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United Kingdom
Work Background
Stratadigm ConsultingFounder | Management Consultant
Aug. 2024Sydney, New South Wales, AustraliaEmpowering clients with strategic insights to deliver profitable outcomes through Strategy, Growth and Innovation, Marketing and Brand Identity Design.
Solace Health RecruitmentFounder | Healthcare Recruiter
Aug. 2024Sydney, New South Wales, AustraliaSolving Australia's healthcare shortage by connecting global talent with local needs
My Muscle ChefSenior Marketing Manager - Product
Jun. 2024 - Aug. 2024Greater Sydney AreaSenior Marketing Leader managing the product portfolio spanning meals, snacks and drinks. - Leading product portfolio strategy, development and execution across our product portfolio in partnership with key Department Heads and C-Suite.
- Managing and mentoring direct reports – including a Product Marketing Manager to deliver best in class product launch campaigns alongside our brand team.
- Developing strong consumer, brand, and audience-led insights into the new project development pipeline for the product portfolio to drive awareness, trial, and repeat purchase.
- Engaging and influencing key stakeholders to drive revenue and profitability growth across channels (retail and online).
- Lead cross-functional teams to launch new products, translating the brand voice and vision across all touchpoints
- Working closely with the Head of Sales and Head of Insights to deliver insight-driven products and secure positive outcomes. - Delivering the brand vision across all online marketing activation and digital touchpoints, and delivering key brand health goals
- Engage and influence key stakeholders to maximise sales and portfolio profitability across channels (retail and online).
• Measure and report on the performance of new product launch campaigns, gain insight and assess against brand health goals and marketing budgets—including managing the overall Campaign / Experiments Effectiveness Tracker across Owned and paid campaigns in partnership with the Performance & Acquisition manager.
Casella Family BrandsGlobal Innovation Lead - Premium wines & spirits
Mar. 2022 - May. 2024Sydney, New South Wales, Australia- Leading the strategy, development and planning of Casella's premium growth agenda through innovation, including developing new-to-world brands. - Leading the development of the Peter Lehmann still wine innovation strategy
- Leading the premium wine planning process
- Working closely with the Head of Strategy and Innovation to develop new global spirits brands Key achievements
- Led the development of a 3-year premium innovation pipeline
- Developed and commercialised a new lifestyle brand Pure Coastal launched in the UK and Canada at major retailers. -
- Led development of a Peter Lehmann innovation, secured national ranging (2000 stores); brand to return to volume and value growth with a significant boost to Net profit from 2024. - Developed a new innovation planning process for Premium wine, engaging and influencing stakeholders to adopt a process to enable the delivery of stronger commercial outcomes and better retailer engagement. - Kicked off a long-term portfolio strategy planing, underpinned by consumer and category insights
- Worked closely with the Head of Spirits to develop a new whisky brand, accepted by retailers and in the commercialisation phase. - Recruited and coached a brand manager
DuluxGroupSenior Brand Manager, Yates (Strategic growth categories)
Nov. 2019 - Feb. 2022Sydney, AustraliaAs Senior Brand Manager at DuluxGroup, I was responsible for developing marketing strategies to grow the Yates brand. I lead the planning, development, communication and innovation and I'm accountable for delivering P&L growth. Key achievements
- Spearheaded business strategy and disruptive innovation on herbicides; joint business plans aligned for launch with expected return of incremental 14% profit from category growth through premiumisation
- Guided a cross-functional team to engineer strategy and NPD pipeline for home insecticides, using category insights and market research; launched into hardware at +7% over budget and aligned grocery to launch in 2023-24
- Coached the brand manager to strengthen market leadership in rodenticides with innovation and a brand advertising campaign (+25.1% sales); outperformed Mortein in grocery, expanded depth of distribution at Metcash and secured ranging at Big W
- Achieved high performance by guiding and coaching one direct report through consistent motivation, feedback and learning tools; awarded for performance
- Headed a landscape analysis and market modelling on a breakthrough innovation project expected to drive appeal, participation, relevance and loyalty; Gate 2 approved, prioritised and resourced for accelerated development
- Represented the Yates BU at the DuluxGroup Innovation Council, collaborating to create better culture and optimise portfolio management through frameworks, processes and tools
