Marketing Director

• Jun 2021 - Present

Associate Marketing Director for the European operations of the North American, family-owned multinational Health and Wellness business, awarded Top Employer certification in the UK (for the 8th consecutive year in 2021). Associate Marketing Director for the European operations of the North American, family-owned multinational Health and Wellness business, awarded Top Employer certification in the UK (for the 8th consecutive year in 2021).

Governor, Robert Smyth Academy

• Jan 2020 - Present

European Marketing Director

• Feb 2019 - Jun 2021

Responsible for setting the growth strategy & activation calendar for the European region; advising local market teams globally on insights, communications and measurement, to drive marketing effectiveness. + Led a new growth strategy to achieve the first value & volume growth in seven years, in UK, Italy, Japan. + Led the creative development & media buy for the Japanese advertising campaign - across TV, Out-of-Home, Digital, Social, and Instore. Achieved +28% retail sales, reversing long-term decline. + Delivered essential requirements for US Government (Foreign Agricultural Service) investments. Activities: Strategy, Advertising, Sponsorship, PR, Digital, Social, European, Global, Stakeholder Management across Board and US Government, Agricultural and fmcg / Consumer Packaged Goods marketing.

Director

• Dec 2018 - Jun 2021

Advising start-up businesses on cost-effective growth strategy & activity. Helping to set an entrepreneurial culture, with simple processes & measurement systems, to achieve the best results with limited resources. + Developed a growth model for a healthy snacks start-up. Facilitated the small team to prioritise goals; developed simple check-lists for making decisions on pack designs, resulting in significantly improved on-shelf standout. Created a category-based selling story to help unlock additional distribution. + Led the development of marketing plans for a health food start-up, to secure funding from investors & to create a two-year roadmap for the team. Activities: Strategy, Category planning, Pack Design, Advertising, Digital, Social, Financial modelling to demonstrate likely Return on Investment. Working with company founders and Boards of Directors.

Head of Brand

• Jul 2016 - Dec 2018

Responsible for driving profitable growth in an established, declining category. Full responsibility for P&L, developing strategy & plans for the core part of the business (delivering 75% of the UK organisation’s profits), including £10m marketing budget. Managing a team of 4. A critical member of the Senior Leadership Team, involved in the 5-year strategic planning process with Bain & Co, and the PE sale to Post Holdings.+ Achieved IPA Effectiveness Award 2018, for “Have You Had Your Weetabix?+ Transformed the brand strategy, [and trebled Return on Investment]+ Significantly improved advertising & packaging effectiveness, drove cost-effective digital strategy + Trebled Return on Investment & Delivered highest-ever Brand Value for WeetabixActivities: Marketing, Strategy, NPD, IPA Effectiveness, ROI & Econometrics, Communications: TV, Digital, Social, SEO, Performance marketing, PR, acquisition and retention, Pack Design, UK, European, International. Influencing Board of Directors, CEO; Private Equity & PLC Investors; NEDs.

Head of Innovation & Global Brand Development

• Jul 2013 - Jul 2016

Responsible for improving NPD effectiveness, driving additional revenue & profit from Innovation; and developing the company’s brands in International markets in a consistent manner.+ Delivered an additional £16m of profit & £60m of revenue.+ Embedded a clear Innovation Strategy, Process & Structure, to improve efficiency of resource.+ Pioneered on-trend, insight-driven innovation: Weetabix Protein cereals and Weetabix On The Go protein breakfast drinks delivered an additional profit, incremental to both the company & to retailers. Achieved “Product of the Year” (2015-2018) & Top 10 Grocery launch.Activities: Improving Strategy, Processes, Organisation Design & Execution. P&L Management. Communications: TV, Digital, Print, Social, SEO, PR. Pack Design, UK, Europe, China, USA. Influencing Board of Directors, CEO; PE and PLC Investors, and NEDs.

