John Luck Email & Phone Number

London, United Kingdom

- Launched Carabao in UK growing to no.7 in market and fastest growing (+58% YOY) with £10M+ annual sales and 30% weighted distribution including JS, Asda, Morrisons, Co-op, BP, WHS, McColls, Spar - Developed unique ‘for everyone’ positioning that continues to drive category growth (59% of Carabao drinkers are new to category and 90% drinkers are +25 years)- Created through-the-line ‘Bonkers Drink For Bonkers Lives’ campaign that established Carabao as the #3 ED brand in terms of comms awareness and won Grocer Ad of the Week and YouGov Ad of the Month awards- Created ‘Half The Sugar Of Red Bull’ campaign from proprietary market research to challenge consumer perceptions of energy drinks (‘they all taste bad and are full of sugar’)- Development and subsequent reformulation of range to exclusively low (50% less than Red Bull) and zero sugar liquids that taste great (2/3 prefer Carabao to Red Bull in blind tests)- Managed 3 x high-profile football sponsorships (CFC, RFC and EFL) - Carabao Cup activation (branded content, trophy tour, draws, promotions) achieved 69% partnership awareness amongst football fans in year 1 (previous sponsor achieved 68% after 3 years) - Created hugely successful ‘Mr Carabao’s £1M Giveaway’ on-pack promo supported by TV and delivering significant volume (+125%) and ROS (+45%) increases + 37% ringpull redemption rate- Created high-profile, award-winning PR initiatives including: We Are Female Fans, Wins Not Wings, Trump Orange and The Carabao Copter - Grew social media community from 0 to 100K+ highly engaged fans - Delivered significant and sustained awareness (spontaneous and prompted), trial and L4W drinking growth since launch to rise above and beyond long-established ED competitors- Recruited, coached and retained a highly-motivated and committed marketing team of 6 - Appointed and retained agencies across digital, PR, social media, advertising, experiential, consumer research/brand tracking and media buying

London, United Kingdom

Establishing a B2C revenue stream for this traditional B2B organisation by creating, sourcing, marketing and selling a portfolio of products complimentary to the core business of breast implant manufacturing. Creating and owning the P&L, marketing plans and team development, distribution, fulfilment, sales team training and NPD. Reporting to the CEO & Global VP Marketing, 3 reports.• Launching new consumer products by: - re-engaging and inspiring internal teams through clear and concise communication - establishing sales team incentives to drive sales - presenting at relevant industry events - reducing COGS - personally selling to clinics and physicians across Europe - securing listings with online retailers - sourcing a third party distributor• Created 2016 Global (70+ markets) Consumer Business Plan expected to deliver significant incremental revenues

London

2013 – 2015 EUROPEAN BUSINESS MANAGER (a promotion)Grew Glaceau vitaminwater sales internationally through the creation of cost-effective multi-market initiatives including promotions, advertising and NPD. The position reported to the Marketing Director (Waters) and included 3 direct reports.• Grew volume by 14% across all 7 European markets, delivered a positive profit for the first time since the brand launched and broke even by the end of 2014• Created multi award-winning (including FMBE Golds) 5M+ Euro ‘shinebright’ campaign which delivered highest ever brand health scores across ‘awareness’, ‘trial’ and ‘bought in the last 4 weeks’ • Launched Glaceau Zero which attracted incremental 675K consumers • Led development of low-cost film that ran in cinemas in UK & delivered 3.4M+ YouTube views2011 – 2013 UK MARKETING MANAGER – Glaceau vitaminwaterDevised strategy and plans to leverage the brand’s status of ‘Official Supplier to the London 2012 Olympics’ to grow the Glaceau brand in UK. Position reported to European Business Manager and included 1 direct report.• Created a new, highly effective promotional device (bottle collars) adopted by a number of brands globally, saving the company in excess of £1M• Briefed, developed and managed two on-pack promotions that drove significant volume and consumer engagement (33% average volume uplift and 1.8% average redemption rate)• Ran a unique online promotion that culminated in the launch of a limited edition flavour of vitaminwater, i-create, developed exclusively by over 150K Facebook fans and attracting 300K new consumers into the vitaminwater category in 4 weeks • Grew Facebook and Twitter fans by 750% in 12 months (to 600K) 2010 – 2011 UK MARKETING MANAGER – Oasis brand Drove bottler and retailer reappraisal of the Oasis brand by creating a long-term differentiated role for Oasis within Coca-Cola portfolio. Position reported to the Juice & Juice Drinks Marketing Director.

