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Work Background
MHPMarketing Manager
Aug. 2024United KingdomWorking with our Global and Local teams, I lead the transformational Marketing to deliver our Culinary ambitions in the UK. MHP is the biggest European “seed to fork” poultry producer, owning the full logistics operation, and a global leader on Halal-certified goods.
Imperial Brands PLCGlobal Category Market Development Manager
Mar. 2023 - Jul. 2024Part of the Global HT Strategic Marketing Team, I lead the delivery of Global Toolkits & Shopper Marketing, working with local senior stakeholders to drive best execution of our strategic category brand goals. In as supporting integration of local consumer & market needs into our Branded Marcomms & Product development. Successfully led category project implementation of new corporate-wide Digital Asset Management software (Team ITG Canopy), creating training guides for agencies and coaching internal and external users alongside managing quality and brand standards.
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
Moy ParkSenior European Marketing Manager
Sep. 2014 - Aug. 2020London, United KingdomAfter being one of small leadership team on FIFA World Cup 2014 Moy Park branded global Sponsorship; I was challenged with setting up the European Foodservice Marketing & Insight function.
My team and I created and delivered all aspects of Insight and Marketing for Own Label and Branded Proteins, Meat free and desserts across European Foodservice.
I was proud to lead delivery of Consumer and Market research and analysis to support sales; Branded Promotions, strategic marketing development, PR, Comms & Social Media, European Trade Shows / Events, NPD/EPD (including Trends), Customer Marketing and tactical marketing delivery. I worked with an amazing range of colleagues across manufacturing, commercial and NPD teams in all Moy Park’s European companies supporting leading QSRs, Fast Food, Casual Dining and Wholesalers.
Also responsible for all aspects of packaging development and concept to support branded and OL development across chilled & frozen FMCG.
Moy ParkSenior Customer Category Manager
Oct. 2012 - Sep. 2014RemoteFor 2 years I was responsible for managing a team of Customer Marketing Managers working across key retailer accounts, Discounter and Convenience channels in UK; personally managing our Key Strategic Retail Customer across 3 fresh and frozen categories.
Together with Commercial Team delivered growth over 20% higher than budget. Delivered Category Insights for Ready to Eat chilled and frozen Poultry across all UK Retail and Foodservice customers; leading strategic corporate product development, including operational and manufacturing CAPEX. Responsible for Insight driven EPD/NPD for Category Created Trend School to drive proactive product development and innovation; now part of corporate & group wide modus operandi Managed Marketing budget Part of a team of 3 responsible for managing our UK FIFA World Cup 2014 Sponsorship; working on Branded promotion creation, in store and online activation and corporate events across 3 continents, ATL advertising and PR hospitality development and delivery in Europe and Brazil. http://www.fifa.com/marketinghighlights/brazil2014/World-Cup-Sponsors/Marfrig/index.htm
Lovering FoodsCategory Marketing Manager
Mar. 2012 - Oct. 2012Redhill, United KingdomIntroduced a Category Management function. Re-positioned and re-launched Kingfisher brand, including new packaging and communication. Worked with Account Managers to develop Category and Marketing strategies.
Norseland LtdInternational Sales & Marketing Manager (Interim)
May. 2011 - Jan. 2012London & SomersetResponsible for Global Strategic Branded Marketing, UK Category Management and International Sales across Retail and Foodservice. Coached and trained team of Marketing Managers, Insight Analysts and Customer Service executives using Investors in Excellence methodology to drive strategic achievements and commercial goals in all areas. Reviewed product management methodology and led Insight driven EPD, NPD and Innovation; including manufacturing and operational process. Created business cases for CAPEX investment and GTM across UK. Europe & selected international markets
Oneida Ltd.Head of Marketing - EMEA
Dec. 2009 - Mar. 2010Head of Marketing in charge of Comms, Branding, Product Development, Design and Promotions for cutlery and Homewares manufacturer.
Directed Corporate Comms, Brand Sttategy, e-Commerce, Shopper & Trade Marketing including Visual Merchandising for 11 stores across EMEA.
Led and coached team of 3 Product Marketing Managers, Trade Marketing Manager, Digital Analyst & Graphic Designer.
ArcMarketing Manager
Jan. 2006 - Nov. 2009Responsible for all aspects of Strategic Brand and Communication Development, Budgeting and related Marketing for UK and Eire for Pyrex and Arc Cuisine. Through in-depth Insight, personally created and developed National Baking Week; one of the UK’s leading 360 marketing campaigns: www.nationalbakingweek.com Together with Strategic Alliance Manager drove Global partnership links to support NPD and promotional opportunities across EMEA.
Hallmark CardsMarketing Manager
Jan. 2003 - Dec. 2005Managed a team of Product Managers and Buyers; responsible for High Street and Grocery accounts with annual turnover of approx £30 million. Developed strategy per product category and account, targeted new accounts, managed all aspects of NPD and worked in various strategic projects in UK, Far East and Europe.
FellowesAssociate European Product Manager
Jan. 2000 - Dec. 2003Managed all aspects of strategic development for Category, worth over £40million across EMEA. Developed Marketing Strategy plans, budgets, conducted benchmarking and ensured correct product positioning in different markets.
Premier FarnellProduct Marketing Manager
Jan. 1997 - Dec. 2000Helping set up Operation and office in Latin America.
Responsible for all aspects of product range, development, brand identity and literature/support material for Brazilian market
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