Experience

BEIERSDORF UK LTD.

• United Kingdom
• Personal Care Product Manufacturing
• 1 - 100 Employee

• Head of Marketing - IRELAND / Marketing Manager NIVEA MEN, NIVEA Deodorant, NIVEA Shower UK

  • Feb 2020 - Present

  • Responsible for all marketing operations in the Republic of Ireland and Northern Ireland for Beiersdorf mass brands (NIVEA, NIVEA MEN, Labello, Atrixo). • Responsible for all marketing operations in the UK for NIVEA MEN, NIVEA Deodorant and NIVEA Shower, including our award winning Liverpool FC partnership.• Setting the marketing vision and strategy to develop best in class plans that deliver on key metrics.• Creating strategies for long term brand equity and growth across our brand portfolio.• Ensuring that the UK/Irish consumer is at the heart of everything we do.• Responsibility for a team of five



Beiersdorf

• Germany
• Personal Care Product Manufacturing
• 700 & Above Employee

• Head of Marketing - IRELAND / Marketing Manager NIVEA MEN UK

  • May 2019 - Feb 2020

  A message to all men: International Men's Day, NIVEA MEN

• Marketing Manager (Ireland)

  • May 2017 - May 2019

  • Responsible for all marketing operations in the Republic of Ireland and Northern Ireland for Beiersdorf mass and pharmacy brands (NIVEA, NIVEA MEN, Labello, Atrixo, Eucerin, Elastoplast). • Setting the marketing vision and strategy to develop best in class plans that deliver on key metrics.• Creating strategies for long term brand equity and growth across our brand portfolio.• Ensuring that the Irish consumer is at the heart of everything we do.• Developing the overall business shopper activation strategies and objectives for the annual business planning process, working in conjunction with sales, marketing and category functions. Thus ensuring consistency between brand and retailer objectives to the benefit of our Power brands, namely; NIVEA, Labello, Atrixo, Eucerin and Elastoplast.• Maximising shopper touch points, shopper engagement and conversion into sales across all channels using an insight-led approach. Creating competitive advantage by utilising existing knowledge on activations, promotions and mechanics.

• Marketing Manager (ROI)

  • Jan 2016 - Apr 2017

  • Responsible for all marketing operations in ROI for Beiersdorf mass and pharmacy brands (NIVEA, NIVEA MEN, Labello, Atrixo, Eucerin, Elastoplast). • Setting the marketing vision and strategy to develop best in class plans that deliver on key metrics.• Creating strategies for long term brand equity and growth across our brand portfolio.• Ensuring that the Irish consumer is at the heart of everything we do.• Developing the overall business shopper activation strategies and objectives for the annual business planning process, working in conjunction with sales, marketing and category functions. Thus ensuring consistency between brand and retailer objectives to the benefit of our Power brands, namely; NIVEA, Labello, Atrixo, Eucerin and Elastoplast.• Maximising shopper touch points, shopper engagement and conversion into sales across all channels using an insight-led approach. Creating competitive advantage by utilising existing knowledge on activations, promotions and mechanics.

• Senior Brand and Shopper Marketing Manager (ROI) at Beiersdorf

  • Jun 2015 - Dec 2015

  • Responsible for all marketing operations in ROI for Beiersdorf mass and pharmacy brands (NIVEA, NIVEA MEN, Labello, Atrixo, Eucerin, Elastoplast). • Setting the marketing vision and strategy to develop best in class plans that deliver on key metrics.• Creating strategies for long term brand equity and growth across our brand portfolio.• Ensuring that the Irish consumer is at the heart of everything we do.• Developing the overall business shopper activation strategies and objectives for the annual business planning process, working in conjunction with sales, marketing and category functions. Thus ensuring consistency between brand and retailer objectives to the benefit of our Power brands, namely; NIVEA, Labello, Atrixo, Eucerin and Elastoplast.• Maximising shopper touch points, shopper engagement and conversion into sales across all channels using an insight-led approach. Creating competitive advantage by utilising existing knowledge on activations, promotions and mechanics.

