Diageo Great Britain is one of Britain’s leading exporters, helping to fly the flag for British business in over 180 countries. Within the GB team, I am the Marketing Director for our Gins, Pimm's, Baileys & Non-Alc portfolio which includes Gordon's, the UK's no.1 gin, and Tanqueray, our delicious premium gin.I lead a team of 11 brilliant brand team members who own brand growth from strategy through to execution, creating work locally or with global brand teams as a lead market. Their highlights in 2021 include: the launches of Gordon's 0.0%, Tanqueray 0.0%, Tanqueray Blackcurrant Royale, Pimm's Sundowner and Bailey's Colada alongside standout creative campaigns for Baileys at Christmas, Pimm's in the summer, and matching our gin execution to ever evolving consumer behaviour.Take a look at what our brands are up to via Instagram:@PimmsGB@GordonsginUK@Tanqueraygin@Baileysofficial@Seedlipdrinks

Responsible for ensuring the European Innovation team is focused on the biggest growth opportunities for the business rooted in brilliant consumer insight that will unlock exponential growth. I am responsible for delivering the European Innovation Strategy and identifying the biggest opportunities that we will unlock to fill our 3yr pipeline. I then lead the upfront exploration and ideation for our biggest projects. In these dynamic times the role of insight and planning is changing and I am leading a global initiative to re-imagine the role of Innovation Planning for the future in the business. Key Responsibilities and Achievements • Deliver the European Innovation Strategy: I lead the annual innovation strategy development that drives the 3yr pipeline. Combining business strategy, category growth understanding, consumer trends and insights I ensure the business is focused on the biggest opportunities and bring to life how we should unlock them through deep consumer and category understanding aligned with the European Exec.• Explore and Explode the biggest growth territories: I use innovative techniques to ensure we have the richest insights and inputs to innovate from. One recent example is defining how Diageo Europe can win in a world where consumers are increasingly seeking more holistic options. I then support the innovation project managers to ensure they have the best learning plans that lead to us doing the least most effective research to optimise and validate the ideas. • Lead a global team to re-imagine the future of innovation planning: I am leading a global team of planners to re-imagine the role of planning in innovation at Diageo. This includes re-thinking how we get to bigger, better ideas more efficiently and effectively, how we truly uncover the most powerful consumers insights and once we have developed ideas how we best test them.

In the Futures Team our job is to ask and answer the questions that will help us futureproof the business for tomorrow and beyond. We help the business win in areas that the core organisation can't access and lead disruption to our industry in a way that benefits us. My job is to find big future growth opportunities, partners who can unlock them and then invest ahead of the curve, testing, seeding, scaling and launching new products and business models. Together as a team we build the business of tomorrow. Key Responsibilities and Achievements • Unlocking The Experience Economy: In a world where consumers desire experiences over products I led a workstream to explore how we could take experiences from a marketing tool to a new revenue stream. This led to a redefining of how the business approaches experiential marketing including KPIs on revenue generation. It also led to several projects kicking off exploring how we could monetise key business assets. • The Future of Socialising: I led a global thought piece on how the Future of Socialising is changing and the implications for Diageo. I developed a global workshop toolkit and rolled it out to 22 markets. The outcomes have influenced not only market strategies but the total business strategy. • Leading the business into new categories: Working with the Australian business I lead the company into a new product category with a new production strategy and business model. • Identifying future business partnerships Diageo Brazil: I developed and led a project with the Brazilian market to identify future business partners in the entrepreneurial start up space & develop strategic partnership and investment strategies.

Reporting to the Asia Pacific Innovation Director I sit on the APAC Innovation Leadership Team as well as the local Australian Marketing Leadership Team. I am responsible for delivering £20m of new launches per year, 1/5 of the APAC target and have a team of 5 direct reports as well as support function team members in supply and finance. Australia is a dynamic innovative market and over 3/4 of our new launches are local market innovations with the other 1/4 being global search and spin launches. My team and I manage the end to end innovation process from strategy, opportunity identification, concept development through to bundle commercialisation and launch. Key Responsibilities and Achievements• Development of innovation strategy and pipeline to deliver £20m of new launches yr on yr: Despite very difficult market conditions in 2013/14 and the core business being significantly off plan I led the Australian innovation team to deliver 96% of its £20m target. This was the result of a strong pipeline of projects executed with excellence plus early identification of gaps and as a result new projects launched at pace.• Global and local stakeholder: The Head of Innovation role required senior stakeholder management at local market, regional and global levels. I quickly built strong and trusting relationships that enabled me to work at pace, get decisions made quickly to ensure we could maximise growth. • Leadership and people development: The Australian innovation team saw significant increases in Value Survey scores during my leadership period putting it at the top of the APAC markets. I played a significant role on both the local and APAC leadership teams and was regularly sought out by peers and senior managers to lead strategic projects and share best in class initiatives.

