Creating the commercial strategy & plans for a consumer facing medical device. All aspects of commercialization stage - P&L / business plan (markets, revenue, Sales & Marketing) along with contributing to regulatory and supply chain strategy.

Leading the international consumer strategy, global brand management & oversight of activation for all markets outside the USA. Cross-functional leadership and organisational alignment to strategy and execution. Defined, focus markets, portfolio prioritisation, the international consumer vision & activation plans. Leading the teams to create global consumer/patient campaigns and to enable execution of content in markets. Driving marketing capabilities – skills, team / talent development & agency network.• Contributed 18% CAGR growth to key markets (2020-2022) with an average ROI of 4x.• Segmented and prioritised markets, then defined strategy by level of market development.• Established the international consumer vision and 5-year activation plan.• Restructured HQ international team and upgraded marketing capabilities.• Implemented market guidance for digital content, search engine marketing and CRM.• Led the team that developed 2 global advertising campaigns and a consumer education programme. • Introduced the production of key metrics for advertising performance and ROI.

E-Commerce Travel business; €80M; #1 Global Day Tour operator with 1.0M customers / yr.• Interim role. The board member that advanced overall commercial leadership and marketing operations. Defined the strategy and led a marketing operations transformation. Drove the e-commerce programme and led the team that executed the 100% “pure play” digital marketing strategy; SEO, SEM, CRM, CRO, content marketing and website optimisation. Managed the marketing brand and portfolio teams as well as the E-commerce team and website developers.• Delivered double-digit growth (+18% YOY), improved margins, plans & new portfolio architecture.• Captured 20% of sales as direct e-commerce with a net margin improvement of 10%.

Commercial / Marketing leadership of the Sub-Sahara cluster for J&J with P&L responsibility. Board member with strategic and operational oversight of the full portfolio - OTC, Baby, Beauty & Healthcare categories. Managed a team of 23 with 8 direct reports. Developed a strategic plan, prioritised countries, and brands, and then executed the plan. Defined the go-to-market strategy, frequent travel creating joint plans with customers/distributors.• Market share turnaround +1.4% & +44% sales growth; fastest growth in Europe, Middle East & Africa.• Built customer and distributor top to top relationships via joint growth initiatives.• Transformed the team; defined the purpose, increased diversity & improved capabilities, e.g. digital.• Optimised the portfolio to improve margins, NPD, pricing and distribution.• Built an innovation pipeline (OTC, Beauty, Fem-pro, Baby & Oral-care) to expand footprint in SSA.• Led a team to enter Nigeria, established a legal entity and enabled local manufacturing, marketing, and sales.• Chaired the EMEA “emerging consumer” innovation programme (Commercial, R&D and Supply Chain).• Launched NPD (OTC, Beauty, Fempro, Baby & Oral-care) expanded footprint in SSA.• Initiated 2 CSR programmes for disadvantaged communities with NGOs & Government agencies.• Setup a Sales project to build sales “down the line” in mid-tier communities in South Africa.

Leadership of Global Smoking Cessation Portfolio ($700MM) & OTC “White Space”. Led a team of 16 delivering strategy, portfolio/NPD, advertising, and public policy in 28 markets. Supported execution in four regions (LATAM, APAC, EMEA & NA) with strategy, tools, and content. Managed both HCPs & Consumers relationships.• Delivered growth of +7.0% CAGR & market share growth from 47.9% to 50.1% points.• OTC “White Space”; completed several evaluations of licensing / acquisition opportunities.• Redefined global strategy and 5-year plan as smoking bans & e-cigarettes disrupted the market.• Created award-winning (Cannes) global advertising “Big Idea” and executed in 28 countries.• Validated and secured approval for an NPD pipeline accounting for an incremental value of $250M.• Launched Nicorette Quick-Mist ($55M in 3 years) and Nicorette Mini Lozenges ($24M in 3 years).• Led cross functional partnerships with R&D, Global Advertising Agencies and Local Markets.• Introduced digital capabilities, through digital strategy programme & partnership with Google & Facebook

• Delivered sales growth 2009 - 2010 CAGR 5.0% and share gains 0.4% pts per year. • Leadership of EMEA Region Smoking Cessation Franchise $325MM - Strategy, Advertising, Talent and Growth. • Established regional strategic plan along with a route map for market development and localizing strategy.• Created a regional communications programme, becoming the lead region globally.• Led the development of four 360 campaigns (Digital, TV, print, PR, media, healthcare professional and in-store).

• Annualized 2004 – 2006 CAGR of 16.0% v Market of 9.0%.Management of the Nicorette brand in UK & Ireland. Responsible profitable brand growth and P&L.• Recruitment and development of high performing marketing team. 7 reports.• Development of all consumer advertising campaigns • Launch of NPD; Claims; new packaging and digital Behavioral Support Programme.

• Returned Holsten Pils to #2 market position, with share gain & sales growth.• Led the Holsten Pils re-launch; refined positioning; new packaging & advertising. • Profitable management of the Holsten portfolio marketing; consumer and customer. • Responsible for the on and off trade P&L and budget management.• Management of 7 direct reports, established & led Customer Marketing alongside Consumer Marketing teams.

• Managed Lucozade brand, strategy, planning, advertising, and P&L. • Launched Lucozade Sport in Ireland; established and managed sponsorship of the Irish PGA and Irish RFU.

• Responsible for Ribena out of home, strategy, planning, advertising, and budget.

• Responsible for the Coop retail group. Delivered 26% account growth - negotiated range, margins, promotion and presence.

• Managed the South West region key accounts & wholesalers. Negotiated range, promotions and margins.• Won annual award for account management for outstanding performance in 1994.

• Field trainer for new recruits• First level sales to community retailers - the best training ground