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  3. Leigh Cowan
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Leigh Cowan

FASMI
World Authority on Setting Mission & Vision
Leadership Empowerment Pty Ltd
Country or state 
Australia
Available to 
Global
Fee 
Languages 
English
Volunteer:
Yes

Personal Details

Current position (1)

World Authority on Setting Mission & Vision

Leadership Empowerment Pty Ltd

Achievements (7)
14% market share growth in FMCG in 12 weeks

Reversed deletion orders by retailers and developed marketing a communications campaign so powerful that it took market share from 2% to 16% - saving the brand (which prospered for 15 years after this relaunch).

Billion-Dollar Long Term Strategy

Leigh wrote the successful strategy that re-launched the previously failed My Dog brand in Australia in 1983 - which is still market leader 35 years later!

Commercial Achievement & Workforce Engagement in Government

32 years after its success, Leigh's 1987 launch of the NSW Bicentennial Number Plate remains the most successful launch of commercial number plates in the world, despite a resistant work-force, internal organisational factions & complacency at senior level. Leigh grew sales from $4M to $22M p.a.

Grew profits for a billion $ corporation by $250M

TNT's top management failed to see brand management issues. improved the financial performance of 2 divisions with a $1B turnover but only breaking even. Leigh identified the problem & discovered the $250M solution in 12 weeks.

University Lecturer & Tutor (Part-time, 6 years)

UNSW:
1994 Undergraduate - Fundamentals of Marketing

UTS: 2003-2009
1. Graduate School of Business - MBA Lecturer in...
*Marketing Concepts & Applications
*Marketing Management
2. School of Marketing - Undergraduate lecturer & tutor in...
* Marketing Strategy & Planning
*Consumer Behaviour

Used Marketing Science to create $200M sales increase

After writing the successful relaunch plan for another brand, Leigh created a new analgesic product for Marion Merrill Dow within a few weeks, generating $200M p.a. for over a decade.

50% growth spurt for SME: $24M to $32M in a year.

50% increase in sales in dairy foods in 1 year.
AN SME with no strategic governance wanted "help". Thye spent $55K of fees, $1M of following the recommendations that paid for themselves within weeks of the consequent sales sgrowth.

Degrees (2)
Bachelor of Commerce
UNSW
1973 to 1986
Post-graduate Diploma in Strategic Planning
London City University
1989

Bio

Horizontal Tabs

Broad Bio

Performing on stage in his earliest years of University, Leigh easily added flair to trade launches, group sales presentations, industry presentations, in his earlier years, progressing to dynamic university lecturing where Leigh proved himself a popular and preferred teacher.

His wit, charisma and depth of knowledge made the path to commercial workshops presenter a breeze, with the highest post-event appraisals possible, and queues of people waiting to shake his hand at the end of keynotes he presents at FMCG and other marketing and management conferences.

Leigh intrigues and inspires senior and aspiring business executives, combining advanced marketing science with profound anecdotes from advertising, agency and FMCG sales promotions, to high finance, to the drama of Boardrooms and the media.

Because he did it himself, Leigh demonstrates empathy and inspires executives from the likes of Mars, 3M, TNT, CSR, P&G, Shell and more.

Having taught MBA strategy & planning, authored original books and published articles, Leigh stands up as a world authority on leadership, strategic marketing planning, brand & product portfolio management, new product development, internal marketing (organisational alignment) and corporate marketing governance.

Founded on 13 years of tertiary academic training and a 40-year career of commercial successes in effectively and profitably applying academic models and thinking, Leigh has shown hundreds of executives how to create record-breaking sales successes. He has mentored and motivated executives from government departments to big pharma, banking, mining and FMCG in his path.

A quick look at his case studies and testimonials page demonstrates the talent across multiple industries, product categories and life cycle stages in which Leigh demonstrates methods to achieve record-breaking results.

Leigh delivers...

