LinkedInMiles Barry

Miles Barry

Experienced marketing professional helping high tech firms succeed via successful awareness & business devt campaigns

London, United Kingdom
  1. MDSL,
  2. BlackBerry (RIM UK),
  3. T-Mobile UK
  1. University of Cambridge
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University of Cambridge

University of Cambridge

Economics & Social Sciences

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Miles brings 20+ years’ high tech experience across a range of senior B2B and B2C marketing roles.

At MDSL, he relaunched the company’s brand and online presence, introduced a PR & Analysts programme which saw it mentioned in every related Gartner report for the last 3 years, launched a range of new products and doubled online enquiries to their highest level on record.

Prior to MDSL, he drove the marketing programme at RIM which doubled his team’s activations to 1K+ units a month, opened a new SME channel and introduced processes to manage the budget, improve ROI and track performance.

Previously, he launched the BlackBerry Pearl in T-Mobile’s Consumer channel, exceeding quota by 24%, generating £12m in total BlackBerry revenue and positioning RIM permanently in the portfolio.

Before T-Mobile, he launched the Toucan brand in the UK, building market share and initiating the move into online marketing. In 3 years, Toucan became a Top-5 UK Voice provider and the only supplier awarded 5 stars by uSwitch in 2004.

He has held other marketing positions for a number of Telecoms and IT companies, covering the prepaid and post-paid market, an innovative Fixed Wireless Access service, an EMEA data reseller programme and Fixed Line Voice services in the Residential, Enterprise and Retail sectors.

He holds a Cambridge University MA and a Diploma from the CIM, where he is a Member. He is a Member of the IDM, holds a Market Research Certificate and speaks French and basic Spanish.

When not working he can be found either up to his elbows in a motorcycle engine or several metres underwater in the nearest warm sea.

Strategy & Planning
Proposition Development & Messaging
Product Marketing
Marketing Communications
Marketing Operations
Go-to-Market Planning
Digital Marketing
Content Management
PR & Analyst Relations
Business Development
Demand Generation
Channel Marketing
Customer Retention

Markets: Telecoms, IT, Cloud, B2B, B2C, Enterprise, SME, Consumer


Head of Marketing

(4 years)London

Responsible for global on-line and off-line marketing strategy and tactical delivery covering MDSL's Telecom Expense Manager™ (TEM) and Market Data Manager™ (MDM) cloud-based SaaS solutions and managed services, including integration with adjacent EMM technologies such as Mobile Device Management and Mobile Application Management. MDSL has offices in London, New York, Paris, Gothenburg, Hong Kong and Tokyo.

Senior Channel Marketing Manager

BlackBerry (RIM UK)
(3 years 2 months)

Responsible for all aspects of marketing to BT Mobile as one of RIM’s leading UK channel partners, including quarterly marketing plan and budget, proposition development, business cases, product launches, sales training, customer events, sales incentive programme, joint marketing campaigns, collateral, market analysis and relations across all BT sales channels.

July 2009: Role expanded to include sales management of the BT Volume channel and subsequently extended to include Cable & Wireless UK.

Key achievements
• Drove the marketing programme which doubled handset activations over 3 years to 1,000+ units per month.
• Opened and led development of new SME/SOHO sales channel, generating 200% increase in BlackBerry connections in 18 months.
• Developed indirect BT dealer channel to contribute up to 15% total net BT BlackBerry activations.
• 6 successful new product introductions and launches.
• Successful sell-in of market-changing BES Express proposition, working with BT Product team to bring to market in 10 weeks.
• Introduced and developed new processes across all channels for market planning, budget control and tracking/reporting.

Marketing Manager (Mobile Email)

T-Mobile UK
(11 months)

Initial assignment: BlackBerry Propositions & Marketing Manager for B2B and B2C channels; specific requirement to launch BlackBerry “Pearl” handset in Retail/Consumer market. Responsible for customer propositions and messaging, market analysis, target audience, pricing, compliance, forecasting, marketing plan, sales and vendor relations.

Jan 07: Role expanded to include Mobile Email category, including liaison with all T-Mobile departments to promote category, plus relations with other vendors (Microsoft, HTC etc).

Key achievements
• 2006 Q4: Successfully launched new BlackBerry “Pearl” handset to T-Mobile B2B and B2C markets. Particular focus on Retail.
- Created £1.5m marketing budget, including £400K vendor contribution. Pearl featured in national re-launch of Flext price plan.
- End-06: Pearl exceeded Consumer sales target by 24%, outselling all other T-Mobile BlackBerry handsets; BlackBerry contribution to total T-Mobile revenue: £12m+.
• 2007 Q1: Developed marketing plan for launch of new BlackBerry 8800, including first T-Mobile BlackBerry SatNav/GPS proposition.
• Overall: Successfully positioned BlackBerry handsets as a viable commercial proposition in T-Mobile Consumer/Retail channel.

Marketing Manager

Toucan (IDT Europe)
(3 years 10 months)

IDT Global wanted to diversify by building a new brand in the UK Consumer market. The “Toucan” brand initially launched as a fixed line Voice service before expanding into Broadband and Mobile sales. Sales via Direct Response advertising and online marketing, plus outbound telesales. Turnover 2006: £40m. Staff: 100. Marketing budget: £5m pa. Reports: 4 direct + 1 indirect.

