Fiona Lomas Email & Phone Number

Royal Leamington Spa, Gb

Leamington Spa, England, United Kingdom

As Founder and Brand Strategy Consultant at The Brand Detectives Ltd, a strategy consultancy based in the Midlands, I work with brands across the UK and Europe to solve tough marketing challenges, hunt for growth and innovation opportunities and act as a back-up unit for key marketing projects.

Coventry, England, United Kingdom

Undergraduate & Postgraduate Lecturer (FHEA) in brand, marketing and communications strategy.During my time working in the School of Marketing and Management I have held a number of school roles: Course Director for BA International Marketing & BA International Digital Marketing; Talent & Employability Lead for Marketing; & CIM Accredited Degree & Accredited Study Centre Lead

Market Harborough, Leicestershire. Uk

Member of the UK Nature’s Store Food Group Management Board. Responsible for leading the marketing strategy, product development and communications for Group brands, including Nature's Store.

Hamburg Area, Germany

• Led global product and communications strategy development for the sun care category.• Developed global assortment strategy & managed rollout to optimise both country & global-level assortments. • Led 2016 sun season, including successful NPD launch, core range relaunch & communication development, inc. the first global digital assets package.• Country-lead for UK, Nordics, Middle East, Africa & APAC. Collaborating with regional marketing & R&D to optimise pipelines, & with markets to drive in-season growth.• Reported to Global Corporate Marketing Director

Hamburg Area, Germany

Key Responsibilities:• Led the global facial wipes relaunch, incl. 3D pack redesign development & country implementation.• Developed global pricing & promotions growth strategy & strategic framework, incl. launch to identified focus markets, delivering significant growth in global wipes performance. • Established long-term wipes pipeline plans and global promotional pack strategy.

S.E. Asia / Australia / Usa

Birmingham, United Kingdom

Key Responsibilities:• Led the development and implementation of the portfolio strategy for Kids, Bars and On-The-Go across the full marketing mix.• Portfolio leadership including product life cycle, innovation delivery, COGS & margin management.• Delivery of the communication plans across the portfolio including creative development, execution and monitoring.• Management of the digital and PR strategy and plans, agency management and best practice learning across the team.• Team management and talent development• Reported to Board Marketing DirectorInterim Brand Controller (Nov '13 - Mar '14) • Led the development and implementation of strategic brand plans across the All Year Round portfolio across the full marketing mix, including portfolio management, innovation delivery & management, COGS & margin management.• Management of the master brand communications strategy and plans, agency management, including creative development and packaging redesign.• Responsible for leadership, recruitment and development for team of six.

Leamington Spa, Warwickshire

• Pepperberry Clothing, the sister brand of multi-channel retailer Bravissimo, launched in 2011. Combined business turnover £45m, sold through owned stores, catalogue mail order and online. • Responsible for the development and implementation of annual multi-channel marketing plans and budget allocation to achieve ROI and growth targets. Over-delivered ROI target & delivered double digit revenue growth.• Leading the multi-channel integrated customer contact strategy to maximise sales, including the seasonal mail order catalogue (x5/yr.), promotions, email programme and social media, as well as driving customer acquisition online through advertising, retargeting, SEO, PPC and affiliates. • Led the development and launch of the Bravissimo/Pepperberry mobile-optimised website delivering a significant increase in conversion rate and triple digit growth in mobile traffic and revenue. • Optimised customer experience and sales performance online, including leading the redevelopment of online product reviews and launching guest checkout and quick shop functionality.• Managed a strategic review of the brand including conducting a multi-methodology market research project with customers and prospects. Subsequently developed and implemented a brand action plan to drive future growth, including a catalogue creative refresh which through A/B testing delivered incremental sales. On-going monitoring of competitor communication strategies and tactics and sharing learnings with the wider business.• Managing a team of two experienced Communications Managers and a graduate Marketing Executive. Supporting their career aspirations through strong development plans and succession planning.• Reported to Board Marketing Director

Northampton, United Kingdom

• Managed the development and implementation of brand strategy for AVON’s mass make up brand - AVON Colour worth $500m across EMEA, inc. portfolio performance management responsibility for a 400+ regional product line.• Drove regional development of an extensive range of new products, working closely with the regional product development matrix team and local and global brand marketing to identify and plug regional portfolio gaps. • Closely managing profitability of individual products through the stage gate process to grow category profit margins. • Led the regional development of 360 activation plans for major launches and influencing global advertising creative and communication plans for both on- and offline. Ensuring brand consistency in execution in key markets.• Responsible for balancing global & local needs of the business within the matrix structure, influencing local marketing teams to follow Global & Regional brand strategy while challenging Global Marketing to ensure regional market needs were met. • Line management responsibility for a team of two Brand Managers and one Assistant Brand Manager. Experience of recruitment, development planning and coaching. Led the annual placement student recruitment process.