1. Riveting ideas & concepts on strategic and tactical planning,

2. Inspiring and motivational presentations and workshops,

3. Educational & entertaining keynote presentations that evoke post-event dialogue,

4. Profound, prudent and poignant board-level advice and counsel

His experiences generating 12% market-share growth, change management returns with 25% growth, profit growth of 22%, branding portfolio management that doubled sales revenue, and completing an IPO in the wake of the 2008 GFC are stories of inspiration and entertainment for event delegates.

Shortest Bio

Leigh brings MUCH more to a business-oriented delegate than a laugh and some research findings because he is one with his audience... sharing decades of war stories in commercial marketing, reaching CMO, Marketing Director & Board level.

When Leigh shares those multiple world-record sales growth, launch and brand management achievements in FMCG (CPG), B2C and government product launches, audiences listen!

Leigh's global successes and experience in categories as diverse as pet food, pharmaceutical, mining & banking are inspirational and motivational, as well as educational.

Richly reinforced with his 13 years of tertiary study in Marketing at UNSW, Postgraduate Diploma in Strategic Planning (London City University), lecturing experience in the UNSW School of Marketing and UTS Graduate School of Business MBA degree course.

His international standing as an author, speaker, facilitator, strategist, adviser, mentor and consultant appeal to potential delegates who want something "more" than a pre-packed presentation... they savour the originality, specificity, and tailored presentation that Leigh delivers that cuts to the heart of their problems and attacks the issues relevant and specific to them.

Workshop Bio

Since 2009, Leigh has delivered dozens of one-day and two-day commercial training workshops to hundreds of companies (some listed below).

Not only is it common for the participants to grant Leigh a standing ovation at the end, but also to bond and connect with him. Ceos and heads of marketing from around the word repeatedly communicate with Leigh and share their growth as a result of training which they hold in high esteem.

Described as "Good or better than any training from Harvard" by a Harvard graduate CEO who transformed his company after attending Leigh's workshop, is the standard at which Leigh sets the bar for ALL his workshops.

"The best workshop I have ever attended in my career" was another feedback comment by a senior (global) executive from MNC, reflecting that Leigh's empathic and insightful blending of practical and academic was both inerrsting and relevant.

Presentations

Presentations (8)
Making "change" popular and painless

Change is the only constant in the world. Survival depends on the ability to adapt & change. But people can resist change, be unwilling to change or even fight change. Can include, "10 Principles of Change Management" subject to time.
Combining behavioural science techniques and strategic marketing management methods, change can be easy, welcomed, embraced and enthusiastically adopted. Find out how!

Sure-fire, Short Cuts for Leaders Set on Profit Gains

With service being such a significant component in business, the worldwide crisis in employee engagement is possibly the single most significant issue for any leadership business executive.

Did you know that Gallup Research over the past 17 years tells us that 74% of employees are unengaged? It tells us that 34% of the unengaged feel that way because they don’t know or relate to their mission, vision or purpose. It tells us that you get a 202% increase in productivity if employees become engaged.

So, the maths tells us that any company that develops an engaging mission, vision & purpose array will get .34 x.78 x 2.02 increase in productivity i.e. 53% increase in productivity.

Profits most commonly increase somewhere between 5% and 25% with an increase in productivity.

Deliverables are the methods that secure somewhere between 2.6% and 13.4 % increase in EBIT for business leaders.

Your "A-ha!" Epiphany & The Lost Secrets of Marketing Science

Why did HP co-founder, David Packard, say, “Marketing is too important to be left to the marketing department”?
For delegates who want to take home REAL ideas and BUSINESS LEADERS EMPOWERMENT to generate greater productivity from their marketing teams and their WHOLE organisations, almost immediately.

Your Bullet-Proof Product Launch

Using ORIGINAL and proven IP, loaded with profound insights, in 30/60/90 versions, this presentation walks the audience through unique means of evaluating the likely outcome of a product launch.

Imagine... A way for ALL investors (and entrepreneurs) to evaluate and remove risk from investment in product launch!

