• Developed the new WG&S approach to shopper marketing and led a change programme to embed this process across the business.• Developed the Hendrick's Gin shopper marketing & conversion strategy. Partnered with key markets to roll this out globally. • Developed omni-channel activation plans with prioritised touchpoints & tools to drive conversion in local markets.

• Ensured Tullamore DEW, as No. 2 brand globally, remained at forefront of Irish Whiskey revolution• Developed global strategy to grow revenue +6% (CAGR 2018 – 2021)• Led team to develop new global brand positioning, including testing brand proposition in global markets• Launched new brand positioning with disruptive new campaign in the USA, 2021• Led a team of 20 staff, including global marketing team of 6• Grew emotional affinity +15% in top three markets via global omni-channel communications campaign, scored in top 10% all ad campaigns tested in US and EMEA for enjoyment (Kantar Link Test)• Led strategic review and restructure of Distillery Experience - Transformed operating model, potential OPEX saving of >€1.5M in 3-years - Shaped vision and secured CAPEX for new immersive brand experience• Held full P&L responsibility 7-figure turnover for Visitor Experience

• Led innovation team for breakfast categories to launch new products, including healthy eating range• Pivotal role in development of new brand positioning, brand idea and brand identity• Managed rollout of new brand identity across consumer touchpoints (packaging x 100 SKUs)