Cathy Olver Email & Phone Number

Edinburgh, Gb

Edinburgh, Gb

Reporting to the Managing Director, develop and deliver the retail strategy for 2,400 managed and leased & tenanted pubs across the UK, leading a team responsible for digital marketing, food development, promotion & event marketing and brand activation to ensure that we support our licensees to bring the best out of the great British pub

Edinburgh, Gb

Amsterdam, Nl

B2B eCommerce Lead - led a team of 6 eCommerce experts responsible for driving traffic onto the Heineken B2B sites and creating up-sell and cross-sell opportunities throughout the customer journeyB2B Online strategy - developed the commercial strategy and resulting enablers, assigning accountability in the team to drive value through online platforms, delivering over £500m in revenue through the platform in 2019Customer Personas - developed Personas to gain a deeper understanding of our customer base, in order to develop varying methods of attracting and retaining customers to the B2B platformContent Management - managed effective content, promotions and email marketing to target the right customers with suitable messages and brands, developing seasonal campaign drives in line with consumer demand drivers KPI reporting - created dashboards to measure sales, profit and customer behaviour, leading the creation of Data Squads to deliver a test and learn approach to online activity, developing hypotheses and performing A/B testing

Amsterdam, Nl

Category Strategy - developed the HUK 3yr Category Strategy, from creation to implementation, communicating the vision through presentations and workshops internally and externally with key customersCategory Team Management - led a team of 3 Category, Activation and Merchandising Managers dedicated to the largest Off Trade account base in Heineken UKPack and Pricing Strategy - provided consultancy to Tesco and HUK to ensure category led activations and innovations, develop selling stories and shape brand and pack strategy to drive awareness and salesAgency Management - managed dunnhumby agency relationship to develop marketing selling stories for brand and sales teams, developing category initiatives to increase footfall, basket size and create new occasionsData Analysis - created actionable insights through Tesco shopper qualitative and quantitative research, conducting monthly pricing & promotional analysis, identifying insights to develop categories

Amsterdam, Nl

£13m activation budget - management of team budget, working with creative agencies to develop retailer POSTrade Press - managed relationship with Trade Press, ensuring effective publications & presence at trade daysEvent management - organised & delivered 2-day Sales briefing of 2015 Marketing brand plans

Amsterdam, Nl

Market Reviews - highlighted key trends and delivered insightful recommendations to senior managementDeep Dives - worked with key stakeholders to identify strategic issues which require in-depth analysisKPI Scorecards - developed scorecards for senior management to anticipate and react to business issues

Amsterdam, Nl

Processes & Procedures - development of new role, set up processes and points of contact within the businessDemand Forecasting - responsible for 18-month forecast based on collaboration with Sales, Marketing & FinanceKPI dashboards - monthly insight presentation to senior management to highlight forecast gaps against budget

London, London, Gb

Development of Business Plan for new start-up to include sales forecast and production/distribution costs. Managed the selection of Distribution Centre with cost vs. benefit analysis.Formulates retailer sales forecast for the next 12 months, gathering relevant information from retailer contacts. Created Excel tools to support forecasting, stock management and retrospective analysis.

Central London start-upScoped business improvement projects, identified cost-saving initiatives, managed move of Distribution Centre following performance review of existing supplier, improved KPIs in order processing, customer service and sales/demand forecasting

Paris, Fr

L'Oreal Professionel - L'Oreal's no.1 professional brand• Collaborated with Marketing, Finance and Trading to forecast sales • Achieved highest forecast accuracy of UK Professional brands• Minimised out of stocks and write-offs to ensure 100% customer service• Managed logistics and demand planning of monthly new product launches• Reported and provided analysis of monthly KPIs to Marketing and Sales

Paris, Fr

Redken - L'Oreal Professional's USA brand• Managed forecasting and demand planning in SAP• Developed Excel forecast sheets to improve processes• Ensured financial validation of sales forecasts

Paris, Fr

L'Oreal's Graduate Programme• Assisted Logistics Manager in the move to the new Distribution Centre • Led improvement of returns process, successfully implementing stream-lined operations • Increased reintegration of returned stock and developed KPI reports • Part of SAP testing team implementing new order preparation system• Designed and led system training program

London, Gb

Summer Internship• Mapped invoice processing through business • Provided recommendations for improvement

Bachelor Of Science - Bsc, Management Science And Operational Research

Professional Diploma, Digital Marketing

A-Level, Maths, Communication Studies, Psychology