Leading all Market and Competitor Insights, Pricing Insights and Insights Tracking (Brand Equity and CX), to inform and support winning Commercial strategies. Leading Insights function for Three Ireland since June 2023.

Three is an inspirational company that allows its people to challenge the status quo and do new exciting things.My role helps shape the culture of putting customer insights at the start of great decision making, and measuring the performance of key marketing led initiatives, so we can be even better next time. Most commercially impactful projects I have led include the creation and embedding of a new marketing customer segmentation; creation and launch of a one-truth dashboard to track business KPIs; designing and launching a CX insights framework to drive CX strategy and execution drive significant improvements in our brand NPS.

Small Consultancy I own: Recent clients include:Hutchison 3G Mobile leading a game-changing consumer segmentation project. Coca-Cola Europe, turning Shopper Insights into customer stories to drive commercial value across 6 European countriesCoca-Cola Europe - Ad-hoc meta-analysis and innovation development research on sparkling soft drinks

Lead Consumer and Shopper Insights projects, influencing strategy, across Western Europe for the Coca-Cola Company. Key areas covered are Innovation for the Stills Portfolio e.g. Smart Water, Oasis, Powerade, Honest Tea, Aquarius, VioBio, Chaqwa coffee, with specialist Insight knowledge in France.

Responsibility for leading Shopper Insights Strategy for CCEP Europe. Specialist areas are Shopper Segmentation, Shopper Path to Purchase (physical and digital), Purchase Decision Hierarchy, In-Store Shopper Behaviour; POS effectiveness, OBPPC strategy and Digital Activation effectiveness. Experience in Future Trends analysis for strategic portfolio planning.Experienced in communicating at Board level and partnering with Global and European Customers and internal stakeholders.

Small Marketing, Comms and Insights consultancy firm I own. Last assignment here was working as Interim European Shopper Insights Associate Director at Coca-Cola Enterprises Europe, before accepting the role full time.

Working as a freelance consultant for Spire Consultancy working with a Global Brewing company on co-authoring a Profit Revenue Growth Management playbook for the European organisation

ICD for BAT East Europe and BAT West Europe regions. Key responsibility - revenue +$20m pa, across 30 countries, leading the European commercial client relationship

European Client Director for Reckitt Benckiser Account

Responsible marketing Strategy, Planning and execution for Global Brands such as Lucky Strike, Dunhill, Vogue in the UK leading a team of 16 talented brand and research propfessionals.

Board member of BAT UK reporting into the Managing Director. Lead a team of 30+. Responsibilities included; Supply Chain and Distribution, National Accounts, Customer Services; Consumer Call Centre; Category Management team; Trade Systems team; key successes include the development and implementation of Salesforce Automation - from paper to lap-top on time and on budget.

Leading a team of 6; Lead the company planning process and co-wrote the Annual Company Plan with the Finance team. Implemented a new system for Forecasting market and brands - 95% accuracy, for strategic and production planning. Introduced leading best practice market research techniques such as Needs-Based Segmentation, Conversion Model, "Big Talk" qualitative research. Responsible for all continuous (Nielsen) and ad-hoc research including contract negotiations.Experienced in advertising creative development and tracking research, NPD, Product Testing, CRM development and evaluations.Set up from scratch and lead an outsourced 5-star consumer 'Customer Engagement' centre, introducing freephone numbers on all BAT cigarette packs to delight customers and build brand values.

Responsible for all Consumer and Trade Market Research and Planning for leading brands such as Marlboro, Dunhill, Rothmans. Team of 6; budget of £4m pa

Resposible for all Rothmans Consumer Reaserch - team of 2; budget £2m pa