Biggleswade, United Kingdom

• Led the TV copy update and media plan for the re-launch TV campaign across Ryvita Minis and Crispbread. Managed advertising creative brief development, gaining business approval and delivering subsequent agency briefing.• Managed x-functional team to deliver flavour innovation projects, including extensive trials, packaging artwork development and research to validate consumer acceptance and launch planning all to very short timelines.• Line Management responsibility for a high potential Assistant Brand Manager.

Cheltenham, United Kingdom

• Led the development and launch of a complete brand packaging redesign, including consumer testing, working with Product Change Management, design and advertising agencies, as well as manufacturing and packaging suppliers to deliver against the brief on time and in budget. Working closely with Finance and Sales to deliver the P&L plan.• Undertook a full business review to develop Dairylea Core (Spreads & Slices) business brand strategy to agree an annual plan aligned to the growth vision, including development of a pricing and promotional strategy. • Managed the integrated marketing communications strategy, based on a strong consumer insight, working with the cross-agency network to develop a through the line communication plan. Assisted the Marketing Manager in the development and implementation of TV creative and media plans. Championed the ‘no artificials’ message insight, which in implementation drove the turnaround on the Dairylea Core business. • Line Manager for an ambitious Assistant Brand Manager, where delegation and coaching were key.

Cheltenham, United Kingdom

• Responsible for leading the brand turnaround, including the media strategy, packaging redesign and product development, culminating in successfully returning the brand to growth and significantly over delivering the business objectives in revenue, profit and penetration terms. • Managed the strategy and execution of a multi-million pound integrated 360° re-launch campaign, including working with the advertising agency to develop, test and create the new TV advertising creative for launch, leading the media plan, creative development for a national poster campaign, Heart FM advent calendar radio promotion and trade PR.• Led x-functional innovation team to develop new products for re-launch and NPD pipeline, using leadership skills to gain support from the remotely based team, to ensure the project had the required focus within their priorities.

Birmingham, United Kingdom

• Responsible for formulating and driving UK Nivea Sun brand strategy including managing the effective allocation of a multi-million pound marketing budget and annual sales forecast development. • Key country consultant member of global NIVEA Sun innovation product expert team, representing local innovation needs and contributing to long term global innovation pipeline development.• Led communication strategy formulation and management of ATL, BTL and PR programmes and agencies, including developing bespoke ATL creative and adapting international creative for the UK market.• Managed category management projects and developing sales promotion strategy, ensuring brand objectives for product priorities, brand image and profitability were met in-store.• Led monthly business forecasting for NIVEA Sun working with Demand Planning and Sales Brand Champion.• Media Coordinator managing the UK media agency, monitoring performance in terms of efficiency and effectiveness of media buying and sharing integrated communications best practice throughout the international agency network.

Birmingham, United Kingdom

• NIVEA Bath Care: Working at a strategic level using scenario planning and analytic skills to challenge existing brand plans. Yearly brand planning and implementation, including new product launches, advertising, product and retail account strategies. Sales forecasting, profit control and internal marketing. Launch planning and implementation for NPD, including advertising development – resulted in significant over achievement of the sales budget.• NIVEA Deodorant: Management of Below-The-Line sampling, PR campaigns and ad hoc market research projects. • All NIVEA Personal Care: Advertising budget management and reporting, brand sales reporting and NPD launch/relaunch documentation origination and approval coordination.

Birmingham, United Kingdom

• National Accounts Development Assistant Boots the Chemist. Development and sell-in of first female Christmas gift packs for Boots resulting in significant orders being placed, set-up and maintenance of joint business monitors, managing Boots Skincare Advisor relationship, in-store Point Of Sale briefing/approval and one week Field Sales training.• Marketing Assistant NIVEA Sun & NIVEA Body. PR and Below-The-Line activity management, advertising budget control and reporting, packaging artwork coordination, monthly brand sales reporting, assisting the Brand Manager with annual brand planning.

Stuttgart Area, Germany

6 Month Work Placement in the German Channel Marketing Team.CeBIT Project Team AssistantSuccessful completion of placement required towards BA Hons / Diplom Betriebswirtin International Business Double Award Programme from University of Plymouth & University of Applied Sciences Dortmund.

Education record

Certificate (Level 5)

Msc

Mdip Cim

Ba (Hons)

Diplom Betriebswirtin

Post Graduate Certificate