May 2024 – Jul 2024 · 2 mos

Dec 2020 – May 2024 · 3 yrs 5 mos

• Leader of P&G’s Europe Skincare Business Unit. Responsible for:
• Go to Market Strategy definition for priority Europe Markets of UK, Spain, Netherlands, Germany & Italy.
• Creation and dissemination of Skincare Strategy for Europe inclusive of: Equity Pyramid, VIS ID, Innovation Masterplan, Pricing & Promotion Strategy, Media Strategy & Data Strategy.
• Delivering Skincare P&L – achieving top line & bottom line targets each FY.
• Creation & deployment of Brand Advertising assets across AV, Digital & Social platforms.
• To date, delivered strongest net sales performance for Europe in 15+ years in FY22/23.
• Record performances in European markets P2Ys, delivering >12% growth in top markets where Olay holds #2 market share position.
• As a result of brand building step change, Olay considered 3rd most loved brand in the UK 2022.
• Led AI Hackathon session with 300+ members of Beauty Organisation to up-skill colleagues on Generative AI.

Apr 2018 – Dec 2020 · 2 yrs 8 mos

• Responsible for business leadership of Skin & Personal Care categories in the UK & Ireland.
• Delivered 6 quarters of back-to-back growth for first time in Olay history.
• Delivered highest net sales growth for a FY on record, at the same time as driving category growth & brand share growth externally.
• Delivered strongest innovation launch in brand history with Olay Retinol 24. #1 collection in market at launch.
• Step changed Olay brand building & relevancy improving equity scores and first penetration increase with <35 consumer.
• Led P&G UK in digital marketing innovation with first TikTok activations & BIC funnel marketing execution through to eCommerce. First brand to execute effective full funnel digital marketing at scale in P&G UK.
• Step changed eCommerce to >35% of sales through eContent, Search & GTM transformation.
• I received P&G UK’s ‘Beauty Leader of the Year’ award for exceptional impact.

Mar 2016 – Apr 2018 · 2 yrs 1 mo

• P&G rated as #1 in eCommerce of 28 top FMCG companies in the UK by the top 10 Grocers & Drug Retailers. Scores included best Personnel for eCommerce in CPG.
• Established & recruited new sales team to deliver accelerated eCommerce growth for P&G.
• Defined new whitecoat online category management approach for eCommerce internally with P&G brand business units & externally with retail partners.
• Defined eCommerce GTM approach for Bricks & Clicks (Grocery & Drug) retailers for P&G UK & Nordics.
• Delivered double digital sales growth and share growth across all brands year on year for P&G eCommerce during tenure.
• Developed market leading tools such as first online planogram tool used in FMCG, eCommerce Path to Purchase analytics tool, A/B testing platform and 24-hour consumer insight generation to drive rapid implementation.
• Strategy and GTM approach re-applied across P&G starting in North America before global re-application.

Mar 2015 – Mar 2016 · 1 yr

• Established the first Performance Marketing approach for P&G Europe, increasing ROI 1.3x on brand marketing spend.
• Established P&G UK’s innovation network with London VCs, incubators and start up community to pilot new tools & digital capabilities.
• Established IoT hub and smart home integration into organisation including capability building and use cases.
• Created & led Northern Europe digital IQ capability programme. As a result, 3 of top 5 brands in 2016 L2 UK digital IQ report were P&G brands.

Nov 2012 – Mar 2015 · 2 yrs 4 mos

• Team leader with 2 direct reports across Northern Europe. Led media planning & creative execution for Pampers, Oral B, Pantene & Aussie.
• Drove 40% efficiencies in media spend in AV, Digital & CRM with overall ROI increase of 2.5X.
• Re-defined 1P data acquisition strategy generating $5MM in savings while increasing reach by 20%.
• Increased penetration and brand sentiment. Increased brand equity by 20%.
• Stepped changed CRM strategy moving to eCRM. 2 million monthly consumer connections. Increased contacts by 37%,
• Increased brand trial & consumer engagement by reducing Pampers.co.uk bounce rate by 35% and increasing monthly visitors by 20%.
• I received P&G recognition shares for exceptional impact.

Jan 2011 – Oct 2012 · 1 yr 9 mos

• P&G Awarded Marketing Supplier of the Year by both Sainsbury’s & Waitrose retailers driven by my partnership.
• Led London 2012 Paralympics partnership execution for P&G UK.
• Led Comic Relief P&G corporate partnership with Sainsbury’s.
• Delivered 2x ROI on multi-million $ in-store marketing budget. Developed ROI analytics tool to define in-store marketing material choices pending campaign objective to enable sales partners.

Jan 2024 – Sep 2024 · 8 mos

• Built and scaled a Marketing + AI newsletter from 0 to 55,000 subscribers in 9 months with total of $1,000 of investment. Newsletter was subsequently sold to an investor.

Jun 2010 – Dec 2010 · 6 mos

• £50k revenue & 30k profit generated in 6 months.
• Launched start-up from scratch inclusive of brand creation, value proposition definition & securing investment via bank loan.
• Business model launched as a student discount subscription model in 5 major UK cities.
• 200+ establishments recruited & 10,000 subscriptions sold.