Mike has spent thirty five years in senior management positions, consultancy and training
and has global experience in Strategy, Marketing, Brand Development, Sales and Finance.

About the company

the partnership

Mike West Senior Partner

photo of mikeMike has spent thirty five years in senior management positions, consultancy and training and has global experience in Strategy, Marketing, Brand Development, Sales and Finance. He worked for ten years with Xerox in the USA and Australia where he was Head of Marketing and was Managing Director of part of the James Hardie Group in Australia servicing Hong Kong, Singapore, Australia and New Zealand.

Mike has been the Senior Partner in the Cambridge based marketing consultancy BeStrategic for twenty years. He has delivered consultancy projects in Strategy, Marketing, Sales, Business Planning and Finance in the UK and in fourteen countries in the Business, Consumer and Public Sectors working for clients such as Norman Hay plc, the MoD, Police, NHS, Ribae, Seagram, McDonalds, Kingfisher, The Guinness Trust, BT, Xerox, Serco, Office Depot, Dorsetshire Police, Cambridge University, Alexander Forbes, QBE, The Prince’s Trust, UK Trade & Investment and the Manufacturing Advisory Service for West Midlands and the South East.

Mike’s specialities are Strategy, Strategic Marketing, Sales and Finance at board level where he has experience in sales team management, negotiating skills, market research, competitive benchmarking, pricing, channel management and direct marketing. One speciality enables bridging the gap between sales, management accountancy and business decision making by use of financial models to verify and track business options.

Examples of assignments include on site assessments of businesses in ten countries including USA, Canada, Singapore, Russia, South Africa, India, Poland, Turkey, Serbia and Croatia and research into market trends in Australia and the USA.

Mike was in China in October 2011 delivering a programme for a Finnish/UK/Chinese Joint Venture and has just delivered programmes to a German bank and to a Russian Government business in London. He was in Russia, Canada and Singapore in November and December 2012.

mike speakingMike tutors for the UK Manufacturing Advisory Service in the West Midlands and South East for whom he has delivered a series of seminars and consultancy programmes for manufacturing companies to over 2000 delegates over nine years. Many strategic plans have been completed over the last five years in the West Midlands manufacturing community including the automotive sector. Mike is also a prime tutor on accessing the USA market for UK Trade & Investment – the export division of Business Skills and Innovation.

Mike is a Non Executive Director of Charpak Ltd which is a very successful packaging company in the food and medical sectors. Mike has contributed to the business strategy, marketing and sales activities, sales team appointments and training and the company’s pricing strategies.

Mike is a Fellow of the Chartered Institute of Marketing and Institute of Consulting. He has been Chairman of the Prince’s Trust and Chairman of the Chartered Institute of Marketing for Cambridgeshire and is a member of The Lord’s Taverners Committee for East Anglia. He is also a Freeman of The Worshipful Company of Marketors in the City of London. Mike lives in Cambridgeshire with his wife and son who is at school in Cambridge and supports cricket, flying and sailing activities.

Lee Anne West Partner

people in a meetingLee Anne, born and educated in Australia, worked with the Australian Red Cross as a superintendent and contributed to the organising committee for the 1982 Commonwealth Games in Brisbane. During the games she worked as part of the team that delivered medical and first aid facilities for athletes and spectators. After the games she moved to Sydney to pursue a career in Sales and Marketing. As Sales Executive for MDA, an Australian publishing and events promotions company, she marketed their running publications.

After becoming Sales Manager she successfully promoted the Sydney Marathon achieving a record sponsorship deal for the event. She has also worked for American Express Australia in research and telemarketing for card services and the fledgling direct catalogue business they created in Australia. After successfully working to help build the Amex Telesales Marketing Team she was recruited by one of Australia’s first direct marketing companies, Truscott Direct to work as part of their team developing tactical promotions for FMCG clients, catalogue marketing and to introduce telesales to Australia. Lee Anne is a skilled researcher, with an in depth knowledge of selling and the selling psychology having worked with and trained telesales teams in Australia and the UK.

In more recent years she has co-designed with her partner Mike and organised business education programmes for the UK Manufacturers Advisory Service which she administered on their behalf for nine years. Between them they have enrolled and trained over 2000 delegates from manufacturing companies in the UK. Lee Anne is now involved in overseeing the finance and administration of the company.

Like most Australians she loves sport and particularly cricket and rugby; believes fervently in the adage ‘never say never’ and will always rise to a challenge. She has a keen sense of social responsibility believing that you should put back into your community more than you take out.