Leading Carrefour’s central marketing function with responsibility for long term brand strategy, working closely with 17 markets across the MENA region to set strategic direction and develop annual marketing plans to drive growth. I manage a team of 35 marketers and creatives across brand, performance marketing, social media and an internal creative studio, creating 360 occasion-based campaigns for key selling periods such as Ramadan, as well as long term strategic programs to leverage key consumer trends, such as Choose Better in the health & wellness space.

A newly created global role to drive brand building & performance marketing best practice across Entain’s portfolio of 30+ brands, including Ladbrokes, Coral and bwin, working with Regional teams to raise the collective bar of our Marketing, both strategically and creatively. I also lead Entain’s in-house creative agency, responsible for the delivery of brand strategy & creative assets to global markets. • Built & delivered a new global program to enhance marketing skills and capability across Entain’s 300+ community of brand and performance marketers to make Entain's £700m annual marketing spend work harder & drive accelerated brand growth• Re-structured Entain’s 150-people internal creative agency to drive efficiency & effectiveness gains• Developed a new global process for selecting, negotiating, activating & evaluating Sponsorship deals to rationalise and optimise Entain’s global £100m sponsorship portfolio• Led the creation of a global Brand Positioning for bwin for the first time, embedding this in all key bwin markets, and built a new brand campaign for Europe for the 2023-24 football season

A newly created role to drive forward Diageo’s ambition to become the #1 global luxury whisky player. I led a team of six, working with the key luxury markets, global whisky brand teams, innovation and supply chain to design & implement a new Luxury Blueprint (written with McKinsey) to unlock a doubling of our growth potential to £1bn by 2025, including testing new luxury opportunities such as NFTs.

Led a team of six, responsible for the global P&L, marketing strategy and innovation pipeline for Diageo's Single Malts portfolio, including The Singleton, Talisker, Mortlach & Lagavulin along with Luxury Malts such as Brora. • In F21, delivered value share growth on each of our key Malt brands along with +11% NSV growth vs PY • Successfully launched global luxury innovations such as Talisker 43YO, Singleton 54YO and 2021's Special Releases collection: 'Fables Untold'• Developed new creative platforms for The Singleton (This Will Be Good) and Talisker (One for the Sea) that unlocked a further +17% growth in F22

Co-led the transformation plan that completely re-set Johnnie Walker’s brand strategy & growth drivers for 2019 onwards and led to double-digit sales growth for 3 three consecutive years in F21-23 (F21: +12%, F22: +34%, F23: +15%). Led a team of six, responsible for the brand’s global product portfolio (including luxury), global gifting programs, product innovation strategy & pipeline delivery and our 200th Anniversary celebrations. • Led global execution of Game of Thrones ‘White Walker’ partnership, contributing an incremental +£65m NSV in F19, and another +£32m from the development & launch of GoT ‘Song of Ice & Fire’ in F20• Led & implemented our 200th Anniversary celebrations, including 4 x luxury Limited Editions (+£25m NSV) and a disruptive 360 ‘Icons’ campaign on Red, Black & Gold Label that consistently won value share across global markets in Jul-Dec 2020 to support post-CV19 recovery• Fashioned & embedded a new global innovation strategy and led the development of a disruptive new diffusion line (‘Johnnie’) to recruit younger, non-Scotch drinkers, tested globally from Mar 2021 and formally launched in Oct 2022

Led a team of eight to develop and deliver the Guinness portfolio marketing plan for Europe. Launched a multi-channel Cannes Lion-winning campaign, ‘Compton Cowboys’, in GB & Ireland and a new Rugby campaign, ‘Liberty Fields,’ celebrating women in rugby for the 2019 Rugby World Cup. Managed all aspects of the Guinness brand including P&L, comms, rugby & other scale occasions, media planning & budgets. • Best NSV performance in a decade in GB, Ireland and Europe, delivering +6% NSV for Total Europe in F18, winning value share in 5 out of 6 channels in GB, ROI and NI• Designed, won funding for & led cross-functional implementation of a new city-focused Guinness On Trade expansion strategy in GB that delivered +0.4% value share growth in 8 implementation cities in F18

Managed a team of five, delivering the Guinness Europe marketing strategy for H2 F17 including 6 Nations Rugby and Guinness PRO12 Rugby activations. Launched a new GAA campaign in Ireland, going on TV for the first time in a decade, helping Guinness Europe to +2.5% NSV vs PY.

