Experience

Richmond Marketing

• Ireland
• Food & Beverages
• 100 - 200 Employee

• Customer Director

  • Nov 2022 - Present



Lucoazade Ribena Suntory Ireland

• Dublin, Leinster, Ireland

• Head of Sales: Grocery & Beam Spirits Pan Ireland

  • Mar 2019 - Nov 2022



Lucozade Ribena Suntory Ireland

• Dublin

• Trading Controller - Grocery Channel

  • Apr 2017 - Mar 2019



Lucozade Ribena Suntory

• United Kingdom
• Consumer Goods
• 200 - 300 Employee

• Commercial Planning and Activation Manager

  • Jan 2016 - Apr 2017

  Key Responsibilities:Lead the annual planning cycle for the Irish business, developing strategic commercial plans that allow the business to achieve our yearly targets.Identify strategic initiatives to ensure annual net sales budgets are met across our brand portfolio: Lucozade Energy / Lucozade Sport / Ribena / Orangina.Key liaison between marketing and sales team to ensure commercial plans are aligned throughout the business, from marketing through to field sales.Use my account management experience to ensure our commercial plans are fit-for-purpose in both the retail and wholesale channels.I work closely across all functions to ensure our plans are activated excellently in market.Key liaison between Ireland and B to identify key initiatives and improve ways of working for the Irish business. Show less

• Customer Business Manager: Wholesale

  • Mar 2015 - Jan 2016

  Key Responsibilities:Managed all aspects of the Musgrave Wholesale and BWG accounts for Lucozade Ribena Suntory Ireland including:Buyer relationshipsPromotional PlanningBrand ActivationNPD ListingsJoint Business Plan negotiation and managementKey liaison with internal and customer supply chain teamsAll key negotiationsManaged 1 direct report.Ensured business and brand objectives were implemented within each account and worked closely with internal teams such as supply chain, field sales, finance and marketing to ensure account objectives were achieved. Show less

• Customer Business Manager: Retail

  • Feb 2014 - Mar 2015

  Key Responsibilities:Managed all aspects of the Dunnes, Tesco, Musgrave Retail, Lidl, and Discounter channel for Lucozade Ribena Suntory Ireland including:Buyer relationshipsPromotional PlanningBrand ActivationNPD ListingsJoint Business Plan negotiation and managementKey liaison with internal and customer supply chain teamsAll key negotiationsManaged 1 direct report.Ensured business and brand objectives were implemented within each account and worked closely with internal teams such as supply chain, field sales, finance and marketing to ensure account objectives were achieved. Show less



GSK

• United Kingdom
• Pharmaceutical Manufacturing
• 700 & Above Employee

• Revenue Strategy Manager

  • Apr 2013 - Jan 2014

  Key Responsibilities:Embed Net Revenue Management (Revenue Growth Management) framework and drive NRM Targets, through price/mix/customer investment plans.Lead the NRM section of yearly planning, including customer segmentation.Develop Gross To Net reporting in line with above country requirements.Drive a Return On Investment mentality to generate the maximum return from trade spend.Promotions: Develop a tool for promotional evaluation that delivers insight to maximise return on investment, delivers insight into early planning, and allows us to make informed decisions on promotional activity.JBPs: Ensure a best practice JBP build and tracking process that delivers optimum return from trade spend and transparency of our position on a monthly basis.Achievements:Promotions: Developed an excel-based promotional evaluation tool to replace the E-Pet, which gives complete transparency of net revenue and profit impact for promotional activity. This is currently rolling out across the channels.Lead the JBP “clawback” in December 2013 to recover trade spend for customer activity not implemented, this was used to shore-up the year-end number.Developed the Gross to Net reporting tool for Ireland, and fed into monthly above-country analysis.Currently developing the JBP tracking tool in line with CBMs, to effectively track and challenge our JBP investment.Lead the Customer Segmentation exercise for 2014 planning which allowed us to prioritise targets by account. For the first time we gave account managers the opportunity to influence their account budget.Currently building the NRM scorecard, tracking trade spend by customer to deliver insight to account team and drive more efficient spending decisions. Show less

