Danielle Wilkinson Email & Phone Number

Greenville-Spartanburg-Anderson, South Carolina Area

Bristol, United Kingdom

• Reporting to the MD, responsible for brand creation, all PR & communications, channel marketing, new product development, existing product development, new restaurant rollout and the food technical team. Creative team.
• Managed a multi-disciplinary team to deliver 7M units of sales annually.
• Responsible for range planning, joint business planning with the big 5 groceries and qualifying, developing and launching all new products.
• Led innovation initiatives resulting in 3 significant product categories listed nationally in grocery - Gluten Free, Vegan and Snacks. Gluten Free and Vegan were first-to-market in the premium branded category..
• Launched Deliveroo, UberEats and direct delivery in all restaurants to capture the at-home market which delivered 30% incremental revenue.
• Re-launched the brand in 2019, with a full value proposition and a strong focus on sustainability. Launched new grocery packaging which was 100% plastic free and gained endorsement from A Plastic Planet. Also gained.

Bristol, United Kingdom

• One of 7 members of the board reporting to the chair (P&G). Responsible for growing brand equity, gross margin improvement, risks & opportunities, and product & commercial innovation.
• Responsible for supercharging the business to hit a 3-year EBITDA glide path.
• Developed and delivered a high level ‘OGSM’ strategy for the business (5-year road map).
• Responsible for delivering business performance, whilst ensuring delivery of a consumer-centric strategy.
• One of two female board members.

Bristol, United Kingdom

• Set the marketing strategy for each strategic channel to deliver forecasted sales growth. Channels included: Restaurants, brand licenses (franchise), supermarkets (multiples) and events.
• Delivered Pieminister’s growth plans through leading Innovation and NPD. Contributed to the long-term strategic vision for product and commercial innovation at Pieminister. Responsible for developing & implementing.
• Responsible for new restaurant rollout and launching new restaurants. 20 sites across the UK. Seasonal menu development and review of proposition and menu offer.
• Analyzed performance of all products across key channels including range planning and long-tail reviews of core products, to reduce SKU count and improve overall efficiency.
• Presented to supermarket (FMCG) buyers on innovation and range / category planning on new products. Work closely with sales on joint business planning and shopper marketing.
• Drove brand equity to achieve brand valuation goals and equity measures.

Malmesbury

• Global lead for all social media across Dyson.
• Defined the global social media strategy for Dyson, focusing on platform rollout, generating social content that generates millions of views, intervening in conversations to convert customers, driving influencer.
• Set and delivered the global digital strategy for NPD including online marketing and the shopper journey, Dyson websites, SEM, CRM, owner experience and social media.
• Led a global product recall of over 1 million Dyson fans, through social media, managing the reputation of the business and ensuring customers got a new fan quickly.
• Drove the business value of social, adding a direct bottom line contribution by increasing organic search and reducing paid for search, through the use of social content and platforms.
• Introduced listening, engaging and publishing tools across the business.

Malmesbury, United Kingdom

• Launched the Dyson brand in China and led the Weibo and YouKu strategy. Was also the senior Digital lead on this project.
• Launched 13 new products across 60 countries using social media.
• Developed an online customer service function via social media in 10 Dyson markets.
• Defined social media analytics and key performance metrics for Dyson globally.
• Launched global and local social media platforms for Dyson including 30+ YouTube channels, Twitter handles, Facebook, Instagram plus Weibo, YouKu, WeChat,
• Set the content strategy for social media, delivering innovative videos and creative engineering content.

London, United Kingdom

• Set the PR and social media strategy for Dyson external communications in 9 markets.
• Developed a traditional PR strategy including securing broadcast, print, opinion pieces, product PR, launch events and internal communications.
• Defined the Dyson tone of voice across social media outlets.
• Developed a PR key online influencer strategy (bloggers, forums, influencers) across markets.
• Established universal metrics to measure online PR and social media conversations.
• Responsible for customer service online in the UK and US to interact with consumers via Twitter, Facebook and online forums.

Greater Chicago Area

Relocated to the US to launch the Dyson Airblade and set the consumer strategy for the US market. Set up and led research with the Massachusetts Institute of Technology (MIT), to pioneer a new standard of life cycle assessment for a product. Worked with R&D, CSR and PR to deliver environmentally responsible engineering public speaking platform for the US.

Malmesbury, United Kingdom

Launched the first Dyson Airblade hand dryer in the UK (a brand-new category to Dyson). Set the consumer marketing strategy for a B2B product. Drove awareness of the Dyson hand dryer from 4 to 24% in the UK. Led live events and delivered a range of customer-facing communications to support direct sales and trade marketing.

Cardiff, United Kingdom

Marketing manager for central shopping area in Cardiff. Set and implemented the marketing strategy promoting Cardiff as the number one shopping destination, including TV advertising, retailer engagement, digital, live events and PR.

Bristol, United Kingdom

Promoted Bristol Shopping & Cabot Circus during the £500m re-development of the city centre, delivering the UK’s first capital improvement business improvement district (BID).

Cim Diploma, Communications, Advertising And Marketing, Merit

Master Of Arts - Ma, Marketing, Distinction (1St)

Bachelor Of Arts - Ba, Economics Anf Marketing, 2:1