Commercial Director & Head of Brands

• Jan 2023 - Present

Head of Brands - OUAI, Briogeo, Hanz De Fuko, Baxter of California, natureofthings, Corpus

• Feb 2020 - Jan 2023

Founder

• Jan 2021 - Present

Head of Sales and Marketing - Baxter of California

• Jan 2018 - Jan 2020

• Responsible for launching a new men’s lifestyle brand across entire European market within new business model of hub structure.• Devising a digital first launch strategy – particular focus on CRM, SEO, social, PR and influencers and content factory.• Developing true omni-channel distribution model (e-retailers, flagship retailers, salons, hotels and distributors) and working with key contacts to develop and maintain external relationships. • Managing full commercial and sell-through activation plans for big e-retailers, such as Amazon (the first brand within the division), ASOS, The Hut Group & Feel Unique.• Establishing a brand marketing calendar as well as individual account sales promotional calendars.• Building bottom-up and accountable for full P&L’s across all channels and countries and setting the strategy in sales targets and business goals.• Managing full operational end-to-end with supply team and warehouses to create flow of stock, fulfillment and ensure complete integration across all IT systems.• Building a new team with 3 direct reports across marketing, sales and PR.

National Account Manager

• Jan 2016 - Dec 2017

Sustain and develop the relationship within a complex business structure with three large national customers – TONI&GUY, Haringtons and Group Momentum – including Head Office and key franchise stakeholders.Lead the development of annual JBPs and bespoke promotional plans to deliver and exceed sales and profit targets across 10 L’Oréal brands and 3 different categories (hair, skin and nail). Currently performing ahead of budget.Action consistent delivery of the fundamentals (pricing, new line forms, display items, promotion, reporting) for day-to-day management of customerAnalyze the raw data of my customers weekly to recommend actionable customer insights and be seen as true business partner, not supplier.Conduct quarterly business review meetings to co-create strategies that bridge my customer objectives with L’Oréal priorities to establish mutual growth.Sell-in and execute plans to improve distribution, retail space and merchandising.Develop and execute a sustainable, long-term category growth plan to become the preferred category management partner.Frequent, regular field visits across the country to visit each site and collect first-hand feedback.Expert P&L management and analysis.

Product Manager - L'Oréal Professionnel

• Jan 2014 - Dec 2015

Supported L’Oréal Professionnel brand growth: • Responsible for INOA, #1 strategic priority for the brand. • Responsible for bleaches portfolio, including re-launch of category. Spearheaded a best-in-class campaign to be launched globally:• Gathered market data to develop key consumer insight into women’s relationship with their hair• Worked closely with creative agencies to develop consumer campaign strategy.• Developed full BTL plan: design and production of in-salon materials.• Managed all ATL assets: digital content production and media strategy planning including paid media, social media and owned channels (website & apps).Developed best in class animation on core colour range.• Partnered with one of the largest salon groups to help build relations, managed a photo shoot and produced salon materials.Drove DIA Light to growth in the direct channel through strategy of bitesize, focused education throughout the year on different technical usages.Worked with wholesale team to fix education gaps and decreased stock of trade.Resolved issues for better business efficiencies which included: revamped induction process for new field starters and developed a point-of-sale tracker to ensure smooth re-order process and minimise out of stocks.Developed consumer-centric campaign on the insight that “women need more affordable & quick in-salon services.”• Partnered with largest National Account to develop 4 commercial services; managed photo shoot, produced nationwide salon materials and a consumer digital media plan.Reinvented Christmas launch; worked closely with commercial teams to ensure it was tailor-made and fit for purpose to the UK market and worked with legal teams to ensure offerings abided company policies.

Account Manager

• Jun 2012 - Dec 2013

Delivered exceptional standard of L’Oréal Professionnel sales support for a key central London territory of independent and National Account salons.Worked to a structured journey plan ensuring all customers had monthly visits.Delivered turnover objectives on a monthly basis: achieved +8% £ growth full year 2013 (vs.company objective +3%).Generated new business, increased overall buying base and exceeded company objectives:• Full year distribution of 191 doors vs. company target of 185 per territory.• 14 full colour conversions in 1 year including 2 major wins from largest competitor.Worked with Technical Consultants to ensure highest standard of education was delivered. Conducted in-salon retail training to gain confidence of salon staff and pushed sell through. Effectively managed debt on the area.Nominated for Account Manager of the Year 2013.

Assistant Product Manager

• Jan 2012 - Jun 2012

Launched a new collection of 12 hair colour shades (included: forecasting, analysis on sales promotion, sales force presentations, concept creation and development of marketing PLV for Europe).Worked with trade and consumer press on advertorials and editorials.Managed window merchandising campaigns in 1000 independent salons.Developed monthly sales Leave Behind.Launched collection under a time pressure of 8 days, this was then implemented as best practice across Western Europe including: sales strategy, education seminar and point of sale materials.

Marketing Management Trainee

• Jan 2011 - Dec 2011

Rotation 1: Prestige & Collections Merchandising. • Created and developed in-store PLV, sites and window displays for Ralph Lauren, Diesel and Viktor & Rolf fragrances.Notable Achievements: • My in-store display unit designs for the launch of the Big Pony body sprays were best practice by our International team and were subsequently rolled out worldwide.Rotation 2: Maybelline National Accounts. • Worked with the Superdrug buying team to build and develop both businesses, daily analysis of sales trends, negotiated best store space for promotions and sold in NPD.Notable Achievements: • Prepared a deep dive analysis on the Maybelline brand to understand its decline in a key retailer. This then formed the basis of the General Manager’s 2012 sales strategy.Rotation 3: Kiehl’s & shu uemura Marketing. • Implemented 360° launch cycle for new products, including forecasting, managing budgets and in-store execution. • Created seasonal promotions on minimal budgets (Chinese New Year, Halloween), designed and implemented weekly store events, fulfilled needs of the boutique and demanding sales forces.Notable Achievements: • Recreated the entire marketing collateral catalogue – including gathering competitor research and opinions of the sales teams, design and production to produce the most effective and user-friendly tools on counter.

Marketing Assistant - Roger & Gallet

• Jun 2010 - Dec 2010

Organised road show consisting of five marketing events around the UK to promote various brands to potential stockists.Managed the POS and merchandise.Aided the in-store implementation for an exclusive product launch at Harrods.Created design concepts, briefed and monitored progress of external art agencies for production of brand’s fragrance scratch card, training brochure and Christmas sales aid.Liaised with finance department to raise purchase orders and manage budget expectations.