Newcastle Upon Tyne, England, United Kingdom
Nuby is a global FMCG/CPG business, providing products that make life easier for parents. Nuby products are sold via all major grocery mults, discounters, pharmacy, specialist toy stores and D2C • Lead a team of 9 in brand planning, digital, social media, UGC and Influencers, PR, design, and content to drive 5-year brand growth plan. • Developed strategic marketing & communications plan for Nuby UK, which has now become the fastest-growing brand, and with the best selling single product, within the entire category by some margin. - Double digit growth and EBIT every year since joining • Generated CSR and Sports partnerships with FareShare and Hibernian FC Women, Sunderland AFC Women and the Foundation of Light. - Active across all digital and numerous traditional channels, including SVOD, BVOD, OOH, Podcasts, Social Media, PR, CRM, Web, PPC, SEO, Sponsorships, Partnerships and events.
Endura is a global soft-goods brand, making cycling clothing, apparel and protection for cyclists of every discipline, from Pro to Leisure • Led global marketing efforts for Endura, focusing on brand growth and awareness in key regions (UK, USA, DACH, Italy, Spain, France) • Managed a diverse marketing mix including Paid, Earned, Shared, and Owned media strategies. • Led regional sales & marketing teams to drive product success and market penetration, growing the business to >£52m business by 2022
For the Braves was consultancy business I owned and ran, providing contract brand and marketing services for various brands. Examples of work/clients include: • Led digital transformation for Kleenex, winning x5 UK Search Awards. • Developed marketing strategy for Islington Borough Council across various channels. • Headed global marketing efforts for Science in Sport PLC, focusing on digital, social media, and partnerships. • Took x2 app-based start-up business to market (in food delivery and recruitment) across UK, France, Spain, Belgium and Luxembourg with 360 brand and digital plans to accelerate awareness and growth.
Paddy Power Plc is a Tier 1 retail and online gambling/gaming operator in the UK, Ireland, Italy, Isle of Man and Australia with an annual turnover of €3.8 billion a year. Known for its bold, irreverent and mischievous persona, it set out to fuse entertainment and gambling together via its unique marketing, stunts, content and customer offers. • Led the creation and delivery of Marketing Communications strategy for Sportsbook, including Football, Horse Racing, Golf, Rugby, Cricket and indeed all sports • Managed a team of Campaign Managers and Executives to develop high-volume customer communications. • Overhauled marketing planning process, resulting in significant growth in commercial and customer engagement metrics.
Umbro (owned by Nike Inc 2009-2012) is the world’s original sportswear heritage brand, established in 1924. It manufactures football kits, footwear, balls, guards, gloves, equipment and football inspired fashion retail clothing My responsibilities covered the Authentic Football side of the business, which encompassed everything you’d see on the field of play, including Umbro's kit deals/sponsorships with The FA (England Football Team) and Manchester City FC Channel responsibility ATL advertising (creative development, media planning & media buying), sponsorship activation, digital marketing, social media, branded content & content production, retail marketing, events, PR and local market toolkits, including all A&P budget management. Geographical responsibility Global Management responsibility • Direct Team: x1 Brand Manager / Indirect Team: Digital Manager & Social Media Exec, Head of PR & Exec, Retail Manager & Exec • Agencies: Mindshare (Media), Anomaly New York (Advertising) and Frank (PR) • Stakeholder Management: Product Design, PLM, Sales, Marketing • External stakeholders: The FA & Manchester City FC Key achievements England’s Euro 2012 kit launch (the 2nd most successful launch in the company’s history on just 20% of the budget) and the 2011/12 Manchester City FC kit launches (the first profitable launch of this kit for the business). Nike subsequently took over both these contracts in the summer of 2012 before the Umbro brand was sold off to the Iconix Brand Group