Alex Harbinson (Mcim, Ba, Pdm) Email and Phone Number

I lead business development for OCEANIUM, a biotech startup that turns seaweed into sustainable ingredients. Our innovative, green processing methods support ocean health while providing clean-label alternatives for the food, cosmetics, and nutraceutical industries. My role focuses on expanding partnerships and driving growth.

I helped global clients develop strategies to address major social and environmental challenges. Key Achievements:• Developed a comprehensive communications strategy for a top pharmaceutical firm, supporting their sustainability goals.• Led a storytelling and communications project for a global leader in packaging, crafting a compelling narrative to highlight the company’s efforts in sustainable packaging solutions and circular economy initiatives.• Led research for a book aimed at promoting responsible leadership in business.

Completed a full-time fellowship designed for mid-career professionals transitioning to the impact sector. The program involved two placements:1. OCEANIUM - Impact and Strategy Manager: Focused on market development, brand strategy, and measuring social impact.2. Brunswick Group - Business and Society Associate: Supported clients in developing strategies for sustainable business practices.

Oversaw the creative strategy and execution for Smart Energy GB, a national campaign aimed at boosting smart meter adoption across the UK. Managed high-impact marketing initiatives to increase public awareness and drive behavioral change in energy consumption.Key Responsibilities:• Campaign Leadership: Led the creation of above-the-line marketing campaigns, including TV, radio, print, and outdoor ads. Developed campaign themes, messaging, and creative assets from start to finish.• Brand Management: Ensured consistent application of brand guidelines and managed brand performance. Adjusted strategies to maintain a strong market presence.• Budget Management: Oversaw an advertising budget of £3 million annually, handling financial planning, resource allocation, and cost control.• Strategy Development: Spearheaded brand planning and tactical marketing strategies to meet campaign objectives.• Performance Optimisation: Conducted creative testing and used data insights to enhance campaign effectiveness.Key Achievements:• Successful Brand Launch: Implemented the Smart Energy GB brand launch campaign, achieving 80% recall in the UK and increasing public awareness of smart meters significantly.• Award-Winning Campaigns: Managed eight major campaigns, earning four British Arrows and a Campaign Big Award for innovation and effectiveness.• Rapid Execution: Delivered a national campaign from concept to live across TV, radio, and print in just six weeks, demonstrating agility and efficiency.

Led the global launch of a new oral care brand, focusing on developing and implementing a comprehensive brand strategy across multiple markets.Key Responsibilities:• Brand Development: Conceptualized and developed the brand’s core positioning, propositions, and claims. Crafted visual identity guidelines, tone of voice, brand values, and the brand manifesto.• Media and PR Strategy: Designed and executed the global media strategy and PR plans to build brand awareness and drive market penetration.• Packaging Oversight: Managed the creation and production of structural packaging, ensuring alignment with brand standards and market requirements.Key Achievement:• Successful Global Launch: Orchestrated the launch of the new oral care brand across five different geographies, achieving significant market entry and consumer acceptance.

Managed brand development for Unilever’s oral care category, focusing on aligning global and local marketing strategies and leading packaging innovation.Key Responsibilities:• Global and Local Coordination: Acted as the primary liaison between global and local marketing teams to ensure cohesive brand messaging and strategy across European markets.• Packaging Development: Led the design and development of packaging artworks, ensuring compliance with local regulations and securing approvals from multiple stakeholders.• Communication Materials: Directed the localisation of communication materials, adapting global strategies to resonate with regional audiences.Key Achievements:• Enamel Protect Launch: Successfully delivered the ‘Enamel Protect’ product platform, resulting in £5.5 million in incremental turnover within the first year and a 2% improvement in gross margin.

Led brand management for Unilever’s skin cleansing products, overseeing multiple innovation projects and brand relaunches.Key Responsibilities:• Innovation Project Management: Led seven key innovation projects, including the relaunch of major brands like Lux and Radox. Managed project timelines, budgets, and cross-functional teams.• Brand Strategy: Developed and implemented strategies for brand repositioning and new product launches, enhancing market presence and consumer engagement.Key Achievements:• Lux and Radox Re-launches: Successfully re-launched Lux and Radox brands, contributing £6 million and £3.5 million in incremental turnover, respectively. Improved market share and brand visibility through effective marketing strategies.• Water-Saving Activation: Designed a water-saving activation for Radox, leading to a 2% sales increase while promoting environmental sustainability.

Developed brand identities and advertising collateral for established businesses and startups. Leveraged my design skills to create visually compelling and impactful marketing materials.