Key achievements
• Built marketing team and proposition, developed go-to-market plan and marketing campaign, produced all collateral.
• 2003 Q4: Successfully launched ToucanTalk proposition, meeting/exceeding acquisition targets. 100K+ customers in 12 months.
• 2004 Oct: Negotiated sponsorship contract with 5TV for flagship programme “CSI”, valued at £1m.
• 2004 Nov: Toucan the only provider awarded 5 stars by independent comparison website uSwitch, ahead of all competitors.
• 2005-6: Launch of ToucanSurf and ToucanMobile Broadband and Mobile services.
• Overall: Successfully positioned Toucan among the Top 5 Voice providers within 18 months of launch.

Senior Marketing Manager

First National Telecom Services
(2 years 7 months)

Following an Interoute MBO, FNTS wanted to revive the First National Telecom brand and rebuild its sales channels. Focus on B2C Retail and Residential sectors; particular emphasis on ethnic markets. Direct Retail sales via 35,000 outlets, plus wholesale channel and in-house call-centre. Direct Residential sales. Turnover 2003: £84m. Staff: 100. Marketing budget: £1.5m pa. Reports: 2 direct.

• Successfully relaunched Residential Voice service, generating 15% net increase in customer acquisition over 6 months.
• Launched successful customer loyalty programme, generating 20% improvement in customer retention 2002-3.
• Introduced new website and developed Online sales channel, generating 100% increase in year-on-year sales (03Q).
• Developed and ran affiliate marketing and PR programmes, including Premiership Football Club, NUS and UNICEF charity.
• Overall: Revitalised and repositioned “First National Telecom” brand as a major presence in the UK Retail telecoms sector.

Senior Product Mgr/Product Devt Mgr

Kast Telecom Europe
(2 years 1 month)

European B2B Voice service provider (operations: France, Germany, Neths, Belgium, Italy) needed to diversify into Data. Voice/Data and ISP services to pan-European SME market via own ATM/IP backbone and LMDS fibre rings. Staff: 150. Reports: 2 direct + 4 indirect.

Key achievements
• Sourced international partner (Easynet); developed and launched unified set of ISP/Data reseller services across all regions.
• Developed and launched successful affinity programme with international hotel chain, across 3 countries.
• Overall: Re-positioned company and led transition from Voice reseller to Data services provider, with full set of broadband products.

Marketing Manager

Telco Global Communications
(3 years 1 month)

B2C Voice service provider wanted to re-launch in the UK residential market, while simultaneously expanding into the Corporate and Retail sectors. Turnover 1999: £20m. Staff: 100. Marketing budget: £750K. Reports: 7 staff.

Key achievements
• Developed new identity; re-launched in Consumer Residential channel: 25% net increase in customer acquisition over 12 months.
• Led joint CRM programme with Sales and Customer Services, generating 50% improvement in retention over 12 months.
• 1997: Successfully launched new direct Corporate and indirect Retail channels.
• Overall: Re-positioned “Telco” brand from niche player to mainstream provider in Consumer, Business and Retail markets.

Vendor Relations/Sales & Marketing Manager

(1 year 1 month)

B2B/B2C dealer/distributor specialising in mobile solutions for business travellers wanted to diversify into Apple laptop and PDA sales. June 1996: Refocus on channel marketing and vendor relations/OEM sales. Turnover 1996: £5m. Staff: 30.

Key achievements
• Launched new Apple division at Apple Expo 96, leading to on-target sales of £100K+ in first 12 months.
• Led range of successful joint marketing initiatives with IT vendors and partners (Apple, 3Com/US Robotics, AST, Hayes, Psion).
- 1996: TeleAdapt Product Guide bundled with all new Macintosh PowerBooks sold across Europe and US.
• Introduced Newton PDA and developed sales to the point where a separate division was commercially viable.


  • Product Marketing
  • Strategy
  • Channel Partners
  • Analytical Skills
  • Telecommunications
  • Product Management
  • Mobile Devices
  • New Business Development
  • Account Management
  • Business Development
  • Business Strategy
  • Sales Management
  • Marketing Strategy
  • Project Management
  • Strategic Planning
  • Team Leadership
  • Solution Selling
  • Vendor Management
  • Product Development
  • Strategic Partnerships
  • B2B
  • Unified Communications
  • Marketing Communications
  • Managed Services
  • Market Research
  • Marketing
  • Management
  • Go-to-market Strategy
  • Enterprise Software
  • CRM
  • Multi-channel Marketing
  • Online Marketing
  • Competitive Analysis
  • Sales
  • Market Planning
  • Mobile Applications
  • Product Launch
  • Market Analysis
  • SaaS
  • Customer Retention
  • Forecasting
  • Start-ups
  • Solutions Marketing
  • Mobile Communications
  • Pricing
  • Direct Sales
  • Customer Acquisition
  • Digital Marketing
  • Wireless
  • See 35+  See less


  1. French

    Professional working proficiency
  2. Spanish

    Limited working proficiency


Honors & Awards

• Diploma & Member, Chartered Institute of Marketing
• Member, Institute of Direct Marketing
• Certificate in Market Research, Market Research Society
• French (written and spoken), basic Spanish

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