Matthew Graves Email & Phone Number

Saffron Walden, Gb

Hemel Hempstead, England, United Kingdom

High profile leadership role, heading up the Pepsi brand team in the UK with responsibility for both on and off trade, delivering £1.6bn+ RSV.

Slough, England, United Kingdom

• Asked to assist KP Snacks with a range of commercial and brand led initiatives across their KP Nuts, Tyrrells, McCoy’s and Popchips brands. • Developed and led a 3-year strategic growth strategy for KP Nuts, as well as supporting and coaching the brand team to deliver 2020 plans which included development of a 360-comms plan and various NPD initiatives.• Brand and commercial lead for McCoy’s crisps (KP’s largest brand) leading and delivering various growth initiatives including the development and delivery of a new sub brand for McCoy’s, and brand re-design across the McCoy’s portfolio.• Brand and commercial lead for Popchips, KP’s leading ‘better for you’ and no.1 strategic growth brand. Led and developed 3-year strategic growth planning, as well as leading delivery of 2021 plans including 360 comms, packaging re-design roll out, and lead on various NPD initiatives.• Innovation lead for Tyrrells, with strategic focus on developing a compelling proposition within Nuts

Bespoke consultancy providing marketing expertise to ambitious companies on an interim or consultancy basis:• Long term contract with one of the UK’s leading snack companies – KP Snacks.• Safely steered Burton food’s key brands (Jammie Dodger, Wagon Wheels and Lyons) through an internal restructure.• Established and imbedded a new Seasonal Marketing Team in 5 months at Tesco and ensured their placement above the existing Category-led brand marketing teams was smoothly integrated. • Helped develop the strategic marketing blueprint for Tesco’s Own Brand 2018 Christmas campaign – delivering the best Christmas results in 10 years. • Created a 3-year branded strategy growth plan and established a dedicated marketing function for It Luggage, one of the world’s largest independent luggage companies.

Welwyn Garden City, England, United Kingdom

Helped develop the strategic marketing blueprint for Tesco’s Own Brand 2018 Christmas campaign – delivering the best Christmas results in 10 years. Brand lead for Tesco Own label Seasonal Christmas lines (Food, Home and Seasonal)

St Albans, United Kingdom

Management of Burton’s Branded portfolio (Cadbury, Maryland, Jammy Dodgers, Wagon Wheels, Lyons) in all markets outside of the UK – reporting into the Chief Commercial Officer.Established an International Marketing Function within the team to drive strategic marketing led growth vs previous (sales led) exporter model, in addition to setting the broader commercial agenda as a member of the International Leadership Team.Winner of The CEO Award 2015 - for development of the International BusinessManagement and development of a team of 6

Burtons'S Biscuit Company

Management of the Cadbury’s Biscuits brand portfolioDeveloped and implemented £4m launch plan for New Cadbury Caramel, Crunchie and Turkish fully coated Biscuit Range – delivering market leading trial of 20% in first full year. Winner of ‘Top Biscuit launch 2010’ (The Grocer)Winner of ‘Top Brand Extension’ award 2011 (Marketing Society Awards for Excellence) Shortlisted for ‘Top Launch of The Year’ (Grocer Gold Awards)Management and Development of a team of 3

- Approached to develop and implement the annual Brand plans for Jordan’s “Baked Cereals” (RSV = £21 million)- Managed P&L and exceeded targets set. Managed x2 direct reports

Fulfilling a life long dream of doing a ski season in Canada

- Asked to oversee the UK’s #1 biscuit brand portfolio (£100 million retail sales value), full brand P&L and x2 direct reports- Devised and delivered the 2008/2009 communication plans for the “Wholemeal at their Heart” campaign- Addressed negative TCAM and designed strategic and tactical solutions to drive TCAM growth. - Developed penetration driving “Best Ever” strategy for Chocolate Digestives.

- Increased average spend per head by +26 pence with the launch of the new larger “Romana” pizza base. - Launched 4 x seasonal menu projects and oversaw all accessory components (briefing teams, financial and volume forecasting, budget management, timelines, Q&S, Training, Supply Chain and Menu creation).

- Entrusted with OXO, the UK’s #1 stocks brand (£51 million retail sales value). - Accelerated y-on-y growth from +15% to +33% by updating the packaging across the OXO gravy range. - Delivered one of the company’s biggest marketing campaigns - “One More Cube” (2005) which included national press, radio copy, PR campaigns and TV sponsorships. - Led Sarbanes Oxley audit compliance for UK Marketing Business & Owned and managed £3.5m marketing budget.

Assistant buyer for £200m 'Electrical Beauty' category (hair dryers, electric shavers etc)- Delivered 33% of total sales worth £66 million in revenue (Total turnover = £200 million)- Secured site fees worth £3m per year

London, United Kingdom

Awarded prestigious summer placement at this leading Global Advertising agency. Working primarily on the BT Cellnet account, with placements across account management, planning, creative, production, art buying and traffic.

Cardiff University

Secured valuable brand management experience (completed alongside academic studies during 2nd year of degree) – forging and building successful relationships with shop managers and union bars to ensure a strong Red Bull presence was established, in addition to promoting brand ‘functionality’ through on site sampling and event initiatives.

Mini Mba, Brand Management, 'A' With Distinction

Ba (Hons) 2.1, Philosophy

Activities and Societies: University Rugby, University Tennis, Cardiff University Windsurfing Society

Education record

Head of House