Simon Brady Email & Phone Number

United Kingdom

Steer high-impact marketing, market research, brand experience, social, content, and media sales initiatives for the world's busiest single runway airport serving 45 million customers annually. Lead, motivate and provide strategic direction to a multifaceted team of 25 staff enhancing brand health, brand experience and visual design.Key Achievements:• Devised high-quality, results-focused marketing strategies & campaigns across paid, earned, owned channels to align with strategic, operational, and tactical commercial objectives.• Relaunched London Gatwick brand; implemented an identity, brand positioning, and experience strategy across all communication channels and physical infrastructure with a significant capital budget.• Translated brand strategy & identity into brand & customer experience strategies.• Rebuilt marketing and insight function; delivered deep insight roadmap including attitudinal segmentation, brand and NPS trackers.• Energised media sales having pioneered major capital investment programme in DOOH assets and launched inaugral retail media offer to market.• Secured a multi-year airport sponsorship deal with Uber including customer experience improvements.• Revolutionised airport look & feel via creation of visual interior design guidelines, alongside a capital improvement roadmap.

United Kingdom

Directed global media and integrated communication strategy, encompassing all paid, earned, owned, and shared touchpoints, including comprehensive agency management while managing media budgets of £15m. Enhanced brand presence and customer engagement across media platforms on a global scale.Key Achievements• Achieved significant improvement in brand power by leading major brand relaunch across all touchpoints, backed by a significant investment in ATL advertising.• Delivered annual incremental value while establishing improved ways of working through effective global media agency management.• Conducted global communication touchpoint study, optimising channel choices across paid, earned, owned, and shared channels to step change effectiveness.• Initiated transformative approach in social and digital destination content creation - inspiring customers and aiding in conversion.

Greater London, England, United Kingdom

Oversaw own brand marketing and packaging design for M&S's Food business; developed innovative brand strategies, led in-house design -to-print process, and championed sustainability initiatives. Embedded a strong focus on brand development to create ownable propositions contributing to the M&S Food turnaround.Key Achievements:• Translated brand experience into comprehensive packaging design strategies across all grocery categories including wine.• Contributed significant incremental revenue by conceptualising and launching several award winning new brand propositions (Our Best Ever, Plant Kitchen), resonating with contemporary food trends.• Earned acclaim for Plant Kitchen as The Grocer’s "Best New Own Brand" (2019) and finalist for Retail Week's "Best Food Brand".• Secured cost advantage by creating in-house graphic design capability, managing over 5,000 pieces of artwork annually.

London, England, United Kingdom

• Managed Tesco Finest brand, accounting for over £1.2B in annual sales while directing seasonal marketing campaigns, consumer public relations, health strategy and packaging design.• Led packaging and graphic design function for Tesco globally across all food, wine and general merchandise categories.• Reversed Tesco Finest's declines to growth using FMCG brand-building techniques.• Secured first positive like-for-like Christmas sales in five years by deploying a successful integrated omni-channel Christmas 2016 marketing campaign, introducing a new advertising platform and media strategy.

Australia

• Led the full marketing mix for Australia's leading electricity gentailer, including brand, sponsorship, communications, product development, campaigns and operations spanning both B2C and B2B / industrial segments.• Launched a new corporate brand following cross state mergers and acquisitions achieving double digit increase in brand health across Eastern seaboard states.• Optimised media effectiveness and maximised brand health by building a new advertising platform and major media sponsorships including The Block Australia.• Secured significant brand naming rights sponsorships, including partnerships with Swimming Australia, Food Bank Australia and Port Adelaide AFL Football Club.

Australia

• Realised 15% growth in own brand sales and market penetration by applying advanced FMCG brand-building know-how.• Doubled Coles’ insurance business having expanded and diversified product categories effectively.• Facilitated expansion of brand category participation across wine and apparel.

Australia

• Built dairy brands through NPD, communication and highly effective category management with retail partners• Oversaw significant innovation in the Philadelphia brand, culminating in double-digit growth and launch of Philly for Cooking - adopted globally.• Re-engineered P&L during a global cheese commodity spike, effectively pulling all levers across: Price, portfolio, product re-engineering, sales cost optimisation & manufacturing sourcing strategies.

Australia

• Developed and executed a comprehensive portfolio strategy spanning acquisitions and divestitures. Launched Cadbury's Brunchbar in Australia, quickly establishing it as the market-leading muesli bar brand. Expanded the Mother Earth brand into multiple adjacent food categories across the Pacific region.

Greater London, England, United Kingdom

- UK Corporate Marketing including loyalty, telemarketing and strategic alliances- UK commercial recruitment & marketing training academy- Warehouse Management and SAP WM implementation (Ireland)- EMEA Procurement Leadership: Packaging, marketing and third party manufacturing for Health & Beauty, Baby Care and Home Care- Manufacturing management for Pantene & Vidal Sassoon

Bachelor Of Science - Bs, Microbiology, 1St Class

Wine, Level 3 (Distinction)