Liverpool, England, United Kingdom
Proven commercial leader with 25+ years' experience driving performance across FMCG, retail, and consumer sectors. A specialist in unlocking growth through end-to-end business leadership — from strategic planning and P&L ownership to operational delivery, team development, and customer-focused transformation. Experience in revitalising underperforming categories, launching commercially successful propositions, and building high-performing teams that deliver measurable results. Adept at balancing short-term trading needs with long-term strategic direction, and comfortable operating in fast-paced, highly competitive environments. A trusted leader and communicator who builds strong relationships across all levels — from boardrooms to shop floors — with a collaborative, hands-on approach that gets results.
Successfully launched Celsius Energy in the UK, positioning the brand as a major new entrant in the competitive energy drink category. Secured an exclusive launch partnership with Tesco (2,000+ stores) — a critical milestone that fast-tracked brand visibility and volume. Achieved #3 position in the energy drink category post-launch in Tesco, ahead of key competitors and far exceeding initial expectations. Delivered rapid distribution growth and strong retail execution through an agile field team and a channel-specific approach
Launched the Iceland Protein range, adding £200k/week in revenue with a 45% margin, positioning it as a category growth engine. Secured substantial weekly uplift in category sales through margin-optimised range expansion - delivering £500k per week incrementally Re-tendered the milk supplier contracts to reduce costs and improve overall category margin by 2.3%. Recognised internally for strategic leadership and for reinvigorating a mature category through innovation and disciplined execution.
Led the group strategy for Shopper Marketing, Digital Marketing, and E-Commerce, driving growth across a £1.9bn brand portfolio. Implemented change management, transitioning the business from decentralised units to a centralised group-led approach. Developed and executed a new planning and execution approach, leading to improved sales team performance and increased sales uplifts. Oversaw the digital marketing strategy across multiple channels, managing key agency relationships and earning nominations for industry awards. Utilised an insight-led approach to investment, ensuring effective targeting and alignment with brand KPIs.
Led the £400m Seafood Business unit; leading the commercial, marketing, category, shopper, procurement & supply planning teams. Successfully negotiated the Morrison's own label tender Reset the seafood vision for GB&I Led the redevelopment of the Princes Seafood brand positioning Reset the innovation vision; focussing on value add convenience led products Developed senior level relationships across the global 3rd Party supply base
Leading our Franchise brands; Rockstar Energy, Bundaberg, San Benedetto & Snapple, our Portfolio brands; KA, Barr, Strathmore, Simply Fruity, D&B, Tizer and Sun Exotic, our Futures brands; St Clements, Big W and Le Joli, and our Innovation strategy. And the most recent addition; our exceptional NPD Rubicon RAW Energy
Leading our Category, Shopper & Trade Communications teams across all brands and channels, defining and delivering our Category Vision, and leading our Innovation Sales Team
UK & Ireland Grocery Head of Shopper Marketing