• Head of Shopper Marketing (UK & ROI)

  • May 2013 - Jun 2015

  • Developed the overall business shopper activation strategies and objectives for the annual business planning process, worked in conjunction with sales, marketing and category functions. Thus ensured consistency between brand and retailer objectives to the benefit of our Power brands, namely; NIVEA, Labello, Atrixo, Eucerin and Elastoplast.• Defined and implemented customer-specific shopper activation strategies in line with both the business long and short-term brand and business strategies.• Maximised shopper touch points, shopper engagement and conversion into sales across all channels using an insight-led approach. Created competitive advantage by utilising existing knowledge on activations, promotions and mechanics.• Developed the in-store and online brand experience through engaging POS and shopper activation platforms. Created winning activation plans for promotions; supporting new product launches; amplifying brand campaigns thus maximising sales performance in line with agreed business objectives.• Managed and developed a team of sales representatives across the multiples and High Street, ensuring plans are well executed and opportunities capitalised upon.• Evaluated the outcome of all key projects and reviewed the results against stated objectives and current market best practice, which led to recommendations for continuous improvement against internal and external benchmarks and recycled those learnings.



Burton's Biscuit Company

• United Kingdom
• Food and Beverage Manufacturing
• 300 - 400 Employee

• Trade Marketing Manager (Europe)

  • Aug 2010 - Jun 2013

  • Delivered step-change excellence through the development, implementation and evaluation of strategically aligned trade-facing activities and involvement with all aspect of brand, channel and account planning including• Worked in collaboration with the Sales and Marketing teams to understand key account initiatives and ensured that events, promotions and NPD were effectively launched in the accounts to maximise investment, effectiveness and profit.• Ensured alignment across the Sales and Marketing teams on field sales needs and marketing initiatives, including budget management. • Full responsibility for trade PR and trade shows and ensured that our customers were aware of all NPD and/or initiatives.• Undertook fieldwork and customer visits on a regular basis. Worked with POS / Media agencies to devise effective strategies.• Project led a number of projects, including; Complete rebuild of corporate website including e-commerce functionality. Review, and implementation of our Power brand Shelf Ready Packaging (SRPs). Design and implementation of an award winning trade show display stand



Aston University

• MBA

  • Aug 2009 - Aug 2010

  Modules studied include: Strategic Management, Marketing Strategy, Business Finance, Accounting, Innovation & Entrepreneurship, Business Economics, Operations Management and Leadership DevelopmentSpecialisation - Marketing Strategy, Strategic Management & Advance StrategyMBA Project- producing a consultancy report for Waitrose Modules studied include: Strategic Management, Marketing Strategy, Business Finance, Accounting, Innovation & Entrepreneurship, Business Economics, Operations Management and Leadership DevelopmentSpecialisation - Marketing Strategy, Strategic Management & Advance StrategyMBA Project- producing a consultancy report for Waitrose



CPM

• Diageo Regional Sales Manager

  • Aug 2007 - Jul 2009

  • Successfully managing a team of 9 Grocery Development Executives (GDEs) on the Take Home Trade operating within the multiples of Tesco, Dunnes Stores, Supervalu and Superquinn throughout the West Coast of Ireland on behalf of Diageo Ireland.• Supervising/Ongoing management of the GDE team and ensuring Diageo satisfaction through all aspects of their work. This was accomplished through Field Audits, Store Visits, Individual Appraisals, Sales Reviews, Performance Management, Key Performance Indicator Analysis and Measured Objective Setting.• By working closely with the Regional Sales Manager of the East Team we identified a need for better sales documentation for the teams. We researched, designed and put together a ‘Grocery Development Executive Manual’ that covered all aspects of the GDE’s role such as Key Brand information, Sales Rationale, Breakdown per Multiple, Key Document Section, Best Practice Photo Section. On the back of our work, this document was rolled out to other accounts within CPM such as Mars and Disney.