Experience

za:media GmbH

• Germany
• Advertising Services
• 1 - 100 Employee

• CEO at AXS-International Ltd and Strategic Planner at za:media

  • Sep 2023 - Present

  Maidenhead, England, United Kingdom Breaking down borders for brand owners that are serious about growing their brand's geographical and cultural footprints through creative route to market strategies, effective distributor / retailer engagement and memorable consumer marketing plans that connect with hard to reach audiences.



Vibrant Foods

• United Kingdom
• Food and Beverage Manufacturing
• 100 - 200 Employee

• Head Of International Marketing

  • Oct 2021 - Sep 2023

  Watford, England, United Kingdom

• Head Of International Marketing

  • Oct 2021 - Sep 2023

  Watford, England, United Kingdom Responsible for building brand awareness, generating trial and engaging the retailer base of the TRS brand in core EU markets (DACh, Italy, France, Benelux & Norway) then rolling out campaigns to secondary markets. Selected accomplishments: 1. Development, test & learn & roll-out of innovative, cost-effective shopper marketing campaigns to drive enhanced brand visibility across the Ethnic Independent Retail channel (reached >2000 stores in 18 months). 2. Created a digital… Show more Responsible for building brand awareness, generating trial and engaging the retailer base of the TRS brand in core EU markets (DACh, Italy, France, Benelux & Norway) then rolling out campaigns to secondary markets. Selected accomplishments: 1. Development, test & learn & roll-out of innovative, cost-effective shopper marketing campaigns to drive enhanced brand visibility across the Ethnic Independent Retail channel (reached >2000 stores in 18 months). 2. Created a digital footprint to amplify in market activations and establish brand communication platforms across FB, IG, YouTube, influencers, Website portal for International & online magazines. 3. Launched the first TRS store branding program in Europe and created and implemented a plan to morph the program into a fully supported store loyalty scheme with WhatsApp & email coms to retailers, Super Store parcels to drive brand visibility and a recognition & rewards scheme for meeting TRS targets for product listings, campaign implementation, etc. 4. Extended the TRS brand’s promotional strategy beyond the core festive periods of Ramadan and Diwali to include a New Year health campaign to fit with Veganuary, a Summer BBQ campaign & a Winter Warmers platform. 5. Established measuring mechanics where there were none through an in store questionnaire program capturing both store staff and Shoppers to secure feedback on brand perception, activation effectiveness & opportunities for brand stretch. 6. Put in place an in-store TV advertising program covering >160 stores across 5 key target markets. Covid or no Covid - the 2022 Plan delivered a reach of >14m, achieved activations in >300 stores, implemented events in over 250 community centres, posted in >1000 community FB groups, postered >3500 stores, distributed >200,000 flyers, handed out >25,000 TRS cotton bags as gift with purchase €15 of TRS products and 7500 branded aprons with purchase >€30, delivered >300 hit-squad brand tool kits and 1000 branded T-shirts…



