Managing research and strategy for Dettol, the biggest brand at Reckitt.

In this brief stint with Unilever's Beauty & Personal Care Division, I looked after Simple, AHC and new brand launches inside the Skincare category. In particular, I validated the launch campaign of a new brand in the USA, and I led explorative research in the antibacterial benefit space and Pharma channel in the UK.

During this brief maternity cover I managed research & measurement for all data-driven marketing and digital communication inside Unilever's Home Care Division. I also looked after a key disruptive innovation Home Care project.

At leading FMCG company Unilever I was part of the Consumer & Market Insights function (CMI), the most innovative market research department worldwide according to GreenBook’s GRIT Report. - Single-handedly leading full cycle of content creation for Omo / Persil / Skip, Comfort, Snuggle, Sunlight and the Unilever megabrand. - Pre-creative brief insight generation, developmental research, pre-testing, live digital testing, live digital creative optimisation. Leverage meta-learnings, category, competitor and market landscape in project recommendations and always provide a point of view before and after content creation. Experimenting with some of the most innovative research methodologies, including artificial intelligence-based research, neurological evaluation, live testing and social listening. - Working on highly strategic brand building projects (i.e. brand architecture, proposition, purpose). - Developing and landing insightful research pieces at scale with the brand teams and agency partners through videos, e-learning modules, newsletters and presentations to guide and inspire the brand teams to think and act differently. Achievements:- Top performer, assessed among the best 25% of Unilever employees worldwide for three years in a row. Received a letter of recognition by the CMI Leadership Team and the CMI Executive Vice-President Stan Sthanunathan in November 2018, for helping to drive excellence and creativity in research. - Advised the creative development of some of the best pre-testing advertising campaigns ever in one of our main markets. - Developed and delivered some of the most creative and engaging presentations in the team; in particular, a five-minute video presenting a study I conducted on ultra-short Facebook formats, which the CMI EVP even showcased to the company’s CMCO. - Speaker at the 2019 ESOMAR Client Summit, where I talked about artificial intelligence and its applications in advertising market research.

- Clients: an international non-governmental organisation; a top three global tobacco company. - Other functions: digital IP development; new business (Insurance, Beverage, Hospitality, Automotive). Having successfully led insight mining and strategy on a number of Client projects, I made a diagonal move to the Strategy department, as the company’s Insights Manager. This role put me at the heart of strategy generation, and saw me reporting directly to the Chief Strategy Officer. - Contributed to successful $1 million Counter-extremism pitch. Managed two junior researchers and led insight mining in Europe and Africa. The work resulted in the second most successful Counter-extremism campaign ever. - Managed six linguists and led insight mining and insight identification for a behaviour change campaign targeting smokers in Europe and Asia. Co-led product management. The project included in-store / shopper communication. - Co-led the digitisation of the agency’s IP, the insight tool Rapid Audience Insights Diagnostic (RAID®). - Developed, managed and delivered a research project about the language of big British retailers over Christmas, illustrating how RAID® can help brands stand out and communicate more effectively by decoding an audience’s psychology through their language and behaviour. In three weeks I found a research partner, created and ran a survey on a sample of 250 respondents, analysed the 12 main 2016 retailer Christmas campaigns and developed an online smoke test service.

- Clients: a top three global tobacco company. I came to Verbalisation to work on their largest Client, reporting directly to the Business Director, enticed by the company’s innovative proposition and strategic prowess. Three months and I’ve found myself achieving a move to the Strategy department, as a result of outstanding strategic contribution. - Developed and pitched proposals to Clients. - Led consumer & market insight mining and wrote creative briefs for in-store and trade projects. - Operations, financial administration, fee negotiation.

- Clients: Kellogg’s (Master Brand, Corn Flakes, Nutri-Grain, Rice Krispies Squares, Muesli, Ancient Legends); Procter & Gamble (Daz, Fairy Non Bio, Dash). Varied, fast-paced and demanding mid-management role on two of the agency’s key Clients, reporting to the Board Account Director and managing an Account Executive. - Managed and delivered Fairy Non Bio’s ‘The Power of Soft’ campaign, one of P&G’s campaigns with the highest ROI ever. The video ‘Learning to Hug’ became the single most engaged piece of branded content in the UK on Father’s Day 2015 with over four million views, and the single most engaged piece of branded content ever in P&G’s Fabric Care category. - Developed, delivered and ran fully integrated regional and local campaigns in the UK, Continental Europe and the Middle East, single-handedly managing the production and adaptation of ATL, BTL and TTL creative deliverables. - Developed and managed the agency’s work experience scheme.

Clients: - Procter & Gamble (Always, Tampax, Clearblue, Daz, Fairy Non Bio, Dash, Bonux, Dreft, Gama); Philip Morris International (Marlboro); new business (Bacardi). Worked on global and regional ATL, shopper and digital campaigns; notably, contributed to the development of Clearblue’s global online presence, and single-handedly managed the brand website and its localisations in a number of markets internationally. - Contributed to the development of the Laundry Guru toolkit, the single largest P&G shopper initiative ever on the Fabric Care portfolio. Supported Planning Director with research and insight mining. - Supported Global Planning Director on two experiential projects on Marlboro’s motorsport sponsorship. - Assessed among the best 3% of Leo Burnett employees worldwide in 2011 / 12. - Singled out by name in Procter & Gamble’s 2011 / 12 agency evaluation.