UCC Coffee UK and IrelandSenior Marketing Manager - Northern Europe
Jan. 2021 - Nov. 2022Milton Keynes, England, United Kingdom- Developed and launched UCC Coffee Direct; an E-commerce platform aimed at B2B and DTC which achieved over 100% sales growth vs pre-pandemic equivalent in its channel: OOH Independents.
- Led omni-channel demand generation to support and shape customer acquisition funnel, brand and performance marketing.
- In a short space, redefined marketing structure by focusing on tactical impactful campaigns, whilst creating platform for medium-term strategic development focusing on “digital first” communication internally and externally
- Amplified partnership with Farmer Connect & was proud to be awarded the much-coveted top award for Supply Chain Excellence 2021 for the impact of Blockchain application into coffee. - Created Go to Market plan and all internal and external Marcomms for UCC TO GO™, a revolutionary “coffee to go” machine alongside other GTM campaigns.
- Directed digital agency to refocus SEO & PPC; driving web customer acquisition by over 120% in the space of 9 months. - Designed & led new look and feel for branded Trade Marketing across Retail & Foodservice reducing costs and environmental impact. - Developed new B2B and B2C brand architecture positioning, refreshing tone of voice and brand guidelines for Lyons Coffee, whilst reinvigorating social media and supporting comms.
- Led Sales & Marketing Teams on ABM approach, finding data suppliers, developing strategic thought leadership, and embedded culture through training and regular meetings. Supported Commercial team to win 2 significant contracts
- Orchestrated brand consolidation focusing on P&L management and wider business needs to support focus on 2 new UCC brands. Collaborated with internal stakeholders to develop customer & market specific tactical delivery whilst maintaining brand profitability. - Directed Trade Shows and Events, improving corporate brand look & feel, creating 360 comms plans; introducing linked KPIs across all areas.
- Coached team & internal tutee on career development