David Mcdermott Email & Phone Number

Melbourne, Vic, Au

Melbourne, Victoria, Australia

Responsible for building the strategic plans for the $125M SCHMACKOS®, MY DOG® and DENTASTIX® brand portfolios in Australia. Accountable for delivering the portfolio P&Ls including volume, share, revenue, and gross margin KPIs, alongside 5yr innovation pipeline leadership.• SiC role to Portfolio Marketing Director.• Accountable for brand media strategies and communication plans.• Accountable for portfolio pricing and promotional plans.• Accountable for E2E full marketing mix management of the SCHMACKOS® brand.• Dotted Line Management role within team of Brand and Acceleration Managers.Achievements • Galvanised and led a 20+ Associate cross-functional Team to deliver a $16M innovation ‘sprint’ in 4 months, including regular presentations to Senior Leadership Teams.• Designed 4 year 2027+ innovation pipeline for Dog C&Ts including breakthrough initiatives to stretch brands into must-win tailwind occasions.• Led the design and execution of the SCHMACKOS® brand strategy including visual brand identity rollout and transformation of brand partnerships and sustainability agendas.• Two-month Interim Portfolio Director responsibility including Leadership Team representation of full C&Ts portfolio and direct Team management.

Melbourne, Victoria, Australia

Responsible for building the strategic plans for the $200M DINE® and WHISKAS® brand portfolios in Australia. Accountable for delivering the portfolio P&Ls including volume, share, revenue and gross margin KPIs, alongside 5yr innovation pipeline leadership.• SiC role to Portfolio Marketing Director.• Accountable for brand media strategies and communication plans.• Accountable for portfolio pricing and promotional plans.• Accountable for deploying global innovation pipeline and local commercialisation.• Dotted Line Management role within team of Brand and Acceleration Managers.Achievements:• Awarded Mars Marketer of the Year for turning around the Cat portfolio and ‘winning the wet cat battle,’ a bedrock of the business’ growth strategy.o 2022 Mars Cat +20% value sales, returning to #1 manufacturer in Australia.o 2022 DINE® +25% value sales, growing +$26 million to be the #1 Single Serve brand in Australian Grocery.• Aligned sustainability strategy and sustainably sourced fish logo roll-out across core DINE®seafood products, driving category competitive advantage and recognised with Marine Stewardship Council (MSC) Awards.• Transformed brand communication programs through pursuing new media partnerships and heightening digital-first relevance with targeted pet parent audience.• Launched 2 innovation platforms; DINE® Pulled Menu and Classic Collection Pouch, generating a combined $5 million retail sales in 5 months and recognised as the biggest Cat launches in Australia in over 3 years.• Designed and implemented a Speciality Channel specific strategy, doubling the DINE®business and growing record share in a must-win customer channel.

Sydney, New South Wales, Australia

Melbourne, Victoria, Australia

• Full P&L, commercial and 4-2-1 management of $150m Cadbury Sharepacks and Baking ranges in Australia and New Zealand.• Led the strategic transformation of the Sharepacks category, covering range, eat-state and format revitalization, PPA and profit optimization.• Accountable for the innovation pipeline and activation of Cadbury’s ‘big bet’ Breakthrough wellbeing portfolio, deploying data and insights to drive the brand into new demand spaces and occasions for growth. Launched Really Nutty and Simply Smooshed NPD in April 2020.• Accountable for $20M Halloween activation and 2020 COVID-19 activation, pivoting from traditional rituals and driving new consumer behavior in the season.• Accountable for developing brand world and purpose for Cadbury Baking portfolio, including positioning, visual identity and partnership communications programme to drive relevance and penetration with growth consumers. Retuned Cadbury Baking to #1 manufacturer in 2021.• Line Management of Assistant Brand Manager including coaching, personal development and objective planning.

Uxbridge, Greater London, United Kingdom

• Full P&L and pricing management of complex £60m Kids portfolio, covering iconic heritage brands including Freddo, Buttons, Curly Wurly, Fudge and Chomp. Recognised with MDLZ regional and global gold awards for ‘Best Innovation Launch’• Led the launch, commercialization and external engagement of Cadbury’s 2019 big bet innovation, Freddo Treasures, bringing together Cadbury Dairy Milk Buttons and toy in a treasure chest. Landed full forecast and 5-star activations across major UK retailers. Awarded internal Values in Action and Manager’s awards for the plan. • Led the through-the-line development of annual Cadbury kids’ campaigns: 2017 £4m ‘Adopt a Cow,’ educating consumers of the provenance of the milk in Cadbury Dairy Milk by encouraging them to adopt a Cadbury cow. The campaign drove brand health scores, share and penetration, and 296 pieces of PR. Recognised with ‘best integrated campaign’ Europe fearless internal marketing award. • 2018 £4m ‘Freddo and the Missing Hop’ equity campaign awakened Freddo’s fun and adventurous spirit in his first comic book adventure, activated across OOH, digital, experiential and partnerships.• Led the development of the turnaround growth strategy, including building and managing the 4:2:1 innovation pipeline with global and regional cross-functional teams.• Line Management of Graduate Brand Executive including coaching, personal development and objective planning.

