Re-purposing Typhoo, the commoditised legacy brand of tea into a challenger brand on a mission to end violence against women on tea plantations.

Brand and insight lead for breakthrough innovation project with leading global drinks business.

Director of my own business as brand and marketing consultant. With a particular penchant for purpose-driven brands, the primary expertise I offer is brand and marketing strategy and planning. I am a blue-chip trained, SME & start up-honed generalist marketing leader that can strategise across positioning + targeting, comms + media including PR, social, advertising, influencer + content, DTC + grocery, team structure + recruitment and NPD.Clients include Haleon, Heights

Mentoring and managing the high performing marketing team, developing and shaping brand building and acquisition strategy and overseeing excellent execution of campaigns.

Shaping and building a luxury CBD wellness brand and start up.Reporting to the founders, member of global management team, responsible for global brand strategy, marketing activation and DTC revenue (US/UK), recruited and built out marketing team.Career highlight: Multi-award winning campaign: OTO X FAITHLESS - Re-writing the iconic dance anthem, Insomnia, that kept a generation awake into a lullaby to help them drop off. (https://otocbd.com/the-drop-off )Particularly proud of the scrappy but data-led segmentation work to re-define our target audience and specifically the way we genuinely helped and supported menopausal women.+200% online (UK 2022 vs 2021) is a phenomenal success story in the whackily-regulated, perceived-to-be-faddy CBD category, whilst elevating above a sea of sub-par products.

Scaling environmental and ethical challenger brands.Heading up the UK marketing team, leading the brand strategies and plans for the biggest hub in the business and on the UK leadership team. In this role I delivered some of the most impactful, creative and rewarding work of my career and contributed to +20% UK growth. Highlights including:ECOVER: I oversaw the UK activation of this pioneering, truly eco-centric laundry and household brand, including the Laundry Against Landfill campaign featuring Professor Green on TV (and a washing machine!), for the first time, delivering a 5ppt increase in unprompted awareness and 300k new laundry shoppers.method: Oversaw and led the Drag Cleans campaign; challenging gender stereotypes in the cleaning category and spreading joy. Our most engaging campaign ever, with unwaveringly positive sentiment from the LGBT community, and driving double our average monthly penetration growth. Awareness of method doubled that year (2018).ECOVER and method have been named no.1 and 2 most socially and environmentally responsible food & grocery brands in the UK, according to consumers (2022).

As brand strategy and communications lead for method for Europe (UK, BENEFR, DACH) I developed the propositions and launches of the upcoming innovation and limited editions (method antibac wild rhubarb is still the No.1 bestseller, inciting genuine fandom) and developed new brand positioning. In the time I was in this role method doubled in size.

Responsible for the BTL strategy (off- and on-trade) and Europe-wide (10 markets) execution of the largest category within Spirits, Whisky, my primary focus was to recruit more (and younger) consumers into the profitable Whisky category. In FY14 5m new shoppers bought single malt whisky for the first time.

Tasked with making Baileys, a universally adored but rarely relevant and highly traded brand, more desirable to more women. I led annual planning and oversaw performance, innovation and brand and media plans across 10 markets in Western Europe (£170m NSV). That Christmas Baileys grew in value for the first time in a decade.

Responsible for the commercial plan, P&L and all activation on the Sensodyne sub brand, Pronamel, I managed the production of all media, new partnerships and content creation. I grew share of this premium brand in a commoditised category.

Where I fell in love with purpose marketing - helping people quit smoking - not much more motivational or meaningful than that. I launched NiQuitin Minis, mini nicotine lozenges that dissolves in 10 minutes. To this day, they are the most successful innovation to come to the Smoking Cessation category since the launch of nicotine gum. Let's not talk about vapes...

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