Ross Farquhar Email & Phone Number

London, GB

London, England, GB

Southwark, England, GB

Led a marketing function covering national, local and digital to generate the demand that delivered +8% LfL growth (2019) in the notoriously challenged casual dining category.Introduced econometrics to prove marketing’s role as a strong investment for growth (not a cost).Used that insight to build a more effective comms mix, from an anime epic for cinema.

London, GB

I was a Managing Partner at Grey London, looking after some key accounts like Lucozade Ribena Suntory, running a creative studio called 'Valenstein & Fatt' that focused on working in new ways with start-up, scale-up brands and production partners, and acting as the European Business Lead for P&G.

London, GB

As part of the integration of 101, I became Managing Partner for Client Services at MullenLowe. Leading the HR side of the integration of 101, I then went on to provide interim leadership for the account management team until leaving the business at the end of 2017 in search of pastures new.

London, GB

101 was a free range creative company established in January 2011. We solved business problems not (just) communications briefs, and acted as genuine running mates for our clients.I was a Managing Partner, working across a broad range of clients and leading teams from problem through to solution and delivery. I joined the business as a start-up when it was.

London, GB

London, GB

• Part of the Captain Morgan Global Brand Team, with a focus on Canada, South Africa, Innovation and establishing the perfect serve (‘Captain & Cola’). Selected accountabilities and achievements:
• Led the first major piece of innovation on Captain Morgan in Europe since the brand launched, expected to be the No. 2 variant to ‘Original Spiced’ within five years. Included development of the growth driver suite for.
• Worked with local colleagues in Canada and South Africa to grow Captain Morgan in those markets – approximate total RSV of £80m with both in solid growth in 2010/11.
• Developed and ensured systematic implementation of the ‘&Cola’ growth driver in all markets, including the development of an ‘elevator pitch’ for local colleagues to use in establishing partnership agreements with cola.
• Operated within a global matrix structure, significantly improving influencing capability.
• Adaptability – starting from no knowledge of the workings of Diageo to delivering a major piece of NPD within a very short period of time.

• Managed the UK’s first consumer-generated outdoor campaign, launched Crunchie's first new TV ad in almost a decade and led the two biggest pieces of confectionery innovation in the last five years. Responsibility for a.
• Led the creation and delivery of “Wispa Gold Messages”, the UK’s first consumer-generated outdoor campaign – 913 different outdoor executions from over 7,500 submissions and over £2m spend – in support of launching.
• Led the digital and press tracks of “For the Love of Wispa”, launching the biggest Chocolate innovation on record (High Commendation - Marketing Society Award for Digitally-Led Marketing). Fully accountable for March.
• Co-author of the Gold-award winning IPA Effectiveness Paper "For the Love of Wispa: A Social Media Success Story", and subsequently led a strategy process in partnership with eatbigfish resulting in a repositioning and.
• Led the launch of Crunchie Rocks NPD in May 2010, including Crunchie’s first new ‘Friday Feeling’ TV campaign since 2003. Total budget £2.5m, NPD worth over £4m RSV in first six months.
• Accountable for the team that developed Cadbury’s Bitesize strategy for Britain and Ireland - £61m RSV portfolio with a fair-share opportunity of £62m.Key Learnings:

• Built on passion for brands with a mixture of communications (Flake) and strategy (Kids portfolio).Selected Accountabilities and Achievements:
• Delivered tactical Flake radio campaign, including off-pack instant win – recognition efficiency ahead of all Hall & Partners benchmarks, and grew brand penetration by 0.5ppts during campaign.
• Developed factbase and strategy for Kids portfolio, followed by re-design and communications briefKey Learnings:
• Design development across an important product range (Fudge, Curly Wurly, Freddo, Chomp)
• Sales promotion development and execution (Flake)

• Developed negotiation capability, improved financial acumen and influencing technique.Selected Accountabilities and Achievements:
• Negotiated and delivered a Q1 2008 Spring Occasions programme that was +68% Gross Sales and +462% Gross Margin YoY.
• Part-negotiated, implemented and delivered Cadbury Easter 2008 in Sainsbury’s, growing share by 180bps and reducing the residual billKey Learnings:
• Financial acumen and commercial awareness (through P&L accountability over Cadbury Boxed range)
• Motivating and delivering through others (through briefing and incentivising Field Sales team)
• Negotiation skills

• Broadened experience base to include capability in shopper marketing and compelling in-store solutions.Selected Accountabilities and Achievements:
• Delivery of the Seasonal briefings to over 100 National Account Managers
• Renovated Flake Moments, Flake’s giving offer that was in steep decline, launching in September 2007 and preserving £3m in gross revenue for Cadbury in 2008Key Learnings:
• Breadth of perspective extended to shopper and category

• Led the digital execution of both Creme Egg and Snaps, as well as leading several innovation projects.Selected Accountabilities and Achievements:
• Project Leadership of multiple innovation projects, including Cadbury Easter Trail pack
• Below the line campaign development and delivery for both Snaps’ re-launch in November 2006 (reaching over 400,000 people through sampling alone and achieving an average uplift of 40% in-store) and Creme Egg in January.
• Leading teams with different functional expertise and priorities
• Managing agencies to deliver on time, in full – achieving executional excellence

Edinburgh, GB

Emea Fellow

Mini Mba, Brand Management

Excellence Diploma

Scholar

Ma, International Business

Education record