Responsible for leading the Asia Pacific & Latin America strategic agenda for Guinness, working closely with senior management in market to deliver growth ahead of global beer market expectations. Turned around APAC performance to achieve +7% NSV in F16, with Malaysia & Singapore (3rd Party Operations) also delivering Plan. • Created new meaning for Guinness through distinctive TTL campaigns, 'Together We Are More' in Indonesia bringing brand back to growth in F16, and 'Taste of Black' that helped Korea remain the fastest growing Guinness market globally• Delivered further re-appraisal of Guinness through packaging innovations that used deep consumer insight to create culturally relevant Ltd Editions at scale in Malaysia & Indonesia, driving +10% growth vs PY• Led the productivity agenda by working closely with Supply to optimise COGS to accelerate bottom line growth e.g. £1m COGS savings identified for Korea F16-18

Delivered consistent revenue growth for Finish detergents in Europe, providing strategic direction to local markets & business analysis to senior management. Led cross-functional projects to grow revenue, gross margin and market share, including new product development, cost optimisation, advertising and digital programmes. • Developed Finish’s strategy to win in Gels, the fastest-growing detergent segment, leading a cross-functional team to launch a new Gel Detergent range in Europe, finding a way to shorten launch timing in Italy from 12 to 6 months and achieve an aggressive gross margin target• Delivered new dishwasher sales growth above target in key long term growth markets – Russia, Poland, Turkey and Australia – by developing joint marketing programs with leading dishwasher manufacturers • Developed Finish’s digital strategy, launching first ever eCRM programs in Italy & Australia, re-developing and search-optimising all Finish websites, and creating our social media strategy & content

Responsibility for all aspects of the marketing mix including brand strategy & positioning, consumer research, brand communications and product innovation. Led the Marketing team and worked closely with Sales to meet aggressive growth targets, creating campaigns to promote new dairy products and support the existing portfolio. • Launched Sudan’s first ever pasteurised packed fresh milk as part of a strategy to convert the country to packed milk, supported by a TTL US$2m marketing & education campaign to drive awareness & trial • Worked with international agencies Kantar Retail (WPP) & Synovate, to develop new Capo brand positioning and a 3-year brand strategy to drive accelerated growth of the business• Delivered +24% revenue growth in 2011 by launching new yoghurt packaging, new UHT milk pack sizes and a range of children’s flavoured yoghurts, all supported by integrated marketing campaigns

Managed Reevoo’s commercial relationships with 85 partners, working closely with the e-Commerce and Digital Marketing Managers of some of the UK’s largest electrical retailers and manufacturers, to help them increase online conversion and drive incremental sales. Worked closely with the technology development team to create innovative new digital products for our partners, providing further ways to increase their online sales. Managed the sales & marketing team and supported the expansion of the Reevoo service into Europe.

Managed distribution partnerships in 39 international markets, developing & leading Firefly’s sales, marketing & pricing strategies, growing international revenue +15% in first 12 months. Opened six new markets in 2008, adding +8% revenue and successfully negotiated two price increases with all distributors. Worked in partnership with UK marketing manager to devise new brand strategy and executed marketing campaigns in UK and internationally.

Initially shadowed senior managers working on projects such as a cargo joint venture between Air Hong Kong and DHL to provide overnight delivery services across the Asian region and building a new web portal for Indian travel agents. Promoted to lead a team of 12 analysts responsible for managing £10m of weekly sales and maximising revenue across the airline’s SE Asian & North American network. Responsible for reviewing sales data and reacting quickly to events ensuring sales targets were met. Worked closely with marketing and frequent-flyer teams, implementing more effective marketing & promotional campaigns, reducing millions of dollars of wasteful spending.

The No Campaign was a multi-million pound independent anti-single currency pressure group from 2000-2003. Managed campaign relationship with donors and led recruitment of business supporters. Assisted with development of advertising campaign ideas and organised large scale promotional events.