Reporting directly into the Australian Marketing Director with a team of 3 direct reports I was responsible for the P&L delivery of the Emerging Brands Portfolio. I also sat on the Marketing Leadership Team; made up of the business’s most senior marketeers it guides the direction of the business, brand and marketing team strategy as well as being the steering committee for performance in the market. Key Responsibilities & Achievements• Make the emerging portfolio a hub for current & future growth: I introduced strong consumer centric plans, implemented fundamental commercial drivers and drove renewed business focus and belief from key stakeholders. The result was all brands over delivering vs plan: Baileys +8%, Cuervo +9%, Gordon’s +15%, Tanq -6% vs plan but +42% vs PY, Pimm’s +138%. Emerging brands are now seen as an important growth driver for the business.• Turnaround the Diageo/JCI relationship and re-establish trust in Diageos’ ability to deliver growth: I restored JCI’s faith in Diageo Australia as Cuervo hit 50% share for the first time in 3yrs and was +28% in vol vs PY. I developed and delivered a simple strategic commercial plan & engaged key stakeholders to supported me in re-engaging the wider Diageo business.

Reporting to the Marketing Manger for White Spirits I ran the Smirnoff Brand Team with two ABMs reporting directly to me. I was responsible for the overall delivery of the Smirnoff P&L, brand strategy and yearly activation plans (development and implementation) and management of the $18m marketing spend. Key Responsibilities & Achievements• Developed and Delivered the TTL Smirnoff Start Pure Campaign which won a bronze Clio Award 2012. This included a highly successful TV ad, a digital support program an on and off premise BTL campaign. Brand performance turned around from decline to +7% yr on yr volume growth & brand equity scores also saw dramatic improvements • Developed and delivered a full packaging re-design across the Smirnoff RTD and RTS range • Supported the development and launch of Smirnoff Signature Serves, the first ever bag in box spirit and mixer. This created a new category which has since grown to include 20 other brands and delivered $16m NSV in its first year alone.

Reporting into the Head of Planning I was responsible for the consumer planning for the Baileys and Smirnoff brands. This included leading all ongoing brand tracking, ad hoc qual for strategy, activation and innovation and leading strat and GAME planning for the brands. Key Responsibilities & Achievements• Led the insight work that led to the repositioning of Baileys as a ‘Cheeky Treat’• Led a vodka category review at a critical time when it was being disrupted by the development of the value price tier. Formulated a recommendation for how Smirnoff should respond & aligned the Australian Exec to the new brand plan.

A key member of the GB brand team looking after this £205k NSV brand, I worked across all areas of the marketing mix, delivering two multimillion pound TTL campaigns, managing and activating the £8m Rugby Sponsorship, delivering on-going PR activation and leading the FY09/10 brand strategy planning process. During my time on the brands it saw continuous value share growth consistently outperforming the severely declining beer market.Key Responsibilities & Achievements• Managed £8m Guinness Premiership Premiership Sponsorship & Activation: This included developing the media plan, ATL & BTL creative and at ground immersion activities. . • Managed multimillion RWC & St Pats TTL campaigns: Managed a cross functional team to deliver activity in 30,000 UK on-trade outlets, delivered the ATL and BTL creative. St Pats delivered a record market share of 8.3%, RWC drove a 0.5% share increase yoy.

Working across the five competency areas as project manager or team member I have built up experience in:Branding – brand positioning, writing brand books, brand extension and brand architectureInnovation – innovation strategy, creative idea generation and concept writingStrategy – brand strategy at country and regional levelInsight – organising qualitative consumer research, moderating groups/consumer workshopsMarketing Capabilities – setting up, teaching and facilitating best practice innovation training My clients included Carlsberg, Unilever, Kellogg’s, Nestle, Diageo