Temporary contract
Responsibility for the frozen sausage and burger category; Strategic development; Category management; Brand development and product launches; Packaging Design; Trade marketing; Marketing communications – POS, display, literature, events and promotions; Consumer insight; Agency management; Performance and competitor analysis and reporting using TNS

Achievements

• New brand development of Ross (Heinz) sausages, launching into 2 key retailers
• Rebranded a food service burger brand, with a campaign delivering £500k incremental sales
• Developed a new school sausage range within DFES standards following extensive innovative research techniques

Temporary Contract
Responsibility for the Butterkist popcorn brand, worth £8m p.a. Business planning and brand strategy; New product launches; Creating and managing all media communications (above and below the line) and PR activity; Cross functional team leadership; Agency management; Budgetary control; Brand /market performance and competitor analysis reporting using Nielson and Mintel; Colleague communications and internal PR


Achievements

• Key role in driving market share by 12% and sales by 35%
• Launched 11 new products within deadline and budget
• Instrumental in developing category captaincy in two of the top retailers
• Created and managed the “Butterkist is Back” integrated marketing campaign - national experiential activity, sampling, POS and display, promotions, leaflets/coupons, events, website/digital media, and radio and press advertising
• Developed PR plans, generating local and national PR coverage to the equivalent ad value of £440k (ROI 500%)

Responsibility for developing, managing and implementing communication plans for all private label brands across £6b portfolio. Strategic planning; In-store media – POS, sampling and merchandising; TV and press advertising; Digital and ATL advertising; Management of own label PR; Event management; Internal communications; Agency management; Cross functional role across Corporate Marketing, Trading Marketing and Operations; Line management


Achievements

• Delivered 6 key campaign launches on time and within budget driving incremental sales
eg Extra Special by 115%
• Developed and managed Events, including ASDA’s stand at BBC Good Food Show
• Drove ASDA into no. 1 position for Share Of Voice (PR) for Summer and Christmas for 2 years
• Managed a £600k marketing budget with 20% savings year on year.
• Won ASDA a nomination in the Retailers Grocer Gold Awards for innovative Own Label campaigns 2004
• Formulated a new approach to buying advertising, saving £32k a year
• Instrumental in achieving first time TV advertising for 2 brands