62. Segmentation secrets: precision marketing in niche markets

The Unicorny Marketing Show

In this episode, Duncan Daines, Group Head of Engagement at Gama Aviation, shares his perspectives on aligning marketing strategies with commercial outcomes, the evolving role of agencies, and the importance of segmentation.

From his unique career spanning product design to high-stakes mergers and acquisitions, Duncan and guest host, Rachel Fairley, discuss what marketers need to drive true business growth.

• The shifting roles of agencies and their impact on businesses;
• The importance of curiosity and new perspectives in marketing;
• Effective strategies for segmentation and targeting;
• Lessons learned from high-stakes marketing decisions.

About Duncan Daines

Duncan Daines is a proven, competent professional with 27 years of experience working with Chief Executives and Business Leaders in various roles to deliver change initiatives and growth in key segments.

Key achievements to date within Duncan's current role include:

• Working with the CEO & COO to develop and deliver a post-COVID-19 growth strategy, leading to a 33% ($55.1M) increase in GP for FY22.
• Leading an organisational change programme supporting the focus strategy, resulting in three SBUs.
• Leading and winning a £65M 7-year contract in a key growth sector for Gama Aviation's Special Mission SBU.
• Leading the company’s approach to GHG reduction, including devising Project Element Six, the pathway to net Zero.

To achieve this, and by his nature, Duncan likes to form teams, binding complementary skills around him to deliver complex programmes. His leadership style has been described as ‘quietly driven,’ reflecting a tendency to actively listen, ask pertinent questions to cross-check his understanding, and then formulate a view with his team on a particular problem or challenge. Working with Executive teams, Duncan recognizes the need for managing upwards and continual communication during change programmes.

Links 

Full show notes: Unicorny.co.uk 

LinkedIn: Duncan Daines | Rachel Fairley 

Website: Gama Aviation

Sponsor: Selbey Anderson