James Morrison

Enthusiast
DISC Type : i

Head of Brand & Partnerships at Laithwaites Wine

London Area, United Kingdom

Overview

James Morrison is a strategic brand leader with over 20 years of experience at iconic retail brands like Laithwaites Wine and Waitrose. He specializes in driving growth through transformative brand strategy and award-winning marketing campaigns. He holds a Bachelor of Arts from The University of Sheffield.

He is passionate about consumer behavior and leveraging creative partnerships to connect with customers, such as collaborations with Channel 4 and a podcast with comedian Alan Carr. He also shows strong support for social causes, particularly dementia awareness through the Alzheimers Society.

His brand strategy for Laithwaites won two Gold IPA Effectiveness Awards after boosting brand salience by 80% and attracting 25% more new customers.

Personality Overview

Consensus Focused

Story Driven

Amiable & Agreeable

Unlike D or C types, they are convinced more by stories and testimonials.  They are generally friendly, so be careful when relying on their word. They are more about building relationships than just cutting deals.

Topics They Care About

Marketing Effectiveness
His work has won Gold IPA and Effie UK awards. He actively shares and promotes papers on holistic measurement and the commercial impact of brand building.
Creative Partnerships
He develops transformative partnerships, including broadcast sponsorships and an integrated podcast with comedian Alan Carr, to bring the Laithwaites brand to life in engaging ways.
Brand Storytelling
He focuses on communicating the heart of a brand, such as Laithwaites' 50-year history of championing small family growers and its founder's original vision.

Media Appearances

How we found the perfect pairing for Laithwaites Wine. Featured in The Telegraph

See Now

Work History

8-2021
Head of Brand & Partnerships at Laithwaites Wine
6-2020 - 8-2021
Head of Brand Marketing at Waitrose & Partners
11-2017 - 5-2020
Brand Lead at John Lewis Partnership
7-2012 - 11-2017
Marketing Planning & Strategy Lead at Waitrose & Partners
7-2010 - 7-2012
Senior Brand Manager at Waitrose & Partners

Education

9-1999 - 6-2003
Bachelor of Arts - BA from The University of Sheffield
2005 - 2006
Post Graduate Certificate from IGD

More Information

Social Presence :

Prographics :

Exp : 17 Location : London Area, United Kingdom Job Level : Mid-senior Designation : Head of Brand & Partnerships at Laithwaites Wine
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Insights For Selling To James

During A Call Or A Meeting

DO's

  • Refer to interesting customer testimonials and stress on great customer experience
  • Ask them how their day is going or exchange some other pleasantries
  • Speak from experience about success that the product has seen with other customers

DONT's

  • Don’t be too formal with them, they trust informality more
  • Don’t ask too many questions in one go, weave them into the flow
  • Don’t push them for a direct ‘no’, take lack of ‘yes’ as ‘no’ after some time

When Cold Calling

When Writing An Email

While Negotiating & Closing

    The secret to closing fast with James is

  • Relationships and rapport matter to them, but so does the value of the product.
  • Will you ever get a clear answer from James

  • They will hardly ever say a direct no.

Insights For Deal Planning

    How fast (or slow) will James move?

  • Even when they are constantly engaged, they do not reach decisions quickly.
  • Can James take some risk or not?

  • If it seems really necessary, they can take small risks.

You And James

Personality Compatibility


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