Mar 2022 – Mar 2026 · 4 yrs

• Responsible for leading the wonderfully talented marketing, partnership and business development team at System1. We are world leaders in understanding what makes advertising and innovation work and then measuring its potential impact via Test Your Ad, Test Your Idea and Test Your Brand. We are constantly creating new tools to enable decision makers to have confidence in creative development and make the data driven case for emotion. Check out our Ad of the Week and regular reports on how to make effective advertising.

Sep 2019 – Feb 2022 · 2 yrs 5 mos

• CMO for System1 Group the world leading Advertising & Innovation Effectiveness platform. We use the power of emotion to predict the impact of advertising on short and long term market share growth. We also provide Creative Guidance to help our customers make 5 Star Advertising. Responsible for launching our Ad testing product under a new Test Your Ad platform which allows fast and effective testing of Advertising and benchmarking against over 100,000 other Ads in the majority of US and UK categories. We also offer world leading tracking via Test Your Brand and innovation pre-test with Test Your Idea.

Nov 2018 – Jan 2019 · 2 mos

• Something of a dream job to work on Brewdog as their first CMO! A business that has achieved so much in a very short space of time (Brewdog count in Dog years by the way!). Despite great potential I wasn't able to find a way to work in a very specific culture but still got an insight into one of the world's most successful challenger brands and delivered plenty of ideas in a short time. Concluded that the timing wasn't right for CMO to take over in a strongly founder-led organisation.

May 2016 – May 2018 · 2 yrs · Stockley park

• As Marketing Director and a member of the UK Executive Committee I oversaw a team of 65 people and annual A&P investment of £50m. I led the business through what may be considered the most significant structural change in its history with the introduction of the Soft Drinks Industry Levy (Sugar Tax)
• Key highlights:
• Turnaround of Lucozade Energy with new ENERGY BEATS EVERYTHING campaign, the largest ever investment in the brand, in response to consumer backlash to re-formulation.
• Relaunch of Lucozade Sport under the MADE TO MOVE platform bringing the brand back into growth and supporting 1 million people moving more.
• Leading Ribena through reformulation following implementation of the sugar tax with award winning THATS SO RIBENARY campaign.
• Supporting the continued expansion of in-house agency capability (TED team) to realise significant cost saving and create a powerful creative resource managing ATL and ATL asset creation.
• Development of seed brand capability to launch into new sub-categories such as premium tonics and enhanced water

Sep 2012 – May 2016 · 3 yrs 8 mos · West Midlands, England, United Kingdom

• Marketing Director on the Board of Purity Soft Drinks Ltd, a Private Equity backed business with ambitious growth plans. Very broad experience but a particular focus on fast-tracking product innovation, brand building on limited resources and growing distribution and rate of sale. Key highlights
• JUICEBURST was one of the fastest growing soft drinks brands in the UK market at +98% (IRI MAT to March 15) and is proven to grow the category by an average of +22%
• World's first ever interactive soft drink brand (using Blippar's AR App)
• Fast track Innovation such as JUICEBURST Skinny low calorie Juice and JUICEBURST No Added Sugar the first School approved Juice brand
• Firefly in Top100 CoolBrands for 2015-16 and also The Grocer Product of the Year 2014 (Adult drinks)

Oct 2009 – Sep 2012 · 2 yrs 11 mos

• I was responsible for setting up and running a Seed Brand Unit in conjunction with PepsiCo which runs the brand management, customer activation and field implementation of a number of challenger brands including Lipton Ice Tea, Mountain Dew, Drench, Gatorade, V Water, Pure Rush & Purdey's

Jun 2007 – Sep 2009 · 2 yrs 3 mos

• I was responsible for heading up the Marketing department in the International division of Britvic and overseeing the expansion of key brands into new International markets. Part of the senior management team responsible for doubling the size of the business in 3 years!

Apr 2005 – Jun 2007 · 2 yrs 2 mos

• I was responsible for delivering rapid growth of the Fruit Shoot brand in Holland overseeing all elements of the marketing mix and the successful launch of the Robinsons brand in the Nordic markets

Mar 2004 – Apr 2005 · 1 yr 1 mo

• I was responsible for turning around the performance of Robinsons as well as accelerating the growth of Fruit Shoot in Ireland, the largest export market for Britvic

Jun 2001 – Mar 2004 · 2 yrs 9 mos

• I was responsible for the marketing of a number of Wine & Spirit brands including the first re-launch of Mateus Rose in 50 years, the development of a new Disaronno ATL campaign & the growth of both Tio Pepe & Croft Sherry

Jan 1997 – Jan 2001 · 4 yrs

• Various roles in Customer Marketing & Category Management the highlights of which include the launch of Robinsons Fruit Shoot, the management of Pepsi BTL campaigns and the creation of the company Category Strategies.