Vapiano is a franchise Italian restaurant chain, made up of 155 restaurants in 32 countries. It was acquired in 2022 by a group of investors including McWin Capital Partners - a private investment firm in the food service and food technology sector.During my time there, we:- Redefined Brand Strategy and new global customer proposition with Digital customer journey (integrated tech stack from ordering to payment-Oracle/Wi-Q/Adyen Payment platform-UK test).- Delivered new product development and UK new trial for international roll out- Redesigned restaurant for global standard, 2024/25 planned construction in key cities inc. Vienna, Barcelona, Abu Dhabi.- Developed marketing strategy and launched CRM and Loyalty app- proven monthly incremental revenue, roll out to 5 markets by Q4 2024. (UK, France, NL, Austria, Australia)- Recruited a talented cross functional team

A new luxury hospitality Group – hotels, residences and planned Beach Club in restored heritage buildings.

Farmbox is a direct to customer Ecommerce Grocery of organic and premium fresh food and pantry produce. Awarded "Fresh Produce Foodtech of The Year" at The Leaders in Foodtech AwardsI was an Advisor to The Chairman on the business strategy and brand strategy to improve the P&L, then moved to an Executive role as Managing Director to lead the turnaround of loss making business for onward sale:During my time, we delivered:- Digital transformation with the launch of a new ecommerce and mobile app, resulting in a 25% increase in online sales and improved customer service.- category rationalisation and expansion resulting in a 30% growth in product offerings and market share.- improved last mile logistics and 24/7 automated customer service.- Efficient acquisition and retention digital performance marketing, with over 50% cost reduction in CPA, increase in frequency and increase of user base by over 80%

Deliveroo is the Leading International Food and convenience delivery digital aggregator.During my time there, we delivered:- Direct to consumer and B2B growth initiatives in the Middle East, focusing on market share expansion through consumer value proposition.-Significant market growth and increased consumer engagement in the United Arab Emirates.- Strategies to target diverse audiences (in English and Arabic) from acquistion to retention, and drive Deliveroo's journey to IPO.- Launched Deliveroo Express, providing a broader inventory range and quicker delivery timings

Flash Entertainment, now Ethara is a Middle-East Entertainment Company, owned by The Executive Affairs Authority - Miral Asset Management (Etihad Arena, Ferrari World, Warner Bros), Yas Marina Circuit – home of Abu Dhabi F1)During my time, we delivered:- marketing and communication strategies with a customer-centric approach, leading campaigns for ticket driven events inc Abu Dhabi F1 after race concerts, Mubadala World Tennis Championships, Abu Dhabi Classics (Music), UAE National Day ’48 and 49 at Flash Entertainment.- Spearheaded digital transformation initiatives and utilized GCC insights for customer segmentation, resulting in increased engagement and brand loyalty.- implemented Salesforce CRM delivering new business- first-of-its kind research in UAE and Saudi Arabia to ascertain ‘motivations to entertainment’ for customer segmentation, implemented accross multi-business functions

Quintessential Brands is one of the largest Independent Spirits Company, where I worked from start-up to 240 employees and positive EBITDAI was a Member of Executive Board. Group Marketing Director (CMO) / Group Strategy & Innovation Director. Full P&L ownership with 3-year EBITDA improvement directive. Core focus in UK, Europe, USA, Australia During my time there, we delivered, - Innovation through creation, launchiing and growing a gold award-winning portfolio of 14 brands in 4 categories in over 20 markets, increased annual turnover by 14% to £92m, worked cross functionally with supply chain, procurement, manufacturing to distribution.- Gin: Led the repositioning, repackaging and new global marketing for Greenall’s Gin (No. 2 in UK, No.7 Globally, 20% growth yoy, retail value of GBP50m), Bloom Premium Gin (+115% growth yoy) new packaging and flavour variants with distribution expansion in UK and launch in USA, Middle East and Asia Pac (+115% growth yoy). Berkley Square – The world’s most luxurious Gin full brand development to lauch. Opihr Oriental Spiced Gin Fastest Growing Super Premium Gin, (No. 6 in UK, 135% growth yoy) - Irish Whiskey & Irish Cream: part of the M&A team in the successful acquisition of The Dublin Liberties Distillery and Irish blender. NPD of award-winning Irish brand portfolio to international launch and growth (The Dubliner, Liberties Irish Whiskey, O’Mara’s No.1 in USA, New product innovation Feeney’s No.2 in UK challenger brand to Bailey’s).

Globally responsible for Captain Morgan portfolio with P&L accountability, A&P budget £120million. 6th largest spirit brand in the world (10 million+ 9lcs), and No. 2 brand in the rum category. 4th largest Diageo brand, FY14 contributed 29% of total volume growth. 70% volume derived from North America. During my time there, we delivered:- 3-year brand strategy with annual global P&L and double-digit growth ambitions with a key milestone of £700m NSV by 2017 (£1bn NSV by 2020) / becoming the #1 brand in the Rum category. - Created one global brand strategy and consistent marketing platform with a focus on digital, successfully implemented in 15 countries. - Innovation: led the innovation strategy and Innovation Gate process with lead market USA for the launch of Captain Morgan White Rum

Newly created role to develop UEFA as the centre of excellence in sports and entertainment. During my time there, we delivered:- New brand positioning of UEFA, with CSR initiative “say no to racism” and corporate brand identity refresh.- marketing strategy for 6-year period across all competitions. UEFA Champions League value increase from €3.0 Billion to €3.5bn in 1-year cycle, UEFA Europa League and UEFA Euro 2012 – Poland & Ukraine- Introduced digital approach working with European Broadcasters accross the 55 National Associations and Host Cities to drive engagement. UK Gold Award for best engagement campaign. - commercial approach to use of insights & research, adding value to commercial sales and marketing effectiveness- Brand Identity for UEFA Euro 2016, UEFA Champions League Finals, UEFA Europa League Finals, UEFA Supercup

Strategic development and global brand growth of portfolio of power brands Tiger Beer and Heineken supported by regional and local brands. During my time there, we delivered:- 3-year global turnaround brand strategy for flagship, Tiger beer - taking a 170 year old heritage brand to the modern day drinker. Repositioning and relaunch in 65 markets in APAC, Europe and USA. 25% volume increase in a 3-year period.- Full brand identity rebrand rolled out to new packaging and all brand touchpoints-Creation and execution of Tiger Translate - Award winning cultural brand platform spanning 7 years globaly and delivery significant commercial returns in on and off trade. (music, art, design, lifestyle)- Sponsorship deal with Arsenal FC and FC Barcelona in SE Asia

Focus to position Heineken as the market leader in consumer engagement platforms to elevate brand internationalism and preference. During my time there, we delivered:- 3-year sports sponsorship strategy with global activation program:Sport: Globalised and repositioned Heineken’s sports strategy – Olympics 2000 (Sydney 2000) Golf, Grand slam Tennis (US Open & Australian Open, Davis Cup), Heineken European Rugby - 6 countries and Rugby World Cup 2003 - negotiated contract with full implementation in 22 Growth’ markets, UK & Ireland, Europe, Asia Pacific, Australasia. - Globally Project Managed Rugby World Cup 2003 Australia. Average 30% increase in brand equity in participating markets, 110% incremental sales in host marketing and average 35% incremental sales volume in non-host markets. ESCA International Sponsorship Award, 2004 1st Prize - Music: Creation of ‘Heineken Music’ and brand owned ‘Thirst’ platform with global activation in 4 regions, 23 markets - world’s No.1 DJ tour with Paul Oakenfold, Pete Tong, Tiesto. Mobius Communication 2004 Gold. IPRA 2004 1st Prize