Results
As a results-orientated marketer, here are a few personal favourites from my career so far
Brand Reinvention
Leading a major brand reinvention of Walkers Crisps to deliver 5 years of consecutive growth in revenue, profit and brand regard.
Portfolio Turnaround
Turning around and revitalising the UK Pet Care portfolio to deliver consistent growth
Award Winning Communications
Creating and delivering multiple highly effective 360’ campaigns on Walkers Crisps, winning over 20 awards in just 2 years, including Cannes Gold and the first Cannes Effectiveness award
Strategic Brand Repositioning
Leading and engaging a team of 25+ cross-functional representatives to co-create a strategic brand repositioning and transformation programme to accelerate growth of MoneySuperMarket in new channels, whilst delivering +10% growth YOY.
Category Leading Innovation
Launching the biggest category innovation for 2 years in a row, the second being the biggest in Food and Drink (Crinkles, 2011)
Global Communications Development
Leading global communications for Whiskas and Cesar and winning Cannes Silver (Whiskas)
Employer Branding
Creating and executing a talent attraction strategy for Miele’s Global Digital Hub, including launching a new employer website (miele-x.com) and a wealth of social activity, increasing job applications by 45% and online engagement +900%.
Corporate Social Responsibility
Creating the highly successful Pedigree Feeding Brighter Futures CSR campaign, as global lead market, resulting in over
1 million meals fed to Rescue Dogs and strong portfolio growth.
Talent Development
Step-changing Mars Petcare Marketing UK team engagement and talent capability - from 57%tile to 93%tile engagement (as measured by Gallup) and 40% to 70% considered promotable
Founding a Successful Organisation
Founding a worldwide charity from scratch, in a new industry (health tech), attracting over £1m funding, an expert team, clinical advisory board, 130 volunteers and top-notch clients like the Royal Marsden Hospital, British Heart Foundation and Bayer Pharmaceuticals, whilst creating a proprietary tech capability.
Driving Direct Sales Growth
Led team to deliver +20% direct sales growth (stores, telesales and online), including new website, digital touchpoints and brand experiences at Miele UK
Creating Global Brand Guidelines
Defined best practice global brand guidelines for Miele, covering every touchpoint including own retail and digital assets
Consistent Personal Performance
Performing in the top 10% of Mars and PepsiCo employees year after year. Selected to attend the PepsiCo High Potential Executive Scheme and Mars Top Global Marketers Course.
Sustainability Certified
Becoming a CIM certified Sustainable Marketer in 2023
