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.
