About me
Strategic marketing leader with both client and agency side experience. Worked across FMCG, grocery, entertainment, pharmacy, hospitality, telecoms and sports for the likes of Virgin, Tesco, Costa, Hovis, Shell, Liverpool FC, Waitrose in places as diverse as UK, Ghana, UAE, Poland, Canada.
I always start with insight - from research, real life or analytics - and then build solutions which make things change.
Key skills:
• Marketing & Business strategy: Able to bring together data, insight, business performance and culture to create marketing programmes that deliver commercially. Led and delivered projects for Royal Dutch Shell, Well Pharmacy, Odeon, Kingfisher and Waitrose
• Digital marketing: Built early partnership with Facebook Store Front in the UK at Spar - joining up digital and real life customer journeys to build robust ROI models. Launched the Costa Coffee Card in the UK
• Product & Proposition: Using lateral thinking to create new and unique solutions which help business pivot or grow. Launched products for Tetley and Hovis into UK grocery market.
• Stakeholder management. Able to work across matrix, region or business unit, to galvanise organisations behind initiatives.
Projects
- Spar UK: Brand & Marketing DirectorResponsible for all national brand marketing strategies across the 2600 store estate. Leading digital, research & creative teams to re-invigorate the Spar brand in the UK. Part of the exec leadership team, setting central consumer strategy, brand proposition and store formats. Managing a team of 12. Since arriving have launched a brand a manifesto, defined target consumers, repositioned the brand creatively, built a digital team from scratch, and embedded a governance process for marketing activ
Work history
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Freelance Strategy DirectorVarious
London, United KingdomFreelance
Led strategy projects for design, communications and strategy agencies on clients such as Shell, Liverpool FC, Waitrose, Well Pharmacy, Vodafone, Grosvenor Casinos, Odeon, Smyk, Arcelik.
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Brand & Marketing DirectorSPAR UK
- London, United KingdomFreelance
Responsible for all national brand marketing and communication strategies across the 2600 store estate. Leading digital, research & creative teams to re-invigorate the Spar brand in the UK. Part of the exec leadership team, setting central consumer strategy, brand proposition and store formats. Managing a team of 18. Since arriving have launched a brand a manifesto, defined target consumers, repositioned the brand creatively, built a digital team from scratch, and embedded a governance process for marketing activity and reviews. Rethought promotional strategy with a consumer first approach, and set the strategic agenda for Spar OL product development and launch.
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Skills
- Strategy Consulting
- Brand Development
- Communications Planning
- Proposal Writing
- Workshop Design
- Digital Marketing
- Retail
- Consumer Insights
- Business Strategy
- Innovation
Education
BA (Hons) Retail Marketing ManagementManchester Metropolitan University
- Manchester, United Kingdom
Awards
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Best Community Iniative: Peoples PodiumRetail Industry
Won best community initiative for Peoples Podium - where Spar stores found local sports hero and celebrated their contribution to their region. Winners received a £15k bursary to improve their club. Campaign generated over £1m in organic media coverage.