Ian Pate

Ian Pate Email and Phone Number

Brand Marketing and Innovation Director - UK and EU @ Tails.com | B Corp
United Kingdom
Ian Pate's Location
Greater London, England, United Kingdom, United Kingdom
Ian Pate's Contact Details
About Ian Pate

Senior marketing leader with a proven track record of driving brand growth.Deep international brand marketing leadership experience gained at PepsiCo (triple Chairman’s Award winner) at global, sector & local levels with a focus on master-brand strategy & equity, communications and innovation augmented with highly successful brand marketing executive leadership roles at tech unicorn scale-ups. Proven ability to evangelise brand vision and strategy across the organisation with outstanding leadership, communication, creative and interpersonal skills - equally adept at leading large (100+) global brand marketing teams as well as incubating exceptional brand marketing talent within a lean start-up environment. MBA from the Kellogg School of Management, Northwestern University, Chicago, with a majors in Marketing Management and Innovation Strategy.Specific functional expertise in B2C and D2C strategic brand building, brand-led growth, advertising & integrated marketing communications, brand purpose, global brand strategy, brand portfolio management, agency management, global creative campaign development (Cannes shortlist), new product development & innovation, consumer insights and brand identity / architecture.

Ian Pate's Current Company Details
Tails.com | B Corp

Tails.Com | B Corp

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Brand Marketing and Innovation Director - UK and EU
United Kingdom
Website:
tails.com
Employees:
313
Ian Pate Work Experience Details
  • Tails.Com | B Corp
    Brand Marketing And Innovation Director - Uk And Eu
    Tails.Com | B Corp
    United Kingdom
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  • Tails.Com | B Corp
    Brand Director
    Tails.Com | B Corp 2022 - Present
    London, Gb
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  • Taster
    Chief Marketing Officer
    Taster 2020 - 2022
    London, Gb
    Built Iconic Food Brands as Taster's (Europe's #1 Digital Restaurant collective) first CMO .Developed Winning Brand Strategy: Led a cross-functional marketing department to create and execute a comprehensive brand strategy that cultivated a portfolio of iconic food brands, all powered by the Taster master-brand. This strategy delivered sustained, rapid growth across 38 major European cities within our owned and partnered restaurants.Directed Brand Communication & Messaging: Oversaw the development and implementation of a cohesive brand voice and messaging strategy across all customer touchpoints, ensuring consistent brand experience.Championed Customer-Centric Brand Innovation: Sponsored brand and product innovation at Board level, including NPD/Menu Innovation, to ensure brand offerings resonated with evolving customer preferences and market trends.
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  • Careem (An Uber Company)
    Vice President Global Brand Marketing
    Careem (An Uber Company) 2018 - 2020
    Dubai, Ae
    Spearheaded Global Brand Transformation at $3.1bn Careem (Acquired by Uber)Led Brand Marketing for a Regional Tech Giant: As a member of the global leadership team at Careem, I spearheaded the brand transformation of this $3.1bn EMEA tech unicorn. At the core of my remit was to strengthen the Careem master brand to allow growth from a single service to a regional super-app encompassing ride hailing, payments, food delivery, and transportation solutions across 19 countries and 120 cities.Built a High-Performing Global Brand Team: I led a team of over 95 talented professionals across Global Brand Planning, Activation, Consumer Insights, Brand Intelligence & Marketing Analytics, Sustainability & Social Impact, Community Management & Social Media, and Careem's in-house creative agency. This team ensured consistent and impactful brand execution across all markets.
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  • Pepsico
    Head Of Brand & Communications - Cereals Portfolio (Western Europe & Sub-Saharan Africa)
    Pepsico 2016 - 2018
    Purchase, New York, Us
    Directed Brand Equity Strategy for PepsiCo's WESSA Region: Grains Portfolio Shaped Long-Term Brand Vision & Strategy: I led a cross-functional team to create and execute a comprehensive brand vision and communication strategy for the WESSA Region's entire grains portfolio. This strategic direction drove growth in core markets and supported new business ventures across diverse markets, impacting all aspects of the marketing mix.Forged Brand Consistency & Excellence: As Chair of the WESSA Grains Equity Council and a member of the PepsiCo Global Equity Council, I championed consistent brand stewardship and best practices for the Quaker brand within WESSA markets and teams, ensuring brand excellence across the region.Delivered Award-Winning Marketing Campaigns: I oversaw the complete development process for all key advertising and marketing campaigns across Western Europe. Under my leadership, the team secured groundbreaking 360-degree creative concepts, like the UK's 2016/17 Buzz Aldrin campaign, which achieved a Cannes Lion shortlist in June 2017 – a historic first for Quaker globally.
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  • Pepsico
    Head Of Global Brands Sub-Sahara Africa (Snacks & Beverages Portfolios)
    Pepsico 2014 - 2016
    Purchase, New York, Us
    Drove Growth & Market Share for PepsiCo in Sub-Saharan AfricaLed a $150M portfolio of iconic snack & beverage brands (Lay's, Doritos, Pepsi, Mountain Dew) across Sub-Saharan Africa (SSA).Owned P&L and delivered growth through strategic marketing, innovation, and brand building.Achieved record highs for Lay's & Doritos brand equity & market share with award-winning local creative campaigns.Transformed media buying strategy, doubling TV ratings and accelerating Doritos' fastest-selling launch.Revitalized Pepsi brand in SSA, arresting equity decline and earning CEO's Leadership Award in 2015.
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  • Pepsico
    Senior Marketing Manager - Beverages, Snacking Innovation & Nutrition
    Pepsico 2013 - 2014
    Purchase, New York, Us
    Led strategic brand initiatives across beverage and snack portfolios in South Africa, driving growth through impactful marketing calendars (e.g., Mountain Dew's award-winning campaigns) and a five-year innovation agenda for snacks.Championed the launch of a new Nutrition business, partnering with Global PepsiCo to optimise its go-to-market strategy.Invested in team development, fostering capabilities in strategic innovation, 360° campaigns, and digital marketing.
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  • Pepsico
    Senior Brand Manager, Naked Juice, Copella & Tropicana Incubation Brands & Platforms
    Pepsico 2011 - 2013
    Purchase, New York, Us
    Led the marketing growth strategy for the Juice Incubation Brands portfolio to unlock new & incremental premium brand platforms and products to capture incremental revenue streams & market share for the UK juice business
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  • Pepsico
    Innovation Brand Manager - Quaker Oats
    Pepsico 2010 - 2011
    Purchase, New York, Us
    Led the strategic marketing innovation growth agenda for Quaker Cereals UK, delivering a multiyear NPD growth pipeline based on consumer insight driven innovation platforms across the portfolio.
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  • Strategy&
    Associate (Consumer Goods & Retail Practice)
    Strategy& 2008 - 2010
    New York, Ny, Us
    Consulted on marketing & brand studies across clients in the Consumer, Retail & Media practice, covering brand & innovation strategy, segmentation, portfolio optimisation, brand architecture & re-branding / re-positioning
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  • Strategy&
    Summer Associate
    Strategy& 2007 - 2007
    New York, Ny, Us
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  • Deutsche Bank
    Assistant Vice President - Credit Derivatives (Consumer / Retail / Leisure & Hospitality Sectors)
    Deutsche Bank 2001 - 2006
    Frankfurt Am Main, Hessen, De
    View
  • Procter & Gamble
    Customer Business Development
    Procter & Gamble Jan 1999 - Jul 2000
    Cincinnati, Ohio, Us
    View

