Lead strategic partner & ‘voice of the consumer’ to the Global VP Dark Spirits & Global Brand Directors. Member of the Dark Spirits Global Leadership Team & Global Consumer Insight Leadership Team. Responsible for all consumer and commercial insight for Bacardi’s dark spirit portfolio globally: Dewar's Scotch Whisky, William Lawson's, Aberfeldy, Aultmore, Craigellachie, Royal Brackla & The Deveron. Otard Cognac, D'Usse Cognac & Benedictine. I mainly focus on consumer & new market understanding, creative development, measurement and evaluation of campaigns, as well using commercial sources to identify opportunities for growth. In the past year there has also been a significant time investment in strategic projects such as global brand positioning (Dewar's, all 5 single malt brands, Otard and D'Usse), brand architecture and understanding codes for growth. We are the fastest growing major blended scotch & cognac manufacturer in the industry (IWSR 2014).

Responsible for all insight (shopper, business, market & consumer insight, passenger & tourism data) in the Bacardi Global Travel Retail division. An entirely new role for the business I set up and led an insight function that became central to both the commercial agenda with our customers and development of activity for our marketing team.

Responsible for the collection & analysis of global continuous research data for global marketing.- Development and implementation of the monthly board reports summarising market share (AC Nielsen or other) and brand health (millward brown) of the company’s top 50 Brand-Market combinations. Including commentary and analysis of performance provided to the companies most senior leaders.- Ad Hoc projects such as price elasticity analysis on William Lawson’s setting benchmarks for high/low promotional pricing.

Responsible for all off trade consumer & shopper research across all spirits brands.Working across all brands I was responsible for:- Owning the insights behind ‘Joined Up Business Planning’ (JUBP) and driving the process across brand, customer and category teams- Development of leading insights on how shoppers behave during the recession and the implications for our brand activities and customer development- Developed relationship with Head of Research at Morrisons (top 4 retailer), leading to commercial opportunities- Line Management responsibility of the Market Planning Manager- Acted as a ‘consultant’ to partner the brand planners on all aspects to do with shopper understanding.

Role: An international commercially focussed role based at Carlsberg global HQ in Copenhagen. My brief was to manage & drive an insight based customer development agenda across all our markets. Achievements:- Development and implementation of the global customer development strategy for the on trade- Introduction & roll out of ranging and merchandising tool to markets and implementing best practice- Introduction of on line virtual store to markets for insight generation- Design and implementation of the Carlsberg Customer Development Academy & Field Sales Academies- International ‘sparring partner’ for markets on category management- Delivery of shopper insights to the business for on and off trade & development of POS Guidelines- Ad hoc projects – e.g. developing on trade commercial strategy for the Ukraine

Role: Responsible for all category, shopper and market insight to the business, and category management for the on trade.Achievements:- Building insight into a central part of developing existing accounts and winning new business- Introduction and implementation of new data sources, such as TGI- Development of ranging and merchandising principles for the on trade- Department budget control & line management responsibility of the Category Insight Executives.