United Kingdom
• Dynamic and results-driven Head of Marketing with a proven track record of creating and implementing company-wide marketing strategies, driving revenue growth and leading high performing teams. Expertise spans Brand Management, Digital Marketing, Internal and External Communications, Events and PR. • Unique skillset with over 14 years’ experience of marketing and selling wines and spirits to multiple channels: Consumers, On-Trade, Independent Wine Merchants, Wholesalers, Grocery, Exports. • Extensive understanding of strategic planning, budgeting and constructing pricing models to amplify profits, drawing on both Wine Industry and Investment Management backgrounds. • As Head of Marketing, consistently over-achieve annual KPIs through new business acquisition and developing profitable long-term relationships. In FY23-24 beat targets by 40%. • As Sales Director, consistently over-achieved annual sales targets through new business acquisition and developing profitable long-term relationships, regularly exceeding targets by 60%.
Promoted within 9 months of joining to lead Enotria’s Marketing team, shaping and embedding company-wide strategies that drive revenue growth and creative innovation across PR, digital marketing, brand management, events, and internal communications. • Strategic Leadership: Spearheaded the creation and execution of a September 2025 rebranding project, ensuring alignment with the company’s values and vision. Developed strategies to enhance brand positioning and customer engagement across multiple channels. • Financial Management: Oversee a £1.3m Marketing P&L, achieving a 54% income increase and 19% cost savings in 2023. Surpassed FY23-24 targets by 40% through improved team collaboration and performance tracking. • Event Innovation: Designed an impactful events strategy, including a flagship Portfolio Tasting with 1,000+ attendees and bespoke events nationwide, converting 10% of attendees, who were new prospects, into customers. • Digital Transformation: Partnered with the Digital team to redesign the customer-facing website, with a relaunch planned for August 2025, improving user experience and visual appeal. • Email Marketing: Launched a monthly newsletter to 3,000+ customers, achieving a 45% open rate (double the industry standard), supporting sales growth and strengthening customer relationships. • Sales Partnership: Partnered with Sales to pitch for £30m+ in new business in 2024, delivering creative marketing solutions and tailored presentations. • Internal Communications: Enhanced company culture with a monthly bulletin and leadership cascades, celebrating achievements and driving transparency for 300+ employees. • Team Leadership: Manage and develop a multidisciplinary team of 11, driving professional growth, KPI alignment and cross-functional collaboration. • Senior Leadership: Co-chair management meetings, driving strategic initiatives like the “One Team Culture” program to enhance engagement, onboarding and internal communication.
Responsible for curating Enotria&Coe’s annual Brand Management strategy, ensuring alignment with the overall Marketing strategy and business objectives, then rolling it out across the 4 members of the Brand Management team. This included reviewing and updating Enotria’s Producer Hierarchy, which feeds into the Sales Team’s KPIs, creating Go-to-Market Plan templates for the team and delivering bi-monthly Brand Management updates to the 70-strong sales force to inform on producer support, such as activations, events, visits and news. • Category Vision: Whilst managing a team of 4, also brand managed 31 producers from France, Germany, Hungary, Lebanon, England and Greece. Created and led the implementation of annual Go-to-Market plans in-line with agreed brand strategies, targets and budgets, which included working with the Off-trade team to secure new Greek retail listings in Tesco, Co-op and Morrisons, creating an over 100% uplift in sales volumes. • Portfolio Strategy: Worked closely with the Buying team to successfully deliver and win pitches for new, exclusive agencies, which strengthened our portfolio offering for customers, in-line with our premiumisation strategy. • Driving Profitability: Spear-headed the design and implementation of automated supplier-supported Samples & Retro reports to encourage more effective invoicing on a quarterly basis, bringing in over £500,000 per annum. Also created automated monthly performance reports for over 100 brand managed producers to improve communication and nurture relationships. • Project Management: In celebration of Enotria&Coe’s 50th anniversary, oversaw the coordination of 50 trips to 50 producers, which were attended by over 200 of the company’s employees over the year as a reward for performance.
Solely responsible for total sales portfolio of over £800,000 across multiple channels: Independents, On-Trade, Wholesale, Multiples, Exports and Consumers. Develop and action Sales and Marketing strategy for the winery and set annual budgets. Identifying and securing new business opportunities, whilst maintaining strong relationships with existing customers. Doubled Trade sales over 3 years, growing client base by 308% with 74 new clients by changing distribution strategy from a single nationwide distributor to several local distributors with exclusivities. This allows Wiston to work with off-trade retailers directly, which has dramatically expanded the reach nationwide and sales in general. Successfully grown Wiston to be one of the Top 5 Exporters of English Wines, expanding sales by 1,883%. Secured 8 new territories with distributors now in the US, Canada, Norway, Sweden, Finland, Singapore, Italy, Germany, Ireland, Australia and Bermuda. Directed the launch of Wiston’s Vineyard Tours, welcoming customers to the estate. Improved online sales by 1,000% since joining by overhauling direct marketing to be more sales focused and increasing frequency. Maximised profit across all channels through complex models, factoring in IB, DDP, RRP and FOB prices. Created and executed action plan for all new launches. Cuvée 2013 Magnums launch in 2020 exceeded forecasts by 100% and sold 28% of production in first month of sales. Worked together with the owners to position Wiston as an expert and leading English Sparkling Wine Producer. Achieved by proactively targeting influential critics, strategically entering awards and presenting Wiston’s wines at wide variety of events and tastings from intimate wine pairing dinners to events attended by over 500 guests. In an increasingly competitive market, building strong customer relationships and brand loyalty is imperative. This strength has ensured account retention even when other producers undercut prices.
