Bristol, England, United Kingdom
I’m an enthusiastic FMCG Senior Commercial Marketer with International Brand, Innovation & Marketing Capability experience. I’m highly passionate about consumer centricity, building brands with relevance reflective of their target consumer culture. I have the perfect balance of strategy vs creativity and project management experience having worked both Agency and Client side. Key Skills; • Insight Identification, distilling into relevant Brand Positionings/ Strategy • Portfolio & Innovation, Business Case Development & Project Management • Brand Activation – Platform development • Commerciality v Creativity • Stakeholder Engagement, Influence • Agency Management • Marketing Capabilities & Team Engagement
• Led the creation of Global Pack Change & Limited Edition Pack Strategic Guidelines via cross-functional teams to develop Strategic Approach, Governance, Realisation and Brand KPIs. Praised for strong leadership. • Drove Innovation Master Plan Drumbeat improvements & enhanced Innovation processes. • Led Global Packaging and Print Brand Initiative projects from Charter to Business Case completion.
Strategic role developing optimised Brand Propositions and new Channel & Content Strategies for LBG Specialist Transport Brands; Blackhorse and Lex Autolease. Working cross functionally, influencing various stakeholder groups.
• Led category expansion outside Dairy; developed 5yr innovation strategy derived from Ethnographic consumer co-creation. Established key innovation principles for future NPD. • Developed the GTM strategy & brand proposition for Fresh Soups & Dips launched in 2 major retailers Sep’22 via Omni Channel Marketing +£0.5m Organic Growth. • Embedded Consumer Centric thinking to brand planning by introducing a new brand moves model enabling clear brand growth stories driven from relevant consumer insight.
• Building Global Marketing Capabilities to increase Brand Performance, developed 3Yr Drumbeat focused on Consumer Centricity & Activation Relevancy. • Developed a ‘Challenger Insight Programme’ using Consumer/Power BI data to inform strategic planning, taking ‘why & what’ to inform brand moves. • Developed distinct & differentiated brand narrative propositions (DNA to Campaign Asset execution) for 3 ranges under the Davidoff Cigarette Portfolio from segmentation insights. Objective; to have emotional relevance & clear point of difference for each target segmentation/range. Aligned with key Global markets, Toolkit rolled out 2021-2022 ATL & BTL. • Drove the creation and ran Experiential Workshops with all Asset Brand owners: Imperial & Fontem - how to embed Brands in Culture, increasing emotional brand relevance for the target segmentation. Embedded into all Positioning Templates FY22. • Led the creation of an Omni-Channel Playbook informed by Qual, Ethnographic & Quant research identifying moments of disproportionate consumer impact. Worked collaboratively with Germany influencing ‘test and learn’, rolled out globally. • Developed a Covid specific Brand Activation Playbook driving trial in the ‘new normal’. 9 ideas localised Globally. Praised for learnings Playbook, focus on KPI tracking. • Responsible for Global Strategic Agency partnership (£20m contract) through line management of Strategic Agency Partner Manager. Led development of new briefing templates, Toolkits & playbooks and agency masterplan.
• Leadership role transitioning Asset Brands to key Markets (A&P responsibility £0.8m) • Represented Asset Brands at Product Development Concepts forum, leading Innovation projects on behalf of the Cluster Brand owners. Created central Capex Business Cases; successfully managed new 50s format Initiative in DACH Cluster. Influenced senior stakeholders at a time of uncertainty/change. Achieved smooth transition of all Asset Brands protecting NR +1.8% higher than forecast. (2020)
• Developed Global Portfolio & Innovation Strategy 3Yr Drumbeat around Value Formats. Lead West Queen Size Category; identified a demand shift opportunity in Eastern Europe leading to new portfolio strategy, pack change & positioning for East (progressive) vs Western (conservative) Europe. Achieved West growth with consumer demand shift to value segment +20bps (2020).
• Project Management/guardian of strategy & Client relationship for FMCG; Wickes, Schwartz, Jordan’s Cereal, Yeo Valley, RBK, GSK, Weetabix, Ocean Spray, Brothers Cider. • Developed packaging design, structure & print production knowledge. Doubled annual income from Yeo Valley and GSK accounts.