United Kingdom
Marketing and communications leader with 20 years’ experience across global consumer goods organisations. Operating in categories including food, beverage, healthcare, beauty and personal care. Track record of shaping brand strategy and delivering integrated campaigns for category-leading brands including Listerine, McCain Foods and YAZOO. Currently leading portfolio communications across the UK and European growth markets, driving brand growth, market expansion and culturally relevant consumer engagement. I’m passionate about building high-performing teams and creating an environment where people feel confident to lead, challenge themselves and grow. I foster a culture of accountability, creativity and performance-driven execution.
Promoted to an expanded remit across the UK and European growth markets, leading communications strategy for a portfolio of established UK heritage brands (Eylure London and Elegant Touch) and high-growth international brands, including Cantu haircare - all category-leading brands within their respective markets in the UK. Responsible for shaping growth-focused, brand-building communications strategies across key European markets, while protecting category leadership in the UK and strengthening brand consistency across regions. Act as the strategic link between global brand teams and local European markets, ensuring campaigns are both globally aligned and culturally relevant. Lead an in-house communications team of 16, including six senior managers, with responsibility across PR, social, influencer, paid media and brand activation. Focused on building a high-performing, insight-led function aligned to commercial priorities.
Led communications strategy for a portfolio of consumer brands across the UK, with increasing responsibility for European growth markets. Managed Eylure London and Elegant Touch - both No.1 brands in their respective UK categories - alongside Dr Teal’s, across PR, digital and social. Oversaw the UK-based social team delivering content for Eylure’s global Instagram channel, supporting engagement in the US market, and partnered with regional agencies in Australia and Europe to ensure locally relevant execution. Managed in-house PR, digital and social functions alongside external agency partners across influencer marketing and social media. Delivered integrated communications strategies to drive brand awareness and engagement across key consumer audiences. Scaled the team from 7 to 12, including four Manager-level direct reports, strengthening capability in line with growing business needs. Initially joined on a maternity cover contract and transitioned to a permanent role in January 2021.
End-to-end management of B2B (trade and corporate) and B2C (consumer and shopper) communications program for UK portfolio including £60m number 1 flavoured milk brand YAZOO, with emphasis on media efficiency, brand building and evaluation. 1. Instigated step change in trade PR program from limited relationship with leading industry publication to extraordinary corporate coverage in flagship issue of the year. 280% increase in PR value delivered YoY 2. Restructure of roster agencies responsibilities resulting in superior communications campaign achieving highest sales uplift scores to date from outdoor media and best ad recall score on YouTube which they identified as best in class 3. Unified multiple brands under one strategic proposition leading to cohesive communication campaigns and activation that has built brand health and grown penetration
Project, change and stakeholder management of new purchasing process as part of €70m global SAP implementation in GB.
Brand Manager for the leading RTD flavoured milk brand YAZOO, developing and implementing the long term brand strategy and building innovation pipeline. Development of consumer, shopper and trade communications. Developed concept and recipe development for the brand's most successful NPD launch to date: YAZOO No Added Sugar / Artificial Sweeteners.
Joined McCain Foods on the marketing graduate trainee program supporting the £60m no. 1 retail brand (Home Chips) and managing the 3rd profitable brand (Microchips) I was promoted to Assistant Brand Manager, managing a new product and responsible for the NPD pipeline before becoming Assistant Communications Manager, initially managing BTL (PR and digital) before supporting the ATL brand communications activity.
Supporting the delivery of brand plans for no. 1 oral healthcare brand Listerine including consumer and trade communications.