Marketing Director with a proven track record in building brands and revitalising category performance to deliver consistent growth. Excels at effective story-telling to achieve board level sign off on strategies and plans. Adept at navigating matrix, global and local organisations. Enjoys coaching and developing people to build effective teams. Expert communicator with the ability to influence stakeholders internally and externally (agencies, regulator) and translate ideas into action. Outside of work I'm married with a son, and when I'm not hanging out with them, I'm busy in the garden trying to perfect an all seasons border.Highlights:● Developed the marketing plan which delivered the highest ever National Lottery sales of £8.3 bn in Financial Year 20/21 and achieved best-ever returns to Good Causes £1.8bn from sales revenue despite the global pandemic.● Led a strategic shift in how Lotto, the flagship game in The National Lottery portfolio, was communicated to deliver c.£50m growth year on year in 2023.● Improved TNL brand marketing advertising effectiveness to become over 20 times more effective at 12:1 ROI.● Turned around the Scratchcard category for +9% year on year growth (£208m), following a -7% YOY decline. ● Developed new global Ben’s Original Above The Line (ATL) brand campaign, resulting in achievement of highest market share (71.9%) in three years.Awards:● Winner of IPA Effectiveness Award 2024● Winner of “best brand campaign” at the Marketing Society Awards 2023.● Winner of the Marketing Society 2021 Grand Prix, Finance Director and Brand Revitalisation Awards● Winner of the Marketing Week 2021 Long Term Brand Building Excellence Award● Winner of 2020 YouGov Buzz “best improver”●
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Head Of International MarketingTuiHolmer Green, Gb
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Head Of Marketing StrategyAllwyn Uk Feb 2024 - PresentHigh Wycombe, England, United KingdomTuped over to Allwyn to deliver growth for The National Lottery over the Fourth Licence termPart of the senior leadership team delivering the world’s most ambitious lottery change programme -
Head Of Marketing Strategy And MediaCamelot Feb 2023 - Feb 2024Watford/LondonI set the direction for the £8bn National Lottery brand's annual consumer plan to ensure that Camelot maximises returns to good causes - our lead business KPI and protects and grows the health of The National Lottery brand. I am accountable for the effectiveness and efficiency of Camelot's £100m+ media budget.I work closely with the board in the creation, sign off and delivery of the Camelot Annual Business Plan of which the annual consumer plan is a key customer facing component. -
Head Of Marketing Strategy And PlanningCamelot Feb 2020 - Feb 2023Watford, United KingdomI lead the development and delivery of the The National Lottery's annual consumer marketing plan, gaining board sign off as part of Camelot's annual business planning process. Using data led planning to evolve the TNL annual marketing plan to become more culturally relevant to consumers whilst effectively deploying our c. £100m media budget ensuring we have exceeded brand and business targets for the last three years
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Marketing Manager The National Lottery BrandCamelot Jan 2019 - Feb 2020Met brand KPIs by developing and implementing overarching TNL masterbrand strategy. Managed TNL brand and portfolio architecture, communications framework, planning themes, and brand guidelines. Transformed ideas into actions by producing a new advertising campaign to bring to life TNL brand purpose “making extraordinary happen for everyone” as well as deliver sales ROI – proven via econometric modelling.
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Marketing Manager InstantsCamelot Nov 2015 - Dec 2018Watford, United KingdomResponsible for £3bn Instants portfolio. Created a turnaround full marketing mix strategy for the £3bn Instants portfolio to drive growth following significant sales decline whilst maximising returns to good causes.
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Marketing Manager LottoCamelot Jan 2015 - Oct 2015Led the go to market delivery of the Lotto 2015 game change, involving regulatory sign off and engagement, stakeholder influencing as well as planning the consumer facing launch.
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Marketing Manager EuromillionsCamelot Apr 2013 - Jan 2015Responsible for £1.9bn EuroMillions game. Role included brand strategy, sales performance, budgets, product innovation and campaign delivery (Advertising, Social, Digital and Retail).
