Leigh Cowan Profile

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<p>Leigh spent 13 years, part time, studying marketing at UNSW… more face-to-face study than a PhD, while gaining national recognition in FMCG marketing, including being featured on Current Affairs TV, metro newspapers & business publications.</p>
<p>In his 20s he reached Senior Account Director in major advertising, direct marketing and FMCG sales promotions agencies, moving to marketing management where he succeeded in categories as diverse FMCG, I.T. & government.</p>
<p>Leigh was offered a lecturing role (in mass media) as an undergraduate, but chose participation in product launches for different companies.</p>
<p>In his 30s, Leigh was lured to the UK where he turned around an ailing pet food company, increasing its market share 6-fold in under 18 months, knocking Pedigree Pet foods on its butt. While in UK, he found time to complete a Graduate Diploma in Strategic Planning. At London City University </p>
<p>Returning to Australia, Leigh took up a role as Marketing Head of Bush’s pet food company, again crucifying Mars Pet Foods, stealing 12% of market share in a test launch in just three months! Leigh describes this as his greatest failure. Why? “You never threaten a market leader when you are a small challenger… it was TOO successful, they knew it, and attacked with international resources to quash repetition of this success.”</p>
<p>Consulting over the past 12 years he has helped clients grow sales by as much as 50% in 1 year, launched numerous products, and delivered sound advice in corporate strategy. </p>
<p>Leigh also found time to teach (part-time) both graduates (MBA) and undergraduates (Marketing Planning & Strategy) between 2003 until 2009 at the University of technology in Sydney.</p>
<p>Originator of “The Law of Diminishing Brand Loyalty”, Leigh is a popular presenter in marketing management and a sought after speaker. He conducts marketing training workshops both across Australia and internationally.</p>

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