Weetabix

• United Kingdom
• Food Production
• 500 - 600 Employee

• International Marketing Manager

  • Apr 2018 - Sep 2021

  Watford, England, United Kingdom Responsible for driving brand performance in markets by developing and delivering multi market/ multi brand growth drivers to help the business achieve its objectives. Accountable for: - The annual brand planning process by identifying key brand/ category needs. - Consumer research, insights & consumer strategies - The delivery of consumer connection plan in key markets. - Excellence in store execution and visibility. - The delivery of the annual pack plan… Show more Responsible for driving brand performance in markets by developing and delivering multi market/ multi brand growth drivers to help the business achieve its objectives. Accountable for: - The annual brand planning process by identifying key brand/ category needs. - Consumer research, insights & consumer strategies - The delivery of consumer connection plan in key markets. - Excellence in store execution and visibility. - The delivery of the annual pack plan (artwork changes/ promotional packs and NPD). - Driving brand consistency across International territories through the development, management and roll-out of assets/enablers. - Leadership of the International brand and consumer agenda in strategic projects in relation to product innovation, packing development & redesign and market specific consumer strategies. - Line management responsibility for a team of 3. Key successes: Developed, implemented and rolled out the award winning Weetabix International Super Mornings campaign across core European, Middle Eastern and African markets using a coms mix of TV, Radio, Outdoor, Digital and Social Media/influencer platforms as appropriate to the market. Nutri-score: 1st cereal manufacturer to introduce Nutri-score to front of pack to capitalise on Weetabix A-Ratings. International Marketing lead for the Development and Launch of Oreo O's cereal across Continental Europe. Range design transformation across the Weetabix portfolio to leverage yellow block standout on shelf, create disruptive back of packs executions and deliver enhanced consumer messaging to support the Super Mornings campaign. Creation and implementation of disruptive POP and secondary display to deliver greater standout and deliver key campaign messaging in store. Implemented a range decomplexity plan that delivered a 30% reduction in sku count without impacting the geographical coverage/range of the WFC portfolio. Supported the Chinese, Kenyan and South African teams with NPD and Comms, Show less



Kinnerton Confectionery

• United Kingdom
• Food and Beverage Services
• 100 - 200 Employee

• Commercial Manager International

  • May 2016 - Apr 2018

  London, United Kingdom Magnum ice cream is made with with deliciously crisp chocolate that's now also available as indulgent chocolate treats, bars and count-lines in a range of irresistible flavours. Responsible for the international development of the Magnum Chocolate Brand through a growing distributor network. Market scoping and roll out. Distributor recruitment and management. Co-ordination of marketing activities. Country budget setting & sales management. Country marketing &… Show more Magnum ice cream is made with with deliciously crisp chocolate that's now also available as indulgent chocolate treats, bars and count-lines in a range of irresistible flavours. Responsible for the international development of the Magnum Chocolate Brand through a growing distributor network. Market scoping and roll out. Distributor recruitment and management. Co-ordination of marketing activities. Country budget setting & sales management. Country marketing & promotional plans. Pricing strategy. S&OP forecast planning. New Product launch plans. Packaging language stream development. Show less



Food Utopia

• Head of Brand Development for The Cake Academy at Avana Bakeries

  • May 2015 - May 2016

  Newport, United Kingdom Celebrate the good times! If the occasion is special enough to merit a cake, then The Cake Academy will ensure that cake is worthy of the occasion - and we'll deliver it straight to your door! Contracted to take responsibility for the development and launch of The Cake Academy’s e-commerce business, the development of the brand strategy and story, website completion and optimisation, formulation of the communication strategy (PPC, social media, press + doordrops) generation… Show more Celebrate the good times! If the occasion is special enough to merit a cake, then The Cake Academy will ensure that cake is worthy of the occasion - and we'll deliver it straight to your door! Contracted to take responsibility for the development and launch of The Cake Academy’s e-commerce business, the development of the brand strategy and story, website completion and optimisation, formulation of the communication strategy (PPC, social media, press + doordrops) generation of new creative, range optimisation and the development of the experiential marketing strategy to deliver sampling, pre-ordering & sales opportunities across specific target audience groups. For more about the business check out: www.thecakeacademybakery.com or https://www.facebook.com/CakeAcademyBake/ Show less



