TomorrowBrands

Managing partner of a new consultancy helping the global brands of tomorrow launch in the UK.

Brand & marketing strategy lead.

Managing Partner

Ruth Fittock ltd

I help ambitious FMCG brands launch and scale
Specialising in food & drink and brands doing better- health & wellbeing, sustainable, ethical 

🚀 Everything you need to launch in the UK (for international brands)- market orientation, brand positioning, comms, launch plans, recommended partners  
💥 Brand and marketing strategy for start ups on a fractional or project basis 
✨ Monthly advisory for small brands, including current team upskilling  
💁🏼‍♀️ Fractional support with specific projects or times of year (new listings, brand planning, rebrands)

Freelance Marketing Consultant

Virgin StartUp

Mentoring founders right at the start of their journey, providing insight and guidance on all things brand and marketing.  

Focussed on helping mentees to build brilliant brand basics

Startup Mentor

Simply Roasted 

Launching the game changing, HFSS compliant Simply Roasted crisps in the UK. 

👀 Pre-launch- Developed all elements of the brand from brand positioning, look & feel to personality and key messaging 
🚀 Launch planning- marketing strategy, retailer sell ins, building a dream team 
💫 Industry recognised- winners of The Grocer new product award in crisps and the Top Launch award
📈 Fastest growing snack brand in the UK, top new snack brand 2022

Focussed on developing and growing the team, marketing and brand strategy and building the next big thing in FMCG 💪🏻

Marketing Director

Pilot Lite

Marketing lead for all food & beverage ventures with Pilot Lite Ventures.

Worked on a UK brand positioning, packaging design and launch strategy for The Simple Root, a range of plant-based sauces and dips.

Marketing Director, F&B ventures 

popchips

One of the founding team members: helped shaped the launch strategy and company culture, established and grew UK marketing team, established brand personality and tone of voice for UK market, lead innovation strategy and implementation 

Responsibilities include- 

Brand comms-  responsible for creative 360-degree marketing programme to build popchips position as a premium leading better-for-you brand, whilst highlighting the fun brand personality and challenger brand positioning.  Oversight of PR, field and digital strategy. 

Innovation- set up UK innovation strategy and process, managed process end to end from ideation to consumer facing launch plans.

Brand management- research & insight, lead creative development with agencies, managed ATL campaigns and media buys. 

Culture- developed and maintained a positive company culture through rapid growth.  Responsible for articulating and communicating brand vision and values.

Senior Marketing Manager

A Little Bird

Strategic and creative lead for VITAMINWATER experiential marketing

Connecting directly with consumers across environments- from fields at festivals to university campuses, interrupting influencers with on street guerrilla activity and shoppers at point of purchase, balancing target consumer reach with the support of key retailers.

Creative & strategic lead- Responsible for all elements of the campaign including strategy and planning and creative execution. 

People management- Management of field teams, implementation of systems, influencer relationships, implementing a student brand ambassador program and building and developing brand partnerships.  

Project management- Responsible for activation at festivals and events from Cannes Film Festival to key retailer events- from developing creative concepts, to negotiating brand experience and pouring rights contracts, overseeing pre event production and live onsite delivery.  

Additional brand experience & agency responsibilities- Creative input, management and delivery across multiple projects, campaign planning, client liaison and relationship development, and control of budgets.   Responsible for a range of projects including a festival sampling programme for Eat Natural and a brand conference up a mountain in Switzerland for Ballantine’s whisky.

Account Lead, VITAMINWATER

Experience Worldwide

Launched VITAMINWATER in the UK.  

Ran all field marketing activity including product placement and seeding, influencer engagement, festival activation, in store and guerrilla sampling and a university brand ambassador programme.

Account Manager

Hi, I'm Ruth, I’ve got nearly 20 years experience building the brands of tomorrow- from start-up to scale up, launch to acquisition, I've helped U.S brands enter the U.K market and grown brands here from scratch too. 

Some of the brands I've worked for: Popchips // Vitaminwater // Simply Roasted 

I specialise in challenger brands and am especially interested in BFY or sustainable brands and want to see more of these brands in the UK, which is why I've started a new consultancy- Tomorrow Brands, to help the purpose-driven global brands of tomorrow succeed in new markets.  Starting here in the UK. 

Some of my skills: 
Brand strategy // Brand positioning //  Brand adaptation // tone of voice // messaging // marketing plans // adhoc marketing support 

Some recent career highlights:
🚀 Launching the fastest growing snack brand of 2022 (Simply Roasted)
🏆  Winning The Grocer's Top Launch campaign 2021
📰 Featured in The Grocer's 2023 top marketing campaigns 
🤳🏽 Went viral on TikTok 

I live in Brighton and when i'm not working I'm generally at my beach hut or in the sea 🌊

Some nice things people have said about me (for more check out my recommendations below)
'Ruth is a legend in the game' 
'Ridiculously talented & a pleasure to work alongside' 
'Creative, instinctive and honest'

Let's make this LinkedIn official... 

