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Work Background
intelligent face LtdDirector
Sep. 2022Bath, England, United KingdomAll-natural, socially responsible skincare for all men
giri>ciCSO
Mar. 2020Bath, England, United Kingdom
Dex Strategy + giri>ciCSO
Sep. 2019Bath, England, United Kingdom
Dex StrategyCSO
Sep. 2019London + BathDex exists to help brands in tough situations find a growth pathway in the face of legislative encroachment, heightened self-regulation or social marginalisation due to changing behaviours and attitudes. More categories are facing restriction. Tobacco, vaping and CBD are the obvious ones, with gambling and alcohol following a similar path, confectionery, sugar, soft drinks close behind and of course pharma and financial services having been regulated for years. Growing brands in the face of restrictions requires a different approach to developing strategy and an adjusted marketing mindset. Carving out ownable territories - what you can say and claim, where and how you can do this and defending your space against agile competitors - is not as straightforward as when you have all the usual toys available. Dex was born out of 20+ years experience in restricted markets: I have have been very lucky to be involved in some choice global and local end-to-end strategy projects: From new insights and analytics that form brand architecture and positioning, through building creative and performance marketing eco-systems to new product innovation. In some cases this has lead to double-digit organic growth. Dex is here to drive brands forward, whatever your restrictions.
Geometry GlobalGlobal Head of Strategy Next Generation Products Portfolio
Oct. 2017 - Oct. 2019London, United KingdomGlobal brand positioning, creative big idea development and portfolio marketing role for FTSE 100 next generation product launches. Strategic lead working with 7 WPP agencies to develop new insight, proposition and performance marketing platforms across 20+ countries.
Geometry GlobalGlobal Category Strategy Director
Feb. 2016 - Oct. 2017Global strategic lead for a leading FTSE100 global consumer portfolio: Premium brand ($1.5bn), VFM category ($4bn - portfolio's largest volume brand) and fastest growing brand (+18% y-on-y). Brand positioning, activation platform development, creative and performance marketing and innovation pipeline working with multiple agencies across 150+ countries.
Geometry GlobalGlobal Strategy Director
Oct. 2014 - Feb. 2016London, United KingdomGlobal Brand Strategy, Category Portfolio Strategy, Brand and Portfolio Positioning, Global-to-Local Consumer Insight & Segmentation, 5 year Innovation Pipeline, Consumer-Facing Communications, Internal Communications, POSM/Packaging, Engagement/Activation/Participation Strategy, Digital Strategy, Digital Marketing, CRM, Loyalty & Rewards Programme Strategy, Trade/Retail/HoReCa Strategy, Brand Migration Strategy. 3 Global Brands. 125+ End Markets. Client and Agency Strategy & Management
Brand PotentialPlanning Director, Strategy & Creative
Oct. 2010 - Dec. 2012WindsorPositioning and innovation projects for some of the worlds largest and best known brands: Samsung, Ferrero, Findus, Kellogg's, Danone, Mars. Development of proprietary opportunity mapping tools for innovation planning.
Clear IdeasMD Rare
Jan. 2005 - Jan. 2008Board Director Clear Ideas Ltd
Now owned by M&C Saatchi
Dragon BrandsSenior Consultant
Jan. 2002 - Jan. 2005
InovusFounder
Jan. 1998 - Jan. 2002
Wickens Tutt SouthgateAccount Director
Jan. 1996 - Jan. 1998
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