• Joined STG to lead the newly formed, New Categories European division as part of an ambitious and aggressive growth strategy for the company.• Developed a 5-year business plan portfolio strategy, outlining growth opportunities and must win areas, based on category dynamics, emerging consumer trends, market insights and competitor movements.• Acted as the single point of contact for all teams for multi-market launches; developing comprehensive business cases and robust project management structures to ensure on-time launches and delivery of topline/EBITDA delivery. • Created a unique brand proposition and positioning for multi-market deployment following the success of XQS modern oral pouches in Sweden; launching in UK, with plans to launch in several more markets.• Quadrupled market share in Sweden within 1 year, with targeted B2B and B2C marketing activation and pinpoint portfolio expansion.• Directed the launch of XQS in UK, leading a multi-functional team to establish and implement a full 360 degree marketing and launch plans to deliver an on-time market entry with promising early signs of success since May 2024 launch.SKILLS: Commercial Strategy, 360 Degree Marketing Strategies, Portfolio Expansion, Team Leadership, Stakeholder Management, Business Plan Creation, Project Oversight, Compliance.

• Promoted to support the newly formed New Category division, driving marketing and branding for new product deployments across established and untapped international markets. • Developed a portfolio strategy within key segments, outlining consumer dynamics, market insights and typologies.• Acted as the single point of contact for all teams during the product workstreams; developing robust project management structures to ensure on-time and budget delivery. • Created a unique brand proposition for global deployment following the success of the modern oral pouch within Nordic regions; launching a presence from 5 markets to more than 30.• Doubled the flavour profile within three years, attaining over 50 flavours worldwide with new fusion, flavours and packaging within the pipeline.• Directed the global repositioning, leading the Velo brand to secure number one positioning across Europe, and successful entry into nascent Pakistan, South Africa, Kenya and Japan markets.SKILLS: Content Strategies, New Product Development, Global Marketing Campaigns, Team Leadership, Audience Engagement, Project Oversight, Compliance

• Worked within a small entrepreneurial team to drive brand planning, early-stage proposition and deployment into new global categories.• Analysed existing Nordic, European and nascent markets, understanding consumer habits and competitors to replicate as part of discovery marketing • Developed engaging and creative audience communication collateral, tailoring to regional socioeconomics and building the marketing function to meet specific requirements.• Significantly grew the Modern Oral GEOX footprint through programme leadership and deployment campaigns.SKILLS: Communications Strategy, Strategy Creation, Data Analysis, Performance Management, Process Improvements, Business Partnering, Brand Campaigns, Audience Generation

• Re-joined the company to direct a number of special growth projects as part of an aggressive growth and global domination strategy.• Directed the operational and commercial viability of a European launch of cigarillos and other tobacco products; worked with product developers, tobacco blenders, buyers, supply chain and commercial teams to successfully deploy a new category product.SKILLS: Operational Oversight, Project Management, Product Development, Supply Chain

• Founded a consultancy business to provide marketing, business development, operations and sales expertise to several SMEs and start-ups within FMCG environments.• Directed early-stage management, leading pitches to private investors, PE and hedge fund firms, and traditional banking institutions to aid in cash flow management and business scaling.• Worked alongside business owners and senior stakeholders, supporting contract negotiations for all commercial, operational, procurement, supply chain and corporate agreements; managing adherence to all SLAs and agreed-upon deliverables. • Managed end-to-end campaign developments, undertaking accountability for the look, feel, tone and vision of brand marketing content and positioning. • Delivered trade marketing and distribution training courses for specific functions within multinational companies. SKILLS: Entrepreneurship, Business Management, Client Onboarding, Marketing, Sales, Operations, Client Delivery, Fundraising, Revenue Delivery