MY EXPERIENCE. THE DETAILS

SKILLS

Digital

I believe in leveraging digital channels to understand customer behaviors and identify gaps in our brand offering. My experience across various research and insights projects has enriched my marketing and brand strategies, ensuring they resonate with our customers and drive conversions.

Leadership

Effective communication is the cornerstone of successful management, in my opinion. Over the past decade, I've managed marketing teams, partnered with numerous brands, and built relationships with marketing, brand, and creative agencies of all sizes, from small boutiques to global integrated firms. I'm equally confident in guiding and influencing marketing strategy and plans across all levels of the business, including at the founder or board level.

Brand Development

I have a proven track record of developing and executing powerful creative campaigns that have helped build and reinvent globally recognised brands. I excel in complex consumer environments and enjoy using data and creativity to uncover insights that enable my campaigns to cut through the noise and connect with our brand audience.


Science in Sport PLC

Group Brand Director

2022 > Present

Stance

Brand Marketing Director

2016 > 2022

Guevara

Group Brand Director

2014 > 2016

Amer Sports PLC

Head of Marketing

2010 > 2014

Anschutz Entertaiment

Brand Marketing Manager

2006 > 2010

Science in Sport PLC is a leading sports nutrition business that develops, manufactures, and markets science-led nutrition products for professional athletes, sports and fitness enthusiasts and the gym lifestyle community.

  • Led and developed the global brand strategy for the group, which went on to inform both the communication and innovation strategies for the coming three years.

  • Streamlined brand portfolio and merchandising standards as a part of the global value management project, increasing profitability by 20%.

  • Built the A&P plan which resulted in a £10.5m marketing investment through PLC Board Approval (18% of revenue) for 2023.

  • Owned the re-positioning and full agency review across the two market leading premium brands.

  • Mentored the brand and marketing team, supporting a full brand audit and developing a multi-channel, integrated brand strategy incl. a new comms platform.

  • Led all communications for PhD brands, including development of a new TV campaign in partnership with Amazon. The cornerstone achievement was convincing the board to experiment with new vs. traditional proven media channels.

  • Managed all qualitative and quantitative research projects for SiS Globally giving sound business recommendations. This included sensory evaluation, advertising tracking and in-market data analysis.

Stance is a disruptive global sports and lifestyle business that blends creativity, distinctive design, and technical products. As the first employee in the EMEA region, I led an omnichannel brand growth strategy across 65+ countries.

  • Led the Stance brand within EMEA. Direct Management of eleven people (five UK and six across Europe). Brand sales in the region grew at an average of +25% YOY. Key to this was leading a re-brand and repositioning, including new agency identification, consumer qualification and sell-in to the trade.

  • As the owner of the Stance EMEA brand and marketing function, I achieved significant growth between 2017 and 2022 - averaging between 30-40% YoY. Despite the challenges posed by the pandemic, my team has consistently delivered exceptional results.

  • Managed the end-to-end centralised creative planning programme - Executing over 40 campaigns a year out of a small creative team. Owned the distribution across the EMEA region working with the local teams to adapt as required.

  • Demonstrated understanding of youth culture and the cultural landscape around fashion and sport with a track record of making strategic and innovative marketing decisions. Used this to set clear strategic intent for the Stance's most important partnerships with leading players in youth culture, including the role of product co-creation.

  • Worked with household, mainstream brand license partners on official collaborations such as NBA, Carhartt, NFL, Disney & Pixar, McLaren, Neighbourhood, Netflix and Warner Bros.

  • Built our 3-year content programme - The programme generated over 60 campaigns with over 1000 individual brand assets from stills to motion which supported the business, and it's stakeholders through campaign comms, B2B and retail support.

  • Led a team of professional athletes and ambassadors. End-to-end planning from contracts to building community engagement programmes, curating marketing campaigns to reflect the partnership along with driving revenue through product endorsements and content.

Insure tech P2P business startup that addressed fraud, inefficiency, and information asymmetry within the insurance industry. We built a new, customer-centric business that was economically aligned with the customer not incentivised to work against them.

  • As a Co-founder I was responsible for developing a differentiated creative brand proposition. This was built from the ground up using research and data to identify customer pain points, turning them into a brand that connected emotionally with customers.Developing a creative strategy, turning this into marketing execution along with creating the digital customer experience.

  • Built our 3-year content programme - The programme generated over 60 campaigns with over 1000 individual brand assets from stills to motion which supported the business, and it's stakeholders through campaign comms, B2B and retail support.

  • Managed the award-winning agency, DesignStudio, to build out our brand and campaign assets to support business growth. Paired with our Performance Marketing agency we achieved market leading CAC results.

Delivered marketing activations which resulted in business growth. Our territory revenue went from £61m to £97m within my time at Amer Sports.

  • I was part of the global brand board that developed a customer insights programme. I was responsible for this within my region and using the insights gained through qualitative and quantitative research I built a plan to launch our footwear business.

  • Led the launch of a new marketing campaign, to support the footwear launch including new agency identification, briefing, development and execution of a fully integrated plan, with a limited budget of <£1m.

  • Built strong partnerships with large brands such as LandRover, Red Bull, Microsoft, Visit America. These required building marketing programmes across all sports and product categories within Europe.

  • Lead, direct and motivate a team of 12 high performing marketing professionals from across the EU to ensure that the business strategy was implemented consistently and efficiently.

AEG has played a pivotal role in transforming the live entertainment industry. Through their global network of venues, powerful sports franchises, music brands, ticketing platforms and global sponsorship activations, they deliver innovative experiences that connect and inspire audiences.

  • Managed the brand component of the launch of The O2 into the global entertainment market.

  • Responsible for the brand that the won the world’s most successful arena with over 2m tickets sold in the first year - 8m thereafter.

  • Led the creative execution of all ATL media campaigns for partners. This included globally recognised music artists to sporting events such as the ATP tennis and the NBA.

  • The global brand guardian, owning the customer touch points and journey between brand and consumer. This included all signage, media and the full curation and distribution of a 250k magazine which I created, commissioned and executed. This quickly became an additional revenue for the business supporting both partner and 3rd parties.

  • Developed external brand collaborations and partnerships. Key brand partnerships I was part of developing were O2, BMW, Credit Suisse, InBev, Apple, Natwest, Nissan PepsiCo and Nestle. My role was to build marketing programmes that activated the partner brands, utilising the venue, artist or events.

Early Career Experience

Bacardi Brown Forman Graduate Scheme

2003-2006

Robson Brown Advertising Unitveristy role - Media Executive

2001 - 2003