I’m happy to share that I’m 'starting' a new position as Advisor at Bold Bean Co!

My first fractional gig (and actually my last/my only as I wrap up consultancy to focus on my new business TomorrowBrands) I joined the absolute rocket ship that is Bold Bean Co back in September, supporting the incredible team there with their brand growth and marketing ambitions 

I truly believe in the potential of this brand, am personally OBSESSED with their beans, I think the team they are building are among the best in the business and it's just such a pleasure to play a tiny part in their journey to total bean domination 🫘

Thanks for having me Amelia Christie-Miller & Ed Whelpton Martha Jensen excited for all that's coming next 🚀

Ruth Fittock

Diary of first holiday as a business owner  

- 1 day until holiday- burn through to do list at a pace that's slightly unhinged, resulting in mini burnout, have to go to bed at 8.30 pm 

Day 1 of holiday- Spend most of day worrying about the fact rushed through to-do list, feel completely frazzled and slightly unhinged 

Day 2- Realise the to do list never ends, next time don't put so much pressure on self to complete it, new mantra- 'don't rush to hit self-imposed deadlines'

Day 3- Manage about 3hrs of downtime, leave phone in another room for most of day

Day 4-  Actually relax 

Day 5- Cooking a Bold Bean Co puttanesca in a cabin in Wales, wondering if actually this could be my life instead?  Not thought about anything all day except which beach to go to in the afternoon and how to beat my 7yr old at monopoly.  Don't know where my phone is. 

Day 6- Go home. 

What I learnt:

Accept I won't get everything done before I go, make peace with that

I'm on my phone too much, it's wrecking my mind, need to find ways to disconnect daily not save it all up and do it a few times a year 

For me is better to spend an hour in the morning reading the emails and checking in so I don't worry about things all day- I can do this and still be present with my family.  It's the continual looking at my phone which drives me mad and makes them feel like I'm not there 

Any top tips for effectively taking a break when you work for yourself? 

The best thing I did last year was switch my mindset from competitive to collaborative 

It opened up so many doors of opportunity and a WhatsApp group which has blossomed into real friendships, life coaching, professional advice and just all round unconditional support 🥰

I could have seen these smart, bright sparkly women as my competitors, instead I chose to make them my collaborators

Every time I see them I laugh, sometimes I cry and I even sometimes do that slightly hysterical thing where you cry and laugh at the same time, because life can be a lot.  

It’s all lot easier with a strong support group

Collaborate, don’t compete 🥰

Alice Gosnell Carly Osman Holme Victoria Scally Holly Rix and saving a seat for Liz Le Breton ✨

Get out and smell the bluebells 

(yes I know bluebells don't smell)

I set the word 'REST' as my word of 2024.  

I had just started my own business, had (probably correctly, we'll see) identified that burning myself out was probably the biggest risk to my own success, and knew I had to make a conscious effort to slow down and rest from time to time.

Have I been successful in implementing this in my life?  Not always.  

So thank you to Holly Rix for the reminder today that I don't work in an office 9-5, I am in control of my own destiny, I do live a 5min walk from some woods, and while I might not have a dog to walk, I can take my brain for a walk instead.

A little 30min brisk walk in nature = REST.
Probably not enough, but good enough for today. 

Better late than never? Or better never than late?

This dropped today, the Barbie movie came out last Summer and the INTENSE marketing campaign to support it kicked off last Spring.  

So almost a year on, have we had enough of the brand partnerships or is it just a Barbie World we're living in now? 

The fall of PRIME? Sales down 50% YOY, prices slashed... 

It was always going to be hard to maintain that explosive growth, the thing I found fascinating about it was it was the first brand I saw come home from the playground

I.e all the kids (6-8yr olds) in my son's school were OBSESSED with it.  Key chains, using empty Prime bottles as water bottles, parents seeking out the rare ones from newsagents and paying through the nose for it... my son brought back the contents of his drawer at school- full of sketches of Prime bottles

Poor kid has never even tried it (I thought, mistakenly actually, it was full of crap, plus I'm not fuelling that mania) 

The kids fell for it quickly and they fell hard

But to me, I thought a couple of things were clear- the fact that a load of 7yr old boys are obsessed with it means I can't see any adult buying it for themselves 

And most importantly this audience is notoriously fickle, they'll be on to the next thing in the blink of an eye 

Still think there's a huge opportunity for this brand, hydration was a key trend we saw at Expo West this year, but they need a big change in strategic direction

Thoughts?  

Full article on The Grocer

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