What I offer
Brand Strategy
Demonstrable proficiency in (re)defining the core of a brand or business, & translating that positioning into strategic documentation & brand guidelines. Working with cross-functional stakeholders to bring the brand to life through company culture, marketing activities, product, sales & operations.
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Marketing Strategy
Strategic synthesis of marketing activities to support the short & long term business goals. Provide support in defining the "why" with c-suite or other business leaders, then developing deep insight about the 'who' consumer target, before developing the 'what' proposition & 'how' marketing tactics.
Process Establishment & Improvement
Extensive experience in developing & embedding marketing processes to enable efficient & effective day-to-day operations of marketing teams. Customised approaches for different organisations with different cultures, contexts & life-stages. No one size fits all, but principles are broadly adaptable.
Customer Insights & Centricity
From extensive segmentation studies & market sizing evaluations to more simplistic target definitions & personas, adept in defining (& aligning) core customer cohorts. Skilled in qualitative & quantitative research to mine customer insights & translate them into product plans & creative briefs.
Marketing Effectiveness Measurement
Proficiency in setting up measurement & reporting frameworks for marketing activities, including Brand Tracking, Brand Lift Studies, NPS, NAU reporting, Social Listening & Media Mix Modelling. Additional significant experience in pre-launch testing including Concept Testing & Creative Qualification.
Creative Capabilities & Development
Built in house agency from 0 to 20 designers, copywriters, translators & project managers, & integrated new platforms & processes for their work. Managed extensive range of world class & mid tier creative agencies, & freelancer designers/producers to deliver creative needs of different businesses.
Team Development
People first leader with high level of EQ. Envision, empower & enable teams by setting clear goals, providing tools & removing barriers. First hand experience of developing in-house training programs which build capabilities & improve performance, as well as coaching & mentoring individuals.
Working in Regulated Industry
Experience in Mobility, a heavily regulated industry with regulations varying by city. Regulations included licensing, safety, data protection, crisis management, lost property, pricing & marketing materials. Required to be aware of regulations, & communicate changes proactively to customers.
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Experiences
Vice President Brand & Communication
(Global)
Reporting to CEO, co-leading team of 86 marketers responsible for growth & expansion across Europe. Direct management of Brand, Product Marketing, Research, SoMe, Website, PR & in-house Creative Agency. Put consumer-centricity, creative testing, & KPI measurement back at the heart of marketing org.
Marketing Director
(UK)
Developed the UK marketing strategy & managed team of 6 to deliver the through the line communications. Development of 360 ATL brand campaigns, engaging PR activities, social content & influencers, & strong focus on lifecycle via partnerships, performance & CRM for Kapten & for merger with FREENOW.
Marketing Director
(UK)
Led Ola's UK launch including crafting the brand positioning, devising the marketing launch strategy & managing communications across all channels. Built marketing team & agency partners from scratch to deliver high impact campaigns with a learning mentality, optimising launches from city to city.
Brand & Innovation Director
(Global)
Full brand equity refresh, establishing new brand positioning, guidelines & innovative campaigns across owned, earned & paid media. Implemented brand positioning across the business. Transformed limited editions & product gifting bundles via pioneering partnerships, creative story telling & PR.
Brand Manager
(Western Europe)
Spearheaded a brand health assessment, resulting in a refreshed brand equity, visual identity and tone of voice. Modernised the marketing strategy, developing Aussie's first ever video motion campaigns, influencer activities and charity partnership (with Movember). Led expansion from UK to Europe.
Assistant Brand Manager
(Global)
Project managed the delivery of the overall brand strategy, vision & architecture for the global retail launch. Tailored product and proposition to different markets and consumer needs: US Mass Retail, EU Premium, & Asia Super Premium.
Led the European Hair Colour launch from insight to execution.
Assistant Brand Manager
(Western Europe)
Pioneered a new Megabrand strategy and communications toolkit for Ariel Laundry and Ariel Stain Remover. Previously managed as separate entities, combining them delivered over $10million per annum marketing efficiencies, whilst growing both brands double-digit.
Assistant Brand Manager
(Western Europe)
Developed award winning campaign toolkits to support European product launches, including alkaline battery upgrades, lithium battery market introduction and Duracell's first ever wireless charging products for phones and smartphones.
