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Work Background
Good Egg Consulting Ltd.Principle Consultant
Jan. 2022- Unilever Ice Cream: Future platform development – global snacking,
- Unilever Marketing Excellence: Delivering Innovation Transformation Program, globally,
- PepsiCo Latin America: Innovation Strategy development for Lipton brand in the region,
- Shell China: Sustainability and Innovation Strategy Development for new product platform,
- McKinsey Consulting: European Juice Market sourcing and COGS structure analysis,
Ocean Spray CranberriesMarketing Director
Jan. 2020 - Dec. 2022London, England, United KingdomMarketing Director for EMEA. Marketing Director.
Lactalis GroupMarketing Controller
Jan. 2014 - Dec. 2020Redhill, United KingdomKey Responsibilities:
• Development and Implementation of Brand Portfolio Strategy; Brand Vision, Positioning, Architecture.
• Developing and Delivering communication strategies for the UK business: +£3m of media spend.
• Full Brand P+L Responsibility; commercial cycle and gap analysis to deliver commercial objectives.
• Team Leadership: Leading and development of a team of 4 high performing professionals.
• Management of Portfolio of Brands Digital, Social Media and Ecommerce presence.
Key Achievements:
• Business Strategy: Delivering 3-year company-wide growth plan (PLT) signed off by business owner.
• Organisational Change: Implementation of RATSI roles and responsibility tool across business.
• Key Brand Results: Seriously Fastest growing cheddar brand +42% Val, +42% Vol (IRI 52 w/e).
• Innovation Performance: 2017 rate +6.4%. Rate ahead of key competitors (IRI 52 w/e).
• Communication Results: Growing brand awareness +6% vs 2015 (TNS Brand Tracking).
Nestlé Purina UK & IrelandCategory Marketing Manager
Jan. 2011 - Dec. 2014London, United KingdomKey Responsibilities:
• Development of strategy to support the implementation of a new channel selling model.
• Commercial Responsibility: Full P+L and commercial cycle leadership and management. • Communication: Responsible for the all aspects of communications for Purina A.N. brands.
• Team Leadership: Leading a high performing marketing team of 6 (5 DR's).
Key Achievements:
• Development and Implementation of new digital and social media engagement strategy.
• Developed new advocacy marketing model driving leveraging key influencers to drive growth.
• Ecommerce Strategy Development: growing online branded sales +10% Organic Growth.
• Key Brand Growth Results: +18% NNS Organic Growth on Pro Plan Dog.
Colgate PalmoliveGroup Brand Manager - Oral Care
Jan. 2011 - Dec. 2011London, United Kingdom• Commercial Responsibility for the Colgate Professional Oral Care Brands. • Leading marketing team of 5 (4 DR's).
• Creation and implementation of digital strategy targeting KOL's and influential dental professionals
Unilever HPCBrand Development Manager
Jan. 1999 - Dec. 2009
UnileverEuropean Brand Development Manager
Jan. 1999 - Dec. 20092004-2009: European Brand Development Manager, Laundry, Unilever UK. RESPONSIBILITY
Leading cross functional / cultural project teams to deliver New Product Development (NPD) 'on time and in full'. Managing and inspiring three key 'world class' brand agencies. Cultivating key stake-holder relationships both internally and externally. Team Development: Coaching and managing two direct reports. Commercial Responsibility: Project financial evaluation, budgeting and control. ACHIEVEMENTS
Recession Busting Laundry Mix: Evaluated and proposed new market strategy for 'Competing in a Recession in Europe. This included developing a new brand mix - concept, brand naming, pack design and business case. Successful Introduction of New Concentrated Liquid Detergent (Small and Mighty) across Europe. Involved leading a cross functional team in the development of the full product mix. Beginning with concept development right through to communication and launch package. Results: 'Small and Mighty' became the fastest selling homecare product in the UK. Moved Unilever from No.2 to No.1 in the liquids format. Strategic evaluation of new market entry opportunities. Including market trends, culture, and nature of competition, brand positioning and the size of the opportunity. Worked extensively with key communications agency (BBH) developing pan-European brand communication campaigns. Budget approx. €1m pa.
Established NPD idea development framework within the European laundry category. This was a breakthrough category insight programme designed to ensure the business was continuing to use consumer insight in order to innovate.
Leadership of numerous other brand development projects including: formulation, packaging, perfume improvements, new variants, limited edition mixes, etc.
Awards: 2007 Successful NPD launch for Small and Mighty.
Deodorants, Unilever Ireland PLCAssistant Brand Manager
Jan. 1999 - Jan. 2002KEY ACHIEVEMENTS
Created a very successful consumer activation campaign: Lynx dance nights. Targeting target consumers in a unique and compelling way. This event was used to launch two new variants from the brand (Lynx Voodoo and Phoenix). Established for the first time in Unilever an email/mobile database with which to engage with the target. This database had 20,000 names within the first 12 months.
Executed a very successful NPD launch of Lynx Razors.
Sponsored Damien Faulkiner 2000+2001 'Irish Driver of the Year'. This was part of a targeted motor sport sponsorship under the Sure brand. The brand moved to its highest share ever or 22% market share.
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