engage across disciplines and at all levels and has a track record of delivering marketing results within both start-ups and mature businesses for both B2B and B2C.

His experience includes Travel & Leisure, FMCG, Automotive, Telecoms, Gaming & Gambling, Public Sector, Public Transport, Charity, and a start-up. Specifically he has worked for companies such as P&O Ferries, Kimberly-Clarke Europe, Fiat/Alfa Romeo UK, O2, Virgin Mobile/Media, the Rank Group as well as assignments for Bowel Cancer UK, Royal Marsden Hospital, Northern Rail, and the Abellio Group of train operators.

Phil is based in the Thames Valley and works across the whole of the UK.


Phil’s Specialities

Phil sums this up as “I help deliver a better return on investment by helping teams do better marketing.”


  • Turning a simple 1-line SMART objective into full service multi-channel marketing plans.
  • Promotion of a customer focussed performance driven marketing culture.
  • Marketing team development.
  • Managing external agency partners to get the most value.
  • Integrating marketing with other business functions.
  • Driving ROI from marketing.


A few of Phil’s recent projects:


Phil set-up and managed a multi-disciplinary innovation team to find additional revenue from non-core sources and improve customer experience.

He created and managed a new business unit, the Abellio Media Centre, working across the 4 Abellio train operators to breakeven within 8 months and negotiated >£5m additional revenue over the next 5 years.


Commercial Marketing

Phil created the new commercial marketing strategy at Northern Rail. Recruited the team and introduced a measurement culture. Delivered multi-channel marketing (19 channels) to meet a SMART commercial objective. Created a single customer view database, delivered customer insight, segmentation, profiling and Customer Relationship Management (CRM).

These activities increased return on investment (ROI) from marketing by 180% in 1 year.


Marketing team support

He reviewed existing commerciality, creativity, consistency, and coordination of the marketing team. Phil recommended new working practices, team development and coaching, a new marketing strategy and a better way of working with supporting agencies.

These activities drove an increase in marketing ROI (independently measured) of 68% in 10 months.