About me
I love working on Brands. Developing new ones. Reinvigorating or re-positioning tired ones. Creating totally new products, extensions or Consumer occasions. Understanding Consumer Pain Points and finding solutions to resolve them. And creating brand strategies that really connect with Consumers, beyond reason; that Engage, Excite and drive Action.
I am an entrepreneur at heart, that seeks out gaps in the market, identifies opportunities and applies this spirit and energy, to my thinking, on all brands that I work on. This Spirit has drawn me to brands of varying size within FMCG and Drinks, online travel, marketing analytics software, the creation of my own online Retail Destination, Mini Sett London, and this year, a senior brand role working on the UK’s 3rd biggest wine brand, Echo Falls and its entire portfolio of 49 SKUS.
Projects
- Head of Campaigns - Alcohol Harm, Cancer Early Diagnosis, TalktoFrank, Change4LifeDuring my time at Public Health England, I worked across a number of large scale, NHS campaigns, on TV, Print, Outdoor, Social and Digital, from the insight development, propositions research, creative development, campaign planning and execution and marketing effectiveness. I wrote the extensive Business case, including the strategic thinking and the Marketing Strategy and Evolution, for Cancer Early Diagnosis which lead to the first Government Dept marketing spend allocation after the Coalitio
- Brand Strategy Project on Echo Falls - UK's 3rd biggest Wine brand (£25m)Head of Echo Falls Brand (Freelance basis) - reporting to EMEA Marketing Director #3 Biggest Still Wine Brand in the UK. 49 SKUS. 3 Categories. • Undertook a Strategic Brand Review to uncover and identify the core issues on this enormous brand and develop the 3 Year Strategic Plan to address the commercial and brand challenges facing the brand • Initiated, lead and delivered a new Brand Strategy, to stretch across 3 sub categories • New Product Development (NPD) – worked with the Liquid Formula
- Founder and creator of Design-led Children's homewares store, Mini Sett LondonFed up by pink and blue cliche of children's homewares, and looking for children's products that would easily sit alongside my contemporary and interior designed home, I created Mini Sett London; a destination store for parents wanting design-led products for their children, to complement their existing home style. I designed and lead the Production process for products to be made in the UK, from sourcing to working with textile pattern makers, sourcing fabrics, printers, British Standard Safety
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Work history
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Head of Echo FallsAccolade wines
- United KingdomFreelance
Head of Echo Falls - reporting to EMEA Marketing Director.
#3 Biggest Still Wine Brand in the UK. 49 SKUS. 3 Categories.
• Undertook a Strategic Brand Review to uncover and identify the core issues on this enormous brand and develop the 3 Year Strategic Plan to address the commercial and brand challenges facing the brand
• Initiated, lead and delivered a new Brand Strategy, to stretch across 3 sub categories
• New Product Development (NPD) – worked with the Liquid Formulation Team on 7 new Products for launch in FY21, plus successfully delivered 2 x New Products in Pipeline to Market - Pink Gin and White Wine & Coconut Rum Fusion.
• Presented Brand Portfolio Strategy and Plans to Accolade EU Total Business and core UK Retail Customers – Asda, Tesco, Morrisons
•Appointed two new London Communications Agencies - Strategy and PR.
•Introduced Accolade to Marketing Mix Effectiveness Partners - ScanmarQED
•Initiated, lead and delivered 3 x pieces of large scale Qualitative and Quantitative pieces of Consumer Research.
•Managed P&L and Monthly Budget Tracker.
•Worked collaboratively across the Business with Commercial Teams, Trade Marketing, Finance, Insight, Sales and Operations.
•Presented to Global Chairman and Global Brand Director and regular access / meetings with EMEA SLT
•Brought energy, dynamism, senior brand marketing experience and a thirst to deliver quality thinking, to the Brand and Wider Team at Accolade Wines
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Strategy DirectorScanmarQED
- London, United KingdomFreelance
marketingQED (who I had previously worked for) were acquired by the Global Business Analytics Company, Scanmar, and needed to integrate their Brands, Global offering and roll out the change to their People. I was brought in by the Global CEO, Han Meijer, to lead, devise and deliver the new Global Brand Strategy, working with Han and his Senior Team, which included Insight Generation & Quant Research, Developing the Brand Architecture on how Brand and Products would work together, Brand Proposition, Positioning, Essence, Values, Personality and of course, a new Visual Identity for the Brand
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Skills
- Brand Architectue
- Brand Campaigns
- Brand Communication Planning
- Brand Communications
- Marketing Campaigns
- Marketing Planning
- Marketing Branding
- Marketing Strategy
- B2C Marketing
- Marketing