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Work Background
FreelanceBrand Strategy Consultant
Jul. 2024Greater London, England, United KingdomLead brand strategy for FMCG, beverage, and alcohol clients, boosting market growth and consumer engagement. Develop innovative campaigns to enhance brand visibility and increase sales in competitive markets.
Brown-FormanMarketing Director Asia
Mar. 2022 - Jul. 2024SingaporeIn my current capacity, I proudly serve as a vital member of the leadership team spearheading BF's transformative initiatives across Asia. Our relentless dedication to enhancing both internal and external capabilities has enabled us to cultivate deep cultural resonance, positioning our brands at the forefront of Asian consumer engagement. Through our strategic focus on world-class communication and media strategies, we have embraced a holistic approach to consumer touchpoints, particularly for iconic brands like Jack Daniel’s and the wider portfolio. This comprehensive strategy is poised to unlock the full potential of our recently established 10-year vision, propelling us towards sustainable growth and unparalleled success in the region.
Brown-FormanSenior Strategist/Marketing COS, International (LAR, EMEA, APAC & GTR)
Aug. 2020 - Mar. 2022London, England, United KingdomLed cross-functional initiatives including strategic partnerships, revenue-focused business case development, and innovative digital transformation efforts, resulting in significant market growth, profitability increases, and enhanced Marketing & Commercial capabilities.
Brown-FormanEurope Marketing & Digital Manager
Aug. 2018 - Jul. 2020London, United KingdomInitiated and executed innovative marketing strategies within the Europe Marketing Leadership Team, resulting in significant improvements in brand visibility, customer recruitment optimization, and revenue growth, alongside galvanizing strategic alliances with industry leaders for a remarkable rise in commercial activation prospects, leading customised digital strategies and research efforts that boosted online engagement metrics and contributed to an increase in market share.
Brown-FormanBrand Manager - Jack Daniel's Europe
Jul. 2017 - Jul. 2018United KingdomLed the creation and execution of the European RTD 2025 Portfolio and Innovation Strategy for Jack Daniel's, driving efforts to establish B-F as the premier RTD spirit-based brand in Europe, while also spearheading cross-functional teams to develop and execute comprehensive marketing plans, resulting in an increase in customer recruitment and penetration.
Brown-FormanPortfolio Development & Innovation Marketing Manager
Jul. 2015 - Jul. 2017London, United KingdomExecuted data-driven initiatives to optimize secondary display placements, resulting in revenue growth for key brands like Jack Daniel’s, Chambord, and Scotch; orchestrated the development and execution of JD RTD Innovation strategies, achieving market share increase; spearheaded unique packaging strategies for El Jimador Tequila, driving revenue increase in Europe; collaborated with the Global Advocacy Director to deploy a pioneering advocacy strategy for SLANE launch, resulting in a surge in brand visibility and engagement within the UK & Ireland bar community.
FREEDRINKS LIMITEDBrand and Innovation Lead
Jan. 2013 - Aug. 2015London, United KingdomLed the innovation strategy, successfully launching concepts and product ranges, including limited editions, across various markets, while managing budgets, analyzing trends, overseeing procurement, and training teams, and adeptly managing relationships with creative partners, PR agencies, and media, alongside spearheading digital strategies and website development using Wordpress.
Cubo GroupAccount Manager
Feb. 2012 - Mar. 2013London, United KingdomConducted creative workshops, managed accounts, and orchestrated advocacy campaigns while monitoring market trends and engaging in client meetings and consumer research, proficiently writing and presenting reports to clients and senior management, overseeing junior staff, organizing events, photo shoots, and launch parties, managing packaging and design, and collaborating closely with PR teams.
Brompton BrandsMarketing & Portfolio Development
Feb. 2011 - Feb. 2012London, United KingdomAs part of The Brompton Group, a premier destination for Britain’s Best HORECA, I spearheaded the creation and launch of a new portfolio tailored to enhance each venue's unique offerings.
Additionally, I played a pivotal role in the operational aspects, leading the ideation and launch strategy for three new openings. I oversaw the development of design, marketing, and menus across all Brompton venues, introducing innovative themes and experiences. I managed a sizable team by ensuring their recruitment, training, and ongoing management.
Admiral Insurance Graduate Scheme
Aug. 2008 - Aug. 2009Swansea, Wales, United KingdomAs a Graduate at Admiral Insurance, I underwent comprehensive rotations across diverse insurance domains, gaining invaluable experience in sales, claims management, liability, legal affairs, customer service, and project management.
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