Head of Product and Sales – Europe at Fisher & Paykel Appliances Ltd (2021-05 – Present)
Full strategic P&L, product lifecycle, and sales accountability for the European market, managing all international distributor accounts, and cross-functional stakeholder networks.
- Strategic Brand Premiumisation: Successfully transformed the European channel distribution profile from a mid-tier 'replacement appliance' model to a luxury, high-end kitchen renovation proposition aligned with F&P's global luxury brand strategy.
- Margin & Supply Chain Optimisation: Re-engineered the continental supply chain by implementing a novel pricing structure that eliminated costly UK stock transshipments; shifted over 95% of distributor volume to direct-from-factory sourcing, resolving forecasting bottlenecks and protecting margin health.
- High-Margin Product Commercialisation: Pioneered the multi-year European rollout of luxury integrated refrigeration and cooking portfolios, intentionally shifting commercial focus into high-end kitchen studios.
- P&L Elevation: Maintained a stable regional turnover of €2M–€2.5M while successfully driving an aggressive 10% uplift in gross margin from the mid-30s% to the mid-40s%.
- Commercial Framework & Brand Reset: Audited, overhauled, and re-negotiated all pan-European distributor contracts, introducing rigorous compliance metrics that incentivised local marketing investment.
Head of Product UK & IE at Fisher & Paykel Appliances Ltd (2018-02 – 2021-05)
Led new product introductions (NPI), market benchmarking, and pricing strategies across all major domestic appliance (MDA) categories for the UK, Irish, and European markets. Expanded remit in April 2020 to assume full commercial and operational management of all European distributor accounts.
- Commercial Launch Transformation: Re-engineered the product introduction model from a reactive warehousing system into a proactive commercial launch engine; integrated early sales engagement, pre-selling frameworks, technical training, and synchronised marketing campaigns to accelerate market adoption.
- Regulatory & Inventory Management: Spearheaded the pan-European rollout of the complex EcoDesign legislation; translated compliance directives for internal commercial teams and collaborated with demand planning to execute a seamless, zero-waste transition from old to new stock lines.
- Crisis Supply Chain Execution: Capitalised on factory resilience during global pandemic disruptions to secure critical inventory; successfully navigated unprecedented shipping and contract hurdles to supply European distributors, contributing to a record-breaking regional turnover exceeding €3M.
- Strategic Market Positioning: Directed comprehensive competitor benchmarking and dynamic pricing models to identify product gaps, protecting revenue margins while aligning inventory placement with volatile market conditions.
Senior Market Analyst at BSH Home Appliances Ltd (2014-01 – 2018-02)
Partnered directly with the strategy director and executive leadership team to synthesise complex market intelligence, internal sales data, and consumer insights into actionable, high-level business recommendations. Evaluated performance metrics across a premium multi-brand portfolio including Bosch, Neff, Siemens, and Gaggenau.
- Executive Decision Support: Transformed complex, disparate raw data streams (including GfK, AMDEA, and JKMR kitchen specialist insights) into clear, high-impact strategic presentations for the CEO and board directors to drive corporate decision-making.
- Market-Leading Growth Strategy: Provided the foundational market, channel, and SKU-level analytics that directly optimised portfolio performance, contributing to BSH securing the UK No. 1 position in total revenue across all major domestic appliance (MDA) categories.
- Consumer Insight Synthesis: Pioneered cross-category portfolio mapping by overlaying market trends against consumer purchasing behaviour (such as secondary drivers in the laundry sector); recognised high-value commercial gaps to adjust product positioning and safeguard margins.
- Cross-Functional Analytics Mastery: Designed and automated data models to track transactional data by channel and category, seamlessly blending marketing research, industry papers, and performance metrics to streamline business forecasting.
Marketing Performance & Insights Analyst at BP Oil UK Ltd (2009-01 – 2014-01)
Managed the commercial analytics, ROI evaluation, and performance tracking for BP's UK retail marketing promotions and forecourt budgets. Acted as the primary analytical liaison with the Nectar loyalty headquarters in London to appraise and leverage pan-UK consumer transaction data.
- Loyalty Programme Valuation: Co-architected a complex, annual data-and-survey-driven model to calculate the exact incremental value of the Nectar scheme to BP; successfully isolated core brand loyalty metrics from passive transaction swipes to guide multi-million-pound marketing investments.
- Tactical Promotion Modelling: Evaluated consumer behaviour and volume elasticity during aggressive market shifts (such as supermarket price wars); engineered data-driven forecourt promotions that utilised high-margin impulse goods to defend and stimulate fuel volume growth.
- End-to-End ROI Evaluation: Spearheaded the commercial post-mortem analysis for national marketing campaigns; calculated true profitability by cross-referencing fuel volume uplifts against total promotional costs, including point-of-sale (POS) advertising and margin discounts.
- Statistical Insights & Data Mastery: Analysed data across millions of rows of transaction records to detect statistically significant shifts in customer purchasing frequency, tank-fill behaviour, and basket size to refine future promotional targeting.
Account Manager at Iceberg Marketing Ltd (2006-08 – 2009-01)
Led the commercial account relationship with blue-chip financial clients, primarily Barclaycard, to design, execute, and analyse high-volume direct marketing campaigns. Acted as the core interface between client requirements, secured data infrastructure, and campaign performance evaluation.
- Direct Marketing Split Testing: Developed and implemented rigorous direct mail A/B (split) testing methodologies; engineered segmented data samples to evaluate consumer response variables such as messaging variations, aesthetic imagery, and promotional calls-to-action for Barclaycard's existing customer base.
- Campaign Response Modelling: Analysed post-campaign statistical significance to determine the optimal communication mix; utilised historical response data to continually refine the strategic message for future mailings, isolating key drivers for product and credit portfolio engagement.
- Enterprise Data Security Compliance: Spearheaded the secure ingestion and management of highly sensitive, personally identifiable financial data (PII) for Barclaycard; designed and maintained rigorous data hygiene protocols to ensure absolute compliance with complex data protection standards.
Team Leader - Multi-Account Operations at Siemens Communications (2003-04 – 2006-08)
Promoted from an International Customer Service Agent to lead high-stakes, multi-lingual B2B technical helpdesk operations for major corporate accounts, including KPMG, Royal Mail, and IBM. Managed direct teams of up to 21 personnel, overseeing operational compliance, SLA delivery, and crisis-incident response protocols.
- Continuous Operational Improvement: Spearheaded the turnaround of the Royal Mail helpdesk by implementing a structured feedback loop methodology; collaborated directly with agents to streamline workflows, improve call answer times, and consistently exceed strict service level agreements (SLAs).
- Strategic Team Restructuring: Selected by senior executive leadership to take over the division's largest international helpdesk unit (IBM), scaling leadership capability to manage 16 cross-functional agents delivering complex network configuration and switchboard support across 10 countries.
- Crisis Management & SLA Governance: Directed rapid-response procedures during critical 'Severity 1' systems crashes; ensured strict adherence to global technical protocols while protecting corporate clients from infrastructure downtime.
- Performance & Talent Development: Instituted data-driven development plans, training programmes, and recruitment frameworks across multiple desk accounts to foster a zero-error culture and maintain seamless operational continuity.