London, United Kingdom

• Co-delivered the groundbreaking £10m master Cadbury Christmas campaign, storytelling Cadbury’s role at Christmas across multiple touch-points including TVC, social, digital, PR. • Managed the execution of 24 experiential events to supercharge the 24 day countdown of December and supported the delivery of 2 additional real-time TV ads. • Responsible for developing and approving social content and landing the campaign partnership with Global Radio (Capital and Heart FM) including the development of extensive radio content and listener competitions. Total campaign result was the ‘most loved Christmas ad’ of 2015 (Millward Brown) an internal European ‘Marketing Excellence Award,’ for the ‘Best Integrated Campaign,’ a global internal fearless marketing award for the ‘most creative use of media.’ Cadbury Christmas +2% growth.• Extensive agency management spanning production, PR, media, content, design and digital. Constructively challenging responses to drive excellence.• Full P&L and pricing management of Halloween portfolio.• Responsible for collaborating with central innovation teams to develop and optimize future new product launches.• Responsible for building, presenting and collaborating with sales colleagues to pitch the Cadbury 2016 Christmas strategy to multiple major accounts.• Accountable for developing Cadbury Christmas activation plans with key accounts.• Line Management of Brand Executive including coaching, personal development and objective planning.

Copenhagen Area, Denmark

London Area, United Kingdom

Manchester, United Kingdom

-Responsible for the £0.9m Green & Black’s portfolio, improved ROS of range by introducing promotional activity and partnering with ‘Great British Bake Off’ activation.-Accountable for the building of category based range recommendations for the All Year Round mini-seasons (Valentine’s Day, Mother’s Day, Father’s Day, Thank You Teacher). The result was increased presence of Mondelez SKUs in the season and double-digit year on year growth for Valentine’s Day at Co-op. -Led the tracking and internal reporting of Co-op’s weekly sales performance during Easter 2015, calling out all opportunities and risks to the plan. The result was a clean exit to the season and minimal residual clearance.-Accountable for reconciling outstanding invalid payments with Co-op.-Responsible for attending monthly Mondelez / Co-op ‘Promotional Alignment Meetings’ as Mondelez commercial representation to align promotional forecasts with the customer.-Responsible for extensive customer relationship projects and embedding best in class practices amongst the Account Management team.-Responsible for supporting the forecasting of the £51m Together Time portfolio.

London, United Kingdom

-Responsible for numerous product optimization projects.-Supported the connections planning of the Cadbury Dairy Milk master ‘Office’ campaign including TV, outdoor, PR, online, viral content, digital, social, in-store. Responsible for writing and approving social content and managing the development of the supporting digital app. The result was an internal Global and European ‘Marketing Excellence Award,’ for the ‘Best Overall Plan.’-Responsible for scripting, briefing, and reviewing various NPD / campaign evaluation videos and sharing with internal teams.-Accountable for the re-launch of Cadbury Dairy Milk Strawberries & Crème and the P&L of the SKU..-Extensive agency management and cross-functional working.-Led the outreach and PR Strategy for Cadbury Dairy Milk personalized bars. On a shoestring budget bars were targeted to talent at specific events, the result was Victoria Beckham tweeting a bar to 7 million followers.-Supported the mobile on pack engagement strategy by implementing QR codes on pack. Responsible for approving platform content and tracking engagement. Strong ROI and external recognition, awarded The Drum’s Mobile Marketing Award.-Accountable for KPI tracking and reporting brand performance and market insights, shared on a monthly basis with the team.-Excellent budget management skills (£20m annual budget).

London, United Kingdom

-Supported the category team in meeting annual volume and revenue targets.-Responsible for producing extensive reports using technical forecasting software to both support Account Managers and supply colleagues to influence accurate demand and stock production of the cheese and grocery portfolio to avoid shortfalls and wastage.-Responsible for leading monthly forecast surgeries to understand opportunities and risks to promotional plans to influence the monthly category volume call.-Supported the development of category development tools including distribution target models for NPD to facilitate planning.-Extensive Nielsen Answers training.

-Accountable for a territory of 120 retailers and hitting period sales targets.-Responsible for completing twice-monthly visits to each account on the territory and plugging any distribution gaps by selling in key SKUs and NPD.-Top 5 Crème Egg salesperson in London.

Durham, United Kingdom

Secured funding from college Alumni through co-ordinating various event weekends and steering the production of the annual Alumni magazine, 'Hippocampus.' Liaised with top employers including Accenture, Ernst & Young and Sainsbury's to implement regular career talks and C.V. workshops. Ran the annual summer and winter balls, spearheaded graduation week celebrations and directed the allocation of the college bar's profits.Headed up Trevelyan College JCR committee 10-11, sat on the Executive committee 10-11, Special Projects committee 10-11, JCR/College Officers committee 10-11, Financial committee 10-11, Library committee 09-10, Buttery Shop committee 10-11 and Trevelyan College Council.

Ba (Hons), Geography, 2.1, 66%

Activities and Societies: - Junior Common Room Vice-President, 2010-2011. - Senior Server, Trevelyan College Bar, 2009-2010. - Alcohol.

Geography, History, English Literature, Business Studies

Education record

11 GCSE passes (A*-C)

Education record