To drive growth and investment over the five year plan, I created a UK portfolio strategy and ambition, that will grow William Grant & Sons to become the number 1 Premium+ Spirits Company in the UK. The strategy provides a clear role for each of the 15 brands in the portfolio, articulates how our brands will add value to customers, and defines the UK's role in the broader WG&S group.- Journey to Luxury: accelerated the growth of the UK's luxury business, by focusing on team capability, brand partnerships and creative execution.- Efficiency and Effectiveness: drove a step change in measurement and evaluation of marketing, evaluating over 80% of spend. Increased effectiveness enabled NSV growth of +10% and a -6% reduction in spend.- Transforming Team Culture: as the leader of a team of 33 marketeers, instilled a culture of accountability and ruthless caring, by role modelling behaviours.

To reverse long term brand decline is a challenge I relish, particularly when the brand has the scale of Grant's, the third largest Blended Scotch Whisky in the world. I ended 3 years of brand decline to deliver budgeted volume for the first time in a decade, and regained the brand's no. 3 position globally. Under my leadership, I redefined the brand's vision, ambition and strategy, to make the role of a mainstream brand relevant in a luxury focused organisation.- Unlocked Internal Belief: by focusing on Grant's role as the 'scale challenger' of the portfolio, I rebuilt belief in the brand to secure a +13% CAGR increase in A&P investment over the course of the five year plan.- Lead for Commercial Success: whilst resetting the long term ambition, I lead a 'task force' to deliver the annual budget for the first time in a decade.- Sacrificed and Over Committed: to unlock growth in emerging regions, I pivoted brand investment and focus, reducing reliance on declining developed markets. By ensuring plans were globally consistent but locally relevant, I delivered volume growth of +41% in Africa and +115% in LatAm.- Innovated to Unlock Growth: by identifying the fastest growing segments of Blended Scotch (premium and flavoured), I pioneered an innovation pipeline that redefined the brand's range to win in these highly lucrative categories.- Digitalised Consumer Growth Drivers: I instigated a new digital approach to comms and media buying, ensuring that a historic focus on communicating product intrinsics was replaced by a consumer centric approach.

To pivot The Balvenie from an esoteric single malt into a global luxury icon, I instigated a profound period of change for the brand, leading the creation of a long term vision and global brand strategy, that ignited the brand's potential.- Developed Brand Growth Strategy: to meet five year plan targets (+34% volume), I created a strategy that identified key priority markets, redefined the structure of the core range and made the case for increased investment. - Scale Innovation: developed The Balvenie Stories range to bring the brand positioning to life and foster advocacy within the whisky community. Delivered sustainable growth to contribute £15 million profit by year 3 since launch.- Drove Brand Distinctiveness: developed the brand's craft positioning into an aspirational positioning that challenged category conventions.

To drive growth in a category that was facing unprecedented decline, I identified the most motivating consumer health claims to increase purchase intent, and reframe the conversation around juice and health. The 'Little Glass' campaign drove performance from -7% in 2015 to +3% the following year.

To stretch Walker's core "with lunch" business into new "evening sharing" occasions, I developed winning brand and product solutions to future proof the business. By intimately understanding the consumer, I developed a proposition (Tear 'n' Share) which utilised packaging innovation to deliver £25 million RSV in year one, performing at a 121 index versus plan.

To ignite cultural connection with consumers across Western Europe, I lead the strategy, development and execution of Arthur's Day across 31 markets, with a focus on Ireland, where an unprecedented 1.2 million consumers (35% of adult population) participated, driving incremental sales of 1.7 million pints. During my leadership of Guinness' rugby sponsorship, I secured the lucrative "Official Beer of England Rugby" rights, and developed the award winning "Made of More" rugby creative, that inspired the brand's World Cup campaign.

Budweiser is Diageo Ireland’s leading lager, and a key player in the Irish beer market. During my time on Budweiser, I was responsible for:• Product Innovation: developed Budweiser Ice Cold, Diageo Ireland’s most successful innovation launch in recent years from concept to national rollout. The product delivered Budweiser’s first consistent draught market share growth in seven years and redefined refreshment in the lager category in Ireland;• Pioneered Mobile Marketing: lead the development of mobile vouchering for the on trade, a Diageo world first that allows us to drive trial amongst consumers at the moment of choice;• Creative Development: managed 360° agency teams to deliver full TTL campaigns for one of the world’s most iconic brands. Inspired agencies to deliver breakthrough creativity, which was recognised both through awards, including a Cannes Lion, and the effectiveness of the advertising copy in tracking;• New Marketing Partnerships: have lead the development of strategic partnerships between Diageo and leading technology companies including Google, Nokia and Facebook to enhance our brands effectiveness in the new digital marketplace.

NUS Services is a student-led commercial company, with an annual turnover in excess of £120 million. NUS Services exist to create, develop and sustain competitive advantages for Student Unions. As Licensed Trade Director I was responsible for the:• Formulation of licensed trade strategy to win against an increasingly competitive high street;• Overseeing consultancy and developing a support and strategy for licensed operations in Student Unions;• Renegotiation of the company’s Wines & Spirits deal worth nearly £8 million. The new deal delivered savings of over £150,000 per year;• The rollout of flirt!, the UK’s Number 1 Student Night to nearly 50 venues across the UK;• Restructuring and tendering of the Brewed Products deal, the company’s largest purchasing deal.