Melbourne, Victoria, Australia
I've worked on some of the world’s most loved food brands including Cadbury & Oreo, making them bigger and stronger through commercially savvy plans, built on deep consumer understanding. I’m a passionate and results-driven marketer with a proven track record of driving impactful campaigns and strategies across FMCG brands. My cross-functional expertise spans marketing and sales, making me a more pragmatic and commercially aware marketeer. What has remained consistent is my passion for building teams where people can be themselves, in turn helping them bring creativity and problem-solving to their brands or business areas.
Managed Cadbury’s biggest pack format Cadbury tablets and Cadbury's brand equity. Responsible for strategy, partnerships, brand equity, campaigns, innovation, P&L and people management. Managed the creation and optimisation of an extensive range of Cadbury comms campaigns including Cadbury Dairy Milk Equity Charity Partnership, Inventor, Mystery Bars and The Queen’s Platinum Jubilee. Delivered through personally developing strong agency partner management and collaboration. UK lead for strategic innovation platforms- Set strategic direction and developed bundles for innovation pipeline to drive category growth in the market and bring incremental shoppers back into the category, following the post-COVID dip. Led Full-year strategic planning process to deliver growth plans for the Mondelēz tablets portfolio. Collaborated with cross-functional teams to ensure alignment of marketing efforts with overall business goals.
Brand Manager for Cadbury's biggest pack type- Tablets. 360 campaign management of Cadbury Football Partnership, Cadbury Darkmilk, Cadbury Dairy Milk Equity Age UK Partnership & Cadbury Inventor platforms. Led Cadbury Dairy Milk's new design rollout across all UK pack formats. Supported and implemented yearly strategic planning to create consumer-centric brand portfolio growth. Delivered Net Revenue and share growth. Marketing Connect President- led team of 7 to drive cross-category community engagement in lockdowns- won Mondelez Team of the Year.
Managed the Oreo portfolio in the UK including innovation (Cadbury Coated Oreo & Oreo Yard), Oreo Seasonal portfolio, In-store activation and Oreo 360 communication campaigns.
I spent my Industrial Placement year in the Customer Loyalty team where I was responsible for the management and creation of the myWaitrose loyalty scheme e-CRM emails to over 2 million customers each week. Alongside this I managed several Seasonal Direct Mail campaigns over the year. My role encompassed work with customer data and required strong relationships across multiple agencies.