Not projections, track record: brands built, markets entered, turnarounds delivered, and revenue moved at scale.
Building Sales & Marketing Functions That Scale
Designed and led a cross-functional operating model (Category Acceleration Teams) across EMEA, on the algorithmic surfaces that increasingly decide what consumers discover.
Redesigned and implemented a new marketing organisation across 13 markets and 4 regional offices, delivering sustained double-digit growth.
Ran CPG at Pinterest, a discovery and recommendation engine and the platform side of how consumers find brands. Restructured the team, rebuilt talent, and introduced new sales methodologies (Challenger) to transform commercial performance.
Launching and Scaling Brands Across Markets
Entered a market worth just £68m in total. In 4 years, the category had grown to £117m with Nivea for Men taking 23% share and winning Product of the Year three consecutive years.
Built the entire GTM strategy including dermatologist partnerships, National Eczema Society collaboration, and a DTC strategy. Now described by Boots as 'the UK's No.1 brand for hyperpigmentation.'
Successfully launched into MENA markets at Johnson & Johnson, establishing the brand across the region.
Turning Around Established Brands
Took over responsibility during J&J's acquisition of Pfizer consumer healthcare. Scaled the 'Power to Your Mouth' campaign across 13 global markets.
Transformed an unknown allergy brand into the market leader by value share. Built brand differentiation through the Pollen Count and 'War on Allergies' campaign, featured in Campaign magazine.View campaign ↗
Led deep consumer insight work and developed the 'Indescribable Moments for 125 Years' campaign including the award-winning Grandparents Frame.View campaign ↗
Driving CPG Revenue Growth at Scale
Scaled from zero to $40m at 23% CAGR over four years, partnering directly with CMOs and boards at L'Oréal, Unilever, P&G, J&J, and Pepsi.
Built from scratch to $10m through bespoke GTM strategy with regional luxury agency partners.
Studying the New Buyer
An ongoing study of how the major AI engines answer the questions UK shoppers now ask them, and what makes them name one brand over another. The evidence behind the Invisible Buyer.Read the research ↗