Harpreet Pooni

Commercially driven Marketing & Brand Director delivering growth, innovation, and brand transformation across leading FMCG and consumer brands including Unilever, Mondelez, Fox's, Pfizer, Britvic, Yoplait, McVitie's, The Cheeky Panda, and Meridian. Expert in brand strategy, portfolio growth, innovation, integrated ATL/digital/OOH campaigns, sustainability-led marketing, and consumer insight. Known for delivering measurable commercial impact, building high-performing teams, and influencing senior stakeholders across UK, EU, and global markets.

Seeking a permanent Marketing Director / Head of Brand role focused on long-term brand and commercial growth.

Brand Lead (Petits Filous & Skyr) - Yoplait

(2019-01)

• Led brand strategy, innovation, and communications across kids' and adult yoghurt categories.
• Launched new yoghurt innovation, increasing family penetration.
• Directed ATL, digital, and influencer campaigns to optimise ROI and engagement.
• Drove premium positioning and health-led innovation for Skyr.
• Cross-functional leadership across R&D, Sales, Category, and Agencies.

Brand Lead (Cadbury Buttons & Bitesize) - Mondelez

• Transitioned portfolio to recyclable packaging, strengthening sustainability credentials.
• Led ATL, digital, and shopper marketing using Kantar and Nielsen insights.
• Increased brand awareness and penetration through integrated campaigns.
• Managed agencies and cross-functional teams.

Head of Brand Growth - Fox's Burton's

• Delivered +70% brand value uplift through creative repositioning and portfolio optimisation.
• Revitalised Wagon Wheels with new brand platform, driving +1pp penetration.
• Embedded HFSS compliance into long-term communications planning.
• Led brand team and agency ecosystem.

Marketing Director - The Cheeky Panda

• Delivered £1M incremental revenue through integrated influencer and OOH campaign.
• Increased digital engagement by +35% via data-led content strategy.
• Led European expansion across Germany and France with localised campaigns.
• Managed team of 5 and global agencies.

Brand Growth Lead - Hovis

• Built £10M NPD pipeline, including Little White Loaf, driving +3% category share.
• Strengthened brand equity through insight-led positioning.
• Led cross-functional teams across NPD and Category.

Brand Equity Lead - Meridian (SHS Group)

• Repositioned Meridian as a premium natural nut butter brand.
• Delivered +6% market share through £2M ATL campaign.
• Managed agency partners and cross-functional teams.

Marketing Controller (Branston Pickle) - Mizkan - UK

(2018-01 - 2019-12)

• Led brand repositioning, channel strategy, and digital campaigns for £50M portfolio.
• Strengthened brand relevance and penetration through insight-led innovation.

Marketing Manager (New York Bakery Co.) - Grupo Bimbo - UK

(2017-01 - 2018-12)

• Relaunched brand identity and ATL campaigns, driving penetration and revenue growth.

Marketing Manager - Fox's Biscuits - UK

(2013-01 - 2016-12)

• Managed £110M RSV portfolio; delivered +5% AYR growth in a declining category.
• Led innovation pipeline and multi-channel campaigns.
• Managed team of 5.

Senior Brand Manager - Britvic Soft Drinks - UK

(2011-01 - 2012-12)

• Developed NPD funnel and brand strategy for Robinsons and Lipton Ice Tea.
• Strengthened multi-year innovation pipeline.

Senior Brand Manager (EMEA) - Activision Blizzard - UK & Europe

(2008-01 - 2010-12)

• Delivered integrated campaigns across European markets.
• Achieved strong ROI and engagement growth.

Marketing Manager (Anadin) - Pfizer Consumer Healthcare - UK & Eire

(2007-01 - 2009-12)

• Reversed brand decline: +9.6% YOY volume growth, +3% household penetration, £5M brand value increase.
• Managed team of 2.

Senior Brand Manager (McVitie's & Jacob's) - United Biscuits - UK & International

(2001-01 - 2007-12)

• Delivered +40% profit growth and category leadership.
• Led multi-channel ATL campaigns and NPD launches.

Assistant Brand Manager (Comfort) - Unilever

Early Career

• Supported brand campaigns and innovation; contributed to fragrance-led sub-brand launch.

BA (Hons) - Marketing - University of Derby

Postgraduate Diploma in Marketing (CIM) - Marketing