Abigail Dixon Fcim/Icf Email & Phone Number

St Albans, GB

St Albans, GB

In 2020, The Whole Marketer became a natural extension of my marketing and capability expertise combined with my passion for supporting marketers to grow and achieve their goals. Starting initially as a podcast and then a book, it has grown to encompass everything that today’s marketer needs to find fulfilment in our challenging yet rewarding.

New episodes weekly - featuring inspiring and entertaining guest experts covering all the skills needed to be a successful yet fulfilled marketer in today’s ever-changing yet rewarding profession. The Whole Marketer reflects my holistic approach to success for marketing professionals, incorporating technical and soft skills and key areas of personal.

Harpenden, Hertfordshire, GB

I founded Labyrinth Marketing so that no brand misses growth opportunity due to lack of resource or capability. A marketing and capability consultancy, we support brands, agencies and people to step change their performance. I lead a team of experienced, ex client-side marketers focused on developing long term strategy and bringing brand initiatives to.

Maidenhead, Berkshire, GB

• For over 14 years I have shared knowledge with marketing professionals via training, tutoring and mentoring, staying abreast of the latest marketing approaches and solutions. I historically lectured on postgraduate CIM.
• Building Capability Frameworks to reflect organisations' changes in orientation
• Building Marketing Way and Strategic Planning Processes ahead of rolling out and embedding in organisations through change programmes and trainingDeveloping and delivering bespoke training courses to suit client needs.
• Strategic brand planing process for whole marketing teams
• Measurement and effectiveness setting KPI’s and calculating ROI
• Importance of branding and why developing a point of difference is important

Hemel Hempstead, Hertfordshire, GB

• UK's 2nd Largest Manufacturer of Soft Drinks1. Developed 3 Year Strategy for the Leisure Retail Channel
• Initially recruited to provide clear strategic direction for leisure channel
• Conducted comprehensive market research; segmentation study, key market trends, consumer needs and emerging channel opportunities, to drive growth plans.
• Developed three-year step change strategy to maximise newly identified opportunities2. Delivery of Year 1 of Strategy- Re-launch of Draught Offering
• Re-launched the draught offering to step change consumer offering and change customer and trade perceptions whilst also addressing the value chain balance for Britvic, making this the single most profitable (£39m NPV).
• Mapped total consumer journey to define key touch points of influence, from raw product through to brand experience in outlet;

Miami, FL, US

• Headed the UK & Ireland Marketing function. Responsible for all marketing through the line from ATL to in outlet in 560 outlets, managing a team of 4 and a Marketing Spend Budget of £18M through multiple agency.
• Recruited as part of new management team to turnaround decline in growing market and provide strategic direction and manage marketing communications across all platforms for the UK and Ireland, driving brand growth
• Devised an annual marketing calendar to ensure achievement of yearly targets, whilst simultaneously developing a three-year integrated strategic plan;
• Oversaw all Marketing Activation with agencies to ensure flawless execution though the line; advertising, in outlet communications, media planning and buying, PR and Digital, and reviewed past expenditure to ensure.
• Managed team of senior marketing professionals and drove motivation and performance to deliver strategy and achieve organisational goals;
• Controlled media spend of £18m to ensure strong ROI for franchisee and brand;

St Albans, Hertfordshire, GB

• Recruited to newly created role following successful strategic review of Hartley’s Masterbrand to set strategic direction for portfolio of iconic British brands worth £70m
• Held full commercial responsibility (total P&L), drove internal focus, set strategic direction and prioritisation for a portfolio of 10 classic brands worth £70m including Paxo, Hayward’s, Sarsons;
• Led a cross-functional team in the development of brand re-positioning (Hayward’s and Sarson’s), three-year NPD pipeline for Paxo, and annual brand plans communications for Paxo;
• Collaborated with manufacturing and NPD to cost engineer Hayward’s range, resulting in increased profitability and launch of Paxo ‘Bake in Box;
• Key member of the Employee Management Team focused on driving culture change and increasing employee satisfaction.

St Albans, Hertfordshire, GB

• Conducted full strategic review of the Masterbrand to step change growth plan from £56 to £70m;
• Developed three-year vision, brand positioning and key growth platforms;
• Revised existing portfolio and innovation pipeline and developed NPD and EPD to complete portfolio and leverage drive growth pillars to actualise newly set vision;
• Drove internal re-appraisal of the brand and achieved buy in from key stakeholders and the board to increase capital and A&P investment, resource allocation and prioritisation for the brand to step change growth;
• Increased value sales +22% p/y, (Pen. +12.9%, Freq +21%, AWOP +15%).

St Albans, Hertfordshire, GB

• Developed annual brand plans and brand innovation pipelines for both brands, delivered EPD/NPD and campaign initiatives in alignment with brand and category targets;
• Identified a weight conscious target audience and designed an ISP award winning campaign to promote Hartley’s Low Calorie Jelly. Achieved an internal Employee Recognition Award for the campaign, which delivered an.

Leinfelden, Baden-Wuerttemberg, DE

London, England, GB

PR and Promotional Sector of the Government.

Post Graduate Diploma In Marketing, Marketing

Cim Professional Marketing Diploma