Scania Trucks UK
Head Of Marketing
January 2020 - December 2020
Led the development and execution of a comprehensive multi-channel B2B marketing strategy, overseeing a team of 10. This included PR, digital, and offline initiatives, with direct reporting to the board of directors. Responsible for managing dealer marketing communications and strategy, as well as overseeing the annual marketing budget, spend tracking, and invoicing. Also led CRM and data strategy, ensuring effective stakeholder reporting and alignment across the business.​
Project Brief
Between 2015 and 2020, Scania secured several large fleet orders for trucks with very basic, ‘vanilla’ specifications. As these contracts ended, the used market became saturated with vehicles that—while mechanically sound—lacked the spec appeal for UK retail buyers. With franchise dealers unwilling to invest in this stock, hundreds of units sat idle, tying up significant capital. That’s when my team was asked to step in.
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We were tasked with designing and delivering a campaign to generate retail interest in this challenging inventory—vehicles that were perceived as overpriced due to inflated residual values, yet lacked the features typically sought after in the used market. The key insight: while these trucks weren’t viewed as “cheap,” Scania still held strong brand equity among drivers, with a reputation for quality, reliability, and desirability.
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Our job was to shift the narrative—reframing the stock’s value, leveraging the brand's strengths, and creating a proposition that spoke directly to the right buyer.

Award Winning "Unbelievable Truths"
The "Unbelievable Truths" campaign, developed in partnership with our agency teams, was designed to challenge common misconceptions about the value of Scania’s used trucks. By highlighting six widely held—but false—beliefs, we reframed Scania's pre-owned offering as premium and accessible.
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Positioned as a bold response to market hesitancy during a COVID-hit, price-sensitive period, the campaign delivered a compelling, credible offer that resonated with value-conscious buyers. This strategic, insight-led approach helped shift perception and move stock—earning Scania a Gold and two Silver DMA Awards in 2020.
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The campaign not only addressed challenges around pricing and desirability, but also demonstrated how powerful storytelling can reverse entrenched market beliefs—turning risk into revenue.

E-Commerce
Initially launched as a three-month push, the "Unbelievable Truths" campaign proved so effective that it was reworked and expanded across European markets—running for an additional six months. Across the region, the campaign drove a 70% reduction in targeted used stock, directly addressing the surplus of low-spec vehicles and unlocking capital for the business.
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This was a true multi-channel campaign, delivered across digital (socials, paid search, YouTube ads), radio, trade press, and printed media tailored to relevant company demographics. A dedicated used vehicle microsite was created, fully branded in line with the campaign, supported by a comprehensive suite of dealer marketing materials and weekly updates managed by my team.
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Sales leads were pre-qualified by our CRM function before being passed directly to local dealers—ensuring a fast, efficient path to conversion and a better experience for both the business and the customer.
