Bracknell, England, United Kingdom
Driving brand growth through insight-led strategy and impactful execution. I’m a results-driven brand marketing leader who builds commercially successful brands by understanding what drives customer choice and adapting quickly to market needs. I turn insight into practical strategies and action plans that deliver profitable outcomes, with strong discipline around how marketing investment is planned, managed and measured. From hair straighteners to sun cream, batteries to fire pits, toys to office supplies, I’ve delivered success across diverse consumer product categories and audiences - proving that strong brand fundamentals and smart execution travel well. I’ve launched and grown products to category leadership and led initiatives that improved profitability, strengthened brand equity and retail performance. Hands-on and collaborative, I overcome business challenges and create customer value to drive sustainable growth. I lead teams and agencies to deliver work that’s both creatively strong and commercially effective, spanning product and packaging development and multi-channel brand and activation campaigns in the UK and internationally. #BrandMarketing #CommercialLeadership #CustomerLed #StrategyAndExecution #FMCG
Led development of centralised brand initiatives to facilitate growth for $1bn+ portfolio in matrix structure. Strengthened Energizer’s ‘longer lasting’ global market positioning and premiumisation by delivering product upgrades and new regionalised claims. Developed strategic roadmap to enhance portfolio sustainability in North America and Australasia, leading a global cross-functional scoping team to identify opportunities, evaluate costs, address barriers, and deliver actionable recommendations.
Owned regional product and packaging for $500m+ portfolio to ensure category competitiveness and compliance across 40 markets. Initiated and led strategic cross-functional projects to improve portfolio sustainability and performance including: BRAND TRANSFORMATION - MODERN, SUSTAINABLE PACKAGING. Built €10m business case with Finance. Developed and validated new plastic-free pack designs with European shoppers. Simplified formats from 5 to 2 to increase gross margin and efficiency. Enhanced brand values and customer preference with modern, sustainable design that enhanced CX. NPD & PODUCT DEVELOPMENT Led regional NPD (60+ SKUs) to facilitate EMEA growth, targeting market gaps and trends. Created exclusive Amazon range to meet growing online demand and combat 3P margin erosion. PROCESS & WOW INNOVATIONS Instigated strategic workflow and customer delivery innovations to reduce the cost and turnaround time of implementing essential product information and regulatory changes, saving circa €60k per year on artwork and obsolescence costs.
Led brand marketing for NW Europe to translate global strategy into commercial growth. Delivered +9% YOY sales growth in the UK, capturing +3pts share from the category leader, while achieving record share in the Nordics. Managed a £2m budget and led three direct reports on BRAND AND PARTNERSHIP CAMPAIGNS delivered across traditional and digital media (TV, digital, PR, print, social, OOH) and in-store execution with grocery retailers. Led the company’s first PAN-EUROPEAN ON-PACK PROMOTIONAL PROGRAMME, driving record share gains across the region. Developed the creative proposition and a full-funnel toolkit. Implemented budget tracking and secured cross-functional and cross-market alignment across 21 territories.
Consumer Insights, Brand Strategy and +2 skills
Team Leadership, Brand Management and +2 skills
Brand Management, Marketing Strategy and +1 skill