Louise Mercer Email & Phone Number

England, United Kingdom

Minneapolis, Minnesota, US

London, England, GB

London, England, GB

Exploring the world of trends, competitors, capability and consumers to scout & nurture nuggets of growth from ideation to product development.

London, UK, GB

• Dual hats worn within this role: As an Associate Director I was responsible for delivering best in class service to clients to fuel brand growth and as a Marketing Director I was responsible for the overall growth and.
• Strategy Development: Developed & led a differentiating ‘Insights Proposition’ for the Mash Brand.
• Business Growth & Expansion: Acquired new clients through innovative marketing & sales pitches and increased revenue generation from existing clients by upselling and cross-selling within projects.
• Marketing Management: Created & led a 12-month rolling omnichannel marketing plan to grow visibility and engagement of the Mash brand Inc. email marketing, content-driven strategies, social media & event marketing.
• Project Management: Led multi-disciplinary teams to deliver client projects. Projects Inc. brand transformation, innovation ideation, brand augmentation, positioning, mapping, architecture & market analysis.

Paris, FR

• As an Acting Director I led the second largest category in the company, assuming full P&L responsibility. Led a team of 4 direct brand managers and 15 indirect supply chain and R&D project specialists.
• Designed & implemented an eight-quarter global category strategy that balanced the need for innovation/communication ROI with the need for regional, cultural difference & specificity.
• Developed all seasonal lines for the category through rapid and agile project management.
• Reviewed & modernised the global innovation funnel in line with market expectations and changing consumer demands.
• Led the development of all TTL communications (Inc. print, online, social media, PR, customer marketing, shelf theatre)
• Drove operational effectiveness & migrated production from legacy third parties to L’Oréal factory lines.

Paris, FR

• Led the innovation strategy in partnership with four of the world’s most recognised fragrance houses (IFF, Firmenich, Givaudan, Symrise). Also, led the MarComms strategy, including the development of new advertisement.
• Undertook a cross-category alignment of all men’s grooming products for relaunch across four regions and created a new ‘Men’s Zone’ to drive engagement with the male audience.
• Transformed the fragrance fixture giving increased focus to ingredient stories & implemented experiential marketing.
• Led all innovations including a high-profile legal reformulation of the category’s leading fragrance (White Musk).

Blackfriars, London, GB

• Led the category expansion into white space, managed key competitive threats, prepared the M&A strategies and developed partnership opportunities to deliver category growth.
• Leveraged 3rd party agencies to scout for emerging macro trends that influenced consumer demand for household cleaning.
• Formed three new teams, of which, I led one within the global air purification segment, reporting directly to C-suite leaders.
• Acted as the Strategic Business Partner to five global Brand Directors and two senior Vice Presidents, worked collaboratively to develop differentiating and complementing global brand development plans to drive growth.
• Supported the category Vice President in the creation and delivery of all major cyclical business processes such as IBP, 8 Quarter rolling plan, monthly GCLT, annual Twickenham meeting, quarterly digital broadcasts.
• Managed a portfolio of 52 global projects across 4 different regions – was responsible for tracking & reporting of project OTIF timings and project gatekeeping for key sustainability, GM and financial metrics.

Blackfriars, London, GB

• Spearheaded the M&A integration of 10 regional brands into Unilever’s production process and category strategy to foster growth, market expansion and strengthen brand positioning.
• Collaborated with external artwork designers and print specialists to create new brand outlook, whilst managing R&D specialists and external fragrance houses to migrate acquired SKUs into Unilever approved fragrances.
• Liaised with Country Leads to track volume and value progression against brand plans, balanced the requests of 15 different European markets and developed standardised regional solutions.
• Led cross-functional R&D and supply chain teams to develop annual innovations and ensured effective adaption of category technology to consumer & market requirements.
• Devised a 5-year growth plan for all brands Inc. claims progression, innovation roadmap, communication & expansion plans.
• Developed the range architecture for all 10 brands while ensuring long-term sustainability and scalability to meet future consumer & market demands.

Blackfriars, London, GB

Led the development and execution of new brand communication (including TVC execution and pack artwork) across the EU, ensuring alignment with the cultural requirements of the Masterbrand within 10 months.

Blackfriars, London, GB

• Brought the voice of the retailer to the forefront of the brand and innovation leaders, devised & led commercially focused retail strategies, implemented retailer specific brand innovations and forged powerful.
• Redesigned tertiary packaging to drive replenishment KPI’s and revamped shelf ready packaging to drive brand equity.
• Shared guidance and recommendations for strategic pricing, promo depth, and in-store customer journeys to 5 brands.
• Lead customer specific projects such as the launch of specific retailer pack sizes/fragrances/mixed boxes.
• Re-merchandised the deodorants fixture across all EU stores to improve shelf KPI’s and increase customer loyalty.
• Developed channel specific strategies with tailored range/innovation/brand plans and retailer specific brand growth KPI’s.

Blackfriars, London, GB

Various roles held

Welwyn Garden City, Hertfordshire, GB

Combined Social Sciences, (Business, Sociology, Psychology)

3 A Levels, 1 As & 10 Gcses