Strategic and creative brand marketer with 10+ years’ experience building bold brands. I am skilled in positioning, insight-led strategy, and delivering innovative brand experiences that resonate with consumers and drive commercial growth. I’m passionate about collaborating with others to produce engaging products and memorable brand experiences and bring creative thinking to every challenge.
Senior Brand Manager
Yeo Valley Production
February 2024 - Present
Key Responsibilities
Reworked strategic brand positioning and managed product development for Yeo Valley Organic’s £30m Kefir range.
Led reformulation projects to improve taste and texture while maintaining the brand’s health-led credentials.
Partnered cross-functionally to bring insight-driven innovation to market, including a concept now a category best-seller.
Working on Yeo Valley’s Kefir range has strengthened my expertise in both strategic brand building and hands-on product development. I relished the challenge of reformulating a complex product to improve taste and texture while staying true to its health-led positioning, and in shaping a clearer, more compelling brand proposition. Seeing these innovations succeed in market has been hugely rewarding, including the Kefir Granola Pot I launched, which became the top-selling yoghurt in WH Smith Travel. The experience has sharpened my ability to lead projects from concept to launch in a fast-paced, commercially driven environment, while also navigating the dynamics of a complex stakeholder landscape.
Marketing Manager
Marshfield Farm Ice Cream
December 2022 - February 2024
Key Responsibilities
Creating and implementing the marketing strategy for the whole business, across multiple brands
Managing the marketing team and budget, working closely with stakeholders, including the business owners to ensure targets were reached
Managing all NPD from ideation to launch, focusing on a research-led approach
Key Achievements
Increasing online D2C sales by 150% YOY through the ‘DeliverMOO’ e-commerce store
Working closely with the business owners to achieve B Corp Certification and incorporate this across the brand touchpoints
Implementing a new process for NPD and formalising the strategy and KPIs for the marketing department
I was thrilled to join the team at Marshfield Farm and saw a great opportunity to guide the marketing strategy for a growing family business. The business operates in both the B2B and D2C space, and I identified that a personalised, targeted approach was not being used to communicate with the target audiences. Although the team at Marshfield Farm had built a brand with a strong authentic story, I saw a great opportunity to be able to expand and refocus the marketing strategy for the business, tapping into assets and tools which were not being utilised.
Using existing customer data and surveys, combined with competitor research I refocused the team on our target audience and refined the business mission in line with the ambition to become B Corp Certified. Applying the ‘funnel’ marketing approach, I then created a new marketing strategy focusing on this audience, ensuring every touchpoint with individuals was considered.
This new strategy combined many tools and touchpoints to cover the whole customer journey. There were many aspects to the strategy, but some significant changes included:
Realigning website elements for SEO and integrating GA4 within the website and launching the first Google Ads for Marshfield Farm - optimising for both B2B and B2C audiences
Integrating Hubspot as our CRM system with the website and Kalvyio newsletter flow, working with the sales team to create a toolkit and personalised onboarding flow for each sales rep
Creating a new social media strategy, using organic and paid for content to increase brand awareness and sales conversions
Working with my team to realign and simplify the brand, designing assets, adverts, and POS which would clarify the Marshfield Farm brand message and create a higher level of brand recall
Reworking the NPD/EPD process within the business, creating trend-let, research-driven products that would create excitement for consumers and customers alike
Within less than a year, I have seen the e-commerce, direct-to-consumer channel increase by 149.7% YOY, and have seen an 80% increase in business leads submitted through the website. I have loved seeing the change I have brought to the business, and thrive on using the data available to create new opportunities for the brand.
