Chief Marketing Officer, Managing Director
Macquarie Park, New South Wales, Au
Leading listed consumer foods company with $2.3B in revenues across Australia, New Zealand, and AsiaPac. Consisting of 40 iconic brands in over twenty categories in Grocery, Baking, and Dairy. Part of Executive Committee which led the company to acquisition through growth and restructuring. GF's share price increased +73% and market capitalization increased +123% until the point of acquisition by a strategic investor.As Chief Marketing Officer, led the long-term strategy and innovation agenda to drive sales and profit. Led a team of 60 from three locations – Sydney, Australia; Auckland, New Zealand; and AsiaPac. • Created and led a transformational growth initiative of expanding from low growth, low margin loaf segment to high growth, high margin artisan & specialty bread segment. Board approved business case for largest capital investment in ten years. • Inspired and led a fundamental shift from traditional (paid) media to digital (owned, earned, and shared) media. • Reinvigorated innovation pipeline and brand building activities accelerated growth in: - The Praise brand in the Dressings & Mayonnaise category, which achieved its highest dollar share at 60%. Net Sales were +10% versus YA and EBIT +16% versus YA. - The Fresh Loaf portfolio which grew +11% in net sales in Australia and +5% in New Zealand over a two year period. GF’s four power brands of Helga’s, Freya’s, Wonder, and Vogel’s achieved their highest market shares.• Upgraded and replaced talent turning over 60% of direct reports which strengthened the team. By championing high potential talent, two currently are serving general management positions at GF. Started the journey in creating high performing team by doubling engagement levels to 45%• Received promotion from Category MD to Chief Marketing Officer in March 2014. Successfully consolidated category marketing teams into one organization.