London

Established Duchy Originals as the UK’s no.1 organic food brand via the development of a long-term brand platform, associated communications and plans. Reported to the CEO, 4 direct reports. • Managed review of marketing agency roster, making appointments across digital, design and PR and saving the business over £300K fees • Developed and launched the brand’s first-ever website delivering over 4M unique visitors in the six months to April 2010 • Led a contemporary redesign of the entire range of 100+ SKUs to drive consistency and attract younger buyers which saw a 13% increase in purchase incidence amongst 24-35 year-olds • Created/pitched business plans contributing to successful sale of Duchy Originals to Waitrose guaranteeing record breaking annual payments to HRH Prince Charles’s Charitable Foundation

London

Increased advertising revenue by growing magazine & book sales and web traffic. Secured additional investment in company via licensing of Time Out brand to global publishers. Reported to CEO, 4 staff. • Turned a declining, editorial-led business into a growing, marketing-led business through market research and marketing initiatives that delivered tangible results including: increased sales of magazines and guide books, increased web traffic, on and offline press coverage, incremental revenue from paid-for-entry events and improved marketing team morale• Revolutionised Time Out magazine advertising via the promotion of 2 publications in a single 6-sheet poster, a campaign that grew newsstand sales for the first time in 10 years (with average weekly sales increases of 23%)• Annual deployment of this new advertising approach led to an increase in advertising revenue of 17% between 2005 and 2008• Helped secure incremental investment from existing licensees to launch magazines in Chicago, Delhi & St. Petersburg & new investment to launch a weekly publication in Singapore and Sydney• Increased revenues by devising a series of monthly pay-for-entry events

London

Reporting to the Strategic Marketing Alliances Director, managing an outsourced agency team• Ran an award-winning text-to-win promotion and associated communications activity on brand Coke which attracted +600K participants and grew volume +9% YOY• Devised and implemented mycokemusic.com which became Europe’s then largest music download provider and built music industry relationships still in place today• Devised and implemented an SMS collector promotion (the first of its kind in the UK) which generated +2.5M text messages and grew volume +7% YOY• Devised and implemented additional successful activations across the portfolio including: an SLP promotion for Lilt that attracted +100K redemptions, Diet Coke ‘Silver Bottle’ activity across +100M bottles (+11% volume YOY) and the World’s largest advent calendar

Reporting to the Marketing Director, managing a team of 2• Led the hugely successful £5M relaunch of Typhoo Tea (£80M retail value) including consumer insight development, ad agency pitch process, TV, OOH, on-pack, in-store and online which delivered a 500% increase in branded cut-through and highest ever MAT brand share • Reversed a 20-year decline of Co-op 99 Tea (a £40M brand) by creating and then promoting (TV, outdoor, packaging, in-store) a unique ‘ethical’ positioning with re-engineered (more profitable) blend that increased HH penetration by 5pts and drove +11% value growth in 1999• Devised and delivered series of on-pack GWP consumer promotions that linked the brand to high profile retailer initiatives including Star Wars, The World Cup and Wallace & Gromit

Selected from over 2,000 applicants...• Implemented a 9M household direct mail campaign for Littlewoods Pools which delivered in excess of 400K new players and £2M revenue• Launched mail order flowers & chocolates offer that achieved £350K turnover in 12 months • Delivered Easter marketing plans across Toys range for Index that grew sales by 250% (vL4W)

Master'S Degree, Marketing, Distinction

Activities and Societies: Running Football Squash TennisMA Marketing

Bachelor'S Degree, International Business Studies, 2.1

Activities and Societies: Football TeamGoalkeeper

High School, Business Studies, English Literature, French

Activities and Societies: Football TennisA levels Business Studies English Literature French