The “7-Star Pre-Launch Audit” melds academic and commercial research & experience into product launch know-hows Simple, concise profound and usable: A must for any investor, angel or venture capitalist.
Launching an innovation correctly so it will succeed, commercially... Content includes original, new & profound material that inspires & educates, decoding the process of ensuring an innovation succeeds commercially.
Three different types of Innovation exist. Each will FAIL if marketed as either of the other two. The audience will learn the science & rules behind choosing brands, developing products, launching effectively and optimising profit and market share outcomes.

Brands: Know when to Hold 'em, Know When to Fold 'em...

... Know when to walk away, know when to run!
Gaining momentum globally, the Law of Diminishing Brand Loyalty (sometimes called "Cowan's Law of Brand Decay") addresses factors that affect the true sustainability of brands, dealing with the differences between brand awareness and brand preference, identifying the crucial aspects of brand equity and helping develop brand management strategies and optimise brand portfolio management.
30/60/90 minutes of brand management science that will inspire and invigorate even the most seasoned professional while delivering an epiphany to younger and fresher brand management attendees.

Real-Life Challenges in Corporate Governance in a Digital World

Corporate governance now goes way beyond legal compliance. G20 initiatives, global backlash & legislation, worldwide trends from Africa to Alaska... Corporate Governance is more transparent & demanding than ever!
Digital media has torn down traditional barriers to world trade, and every business should be globally competent. Learn the rules of true international marketing competence, embrace new corporate marketing thinking and how to be GREAT at it!

Wrestling the Digital Monster to the Ground

A presentation that helps business leaders correctly understand the place of digital in their whole business structure, what they HAVE to do, should do and should NOT do, what is hype and what is fact and tools for them to discern when they are forced to make managerial decisions about digital activity, commitment, investment and sales effort, while maintaining balance with traditional analogue and non-digital marketing effort.

Fast-track Employee Engagement Beyond Recognition & Reward

Get 202% more from employees, fast! Based on real data & case studies of Google, Apple and others over the past 17 years, event delegates will learn how to build killer culture, improve productivity, and stimulate stakeholders' & customers' engagement as a consequence, fast!

Delegates will leave this presentation with a keen sense of purpose and a definitive roadmap to driving productivity and consequent profit gains.

Workshops (8)
Product Development for Bullet-proof Product Launch
Full day
(View workshop agenda)
Building Brand Equity
Full day
(View workshop agenda)
Profit Maximising Pricing Strategy
Full day
(View workshop agenda)
How to Write a Knockout Marketing Plan
Full day
(View workshop agenda)

Building the "right" approach, collecting & analysing the "right" information, getting to the point, choosing the "right" strategy for your unique situation, writing a comprehensive Action Plan, making your plan infallible, Internal Marketing, achieving successful outcomes.

Staff that would Die for you! Creating Killer Culture & Happy Workplaces
Full day
(View workshop agenda)

If you want staff that would die for you, great workplace culture & to be a preferred employer with high employee productivity and low employee turnover... where people love to come to work, are enthusiastic, know what you want without you having to say anything, and resistant to offers from your competitors, THIS workshop is a must!

Facilitated Workshop to Develop Mission & Vision Statements
Full day
(View workshop agenda)

A proven and effective way to develop and draft inspiring, effective Mission, Vision, Purpose, Identity, and Values delivering outcomes that include employee engagement, stakeholder support, improved middle management initiative, reduction in silos, and growth in productivity and bottom-line profits.

