Zurich, Zurich, Switzerland
A global media, digital & social leader who has driven step changes in digital & media capability which deliver innovation, effectiveness and brand growth. Extensive career spans local, regional and global roles on both agency and client side, across consumer, healthcare and mass market luxury categories. Thrives on building new organisations or helping existing teams step change their approach through clear vision, stakeholder engagement, development and action plans. Externally recognised as an industry leader both in media and more broadly in DEI. • Extensive marketing strategy, channel & connections planning experience across traditional and digital channels, both in senior client team leadership and from agency side. • Broad ownership of media operations from global/local agency partnerships and oversight, through to new internal adtech approaches and in-house teams. Had oversight of budgets of over $500m. • Strong ability to develop and deliver digital and marketing capability programs outside of core media function. • Specialism in global media partnerships and relationships with key media owners. • Key strength in team leadership skills, vision setting, motivation and development. • Collaborative approach born from complex matrix and multi-team organisations, including with retail & sales. Undertake leadership position across the industry - sit on the WFA’s Global Media Board & lead DEI Task Force. Volunteer Advisor at Conscious Advertising Network and Non-Executive Director at Outvertising. Advisor to Adfidence adtech startup. Published author of the book ‘Inclusive Marketing’. International Media Leader of the Year 2021, twice Top 10 Inspirational Leaders at the British LGBT Awards, Adweek Pride Stars 2021 honorary.
Shaping new media function & capabilities with ambition to unlock over $1bn of value and growth for the business. Reporting into the International (ex-US) Chief Brand Officer, and with direct engagement with global brand teams, regional marketing teams and priority local markets (both directly managed and franchisee controlled). • Driving media efficiencies by helping our markets ‘buy better’ – co-ordinated waves of local market media pitches, central agency group engagement, building media partnerships & driving digital best practice • Improving media effectiveness to ensure we ‘invest right’ – introducing new ‘brilliant basics’ media guidelines & capabilities, ensuring media best practice is embedded in campaign toolkits, consulting • Building a culture of measurement & effectiveness to ‘grow together’ – consistent global media KPIs and tracking, effectiveness roadmap for different market maturities, roll out of reporting tools
Supporting the European Pepsico team as part of a consultancy project - shaping a new strategic approach to better leverage global media partnerships, establish new regional ones, and use their capabilities to accelerate internal transformation. Helping build a new holistic responsible media approach in line with the company's PEP+ ambitions.
Driven by my passion for brand safety and ultimately building a better media ecosystem I'm providing advice & guidance to the Adfidence team as they build out their new product - a product which it only took a 30 second sales pitch to convince me to start using myself. We rely on dozens of campaign settings to deliver on core brand safety principles, and it all it takes is one wrongly checked box for your ads to be delivered well outside of your preferred parameters... wouldn't you like a simple way to keep track of and ensure that? Or to ensure that your media best practice is being properly enacted to drive substantial efficiencies globally? Especially when it comes to activating in walled gardens, ensuring you've thought about and enacted these settings can have a far bigger impact than any tagging or verification approach.
I built and led the first global media team within the premium alcohol company Beam Suntory, in close collaboration with adjacent teams working on email/CRM, data, websites, content & innovation. I drove wider ‘Full Funnel’ marketing capability & supported digital transformation across Beam & the wider Suntory business. - Created new team by consolidating a small internal structure, shaping a future media model approach & recruiting strong new talent externally - Implemented a new media buying & operations model which saw agency assesment, greater control & transparency around adtech, and some in-housing - Rolled out a new ‘Perfect Serve’ adtech suite to give us greater quality & transparency which rapidly drove $ms in efficiency & effectiveness results - Whilst primarily a brand advertiser we developed new in-house media buying capability focussed on commerce & performance campaigns. - Set a vision for the team and the business which directed our resources, motivated our team and allowed us to push our agencies harder - Owned ‘Full Funnel’ strategy & activation which involved collaborative responsibility over adjacent experts in CRM, Social Media, Data & eCommerce. - Partnered with our global Brand House teams to ensure media & channel thinking was embedded at the start of the creative process and step changed their outputs - Created media strategy guidelines for local markets, supported their implementation & developed a new consistent sufficiency approach to budgets
Part of the Global Media Leadership team, I lead GSK Consumer Healthcare's marketing and digital transformation across EMEA. We are reshaping our consumer marketing function to be more agile & consumer obsessed, with digital, data and analytics at the core. Together with my team of area media managers we drive media strategy for the region, and help the business maximise its investment of working media. Including our extended PlatformGSK (Publicics) family there are close to 300 dedicated people in my regional media team. I helped oversee a global agency transition and now set the forward agenda for the region, and to an extent the wider global business. I turned around a disengaged team and smoothed over multiple challenges with our new agency partner, whilst delivering meaningful value to the business. I have driven a rapid upskilling and digitisation of the business, as well as unifying approaches across our multiple categories, allowing us to better leverage efficiencies and creative opportunities. We now have a stronger media product, richer & more creative media strategy, and have driven substantial media savings. Additionally to my core scope I have been appointed as the global lead of Diversity & Representation in Marketing and lead a project to drive training, change processes and inspire light house projects to shift our approach to better reflecting consumer realities. I represent GSK on the WFA Global Media Council, Global Alliance for Responsibile Media, and co-lead the WFA Diversity Task Force. I was Mediatel's International Media Leader of the year in 2021.