Experience

WEL Medical Ltd
• United Kingdom
• Medical Equipment Manufacturing
• 1 - 100 Employee
• Head of Marketing & Communications

  • Mar 2023 - Present


The Vapouriz Group

• United Kingdom
• Manufacturing
• 1 - 100 Employee

• Head of Marketing, Brands & PR

  • Feb 2020 - Mar 2023

  I developed and implemented a new Marketing Strategy with an acute focus on growing sales, market share and revenue. Supervised and trained a marketing team of seven for continuous process and performance improvement with the aim of creating a High-Performance Team. Delivered a new Digital strategy leading to an overhaul of all activities including new eCommerce platforms and brand activities of Instagram, Facebook, YouTube and LinkedIn. Initiated market research program to revise brand portfolio based on consumer segmentation. Revised brand USP’s and creative platforms to achieve maximum sales with maximum profits.



Hall & Woodhouse Ltd

• United Kingdom
• Hospitality
• 200 - 300 Employee

• Interim Head of Badger Beers

  • Aug 2018 - Nov 2019

  I delivered strategic leadership to a marketing team of three to achieve designated business targets. I introduced and derived packaging and product innovation. Planned and led implementation of a new brand strategy in compliance with overall corporate positioning. Managed new branded website development activities, while devising and executing an annual PR plan. Appointed experiential agency, as well as developing the On Trade (H&W pubs) activation plan (roll-out of seasonal and limited edition ales along with integrated marketing plans). I delivered exceptional assistance to Off Trade Sales Team with customer marketing activity. I organised and conducted an innovation pipeline workshop with key stakeholders. - Achieved 12% uplift in sales by supporting marketing team in re-establishing and launching entire Badger Beer range, including the launch of The Wicked Wyvern IPA in Tesco. - Improved trade sales by over £1M by launching Forum Lager in Hall & Woodhouse Pub Estate. - Established, executed, and managed new creative platform for Badger Beers (“Anything but Black and White”); conducted a new digital and social media campaign along with a new activation programme.



Marston's PLC

• United Kingdom
• Hospitality
• 1 - 100 Employee

• Interim Head of Marketing - Hobgoblin, Brakspear and Southern Brands

  • Nov 2016 - Sep 2017

  I promoted Hobgoblin and Brakspear, along with the Wychwood Brewery and Ringwood Brewery brands to generate maximum revenue and profit. I managed a marketing team of five to facilitate development and implementation of all agreed marketing and brand plans within agreed budgets. I devise creative strategies in collaboration with team and agency partners. I controlled a substantial marketing budget (£2.2M annually) with focus on cost reduction; analysed and upgraded KPI and ROI on all marketing and brand activity. I determined Brand USP to achieve maximum sales with maximum profits. I facilitated a compelling marketing communication platform across digital, traditional media, and social media. I strengthened relationships with internal and external stakeholders. - Increased sales of the Hobgoblin range of beers by £3.6m through developing and introducing a new IPA and more modern packaging to have greater on-shelf impact and attract new consumers. - Boosted Off Trade sales in excess of 10% by planning and conducting “Unsung Heroes” campaign for Hobgoblin, using live music sponsorship with Spotify, to reach a new, younger demographic.



Pedigree Wholesale Ltd

• Interim Marketing & Business Development Director

  • Apr 2015 - Apr 2016

  I steered all aspects of marketing, product development, and manufacturing departments, including overall sales and profitability of our “Own” and “Exclusive” brands to enable the achievement of full business potential. I guided supplier of pet and aquatic products into the independent retail sector; built and strengthened relationships with supplier for business development. I trained a marketing team of four for continuous process and performance improvement. I implemented strategic communication plans to ensure success of UK launch of Canidae – one the of USA’s largest Premium Dog and Cat foods. - Enhanced profitability by over 6% through a rationalisation strategy of slow selling product lines in a number of categories, including pet clothing and aquatics. - Optimised sales of pet food by over £2M by building and maintaining number of strategic partnerships with over 10 manufacturers in the United States and Europe.