Marketing Manager
Extract Coffee Roasters
June 2021 - September 2022
Key Responsibilities
Managing product launch strategy and communications plan
Leading marketing activity for products across various channels
Managing the process of new product development for various channels
Key Achievements
Launching a brand new concept successfully into market: speciality coffee bags
Increasing Instagram following by 23% and engagement rate by 147%
Raising £12,000 through a charity raffle in collaboration with a prestigious brand partner, La Marzocco
While at Extract Coffee Roasters, I have achieved a lot. I am the brand guardian and am responsible for managing our marketing campaign calendar, ensuring all content is aligned with the wider business goals. I lead product and campaign development; briefing initial concepts to our third-party design agency and managing the creative process for new products and campaigns, and managing product launch activity. I have also evolved the brand’s social media strategy, building a more brand-relevant tone of voice and content appropriate for each channel.
When I joined Extract, the business did not have a new product development process and so I designed and implemented processes to ensure projects could be delivered on time, within budget, and achieving the agreed targets. I am currently managing several projects, across different ranges and channels, including the launch of a brand new concept into Ecommerce, retail and wholesale channels.
Marketing Manager
Pieminister
April 2018 - June 2021
Key Responsibilities
Managing the process of new product development for various retail channels
Leading the packaging design process for new and existing products
Conducting consumer insight and research to aid product launches and marketing campaigns
Key Achievements
Successfully launching plastic free packaging into supermarkets and D2C channels, nationwide
Launching a new Bottomless Brunch concept into restaurants increasing footfall and SPH during the quiet seasonal months
Introducing a market research and focus group procedure in order to stay close to consumer insights
After returning to the UK and joining Pieminister as Marketing Executive, within a year I received two promotions – to Senior Marketing Executive and in 2019, to Marketing Manager. During my time in these roles I was responsible for the digital marketing of the brand, managing the national restaurant marketing and managing and growing the VIPie Club, Pieminister’s customer database, designing engaging content and campaigns to encourage brand loyalty and repeat purchases.
After some time at Pieminister, my focus shifted from tactical marketing activity to the strategic approach to the development of new products and launching into various channels including retail. This involved everything from consumer insight research, to aiding packaging design and designing launch plans. High points include relaunching our products in plastic-free packaging and having a pie, named after me, on Waitrose shelves across the country.
Account Manager
FCB New Zealand
September 2017 - February 2018
Key Responsibilities
Managing a rebranding project for one large-scale client
Coordinating the advertising activity for a range of clients
Mediating between various internal teams including creative, strategic, and account management
Key Achievements
Launching a new brand, nationwide across all brand touch-points
Fostering a great client relationship, when previously it had been a challenge
FCB New Zealand gave me the opportunity to project manage the re-brand for a prominent New Zealand business, Summerset. This included coordinating with third parties and internal designers to create new logos, brand guidelines, website, photography, advertising suite and POS collateral.
Senior Account Executive
The Romans
April 2015 - January 2017
Key Responsibilities
Working across a range of busy press offices including Spotify and BrewDog
Regularly contributing towards pitch decks and pitching for new business
Managing the social media accounts for premium whisky brand, The Macallan
I joined The Romans as the first employee and have seen the team grow rapidly and gain exciting clients. I vastly expanded my social media knowledge, drafting content across Facebook, Twitter and Instagram and appreciating the subtle difference in writing style for each audience.
The Spotify press office was a great opportunity to meet media, and regularly discuss potential coverage angles and sell into entertainment and lifestyle press. I also loved working on the launch of Facebook Live, collaborating with the Tate Britain and Turner Prize to bring art to the masses. Working on the BrewDog press office was a key opportunity for me to expand my writing skills, learning to create press releases for a brand with a distinctive tone of voice. My personal highlight was working on ‘No Label’ the Transgender beer launched in collaboration with LGBTQ+ charity Queerest of the Queer and gaining international coverage.
PR Assistant
Wardman Communications (Audi UK Press Office)
Sept 2014 - November 2015
Key Responsibilities
Achieving lifestyle media coverage for one exclusive client – Audi UK
Establishing relationships with key media and attending events/launches
Key Achievements
Securing front page coverage for the Audi Polo Challenge at The Telegraph Newspaper
Organising the launch of the new Audi TT with key journalists for Men’s Health, WIRED and Tatler Magazing
