Part of Apidura’s Senior Leadership Team. Overseeing the digital, technical and sustainability workflows. Managing all infrastructure and web environment teams including D2C. Additional strategic role in helping to shape Apidura’s future plans whilst managing or supporting various areas of the business since 2019, including general management, marketing and ops.

Building out the D2C model for Apidura. Managing 3 websites, stabilising and rebuilding the digital team and processes to focus on onsite optimisation, end-to-end UX as well as organic performance in line with the purpose-lead positioning of the brand.

Helping to defining and developing the DotWatcher proposition and the long-term strategy for the growth of the platform.

A balance of strategic vision and operational execution in multiple markets. Shaping the premium spirit portfolio’s global strategy, considering brand health, revenue and nuance of aged stock availability. Managing team of UK Brand Managers and EU markets partner distributors. Oversight of brand management processes and activation across all whisky including premium single malt brands and distilleries Bunnahabhain & Tobermory.-Bunnahabhain, Tobermory, Deanston, Black Bottle & Bains

Management of a portfolio of wine and cider brands in the UK including Nederburg Wines and Savanna Cider. Ownership of P&L, development of branded activations and campaigns, management of brand-channel planning. Ambassador for brands, running tastings, events and media evenings.-Nederburg Wines, Savanna Cider, Pongracz, Alto, Durbanville Hills

Leading customer marketing activities on the McGuigan Wines brand. Managing a program of trade and consumer events and activations. Management of a combination of in-house and external agencies and suppliers, across design, PR, digital.

Running the NPD process, introducing an insights-driven innovation pipeline and gated development process. Responsible for process of bringing new products to market, from initial insights to launch.