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Uncle Ben'S Uk Marketing ManagerMars Aug 2011 - Mar 2013Uncle Ben’s is the world’s no.1 rice brand, and worth £167m in the UK across three different categories; Dry Rice, Ready to Heat Rice and Cooking Sauces. The UK business is the lead European Market for Ready to Heat (RTH) Rice. Achievements includedLocal market launch and tailoring of the new global Uncle Ben’s ATL brand campaign achieving RTH highest market share (71.9%) for three yearsDeveloped new communications strategy resulting in brand product placement and sponsorship deal with “Jamie Oliver’s 15 Minute Meals”, achieving 4ppt increase in brand share YOY and highest ever RTH brand penetration 26.2%Translated global brand strategy “Begin with Ben and build a world of better meals” into a local vision, enabling cross-functional teams to bring the message to life to our customersLed UK 5 year growth strategy balancing local market and European needs identifying key growth levers to drive immediate growth on current portfolio: Promotional strategy optimisation | Re-prioritisation of sku portfolio | Discounter channel range optimisation -
Marketing Controller AmbrosiaPremier Foods Jul 2010 - Aug 2011Ambrosia worth c. £95m RSV and one of Premier Foods five drive brands (including Hovis, Mr Kipling, Sharwoods and Loyd Grossman) and critical to Premier Foods profit delivery. Key responsibilities and achievementsMaintaining and accelerating Ambrosia’s growth (+17% in units YOY) Driving Ambrosia’s penetration +2ppt to 50% through excellent execution of ChristmasDevelopment of rice pudding positioning and platform for future NPD launchesDeveloped a pricing and promotional strategy which was successfully implemented by SalesDeveloped one of my team to achieve promotion to Marketing Controller level -
Marketing Controller Mr KiplingPremier Foods Oct 2006 - Jul 2010Mr Kipling was a £179m brand. It is an iconic British brand, with unique advertising history. Key responsibilities and achievementsDelivered value +1% and volume +3% growth for Mr Kipling, outstripping market growth Delivered Mr Kipling’s highest ever branded share for over 3 years at 19.2%Increased Mr Kipling’s Household penetration to its highest ever level at 61% Re-ignited the role of Mr Kipling at the heart of the brand, making him central to communication and innovation Persuaded the business to bake Mr Kipling cakes with Free Range Eggs from Jan 2011 Identification, development and launch of successful NPDCore range refreshment worth £7m RSV in 9 monthsLaunching Mr Kipling into the lunchbox occasion with Mr Kipling Oatibakes £2.5m RSV Led cost-savings initiatives to improve brand profitability
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Senior Brand Manager Mr Kipling InnovationPremier Foods Oct 2006 - Dec 2008
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Brand ManagementKraft Foods 2001 - 2006Various brand management roles including Dairylea and Terry's Chocolate Orange
Rachel Moss Education Details
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Distinction -
A Distinction -
The University Of SalfordBsc Modern Languages (French & German) And Marketing -
Wellington School, Somerset
Frequently Asked Questions about Rachel Moss
What company does Rachel Moss work for?
Rachel Moss works for Tui
What is Rachel Moss's role at the current company?
Rachel Moss's current role is Head of International Marketing.
What schools did Rachel Moss attend?
Rachel Moss attended The Marketing Leadership Masterclass, Marketing Week Mini Mba With Mark Ritson, Cim | The Chartered Institute Of Marketing, The University Of Salford, Wellington School, Somerset, Marketing Week Mini Mba With Mark Ritson, Marketing Week Mini Mba With Mark Ritson.
Who are Rachel Moss's colleagues?
Rachel Moss's colleagues are Jennifer Storbeck, Markus Hedlund, Frazer Conway, Balkar Diktaş, Ahmet Yücel, Miguel Martins, Conny Backman.
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