Marketing & AI | Brand & Business Unit Director @ P&G | Leading Teams | Growing Multi-Million $ Brands

The Estée Lauder Companies Inc.

Marketing Director - Clinique

Business Director - Dr.Jart+

Procter & Gamble

AI Transformation Director - Beauty

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.

Brand & Business Unit Director – Skincare Europe

•	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.

Marketing & Sales Director / Business Leader – Skin & Personal Care UK&I

•	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.

eCommerce Director – P&G UK & Ireland

•	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.

Digital Marketing Director - UK & Ireland

•	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.

Senior Brand Manager - Pampers, Oral & Hair Northern Europe

•	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.

Brand Manager - Shopper Marketing UK & Ireland

STEALS Promotions (Start Up)

•	£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.

Co-Founder

Marketing Director @ P&G | Follow For Marketing & AI Content | Keeping You at The Leading Edge of Brand Building | Get Ahead of The Game With ‘The Marketing Advantage’ Newsletter

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