Ian Pate Skills

Marketing Strategy Marketing Management Competitive Analysis Strategy Management Fmcg Product Development Brand Architecture Management Consulting Brand Management Marketing Digital Media Segmentation Business Development Storytelling Product Launch Cross Functional Team Leadership Advertising Digital Marketing Digital Strategy Fast Moving Consumer Goods Innovation Creative Strategy Capability Development Social Media Marketing Leadership Start Ups Business Strategy Integrated Marketing Private Equity Brand Strategy Strategic Brand Positioning Strategic Brand Consulting Team Leadership Leadership Development Team Development

Ian Pate Education Details

  • Northwestern University - Kellogg School Of Management
    Northwestern University - Kellogg School Of Management
    Management & Organisations And Entrepreneurship & Innovation
  • University Of Cape Town
    University Of Cape Town
    Business Strategy

Frequently Asked Questions about Ian Pate

What company does Ian Pate work for?

Ian Pate works for Tails.com | B Corp

What is Ian Pate's role at the current company?

Ian Pate's current role is Brand Marketing and Innovation Director - UK and EU.

What is Ian Pate's email address?

Ian Pate's email address is ia****@****ico.com

What is Ian Pate's direct phone number?

Ian Pate's direct phone number is +1 914 253*****

What schools did Ian Pate attend?

Ian Pate attended Northwestern University - Kellogg School Of Management, University Of Cape Town.

What skills is Ian Pate known for?

Ian Pate has skills like Marketing Strategy, Marketing Management, Competitive Analysis, Strategy, Management, Fmcg, Product Development, Brand Architecture, Management Consulting, Brand Management, Marketing, Digital Media.

Who are Ian Pate's colleagues?

Ian Pate's colleagues are Dominique Skibinska, Rares Axinia, Isobel Hose, Satish Chandra Prajapati, Becci Goode, Iulia Gradinaru, Elodie Boue.

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