AX-S International Business Solutions

• Founder

  • Jul 2014 - May 2015

  Maidenhead, Berkshire Providing consultancy, project management and interim sales & marketing services to businesses seeking to grow their turnover and profit outside of the United Kingdom. Worked with Actegy Health, an award winning, family owned business that designs, develops and markets innovative healthcare technologies which change the health, wellbeing and the lives of the people who use them. Actegy intelligently harnesses the power of science to bring consumers innovative and effective home… Show more Providing consultancy, project management and interim sales & marketing services to businesses seeking to grow their turnover and profit outside of the United Kingdom. Worked with Actegy Health, an award winning, family owned business that designs, develops and markets innovative healthcare technologies which change the health, wellbeing and the lives of the people who use them. Actegy intelligently harnesses the power of science to bring consumers innovative and effective home healthcare products, which are clinically proven to work - medication free! Now available in Germany and Austria - As seen on TV and in the Press. Available across the Sanitätshaus channel, the main electrical superstore chains MediaMarkt, Saturn and Euronics, Amazon, Cyberport, Kaufhof, Hertie, Aktivshop and Pro-Idee. AX-S International took on responsibility for reshaping the Revitive Germany advertising strategy and growing sales and distribution back in October 2014. Putting in place a comprehensive Press campaign, supported by earned PR coverage generated by the Bauer Publishing group and amplified with Puzzle-Prize draws and online coverage in both paid, owned, shared and earned categories as well as excellence in in-store merchandising enhanced by the new 30 Day Free Trial offer and in-store promoter support. Regular communications of ATL investment to the trade and account (Amazon, Galeria Kaufhof, Ludwig Bertram, Media Markt, Saturn etc) & salesforce team management continue to drive growth in both Listings and Sell-through in both Germany and Austria with consumers driven to store with copies of the ads to ask for the Revitive product. AX-S International also provided development support for the revised UK TVC campaign and delivered the briefing for new creative development for the UK going forward. Show less



Twinings

• United Kingdom
• Food and Beverage Services
• 400 - 500 Employee

• Regional Marketing Manager - Ovaltine International Markets

  • 2008 - Jun 2014

  Andover Responsible for development & implementation of multi-market projects such as brand visual identity and reformulation. Leading regional Marketing Strategy & Communications planning, monitoring & evaluation for Africa & Caribbean. New Market and category scoping within these regions. Divisional Champion of the Twinings Marketing Excellence Programme. Supporting the development of Promotional Evaluation & ROI capability. Leading the development of Continuous Product Improvement & NPD on the… Show more Responsible for development & implementation of multi-market projects such as brand visual identity and reformulation. Leading regional Marketing Strategy & Communications planning, monitoring & evaluation for Africa & Caribbean. New Market and category scoping within these regions. Divisional Champion of the Twinings Marketing Excellence Programme. Supporting the development of Promotional Evaluation & ROI capability. Leading the development of Continuous Product Improvement & NPD on the Ovaltine brand. Achievements: Redesigned visual identity and formulations across Africa, MENA, Southern Europe, Caribbean & Latam. Briefing, development & implementation of the Rich in Happiness campaign for Ovaltine Nigeria and subsequent roll-out to Ghana, Cameroon and Mauritius. Successful transition of >4000T of volume from multi-site supply into a single factory in China. TwO Marketing Champion for International Markets Team responsible for programme adaptation & roll-out.

• Regional Marketing Manager – Twinings & Ovaltine MEA, Latam & Caribbean

  • 2006 - 2008

  Andover Responsible for the development and implementation of marketing plans for Twinings and Ovaltine across these geographical regions. Working with commercial managers and distributor teams in each region to deliver financial and sales objectives whilst putting in place brand development models to deliver sustainable branded businesses at premium price points. Achievements: Worked with local partner Golestan to deliver the launch plans for Twinings in Iran. Range optimisation &… Show more Responsible for the development and implementation of marketing plans for Twinings and Ovaltine across these geographical regions. Working with commercial managers and distributor teams in each region to deliver financial and sales objectives whilst putting in place brand development models to deliver sustainable branded businesses at premium price points. Achievements: Worked with local partner Golestan to deliver the launch plans for Twinings in Iran. Range optimisation & decomplexity of Twinings Middle East. Implementation of global Twinings redesign. Developed 1st standardised International Markets relaunch support package for Twinings. Developed and implemented distributor training programmes. Reformulated and redesigned Ovomaltine Brazil range.



