Leading the Premium Brands division - designing and driving brands to truly mix up the drinks category

Global lead for our brands and marketing teams. Tasked with driving rapid growth in established markets and transforming our export business.Responsible for: Growth strategy; Brand strategy; Annual plan and creative assets; Excellence in execution; in year P&L; people growth.Complexity:£70m turnover business; Market leader in Romania; Establish businesses in Greece, Cyprus, Bulgaria; Export partners across EMEA, LATAM and Asia; Portfolio of wines and spirits covering every category and price point; Marketing function of 20+

Led growth of Miller, Coors and Blue Moon (€350m net sales), across LATAM, EMEA and APAC; Defined portfolio ambition, market expansion and brand strategies; Developed and execute key growth drivers across consumer and customer marketing; Drove marketing capability and organisation effectiveness. Direct team of 7 + influence regional/country matrix.1.       Miller - delivered outstanding growth. In 2022, +40% net sales, +50% profit.  Miller is the #10 Internal Premium Brand, with strong presence in 15+ counties. I drove the brand into growth via creating and deploying global and regional marketing and sales assets, clear investment criteria and in year performance management. 2.       Coors – Exec sign off to €100m country expansion business case. Coors has strong presence in US and UK, but not elsewhere. I aligned the Exec to launch the brand as a priority across the Division in 2024, behind a robust business case, consumer and technical validation and country alignment to business potential.3. Drove new processes & capability to drive Marketing effectiveness and enjoyment.  I drove key organisational effectiveness interventions across MCBC: Portfolio and country expansion strategy; brand planning model; create to execute model; customer marketing excellence training; team purpose generation across several teams; and helped to drive a greater coaching culture.

Led growth of Grolsh, London Pride, Cornish Orchards and Meantime (€150m portfolio) across LATAM, Canada, WE and Asia; Led brand strategies and key growth drivers across consumer and customer marketing; Drove brilliant execution with distribution partners globally; Led commercial strategy and marketing capability globally.

Led the development and activation of key category, NRM, commercial planning and shopper programs to drive our customer's BWS category and Diageo growth across Europe. Led large European team and functional lead for European customer marketing community.

Design, developed and deployed key programmes to drive Beer and Spirits category growth across all channels across Europe. eg Staff training,B2B and Shopper programmesDeveloped Diageo's European e-commerce business plan, recruited and managed the initial team. Launched thebar.com to become the leading cocktail site with 300k users/mth.

Worked across various Beer marketing roles, culminating in Beer Director. I lead strategic direction, brand world and iconography, innovation, comms development, sponsorship rights, commercial initiatives and brand performance in GB. Delivered year on year sales and share targets, as well as award winning advertising and activation across all marketing disciplines eg Cannes Gold, D&AD, Best and Sport Industry awards.

Led the launch of Baileys Flavours. Led Male refreshment platform, identifying and delivering new Cider, RTD and Beer concepts, liquids and commercialisaton

Various Brand Manager and Sales role across P&G Beauty division, covering Pantene, Max Factor, Clairol and Wella brands. I managed GB & Ireland brand performance, marketing plan , creative development and customer plans. This included helping to lead the Wella and Clairol integration, leading a Pantene re-launch, numerous innovation launches and developing multiple TTL campaigns.

Responibilities covered representation of students to University, improving student welfare, representation and input on national student policy and management of 2000 capacity venue – covering bars and event calender.