Louise Cruttenden work email
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Louise Cruttenden personal email
Ive got 3 big buckets of experience which I'm told is quite unique:1. Early stage start ups - I have worked with several early stage food, drink and tech start ups, helping founders and their teams build brilliant brands and accelerate growth. I am now full time CMO at fast-growing mental health tech business JAAQ, wearing the many hats required in a scaling business including brand, product, fundraising and growing an exciting business across B2B and B2C. JAAQ is a hugely exciting disruptive mental health community and platform with a mission to help the mental health of over 1 billion people but to do it our way www.jaaq.org2. Scaling high growth E-commerce companies: Huel, where I helped grow the brand from £45m to £100m revenue in over 100 markets D2C and had a blast working on one of the most successful UK start ups in recent years . Huel is now at £185m+ revenue. 3. FTSE 100 companies: Diageo: lucky enough to work on some of the most famous and established brands in the world such as Guinness and Smirnoff as well as leading innovation to launch entirely new brands from scratch such as Gordons Pink Gin (biggest UK spirits launch in the last decade) and Rockshore Lager (the biggest beer launch in Ireland in 15 years). Diageo is a brilliant place to be and learn to become a marketeer and a truly brand and consumer led company.In true squiggly career style, I’m also a qualified coach and Non Exec and currently am in my 3rd year on the board of Lakrids By Bulow, a luxury multi-channel confectionary brand as well as Impossibrew non-alcoholic beer and am a passionate Trustee of charity, Action 4 Youth. I can do B2B, D2C, SAAS, e-commerce, FMCG and start up to very big businesses and brands. Happiest when Im working with a brilliant bunch of people who want to make big stuff happen
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Vp Of MarketingJaaq.London, Gb
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Chief Marketing OfficerJaaq. Sep 2023 - PresentLondon, Gb
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Marketing DirectorJaaq. Oct 2022 - Sep 2023London, GbMarketing director working closely with founder and the JAAQ team to launch and scale JAAQ which stands for Just Ask A Question. JAAQ is a new mental health search engine which offers quality mental health information from world leading experts and clinicians at the click of a button, any time, anywhere, for free - think the Google of mental healthPart of the launch team in November 2022 and scaling the platform as well as designing and launching a B2B offering. Working across traffic driving channels, PR and partnerships, product design, customer experience and launching unique brand experiences including JAAQ coffee shops
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Non Executive DirectorLakrids By Bülow Jan 2022 - PresentHvidovre, DkNon exec director advising on scaling this fantastic brand and business, disrupting the luxury confectionary category. Advising and working closely with the CEO, CMO and founder on all aspects of growth, marketing and digital -
Board MemberAction4Youth Jun 2021 - Feb 2024Aylesbury, Buckinghamshire, GbPassionate trustee of A4Y, a charity focussed on driving forward the youth agenda in regions local to me to transform lives for the better. A valuable insight into how the charity sector works and the challenges! -
Board MemberReal Handful Ltd Oct 2021 - Jul 2023Advising the fantastic founder Joe Taylor on all aspects of marketing and growth
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Fractional CmoLcc Oct 2021 - Apr 2023Running my own business as a fractional CMO helping early stage starts ups scale. I have worked across over 10 start ups across all aspects of marketing from comms and positioning, talent and recruitment, strategy, performance marketing, NPD, social media, email marketing, PR and more working closely with founders. Brands include: Simplicity Foods, Pack'd, Bird and Blend tea, Real Sparkling non-alcoholic tea, Time Products, Edinburgh Whisky Academy, Yumello. I have been in these businesses, working anything from 1-3 days a week, being hands on and growing the business until they can afford a full time CMO or marketing director.
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Coach And TrainerDiadem Performance Sep 2021 - Sep 2022Northwood, London, GbQualified as an exec coach from Henley Business School and worked as a coach and trainer, delivering one to one coaching and facilitating commercial training sessions to FMCG and blue chip companies. A brilliant experience to learn how to inspire, coach and empower -
Marketing DirectorHuel Dec 2018 - Jun 2021Tring, Hertfordshire, GbWorking daily with the founder, leading a team of 50 marketing and customer experience members, creative and communications development, acquisition marketing, NPD pipeline and launches. Also led customer experience and international market planning and execution across 10+ markets ranging from UK, US, Northern Europe and JapanKey Achievements:Part of the team who scaled revenue from £45m to £100m + in over 100 countries, improving LTV and repeat rates and increasing customer acquisition levels from 25k per month to 70k per month and improving CACGrew marketing mix from an over reliance on Facebook to 12+ proven channels including lower, mid and upper funnel activities including Youtube, Facebook, Instagram, Connected TV, influencers, PR and events reducing CAC in major markets through a test and learn approachPartnering with the Head of Performance marketing to develop creative concepts, claims and testing plan across Facebook, Instagram, Reddit, Twitch and other performance channelsLaunched 3 x £10m+ NPD launches in under 18 months including Huel Hot & Savoury, Huel Black Edition and Huel Complete Protein improving both AOV and LTV. Launched over 20+ product improvements and flavour extensions from a MVP approach improving retention levelsLed the International team in executing local plans across 10+ markets and balancing global strategy with local nuances to grow revenue including Japan launch, Huel’s most successful ever launch marketLed customer experience team growing from 10 to team of 30 improving first response times by over 80% to under 4 hours and consistent CSAT scores of 95% building an industry leading Customer Experience function -
