- Brand Launch and Market Positioning: Launched FAFF, a direct-to-consumer specialty coffee brand, strategically positioning it within the underserved coffee bag category using deep market insights and consumer behavior analysis.- E-commerce and Digital Marketing: Established a strong online presence, driving brand visibility and sales through targeted digital marketing strategies, including social media campaigns, influencer partnerships, email marketing, and Amazon Marketplace management.- B2B Partnerships and Expansion: Successfully expanded FAFF’s reach by securing B2B partnerships, including placement in Brewdog hotels, enhancing brand credibility and exposure within the hospitality sector.

- Market Gap Identification: Recognised a gap in the market for a children’s sleep trainer clock, leading to the successful launch and positioning of the Zeepy brand to meet evolving consumer needs.- Amazon Sales Leadership: Drove Zeepy to become the No.1 best-selling sleep training clock on Amazon within five months through targeted strategic initiatives.- Brand Development: Crafted a compelling brand identity for Zeepy, resonating with target demographics and boosting customer engagement.- Digital Marketing Strategy: Implemented a comprehensive digital marketing plan, integrating on and off-Amazon efforts including SEO, PPC, social media, and influencer marketing to enhance brand visibility and drive sales.

- Amazon Marketplace Strategy: Developed and implemented Amazon marketplace strategies for 16 brands across FMCG sectors, including pet care, household goods, and baby products, driving significant sales growth through data-driven decision-making and optimised search efforts.- Commercial Strategy: Designed and managed commercial strategies on Amazon, enhancing profitability through efficient value chain creation and P&L management.- Collaboration and Insights: Provided clients with data-driven insights and strategic guidance on new product development and supply chain optimisation.- Product Listing Optimisation: Led the overhaul of Amazon listings, improving brand presentation and conversion rates through targeted SEO and enhanced content.- Team Development: Built and scaled a dynamic team, establishing robust SOPs to ensure quality and operational efficiency across diverse client projects.

- Product Development - I lead technical, brand and marketing development of new products, specialising in the beverage sector. I've successfully steered the product development process from concept to market, managing elements like recipe design, supplier & manufacturer sourcing, and value chain design. - Marketing Strategy - Lead brand and marketing strategy to ensure a successful launch into market and I'm also active post-launch sales and marketing initiatives, ensuring the successful market reception of our products.

- Innovative Product Development: Spearheaded the creation and launch of several new coffee products, including two pioneering RTD Cold Brew Coffee lines, contributing to significant market interest and revenue growth.- Sustainability Leadership: Led the initiative to develop and implement a sustainable packaging solution, introducing a paper-based option that aligned with Union's commitment to environmental responsibility and resonated with eco-conscious consumers.- Supply Chain Management: Collaborated with manufacturers and coordinated complex supply chains to ensure seamless production and timely product launches, enhancing operational efficiency.- Data-Driven Insights: Utilised market trends and customer data to inform product development and positioning, ensuring our offerings met market demands and supported the brand's growth objectives.- Cross-Functional Leadership: Directed a multi-disciplinary team across sales, marketing, supply chain, and finance. Reported directly to the executive board, providing strategic insights that shaped the company’s growth trajectory.

At Brew Lab, I didn’t just build a coffee shop; I created a community that became an integral part of Edinburgh's cultural and coffee scene. Our vision was to go beyond serving exceptional coffee—we aimed to foster a space where people could connect, collaborate, and be inspired.Transforming a City’s Coffee Culture:In a city where speciality coffee was virtually unheard of, Brew Lab set out to change perceptions and introduce Edinburgh to coffee as a culinary art. We were inspired by London’s emerging coffee scene and brought that passion for innovation and quality back to Edinburgh.Creating an Institution:Over the years, Brew Lab evolved into a cultural institution, becoming a hub for creatives, students, professionals, and coffee enthusiasts. Events like the Scottish Aeropress Championships helped cement our status as a central meeting place for Edinburgh’s coffee community.Lessons Learned:Vision and Innovation: Embracing trends like speciality coffee and cold brew early on set us apart.Building a Community: Brew Lab was where friendships were formed, ideas were exchanged, and the community gathered.Brand, Design and Atmosphere: The industrial chic interior and unique service model all formed part of a cohesive brand identity created a compelling brand experience.Strategic Partnerships: Equity investment from BrewDog and aquisition by Union Hand-Roasted Coffee were pivotal in our growth.Resilience and Adaptation: Challenges, such as the closure of our West End location, taught us the importance of resilience and market fit. As Brew Lab closes its doors, it leaves behind a legacy of community, innovation, and the impact that a shared passion can have on a city. The lessons learned from building Brew Lab continue to guide me in future ventures.

- Social Media Strategy - Developed social media strategies for clients including Sky, npower, redspottedhanky, McDonald Hotels.- Social Media Management - Managed social media platforms for clients ensuring on point brand messaging consistency and community engagement. - Reputation Management - Developed the reputation management whitepaper for bigmouthmedia and lead the production of reputation management reports.

Over the course of six years, I built and managed a successful open mic night that became a cornerstone of the local music scene. The event moved through three different venues, each time growing and fostering a vibrant, talented, and close-knit community of musicians and music lovers.This experience taught me invaluable lessons in confidence, resilience, and community building. Getting up in front of a pub full of people with just a guitar and my voice, and interrupting their night challenged me to step out of my comfort zone, and it’s an experience that has deeply shaped my approach to leadership and public engagement.I’m proud to have created a space where countless connections were made, and where artists felt encouraged and supported to share their craft.

As the first Trunki hire I was responsible for developing a digital marketing strategy, managing sales and business development.