United Kingdom
Over twenty years’ experience with some of the best-loved brands in Europe, I have built my career on deeply understanding business objectives and translating them into powerful and innovative marketing strategies. I have a creative spirit and often forge new marketing initiatives, but I always take a data-driven and evidenced-based approach. This pioneering spirit has seen me and my teams create new categories at Starbucks, launch Blu-ray for Sony, and revolutionise the way workers eat and drink at Compass. This broad suite of experience enables me to cross-fertilise methodologies between industries and bring fresh, new ideas wherever they are needed. Recent career highlights include -My team and I created £multimillion in new business in 2021, primarily by building a new brand proposition, promise and identity. -My team was shortlisted for 9 CATEY industry awards in 2021, with me personally winning one -Enhanced the brand’s thought leadership credentials by collaborating with The University of Oxford and The University of Cambridge -University of Cambridge: A study into Health and Wellness and how they can be prioritised at work. -University of Oxford: Research into the impact of reducing meat and dairy in diets. -Reconfigured the Tesco in-store café brand, bringing customers more of what they love, alongside a more streamlined brand proposition and simplified structure across 300 outlets. -Led a team of 20, managing traditional and digital channels for The London Eye, Madame Tussauds, London Dungeon, SEA LIFE London Aquarium and Shrek’s Adventure. By building motivated and innovative teams with a strong sense of autonomy, belonging and competence, my colleagues know that their work will be valued, and their efforts recognised. I am clear about our goals and the importance of exceeding them, but also provide the individualised support my people need to produce excellent results. I also foster a stable and productive environment by staying calm under pressure and by showing trust, honesty and integrity. I am always happy to hear about exciting opportunities.
Comprising City Plumbing, PTS, Plumbworld, Plumbnation, UFHS, DHS, NSS
Compass is the UK’s leading contract catering firm and provides food to thousands of workplaces, as well as at stadiums, oil rigs and leisure events. My work here can be summarised as the wholesale overhaul of the entire Marketing function, making workplace eating far more exciting and engaging. This has resulted in many millions of pounds of new business, increased customer satisfaction and award nominations. I lead the Marketing team across Business & Industry- Eurest and 14Forty brands. • My team and I created £multimillion in new business in 2021, primarily by building a new brand proposition, promise and identity. • My team won 4 CATEY industry awards in 2021, with me personally winning one, as well as an FDF award. I also won the 2022 Contract Catering Award for Marketing. • We spearheaded the use of new marketing channels at Compass, one example being our ‘The Future of Food & Work’, broadcast both live and recorded for YouTube. • Enhanced the brand’s thought leadership credentials by collaborating with The University of Oxford and The University of Cambridge o University of Cambridge: A study into Health and Wellness and how they can be prioritised at work. o University of Oxford: Research into the impact of reducing meat and dairy in diets. • Developed a new insight-led method of designing innovative B2B and B2C strategies in the 21st Century. • Introduced Customer Mapping & Segmentation.
This exciting venture saw me setting up my own company and working with organisations on short-medium term contracts. The objectives usually encompassed redesigning entire strategies and brand propositions, though I was also asked to evaluate ongoing initiatives as well as provide advice and guidance. • Reconfigured the Tesco in-store café brand, bringing customers more of what they love, alongside a more streamlined brand proposition and simplified structure across 300 outlets o Replaced in-store Costa outlets with Tesco managed facilities. o Analysed data and insights to identify areas of development and high potential growth. o Proposed sale of Hoole & Harris brand and prepared the transaction. • Significantly modernised entire Marketing operation for Fleetway Travel, creating a more meaningful, resonant brand. • Conducted a thorough due-diligence survey of an Italian theme park prior to its acquisition by a private equity firm. Evaluated incumbent marketing efforts and highlighted areas for investment. • Booked as a speaker and judge for industry events.
Merlin own some of Europe’s best known visitor attractions, including Madame Tussauds and The London Eye. I was hired to restructure the Marketing team and bring a fresh approach to the brands. This primarily focused on using in-depth studies of the customer journey and devising strategies to deliver more of what mattered to them. • Led a team of 20, managing traditional and digital channels for The London Eye, Madame Tussauds, London Dungeon, SEA LIFE London Aquarium and Shrek’s Adventure. • Introduced a calendar of events to The London Eye, making it a premium proposition for year-round repeat visits and making each experience unique. • Responsible for entire P&L, pricing, promotions and Sales & Marketing Budget. • Brought new initiatives, such as web sales, social media, mobile and beacons. • Forged new partnerships with Coca-Cola, Netmums, Starbucks and Mastercard, amongst others.