Strategic lead on brand positioning, comms, activation, range architecture and new product initiatives for 2 international flagship brands for BAT. Best practice transfers from trends & ex-category analysis into regulated markets.

Strategic lead on brand positioning, activation, product architecture and new product initiatives for 3 international flagship brands for BATShowcasing marketing expertise across all customer touchpoints in regulated markets

Responsibilities: - Identify insights based on analysis of the UK market and consumer, to shape an effective communication and marketing plan to deliver growth- To write and sell in the business case for Peroni’s brand renovation (included new brand identity, packaging, NPD strategy, consumer insight & testing) in the UK - To lead the cross functional team (finance, manufacturing, global procurement, supply chain & legal) to deliver the renovation in market by end 2018- Managing & influencing the global stakeholders to ensure buy in from day 1 of the new company and approval at each gate Achievements: - Successful delivery of this complex project whilst the organisation was in flux and change post acquisition to Asahi (new senior stakeholders, ambiguity around budgets, processes)- Maintained Peroni’s margin whilst delivering the new investment in the brand - Sold in to the UK and global board the business case to secure the Capex investment (£3M)- Launched a trail of Peroni Ambra and gained significant PR and influencer coverage with 140k impacts, resulted in approval of full launch in 2018

Responsibilities: A dual role for Peroni Nastro Azzurro:- Led the development of the global innovation strategy; monitoring consumer behaviours & trends, identifying market opportunities, developing concepts to fill the innovation pipe-line- Led the development of the global brand retail strategy; creation of campaign platforms, asset development and promotionsAchievements: Innovation in product:• Filled pipeline with 15 new products, launched Peroni Gluten free from concept to market in only 8 months, resulting in becoming Nr 1 gluten free beer in UKInnovation in packaging format:• New stylish 250ml bottle for high value occasions, premium 4 pack with greater shelf presence and portability (resulting from consumers’ behaviour & usage assessment)Innovation in retail campaigns:• Shopper centric occasion-based messaging, premium visibility at scale, partnership with Tesco UK

Responsibilities: - Assessed and developed local brand propositions with markets as an internal brand expert- Led & developed the idea of brand communities (big local brands in big markets) to share and implement best practiceAchievements: - Re-designed brand positioning and creative platform to gain better distinctiveness for Peroni and Nastro Azzurro across Italy. Commissioned deep dive ethnographic & semiotics consumer study, resulting in turning around 5 years of decline into consecutive growth.- Created clear differentiation between 2 large Polish mainstream brands (Tyskie and Lech) with new targeting and positioning resulting in both brands returning to growth- Identified key success factors from World Cup 2010 football activation in South Africa and worked with key markets to implement the learning’s at the football Euro Championship (2012), resulting in Tyskie increased brand awareness & preference from the marketing campaign

Responsibilities: - Worked with local markets to develop their brands within the global marketing framework & deliver effective campaigns- Identified best practices in local markets and promoted elsewhereAchievements: - Led Latin American markets to develop local premium propositions, resulting in improved pricing by 10-15% against the mainstream brands- Led and ran 25 workshops in a year, reaching 300 marketers globally to coach and inspire strategic change- Promoted after only 1 year to Marketing Manager

Responsibilities: - Filled innovation pipeline for the British flagship brands Silk Cut and Benson and HedgesAchievements: - Increased UK marketing share from 39.1% to 40.5% during 2008 and 2009 and organisational profitability ratio- Launched limited edition products in UK which were replicated in more than 10 markets across Europe resulting in growth in Central Europe- Accelerated speed to market by enlarging the conventional pool of technical suppliers to specialised bespoke engineering suppliers with 10 times lower initial CAPEX requirements ($1.5m vs. $15m)- Streamlined innovation process of the company with the marketing brand group by managing entire project flow from inception to completion such as concept generation and consumer insights-led prototype studies. Process was then replicated globally

Areas of responsibilities:Development of global communication platform (including ATL, BTL and packaging)Brand custodianship: ensure consistent implementation of communication across markets (in 20 key markets)Packaging integrity & special packaging communicationDevelopment of global communication programs, including multi-market DM brand magazine to consumers, Horeca & POS branded video, cinema commercial, branded smoking lounges and branded lounges

Supporting role in development of Winston strategic repositioning and Brand World Development of Winston Brand Manual – international guidelines released to markets on interactive media & workshopsInternational airport visibility – managing media plan to ensure premium sites presence in 13 Winston relevant airportsGlobal merchandising - development of key items to be sourced globally and release of international guidelinesSupporting role in rejuvenation of global Winston packaging (including agency briefing, consumer research coordination and worldwide roll-out)

IT application development – automatic internal allocation process of new IPO titlesAssessment & redesign of methodology of portfolio performance measurement to make it compliant to new Swiss Performance Presentation Standards