Responsible for all Marketing, PR, Private Customer Sales and Sales Support. Worked directly with customers ranging from High-Net-Worth Individuals, neighbourhood restaurants and bars, leading Independents to Michelin-starred restaurants. • Sales: Consistently beat annual personal sales targets by at least 5%, increasing B2C revenues by 45% yoy on average. • Strategic Planning: Set and maintained Marketing Strategy and budgets to drive growth across all sales channels. • Team Management: Recruited and trained 4 team members and managed the London team, whilst liaising with Directors based in Buckinghamshire and Leicestershire. • Brand Management: Ensured that H2Vin's brand was consistently conveyed via customer service, PR, events and marketing literature; using graphic design programs to devise logos and artwork for campaigns. • Digital Marketing: Responsible for all website content. Established and executed the Social Media Marketing Strategy, growing Twitter followers from 250 to 1,750. Introduced email campaigns, writing copy and tailoring to different customer subsets. Created and maintained customer databases. • Events: Planned all in-house events, including En-Primeur and Portfolio Tastings. More than quadrupled B2C revenues by expanding tastings to include consumers. Represented H2Vin at all external events, such as Three Wine Men and London Wine Fair. Core member of organisers for the Dirty Dozen, One Fine Day and New Wave South Africa events. • Buying: Worked together with directors to select new wines, considering quality, commercial positioning and returns, enabling me to gauge the commercial impact of Marketing campaigns.
• The role involved working closely with the Buying team, winemakers and importers to discover unrepresented wines, negotiating prices and availability, then selecting wines for the Private Customer and Trade offers. Using HTML tools and Email Marketing Software, I wrote the offers' copy, which was distributed globally via email, the web and sales team 8 times per week. Separate campaigns were created for Hong Kong and the UK customers. • Responsible for Social Media Marketing. I set up and maintained their presence on Twitter, Facebook, YouTube, LinkedIn and other channels. • General marketing responsibilities included writing tasting notes, updating the website and overseeing content. Organised wine tastings and dinners, coordinating with journalists and external PR, implementing brand strategy. • Project-managed the development and launch of the Bordeaux 2010 En Primeur microsite including liaising with external website design and tech teams, delegating roles within the Marketing team to meet deadlines, creating a customer survey and analysing the results. The site went on to win Innovation of the Year at the 2012 Drinks Retailing Awards. • Collaborated with external branding agencies to re-design website, including wireframing and market research of competitors and customer requirements. • Training: External consultant training on writing offers and marketing literature. Attended Google Analytics, Marketing and Digital Social Media seminars.
The role involved working with winemakers and importers to discover unrepresented wines, negotiating prices and availability, and finding new ways to collaborate. It was then my responsibility to write the copy for company offers, using HTML tools, which are distributed globally via email, the web and the sales team. General marketing responsibilities include writing tasting notes to be used in company offers, using HTML tools to design FINE+RARE's website, helping with wine tastings and dinners, coordinating with journalists and external PR. In preparation for the 2010 Bordeaux en Primeur campaign, I project-managed the development of FINE+RARE’s 2010 Bordeaux microsite including liaising with external website design and tech teams, delegating roles within the Marketing team to meet deadlines, editing the content, creating a customer survey and analysing the results.
• The role involved collaborating with regional investment teams to discover undervalued global healthcare investment opportunities and advising portfolio managers on healthcare investments in our $10bn portfolios, with the aim of generating the highest possible returns for clients. • The investment process involved quantitative modeling work, analysis of market trends, strategy and financial statements, attending international conferences and leading meetings with the senior managements of the largest and most influential Global Healthcare companies. • Regularly attended client meetings, including Pension Funds boards, to explain investment decisions and market the teams' funds. • In 2010, I was selected to attend a prestigious JPMorgan training program in New York and London. My team’s final project, recommending a new business strategy for the company, was chosen by European business heads to be presented to the Global CEO, Mary Erdoes. During the program, I coordinated social events in both cities for the 40 participants. • Qualified Chartered Financial Analyst: the course included modules in Marketing, Business Strategy, Analysis and Project Management.