• Commercial Marketing Category Manager

  • Oct 2011 - Apr 2013

  Key Responsibilities:Develop promotional strategy by channel for drinks brands (Lucozade & Ribena). Ensure promotional strategy meets market share objectives while maximising the profit and net revenue for each activity.Develop the product range strategy by channel for each of the drinks brands.Manage the launch of NPD to our customers in the ROI/NI markets, optimising % margin.Stakeholder management: ensure alignment of customer strategies with brand strategies.Manage the channel strategy element of the 2:1 brand planning process. Achievements:Range: Developed a new core range strategy for impulse and take home drinks, focusing on the optimum range by fixture size. Supported with market rationale, margin tools and launch event. NPD: Lead the launched 5 new Lucozade Energy SKUs including 10 pack and 4 pack 380ml, and 1 Lucozade Sport 350ml trial. Lead a drinks business alignment workshop to ensure individual departments work together effectively to deliver market share objectives.Lead the 2013 Lucozade Price Mark Pack launch team: Delivered the launch of a major commercial project, leading a cross functional team including field, national accounts, category management, finance and logistics. 70% of our pack volume went through PMPs post launch, and ensured our trade investment reached our consumers. The 2013 Lucozade Impulse Net Revenue per case was +2% versus 2012. Show less

• Category & Insight Manager

  • Dec 2009 - Oct 2011

  Key Responsibilities:Lead range reviews across 3 categories; Soft Drinks / Oral Care / OTC Medicines, in 3 distinct channels; Multiples / Convenience / Pharmacy, within Republic of Ireland and Northern Ireland.Negotiate the yearly Nielsen contract for all categories.Design, cost, brief and complete category research projects to ensure GSK is a leader in their relevant categories.Manage and develop 1 direct report.Ensure market data is fed to the business in a timely, accurate and efficient manner.Achievements:Renegotiated Nielsen market data contract to deliver 5% cost savings, and simultaneously increased the market data coverage.Reshaped the GSK category partnership strategy, removing the cat man resource from smaller accounts, and focusing on key opportunity accounts.Redesigned the market data trackers to deliver clearer insight across the business.Lead the “Energy Centre” POS project, and launched into 2 major customers. This delivered an average uplift of 6% for the take home sport and energy category.Developed GSK’s first OTC category research in 6 years. This was used for gaining space in the adult analgesics category within multiple customers.Lead the GSK Ireland Category Vision project. Unlocking future growth levers to guide the dinks business.Developed category rationale to minimise the impact of new codeine guidelines on the GSK analgesics brands. Show less



Kerry

• Ireland
• Food and Beverage Services
• 700 & Above Employee

• National Account Manager: Tesco and Convenience Channel

  • Jan 2006 - Nov 2008

  Responsibilities:Manage the cheese/spreads/yogurt brand portfolio to Tesco Ireland and Down-Trade. €40M portfolio.Negotiating commercial terms, pricing, promotions, LTA.Achieve NPD listing and distribution targets, and maximise product % margin.Deliver revenue and volume budget targets in the financial year.Develop promotional plans to maximise market share and net revenue.Manage dairy forecasting to maximise service level to retailer and facilitate factory production planning.Develop and activate category initiatives that maximise product visibility and return on investment.Develop strong relationships with customers at all levels, the buyers, administrators, logistics and store.Deliver cost price increases in line with commodity fluctuations and business requirements.Ensure category management partnerships are optimized to deliver maximum space/position on shelf.Key Achievements:Negotiated and delivered 3 cost price increases within a 12 month period.First to introduce Coolio fridges to key down trade customers and ambient cheese secondary sites within Tesco. Increasing product space and visibility.Successfully listed 95% of all NPD into Tesco Ireland.First to introduce cheese banded packs and PMPs for spreads into the down trade.Leveraged supplier relationships to lead a Tesco Supply Chain & Kerry Field Team alignment day.Negotiated the Dairy element of Kerry/Tesco LTA agreement.Launched the Low Low brand into the yogurt category in Tesco and down trade. Show less

• Category Manager: Dairy Division

  • Sep 2003 - Dec 2005

  Responsibilities: Implement Kerry Foods product range and merchandising strategies in key customers.Manage the relationships with retailer buyers and merchandising managers to maximise partnerships.Manage Nielsen and Kantar resources to disseminate information to the internal business.Support National Account Managers with rationale for NPD listings, defending space and listings.Key Achievements:Developed Butter/Fats category research to change category flow and deliver 4% category uplift.Increased GSK cheese space by 6% over a 2 year period in 2 major multiples. Lead all dairy range reviews in the 4 multiples over this period.Optimised and contracted the dairy market data sources through Nielsen / Dunnhumby / Kantar.Developed concise and informative market share tracking templates and launched across business. Show less