MARS

• United States
• Design Services
• 1 - 100 Employee

• Sales & Marketing Director

  • Feb 2012 - Feb 2015

  I oversaw sales and marketing activities for James Wellbeloved – the number one premium dog and cat food in UK and Western Europe with an aim of accelerating sales growth. I provided strategic leadership to six direct reports to senior management for informed decision-making, while steering a team of 28 members. I created sales and marketing strategy as well as product launch plans for new products. I managed office based marketing and field-based sales team. Participated in sales and management meetings. - Enhanced sales of James Wellbeloved Dog Food by over 12% by re-launching range with new, more modern packaging and formulating a new communication strategy and campaign (press, digital, and social). - Launched a new line of JWB Cat Food in the Spring 2013 and augmented sales by over 20%. - Monitored and revamped regional sales force, national accounts team, and marketing department activities that supported in accelerating growth in excess of £3M in 2013 after three years of declining sales. - Boasted James Wellbeloved Sales and Marketing Associate Engagement by over 15% (as measured by Gallup Survey in 2014) by organising a series of team building events and interactive brand development sessions. - Increased sales in excess of 22% in 2014 by devising and implementing a new sales and marketing strategy for the internet sales channel.



Titleist Golf (Acushnet Company)

• United States
• Sporting Goods
• 100 - 200 Employee

• Head of Marketing - Titleist (EMEA) "the No.1 Brand in Golf"

  • Feb 2010 - Jan 2012

  I improved Titleist’s golf club market shares by 8% by analysing and improving Titleist’s EMEA marketing resources to focus on key markets (UK, Germany, France and Spain). I planned and executed training and development programmes for team to improve performance and operational knowledge; monitored sales teams and distributors in 27 countries in long-term absence of sales director. I led sales teams and distributors in 27 countries in long-term absence of sales director. I improved brand loyalty by creating team Titleist, an interactive digital community for fans in UK, Germany, France, and Sweden. I developed top grade sector white paper with recommendations for NXT, DT, and Pinnacle golf balls. - Augmented sales by £4M in the first year by executing marketing strategies, including new category and channel marketing programmes for Pro V1 golf ball range in 27 countries. - Increased golf club market shares by 8% by restructuring Titleist’s EMEA marketing resources to achieve greater emphasis on key markets (UK, Germany, France and Spain). - Led market share of Metal Woods from 7.9% to 16.8% by implementing a Club Fitting Network, Partnership Programs and advertising campaigns across EMEA markets as part of launch of 910 series of metalwoods.



Imperial Tobacco Group plc

• Global Category Director, Global Brands Director & Managing Director

  • 1998 - 2009

  2006 Global Category Director Make Your Own (MYO): developed new category propositions worldwide, analysed tax regimes, regional & local legal restrictions, route to market & pricing - Introduced new category & channel strategies in a declining strictly regulated market with competitors using highly aggressive pricing, achieved sales over £239m - Generated new business, launched portfolio of products, increased category sales by 92%, from 580m to 7.3b sticks within 3yrs securing Imperial’s position as World’s No 1, MYO Category 2004 Global Brands Director: analysed consumer behaviour & competitive analysis, developed brand strategies R&D programmes, reduced SKUs & increased category sales by 14.3 % to over £720m - Launched Golden Virginia's global advertising campaign, increased Western Europe’s market share, establishing it as World’s Biggest Selling Roll Your Own Tobacco - Gained Board approval for global repositioning of Drum tobacco across 56 countries 2003 Business Development Director: completed valuations on regional & local companies, delivered presentations to investment banks, restructured business saving over £3m yearly 2002 Managing Director Own Label Division: successfully merged Park Lane & Imperial’s operations after acquisition by Imperial. Led Park Lane staff facing redundancy without losing customers, grew its market share by almost 20% - Negotiated new supply agreements with accounts such as Tesco and ASDA 2000 Strategic Marketing Manager: instigated marketing activities to manage key brands such as Embassy. Introduced new pricing, modern packaging & advertising campaigns for brands such as Superkings. Managed Marlboro’s marketing activities (annual budget £20m) 1998 Marketing Director Rizla: grew sales by 8% & profit 5% to £32m, developed an award winning campaign, introduced new packaging & collateral across 12 markets, undertook product developments globally Won key accounts such as Tesco & Co-op, increased market share by 7%


Park Lane Tobacco / REEMTSMA GmbH, Maidenhead
• Marketing Manager

  • Mar 1996 - Aug 1998

Rothmans International, Aylesbury
• Strategic Planning Manager

  • May 1994 - Mar 1996

Plymouth Sound Radio
• Marketing Manager

  • Aug 1992 - Apr 1994

Canadian Broadcasting Corporation
• Assistant General Manager

  • Aug 1989 - May 1992

Medallion Five Automotive Ltd.
• Sales Manager

  • May 1987 - Aug 1989