Senior level marketing leader equal parts strategic and creative, with 15+ years experience working with and within trend setting global brands across fashion, lifestyle, music and tech. Proven track record of significantly increasing brand strength and contributing to sustained revenue growth of a $220m global consumer brand. Authentic and passionate coach, collaborator and builder of teams, combining a start up mindset with current corporate thinking. Utilising all disciplines of the marketing mix alongside an intrinsic understanding of the consumer to tell stories which capture the imagination, foster deep connections and ultimately, deliver commercial return.Locked Pro Plan feature
Established a new business function, defining the structural framework for strategic planning, distribution and investment for Converse’s pinnacle product line and collaboration launches. Drove EMEA launch strategy from brief to street for Converse x JW Anderson, Converse One Star Hotel, Converse x MadeMe, Patta and Slam Jam Milan, resulting in + 110% Instagram brand mentions YOY.
Led 12 months UK consumer offense initiative to bring the brand back on trend and out of -15% revenue decline to +4% growth. Recalibrated brand strategy to offset investment reductions, maximising £10M budget to retain stable brand health year-on-year. Recruited, hired, coached and managed team of 10 high performing marketers. Set the brand KPI benchmarks for EMEA region, solidifying number 2 ranking behind Nike. Pioneered regional blueprint for Influencer Marketing strategy, delivering +£1M in media value and increase in awareness + consideration. Launched Chuck II franchise, growing the Chuck Taylor category by 16% across two seasons.
Achieved +45% revenue growth in FY12 + FY13, outpacing UK sneaker market growth. Appointed and established UK agency partner network to reignite the brand through transition from licensee to owned market. Elevated UK retail presence through rigorous distribution clean up, driving focus on key partners, increasing consumer awareness and sell through. Developed, implemented and led the roll-out of disruptive UK go-to-market strategies, consequently adapted globally.
Pitched and executed four consecutive £1.5m regional handset launch campaigns for Nokia UK, growing the account and securing Smartfusion on the Nokia global agency roster. Collaborated with international agency team to develop and deliver a creative identity/concept and branding package for Nokia Global event portfolio.