- Won the Annual Arthur Yates finalist for marketing in 2020
Pernod Ricard WinemakersGlobal Brand Manager - Jacob's Creek, George Wyndham, St Hugo
Oct. 2016 - Aug. 2019Sydney, AustraliaAs Global Brand Manager for Jacob's Creek, George Wyndham and St Hugo, I was responsible for global brand strategy, identity, communication, innovation and driving global brand growth in collaboration with markets. Achievements
- Partnered with a cross-functional team to build a 10-year roadmap; recommended investment strategy to succeed
- Led cross-functional teams to design global brand strategy, positioning and marketing communication for 70+ markets; collaborated with key markets to drive growth agenda and facilitated successful launch into emerging markets
- Managed global brand architecture and orchestrated premiumisation by identifying portfolio optimisation and brand growth opportunities to realise long-term P&L growth
- Optimised portfolio value proposition, refreshed packaging across 100+ skus and improved profitability of Reserve from 1.8% to 10.2%; Identified category and consumer-led innovation opportunities and spearheaded 20+ innovation projects
- Devised the ambition and strategy for St Hugo; launched the new luxury portfolio in Australia and won a 'Drinks International Wine Design' limited editions award
- Re-positioned George Wyndham, achieved 'Top 10 Shiraz' (RSV 2017/18) and won a 'Drinks International Wine Design' award
Pernod Ricard IndiaBrand Manager - Wines and Champagne
Aug. 2014 - Oct. 2016IndiaIn this role, I headed the Wine and Champagne category with one direct report. I was responsible for growing the category, driving consumer engagement and establishing market leadership to deliver P&L growth. I also collaborated with global teams in Australia, Spain and France. Achievements
- Delivered 17% - 30% growth on Jacobs Creek and maximised profit by improving product mix through premiumisation
- Devised 4-year strategic plans and brand plans aligned to global strategy, achieved global best practice across a range of for national campaigns, promotions, earned media and consumer engagement initiatives
- Led the local brand from end to end including positioning, innovation, campaigns, promotion and production planning; strategically implemented plans to reap 14% growth
- Engaged 2 million consumers through marketing campaigns across traditional media and sponsorships, over 40,000 consumers through branded events and promotions; supported regional marketing teams to surpass budgets
- Developed the "Responsible Drinking" TV campaign and on-premise merchandising; rolled out across 500+ accounts
Pernod Ricard IndiaAssistant Manager - Wines & Champagne
Dec. 2011 - Aug. 2014IndiaAs Assistant Manager - Wine and Champagne, I was responsible for growing the Wine & Champagne category and a portfolio of brands in North India and Nepal. Achievements
- Headed marketing for the Wine and Champagne' category (in North India and Nepal) to attain 20%+ growth; launched into Tier 2 and 3 markets and collaborated with the sales team to drive distribution, activation and sales
- Drove regional marketing planning, designed local brand assets, multi-channel activations, consumer engagement programs reaching 25000+ consumers and designed in store promotions for +10% uplift during season
- Partnered with the sales team in business development, leading engagement with Top 3 hotel chains and Top 300 customers to increase depth of distribution and sales
- Developed brand advocacy by training 200+ employees and engaging 5000+ trade professionals and Top 100 gatekeepers
Amfora Wine & Foods Pvt. Ltd.Marketing & Finance Manager
Oct. 2006 - Jun. 2010IndiaIn this role, I helped to establish a wine import business. I was responsible for preparing business plans, planning and managing the portfolio, managing sales and marketing activity and training the sales team. Key achievements
- Built the portfolio, devised marketing plans and led a sales team to grow and service 100+ accounts
- Established ongoing supply contracts against wine preservation systems with 3 leading customers
Philip Morris InternationalBrand Assistant (Marlboro & L&M brands)
Jan. 2005 - Oct. 2006New Delhi, IndiaIn this role I was responsible for formulating and executing the brand strategy and growth plan, including researching a new luxury smoking category, developing a marketing plan and contributing to packaging designs and agency briefings. Achievements
- Built and executed marketing plans under the supervision of the brand manager; created promotions with +22% uplift
- Supervised a direct report and partnered with distributors to grow distribution; signed contracts with 100+ accounts
Cox & KingsManagement Trainee
Jan. 2004 - Dec. 2004Two month internship for a research project on outbound travel (from India)
PricewaterhouseCoopersManagement Trainee
Jan. 2004 - Dec. 2004New Delhi Area, India
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