Marketing & Innovation Director, EuropeDiageo Aug 2014 - Dec 2018London, GbDeveloping world-class brand innovations to build a 24 month product pipeline to drive growth in the fastest growing part of the European business lead. Leading strategy and opportunity identification, insight and concept development, winning liquid, packaging, creative and communications development and launch planning. Working on the full marketing mix from concept through to brand positioning and communications and digitally led plans and execution. Operating at the most senior stakeholder levels across the business at Europe and Global Board level to win investment and supportAchievements- Beating plan to grow +31% and smash the £250m NSV delivery milestone in 2017/18 via the most successful delivery of a pipeline crossing beer, spirits and ready drinks- Growing Diageo Europe’s beer innovation business by +54% including Hophouse 13 Lager, the creation and launch of Rockshore, Ireland’s most successful beer launch in 15 years and the Open Gate Brewery Range of Craft beers from the brewers of Guinness- Overseeing and developing of a holistic range of product launches to respond to changing consumers attitudes to alcohol including Baileys Almande, Gordons Non-Alcoholic Gin & Tonic and the first Non-Alcoholic beer from Guinness – Pure Brew- Overseeing and developing the launch of Diageo’s first ever spirit beer – Captain Morgan Mutineer Rum Flavoured beer, a highly complex clash of two categories, winning Product of the Year in its launch market in Germany. -
Marketing Director, Diageo Western Europe, Rums PortfolioDiageo Sep 2011 - Aug 2014London, GbResponsible for Diageo's £120m diverse European rum brands including Captain Morgan (the fastest growing spirits brand in Europe), Zacapa (a luxury Guatemalen rum brand - amazing, try it!) and Latin American rum brands Cacique and Pampero with a team of 20 marketeers across 5 locations in Europe and A&P of £20m Achievements- Growing the Captain Morgan brand +15% through a combination of award winning European marketing programmes and winning investment to launch into new markets such as France.- Creating the first fully integrated brand platform for Zacapa and a suite of luxury marketing growth drivers, successfully growing the brand on average +25% across a diverse mix of mature and new markets- Successfully launching Pampero into the independent scene in Germany, a notoriously difficult market to crack to testBuilding a team from scratch across markets and cultures and delivering the highest shifts in engagement and leadership scores i.e a very happy and engaged team!
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Head Of Shopper Marketing, Diageo GbDiageo Jun 2009 - Sep 2011London, GbI was asked to move cross-functionally to define and set up our new shopper marketing function, the first time we had done this anywhere in Diageo. Over the course of 2.5 years we transformed out shopper insight capabilities, defined how Diageo still does shopper marketing today and delivered a series of compelling category and brand marketing programmes in collaboration with our customers to grow both businesses. Highlights included: the first of a kind strategic partnership between Diageo GB and Coca Cola Schweppes enterprises to deliver an award winning 3 year partnership of "spirits and mixer" to consumers, shoppers and customers. year 1 included a £4million joint investment and growth of +20% on key brands in-store (Smirnoff/Pimms/Gordons)partnered with Schweppes. In this time we step-changed our relationships with the top Grocers building powerful partnerships to create activities that delivered value for both us and them such as Baileys and Thorntons Chocolates partnerships, Pimms Summer events and seasonal category events such as Fathers Day, Big Night in and Easter. These activities defined by us for the first time are now major events for our brands and our customers each year.
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Marketing Manager, Guinness Beer InnovationDiageo Jun 2008 - Jun 2009London, Gb
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European Marketing Manager, SmirnoffDiageo Sep 2007 - Jul 2008London, Gb
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Senior Brand Manager, GuinnessDiageo Apr 2005 - Sep 2007London, GbMy dream job at the time and the reason I moved to Diageo to work on the inimitable "black stuff". A fantastic 2.5 years on the brand included highlights such as developing a 360 marketing programme to drive Guinness's association with St Patricks day reaching over 30k pubs and driving the highest market share ever over that period, managing the Guinness £12milllion media budget and working on TV ads such as "Hands". I also led our 2007 Rugby World Cup campaign driving association with the tournament whilst not being a sponsor which saw us win the highest share of market for any beer over that time and delivered an award winning 360 marketing campaign.
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Graduate Trainee, Brand Manager, Senior Brand Manager, Working On Kleenex And HuggiesKimberly-Clark Sep 2000 - Apr 2005Irving, Tx, Us
Louise Cruttenden Skills
Louise Cruttenden Education Details
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Digital Marketing InstituteDigital Marketing -
University Of AberdeenMa French & German
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Henley Business SchoolCoaching
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Henley Business School
Frequently Asked Questions about Louise Cruttenden
What company does Louise Cruttenden work for?
Louise Cruttenden works for Jaaq.
What is Louise Cruttenden's role at the current company?
Louise Cruttenden's current role is VP of Marketing.
What is Louise Cruttenden's email address?
Louise Cruttenden's email address is lo****@****geo.com
What schools did Louise Cruttenden attend?
Louise Cruttenden attended Digital Marketing Institute, University Of Aberdeen, Henley Business School, Henley Business School.
What skills is Louise Cruttenden known for?
Louise Cruttenden has skills like Fmcg, Shopper Marketing, Brand Management, Marketing Strategy, Relationship Marketing, Customer Marketing, Insight Generation, Digital Marketing, Integrated Marketing, Marketing Communications, Product Innovation, Cross Functional Team Leadership.
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