Robin Mcghee Email & Phone Number

Dublin, County Dublin, Ireland

Ireland

I'm currently Head of Planning at Kantar, one of the world's largest research and consultancy groups, where I collaborate closely with senior client teams to deliver outstanding strategy and consumer-inspired marketing transformation. I have an extensive sectoral skillset in both FS & FMCG, and across B2B and B2C. I leverage a mix of research-driven project work and pure consultancy to shape strategic brand development, innovation, and market communications. My work has inspired commercially effective outcomes across a wide range of strategy, process and marketing disciplines: digital platforms, white space innovation, global brand development, portfolio planning, market diversification, communications development, brand migration, and proposition development. I’m used to navigating large global matrix organisations, in cultures shaped by commercial discipline and accountability. I’m also experienced at managing complex interlocking projects, working with extended multidisciplinary teams across different geographies.Selected achievements• Developed positioning framework for a large global drinks brand• Advised on campaign development for a large FMCG brand; work shortlisted for Marketing Society Research excellence award• Communications development collaboration with global FMCG brand across multiple product lines. Supported its annual strategy planning cycle through brand and ad hoc analysis• Led consultancy team to support growth ambitions of a large grocery multiple through quarterly brand and communications analysis• Communications strategy development for LAD brand that won Marketing Society award for Advertising Excellence • Developed white space innovation for multiple clients• Extensive consultancy support for a blue chip FS client on both consumer mortgage journey and SME strategy• Developed market-disrupting NPD for a leading life assurance brand• Supported development of long term retail and SME brand strategy for a large retail bank

Development of brand and media strategy for Diageo lagers, co-ordinating portfolio response to commercial opportunity, embedding consumer insight at heart of all activity. Exceptional track record in category innovation, new product development, communications planning, arresting brand decline, stimulating growth. Drove the annual strat planning cycle, shaping consumer-inspired plans for commercial, communications and brand activation. Pivotal to my role was creating ownership of outcomes, and a powerful culture of accountabilitySelected Achievements• Jointly authored strategic portfolio plans for Diageo Ireland, leading to a 2% uplift in share of total alcoholic drinks• Collaborated on ground-breaking shopper understanding model, saving business €2m+ in BTL communications• Developed award-winning consumer understanding tool, juxtaposing discriminating characteristics across brands, creating unprecedented clarity in commercially leverageable competitor insight• Drove ruthless focus on Bud Ice line extension, reversing eight years of on trade decline• Pioneered category-first digital marketing initiative for Bud Ice, using mobile vouchering to link a sliding scale of price discounts to daily temperature readings (Cannes Silver Lion)• For Bud masterbrand, developed multiple award-winning advertising campaign in ‘Unite’ (Creative Circle Award; British Arrows Award; Diageo Best in Europe Award)• Shaped Carlsberg brand relaunch, triggering a radical improvement in equity and volume performance• Defined radical new strategic direction for Harp in ROI, identifying significant incremental gross profit opportunity• Engaged with international franchise partners to ensure effective synergy with global policy

St James Gate, Dublin

Directed strategic planning process, ensuring consumer-inspired and issue-focused brand delivery. Outstanding track record in communications development, segment-driven insight, sponsorship platforms and new product development. A central voice on the marketing team in shaping objectives, activation and iterative learning. Navigated the complexity of a large global franchise brand ensuring strong fidelity to global communications architecture whilst being powerfully and locally relevantSelected Achievements• Developed radical, business-wide Summer strategy, harnessing portfolio response to key commercial priorities and leveraging individual brands’ strengths• Developed new quality communications stream, yielding a 12% improvement in quality perception and reversing long term equity decline• Justified subsequent €1m CAPEX investment in on trade livery by developing powerful, consumer-inspired design exceeding all action standards and outperforming competitors

St James Gate, Dublin

Identification of strategic innovation priorities; pipeline planning; assessment of commercial potential. Expert owner of Diageo's segmentation model, identifying line extension and white space opportunities across new segments and categories. Strong and frequent interface with senior leadership team to make the case for marketing and capex investment, defining strategic opportunities with commercial rigour and hard-won consumer insight.Selected Achievements• Introduced Smirnoff Black Ice to Ireland• Developed four-year innovation strategy, sizing and profiling future market opportunities• Shaped cardinal rules about alcohol categories, motivation states, target demographics• Designed consistent evaluation method for early stage concept selection across markets• Line extended Guinness into Brewhouse Series