Quality Meat Scotland (QMS) is an executive non-departmental public body of the Scottish Government responsible for helping the Scottish red meat sector improve its efficiency, sustainability, integrity and profitability and maximise its contribution to Scotland's economy - currently around £2.8bn. Our internationally recognised and approved assurance schemes cover over 90% of livestock farmed for red meat in Scotland. As part of the exec team leading the organisation, my Marketing Director role has overall responsibility for developing the strategy and activity to deliver our ‘provenance’ pillar to grow the market share of red meat from Scotland in local, national and international markets. This includes the promotion and evolution of the renowned Scotch Beef, Scotch Lamb and Specially Selected Pork brands, custodian of the QMS Quality Assurance schemes that underpin these iconic Scottish brands, and ensuring that all our consumer and category data and insight needs are met. The role interacts with a wide and diverse range of different stakeholders across the red meat supply chain and wider industry and, as the first role I’ve had in the public sector, is proving to be a fantastic learning opportunity.

After almost 30 years of running on the marketing treadmill and always being emma@somewheredotcom I decided to take some time off for a short career break and hit the pause/reset button. It felt brave to leave the security of a job at Nairn’s I’ve really enjoyed and I’ve contributed a lot to the business in the 8 years I spent there but I’d like my fifties to be the decade I can make a real difference by doing something new and learning again. A next move that genuinely has people and purpose at the heart of it was the goal. I started off with the rare opportunity to take the summer off and spend it with my daughter who was about to start high school with some traveling and other life goals thrown in too.My favourite poem in A level English was The Road Not Taken by Robert Frost. Our teachers Mr Kidd and Mr Benfield at Wolverhampton Grammar School told us that there would probably be a time in our life when what the poem meant might resonate….. “Two roads diverged in a wood and I - I took the one less travelled by, and that has made all the difference”.

Driven to learn and develop myself in a new sector/environment, I joined the operations board at Nairn's in 2015 after an enjoyable, long and successful career in the drinks industry. Nairn's has been through a period of transformational change which brought with it great opportunities both to lead and contribute to a number of functional and broader projects to support the company growth ambitions. During my time at Nairn’s, the business grew from £23m to £43m and has a headcount of around 220 - new product development and marketing activity were significant contributors to the growth in sales and profit. Leading the marketing, category and NPD teams, I was fully responsible for building and growing the brand leveraging all elements of the marketing mix, and the scoping and bringing to market of consumer-driven NPD opportunities. The profitable growth of our branded Gluten Free range was a key priority within my remit. Key highlights of projects I owned during my 8 years include developing and launching 40 new products (many of which were multi-award winning in accomplished schemes including Great Taste Awards, Free From Food Awards and the Great British Food Awards), driving the brand into the digital space and onto TV for the first time, and an end to end brand re-positioning and master brand design approach grounded in multi-layered consumer research (the latter was a career highlight for me for many reasons). In addition to managing a function, I sat on the Ops Board alongside the MD, FD, UK Sales Director, Head of Operations and Head of International Sales, which is responsible for driving the strategic leadership and growth agenda, and for the day to day operational running of the business and team. I was also responsible for Co-leading a cultural change initiative based on identifying and communicating the company vision, values and behaviours which was also a first for Nairn’s.

• Promoted 2009 to Marketing Controller as a result of an extensive leadership based selection process. Initially appointed to manage a diverse portfolio of 8 brands. Key brands included Sourz (the company’s fastest growing brand and rising star with long term NPD schedule, heavyweight marketing support and TV advertising), Sauza (the UK’s #2 tequila), After Shock (the original branded shot), Harveys (UK's #1 sherry), Cockburn's Port, Stolichynaya Premium Vodka, Bols Liqueurs and Brugal Rum. My role also managed the Innovation and NPD function and the Consumer Insight team. • Fully P&L responsible for a multi-million pound budget and tasked with leading the development, management and implementation of strategic marketing plans in the UK for my portfolio. This necessitated working closely with the brand owners and Agencies to ensure fit with global brand strategy. Responsibility for UK media buying & planning, ATL creative development, digital, PR and BTL brand activation.• An active part of the Marketing Leadership team managing the day to day running of department – one of 5 Controllers reporting into the Marketing Director.• Departmental champion for Training and Marcomms. Maintained and managed the Maxxium agency roster, and drive the sharing of best practice and high Marcomms standards across the department. Acted as editor of all Marketing award papers submitted by Maxxium UK. Developped an 18 module in house training programme run by myself and key suppliers to build overall capability and efficiency in all key areas. This training programme was shortlisted for Marketing Society Excellence Award• Various Senior Level Management Training Courses• Member of the Staff Consultation Group for two terms including during the formation of the Beam/TEG joint venture. • Served as a member of Marketing Society Scotland Council for three years • Wines & Spirits Educational Trust Diploma (B)

• Fully P&L responsible for the company’s lead brand and the UK’s #1 whisky – The Famous Grouse (plus sub-brands and NPD), alongside Highland Park, The Macallan and Glenrothes. In contrast to the Scotch portfolio, up until the end of July 03 I was the Senior Brand Manager responsible for the “High Energy” brands including After Shock, Vladivar Vodka, Bols Liqueurs, Galliano and Sourz.

At the time, the merger between Scottish & Newcastle and Courage created the UK’s second biggest brewer with a dynamic and prestigious portfolio of brands that included Foster’s, Miller, John Smith’s, McEwan’s and Kronenbourg. With a marketing department of c.60 and large budgets including TV ad spend and sponsorship, this gave me my first insight into classic FMCG marketing. Responsibilities and Achievements• Recruited to manage the re-launch of McEwan’s Lager. This included innovation in product and dispense, packaging re-design, PR, new TV advertising, through the line promotional activity (including direct mail) and sponsorship. My role involved managing a large number of agencies.• Transferred to work on Miller and involved in the development of the second series of the award winning “Miller Time” ad campaign and related through the line promotions.• Part of the project team tasked with the smooth introduction of Miller Genuine Draft into the Scottish Courage portfolio when the brand was moved across from Matthew Clark in 1997/98.• Latterly responsible for Foster’s Ice (all elements of brand planning and management of the marketing mix) and the NPD launch of Foster’s Amber (a smooth, nitrokeg premium lager) into the market which involved liquid and dispense development, design for on & off trade packaging, radio ads and on trade sampling and promotional programmes. Also integrated small premium portfolio of Australian beers into the UK portfolio.

One of Scotland’s best known and most creative advertising agencies, Leith provided me with first class experience on some high profile clients as well as gaining a sound grounding in all advertising related disciplines from some of the best creatives and planners in the business.Responsibilities and Achievements• Following a University placement, joined the Leith Agency as a graduate trainee with a full development programme covering all areas of advertising, research, media and client servicing.• Account management responsibility across a diverse portfolio of clients including Clydesdale Bank, The Bank of Scotland, ATS Tyre Services, Thistle Hotels, 20 20 Opticians, SECC and ScotRail with combined billings over £8m. Worked on a range of TV and radio ads, alongside more conventional print & outdoor media campaigns.• Development of creative briefs, budget planning and control, competitor analysis and all general account administration.• Regular visits to schools and universities to encourage students to think about Marketing as a career.