PepsiCo

• United States
• Food and Beverage Services
• 700 & Above Employee

• Commercial Manager

  • 2003 - 2006

  Responsible for Sales, Marketing and Distributor Management of the Central & Southern Europe portfolio and national account management of the Migros business. Full P&L responsibility for Quaker & Walkers export business in Iberia, Greece & Cyprus, Switzerland, and Eastern Europe. Achievements: Relaunched Quaker Cruesli. Implemented Snack-a-Jacks sampling & recruitment campaigns for Switzerland. Launched Quaker Oats line extensions Greece.



United Biscuits

• United Kingdom
• Food Production
• 700 & Above Employee

• International Brand Manager / Regional Manager Middle East

  • 1998 - 2003

  Brand manager for 90 export markets with responsibility for marketing plans, NPD, launch of UB lines from other BU’s - 3 years. Commercial responsibility for distributor management, sales and marketing plans across United Biscuits brands sold in the Gulf States, India & Pakistan - 2 years. Achievements: Lead sku rationalisation for International. Developed 1st McVitie's ad campaign for Nigeria. Developed launch programme for the roll out of BN biscuits for kids. Developed… Show more Brand manager for 90 export markets with responsibility for marketing plans, NPD, launch of UB lines from other BU’s - 3 years. Commercial responsibility for distributor management, sales and marketing plans across United Biscuits brands sold in the Gulf States, India & Pakistan - 2 years. Achievements: Lead sku rationalisation for International. Developed 1st McVitie's ad campaign for Nigeria. Developed launch programme for the roll out of BN biscuits for kids. Developed & launched McVitie's Velvets (cream biscuits). Oversaw distributor rationalisation for India. Developed and implemented local BTL strategies for ME & India for McVitie's Digestive, Oreo, Chips Ahoy and the Royal brand of desserts. Show less



Nestle Purena

• International Brand Manager - Spillers Petfoods / Brand Manager Canned Dogfoods

  • 1995 - 1998

  New Malden Brand management across Spillers/Nestle brands in the export division. Seconded to Germany to rationalise and update the Nido range of petfoods and accessories to return it to profit and to provide support for the launch of core NPD initiatives on the Felix catfood brand. Returned to UK as Brand Manager canned dogfood secondary brands, before taking on the full canned dogfood portfolio, with responsibility for P&L, Marketing & promotional plans, NPD initiatives – new variants… Show more Brand management across Spillers/Nestle brands in the export division. Seconded to Germany to rationalise and update the Nido range of petfoods and accessories to return it to profit and to provide support for the launch of core NPD initiatives on the Felix catfood brand. Returned to UK as Brand Manager canned dogfood secondary brands, before taking on the full canned dogfood portfolio, with responsibility for P&L, Marketing & promotional plans, NPD initiatives – new variants. Achievements: Rationalisation of the canned dogfood portfolio UK / Pet accessories Germany. Relauch of Chunky Dogfood UK. Launch of Winalot with Tuna. Launch of Felix Alu-foil in Germany. Show less



PZ Cussons

• Assistant Brand Manager / International Brand Manager

  • 1992 - 1995

  Kersal Vale, Manchester Joined the graduate training scheme. Worked in a variety of roles from Assistant Brand Manager on Men’s toiletries & liquid soaps to Business Development Manager Soapbase before joining the International team to develop the Cussons business in Scandinavia. ABM for Cussons mens toiletries and Liquid soaps. Achievements: Launched "Journey" range for men - exclusive for Boots. Launched Carex anti-bacterial liquid soap / relaunched Imperial Leather liquid soap. Developed and… Show more Joined the graduate training scheme. Worked in a variety of roles from Assistant Brand Manager on Men’s toiletries & liquid soaps to Business Development Manager Soapbase before joining the International team to develop the Cussons business in Scandinavia. ABM for Cussons mens toiletries and Liquid soaps. Achievements: Launched "Journey" range for men - exclusive for Boots. Launched Carex anti-bacterial liquid soap / relaunched Imperial Leather liquid soap. Developed and launched Lime-lite Let Rens bathroom cleaner in Denmark. Relaunched Imperial Leather Soap in Scandinavia. Relaunched Mild Cream Soap. Show less