Marketing Manager, Snack Categories (UK & Europe)

• Feb 2011 - Jul 2013

Responsible for leading a cross-functional team (Category, Marketing, Operations, Finance) on the Special K snacks portfolio. Full P&L responsibility.+ Turned around the portfolio, from sales decline to +30% revenue growth & record-breaking penetration levels.+ Creative Digital marketing & PR campaign amplified 5,000 samples to reach 5 million consumers, via the World’s 1st “Tweet Shop”.+ Developed a strategic £50m-potential Market Entry strategy. Led the fast-track launch of Special K Cracker Crisps, Biscuit Moments & Chewy Delight. Activities: Marketing, Innovation, Decision-making based upon Econometrics. Paid/Owned/Earned communications investment – Advertising: TV, Digital, Social, SEO (Google) Performance marketing, PR, acquisition and retention, 3rd party sponsorship. Pack Design. European/International.

Marketing & Innovation Manager, Various Brands

• Apr 2003 - Feb 2011

Remit to drive profitable growth on portfolios: Kellogg’s Corn Flakes & Bran Flakes, Kids’ cereals (Coco Pops, Frosties, Variety packs), Snacks (Nutri-Grain, Crunchy Nut).+ Achieved first growth on Kellogg’s Corn Flakes in over 15 years.+ Led the Kellogg’s company-wide recession initiatives, to defend the business from Private Label, through Kellogg’s Masterbrand integrated campaign.+ Drove Coco Pops revenue by record amount, & achieved first Frosties profit growth in 5 years.Activities: Marketing. Strategy & Execution, NPD, Cereals, Healthy Snacks. Integrated Comms (paid, owned, earned): TV, digital (SEO, social, website) print / press, outdoor, On-pack promotions. Licenced sponsorships, movies, celebrities. Packaging design.

Senior Brand Manager, Cadbury’s Dairy Milk

• Feb 2000 - Mar 2003

Remit to grow the core of the business, through innovation & renovation, communications & more efficient promotions. + Led the Cadbury Dairy Milk Variants strategy, launching big bars of Dairy Milk with Caramel and with Crunchie Pieces. + Achieved best-selling confectionery launch of the year, and best growth on the brand in 20 years. Activities: Innovation, NPD. Strategy. Sponsorship (Coronation Street) & advertising: TV, print, Direct Mail, Revenue Management / Promotion Management, Renovation - packaging structural & graphic design, Brand positioning, Integration with in-store shopper marketing.

Brand Management, Cadbury's Biscuits

• Sep 1996 - Feb 2000

Successfully grew portfolios of Cadbury’s Biscuits, with full P&L responsibility. Also managed & grew a range of Supermarket Own Label contracts for Chocolate Biscuit Bars and Savoury Biscuits. Activities: Marketing, Strategy, Innovation, Advertising, Communication: TV, Press, PR, Packaging Design, UK, Consumer and Category Insights. 3rd party licence management: Cadbury, 3rd party movie licenced properties (Star Wars, Roald Dahl) Brand, Retailer Own Brand. Successfully grew portfolios of Cadbury’s Biscuits, with full P&L responsibility. Also managed & grew a range of Supermarket Own Label contracts for Chocolate Biscuit Bars and Savoury Biscuits. Activities: Marketing, Strategy, Innovation, Advertising, Communication: TV, Press, PR, Packaging Design, UK, Consumer and Category Insights. 3rd party licence management: Cadbury, 3rd party movie licenced properties (Star Wars, Roald Dahl) Brand, Retailer Own Brand.

Graduate scheme. Territory Sales Manager

• Oct 1993 - Feb 1996

Responsible for growing sales through independent pharmacies, supermarkets, wholesalers and Cash & Carries in the North West of England. Activities: Account Management, Selling skills, presentation skills, negotiation, Graduate training. Responsible for growing sales through independent pharmacies, supermarkets, wholesalers and Cash & Carries in the North West of England. Activities: Account Management, Selling skills, presentation skills, negotiation, Graduate training.