Greater Sydney Area
As a seasoned Marketing & Sales Leader with over 20 years’ experience spanning Europe, Asia & Oceania, I have demonstrated an ability to accelerate brands via change of strategy and leverage of culturally relevant platforms to create memorable consumer experiences which translate into sales growth & market share gains. Passionate about brand building, crafting unique & memorable brand experiences, understanding consumer behaviour & category dynamics, I have a unique ability to reconcile a very strong business acumen, data-analytics, creativity & brand building priorities, making me a marketer with a commercial edge, able to work for Listed or Private-Equity-backed companies. I have transformed the Marketing Team of Moet Hennessy ANZ to operate full funnel & omnichannel to drive conversion at the point of purchase. At Accolade Wines & Pernod Ricard, I have turned around established business units and brands by driving a strong Innovation agenda & leveraging category insights. My key strengths: ✦ Commercial astuteness & Strategic Marketing: proven track-record of accelerating sales and gaining market share for global portfolio of Premium & luxury brands in Australia. P&L management, Topline acceleration whilst focus on the bottom line and value creation. Scope: Sales $350M+ | A&P $20M+ | GP $160M+ ✦ Brand Portfolio Development & Market penetration: Equity builder able to unlock challenger brands via strategy-reset & leverage of sponsorships. Proficient in adapting global platforms for local relevance & desirability. Optimising portfolios via NPDs, value creation & mix premiumisation. Scope: 15 brands, 500 SKUs, 8 segments ✦ Cross functional Team Management. Scope: Manage 26 people. Agile leader with growth-focused mindset able to unify cross-functional teams to execute strategic visions. Skilled at extracting the best out of teams & partners, by instilling passion and engagement. Strong negotiator with multi-channel experience (retail, hospitality, wholesalers, online). My key capabilities: ➢ Engaging Team leadership ➢ Empowering Coaching & Mentoring skills ➢ Marketing & Brand Strategy ➢ Crafting Luxury & Premium Brand Experiences ➢ Extracting Consumer & Customer insights from data ➢ P&L Management & optimisation ➢ Budget Planning ➢ Omnichannel Campaigns, Marketing effectiveness ➢ Digital Marketing - Retail Media, Email Marketing, DTC commerce, CRM ➢ Customer Marketing & activations at Point of purchase ➢ Building strong Agency relationships ➢ Leveraging Sponsorship for growth ➢ Category Management ➢ Joint Business Planning ➢ Negotiation
Heading Global Sales and Marketing for Tamar Ridge and PIRIE Sparkling, both fine wine brands of outstanding pedigree from Tasmania.
o Providing Liquor, Luxury, Drinks & FMCG businesses with bespoke Marketing & Commercial advisory services
Scope & Duties: - Sales $372M | A&P Budget $22M | GP $176M - Key Member of the Executive Committee of Moët Hennessy ANZ/PAC, reporting to Managing Director - Lead, Coach & Mentor 26 marketers trans-Tasman across Brand, Customer, Digital & Category teams. - Head consumer-centric Brand strategies & execution for portfolio of 15 iconic luxury wine & spirits Maisons Moët & Chandon, Veuve Clicquot, Dom Pérignon, Krug, Ruinart, Hennessy, Belvedere, Glenmorangie, Ardbeg, Cloudy Bay, Whispering Angel & Minuty - Craft Luxury Omnichannel experiences to boost desirability, drive conversion to purchase for Market share gains - Oversee Direct to Consumer and ECommerce activities for Moet & Chandon (https://shop-au.moet.com) , Veuve Clicquot (https://shop.veuveclicquot.com.au/) & Ardbeg https://www.ardbegcommittee.com.au/ Key achievements: • Reshaped Marketing strategy to full funnel, building desirability at the moment of truth to drive conversion • Re-structured Team: implemented Customer Marketing function & improved ways of working • Drove P&L accountability & ROI-based A&P Spend: boost effectiveness of Omnichannel Marketing • Brand Desirability gains for Moët & Chandon+4pts, Veuve Clicquot +2pts & Chandon +1pt • Key Market Share gains (Value): Moët & Chandon +1.7pts & Hennessy +1.2pts (2023) • Unlocked Hennessy’s trial with consumers: gained +4pts in Past 12 months consumption • “Hotel Clicquot” named APAC best practice: $2.1M PR coverage, 25K DTC leads, $800K DTC sales, $20 CAC for $130 avg basket by leveraging CRM & driving constant optimisation (creative, audience) • Moët & Chandon winner “Champagne Brand of the year” at DRINKS Awards 2023 & 2024
Scope & Duties: - Sales $166M | A&P: $5M | GP $46M - Led & developed team of 4: 2 Brand managers and 2 Assistant Brand managers - Head strategy & execution for 15 Australian & New Zealand wine brands including Hardys, Houghton, Cupio, Banrock Station & Berri Estates, focusing on premiumisation of mix & NPD to boost profit delivery per litre - Full development of strategic, consumer-led NPDs to deliver top line growth, partnering with National customers (ideation, positioning, packaging, consumer validation, communication, launch & activation) - Drove annual brand plan process for ANZP, portfolio strategy, brand positioning projects, new communication platforms and major strategic packaging projects - Led cross-functional Team to implement Customer-centric Category/Shopper plans & drive growth - Reshaped Brand-planning process & Rolled out Marketing competencies program to wider team - Oversee Direct to Consumer & ecommerce platforms for Hardys, Houghton and Brookland valley wines Key achievements: • Accelerated Wine brand portfolio via NPD pipeline, mix premiumisation, COGS savings & prioritisation • Hardys key share gain & overtook Wolf Blass to become 3rd largest bottled wine • Increase of average price & profit per case for Hardys & Houghton • Led & launched 73 NPD projects across 7 different packaging formats • Led no-alcohol acceleration plan (incremental $1M GP in F23) • Led new strategy on cask portfolio: complete packaging changeover, range optimisation, winery efficiencies & execution in NKAs & Independents. • Ran full repackaging of Hardys, Houghton and Casks portfolios (over 40 sub-brands and 140 SKUs) • Delivered value-creation, generating $800K of COGS savings
Scope & Duties: - Led all Marketing Strategy & Execution of ACCOLADE's Heritage wine Brands portfolio including Hardys, Knappstein, Leasingham, Houghton, Brookland Valley, Amberley, Goundrey, Moondah Brook & Busselton Boys - Led the development of the 3 year brand plans for Australia - Drove the the global brand strategy for the HARDYS brand - Guided new product development including a relevant, supporting business case - Collaborated with Commercial teams to develop and implement strategic Category plans, Shopper Marketing activity across the portfolio to achieve long-term business objectives Key Achievements: • Re-invigorated Hardys brand internally & with customers via NPD (Char N.3) & Cricket sponsorship • Managed price repositioning of Houghton Stripe Range (150K 9le), delivering higher profit per litre. • Hardys made key share gain & overtook Wolf Blass to become 3rd largest bottled wine • Launched Jam Shed as Customer Exclusive to Endeavour Group (15K 9le of incremental volume)