Staying Ahead of Corporate Governance
Full day
(View workshop agenda)
Strategic Planning for Board Members
90 minutes
(View workshop agenda)
Past talks (15)
The Science Behind Influencer Marketing
Influencer Marketing Asia
Asia
February 24, 2020
PROFIT MAXIMISING PRICING STRATEGY MASTERCLASS
PROFIT MAXIMISING PRICING STRATEGY MASTERCLASS
Sydney, Australia
August 21, 2018
Product Development to Ensure Successful Product Launch
Product Development to Ensure Successful Product Launch
Shanghai, China
November 12, 2017
Building Blue Ocean Breakthroughs
Strategy Stimulus FMCG Summit
Sales & Marketing Institute of Australia - MGSM
April 12, 2010
Collaboration, Not Confrontation: Coles & WW are't the Bad Guys, We Are!
Longevity FMCG summitt
Sales & Marketing Institute of Australia - MGSM
February 14, 2012
Pricing Strategy for B2C
Strategic Pricing for Profitability
The Langham Sydney – Marcus Evans – Pricing Conference
June 15, 2014
Bringing Science To Your Promotional Thinking
Grocery Shifts, Insights & Promotions Conference
Sales & Marketing Institute of Australia - MGSM
February 3, 2014
Staying Competitive in Today's FMCG World
GREAT GROCERY DOWNLOAD
Macquarie Graduate School of Business, Sydney Australia
August 21, 2017
Building Customer Profifi tability in Financial Institutions with Customer Value Management (CVM)
Commercial Training Workshop
JW Marriott Hotel, Kuala Lumpur, Malaysia
May 22, 2011
Breakthrough Marketing Plans & Creating Winning Outcomes
Marketing Planning Workshop
Hilton Hotel Petaling Jaya | Selangor, Malaysia
October 19, 2014
The Law of Diminishing Brand Loyalty
UNSW Marketing Club
AGSM, UNSW , Kensington, Sydney AU
June 2, 2010
Powerful Pricing Strategy
Powerful Pricing Strategy
Shanghai, China
May 13, 2018
Building Brand Equity
Building Brand Equity
Shanghai, China
May 15, 2018
Product Development for Bullet-Proof Product Launch
Product Development
Kuala Lumpur, Malaysia
October 9, 2016
Corporate Governance in a Changing World
Corporate Governance in a Changing World
Sydney, Australia
November 6, 2018
  • All (3)
  • Videos (1)
  • Photos
  • Slides (1)
  • Press information (1)
from my SMI talk on FMCG
This speaker hasn't uploaded any photos yet.
Bold Thinking
This speaker hasn't uploaded any one sheet yet.
Corporate Mission & Vision Statement development

Books & Articles (8)

The Four Faces of Marketing The Missing Link between Marketing & Management by Leigh Cowan
Bookboon.com,
2014
Advanced Strategic Pricing Dispelling the Illusion of Value-Based Pricing by Leigh Cowan
Bookboon.com,
2018
Managerial Marketing in the Real World
Bookboon.com,
2020
How to Build Outstanding Corporate Strategy
bookboon.com,
2022
Traders and the Lost Art
Online Retailing - A Typical Example of the Hierarchies of Marketing at Play
Make Marketing REALLY Easy
New Product Innovations and Launching Strategies

Expertise (15)

Business
Leadership
Other
Corporate Governance Authentic Corporate Culture Brand Equity Management Sales and Marketing Strategy Pricing Strategy Marketing Planning Science driven product development Marketing Strategy Digital Marketing Strategies Employee Disengagement employee culture Business Advisory

Clients

Nestle, Abbott, Colgate, J&J, ING, AGL, AMA, Ajax Chemicals, 3M, Tampax, BAT, CSR, Ricoh, Maybank, Unilever, Sara Lee, Westpac, TNT,
ING, Toyota, Unilever, P&G, Carnation, Mars, Colly, Telstra, NAB, Abbot, M&B, Bank of Ceylon, CIMB, DBS, MMD, AVCO, AMPco, NSW Govt.

Awards & certifications (2)

AFAMI
Australian Marketing Institute
1986
FASMI
Australian Sales & Marketing Institute
2016

Reviews

Testimonials (1)
  • The Australian Sales & Marketing Institute has hired Leigh on several occasions to lead professional seminars based around marketing and related areas to audiences comprising senior management from (mostly) FMCG sector. His personable, effective delivery and creative topic presentations have consistently engaged and stimulated the audience. The Institute will seek Leigh to speak on future occasions when a strong marketing and creative message is essential.
    Graeme Orr
    CEO
    Australian Saales & Marketing Institute
    Verified
Recommendations
Why choose me? 

I provide insights to overcome difficult & impossible challenges with management & marketing science

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