Amy Shapiro

Fractional CMO, working with C-Suites, founders and investors across a number of industries and high profile/value projects. Specialising in building high impact brand strategies, storytelling and activations for commercial uplift.

• FMCG – Health and Nutrition: Developed a global GTM strategy for a nutritional greens powder challenger brand, covering brand development, marketing strategy, NPD, team building, and agency management.

• Hospitality & Beverage – House of Decant Activation: Conceptualised and executed a high-profile luxury brand activation Establishing House of Decant as a key player in the premium beverage and hospitality sector. Led end-to-end strategy, including sponsorships (71 Gin, Casa Dragones), and the delivery of immersive experiences tailored for press, trade, and consumers.

• LUXURY BEAUTY – Consumer goods: Repositioned a well-known haircare brand for the luxury market, focusing on Sweden, the UK, and broader EU markets.

• FINTECH – Investment: Directed the global launch of a B2B, B2B2C, and B2C digital finance platform, partnering with BlackRock and Soho House Group to deliver a category-first solution.

Oversaw a £12.5mil marketing budget across UK, USA, AUS, IT, DE, FR and ROW with revenues totaling over £76mil Reporting into the COO to CEO, C-Suite & SLT position. Core projects & achievements:

• Brand strategy and execution: Redefined and developed both the Science in Sport and PhD brands, creating and delivering a 1-5 year digital first marketing strategy focusing on partnerships, NPD, premium positioning, consumer retention and international expansion. Built loyalty programmes and community-led initiations to deepen brand engagement resulting in a 30%+ reduction in CAC and over 60% reduction in markdown rates.

• MarTech & AI integration: Integrated global marketing technologies (Telium CDP and Fospha analytics) to enhance acquisition and retention strategies through data-led insights.

• Team leadership and development: Built and structure teams across CRM, performance marketing, brand (social, community PR), creative, elite partnerships and product development, driving fully integration 360 campaign planning, product launches and brand health initiatives.

• Global partnerships and expansion: Launched worldwide campaigns in partnerships with organisations such as New York Marathon, Tottenham Hotspur, and INEOS Grenadiers, acceleration brand reach, content production, community growth, international market penetration and commercial uplift.

• Led Go-to-Market planning for new product launches, coordinating product positioning, launch campaigns, and channel activation strategies.

Oversaw a £4mil marketing budget across UK, APAC, USA & GCC region. New to market luxury beauty brand with revenue target of £100mil. Reporting in to the CEO and CBO. Developed GTM 5-year DTC and distribution strategy. Core projects & achievements:

• Appointed in 2021, working across the Waldencast SPAQ (as acquiring Milk Cosmetics and Obagi skincare) and beauty incubator. Responsible for senior-level counsel, strategic brand narrative and key messaging, voter/stakeholder communications, brand architecture and asset development, campaign planning and milestone activations, digital/social media strategy and activation, ambassador programmes and influencer engagement.

• Launched whind with a strong digital presence worldwide, over £150mil EMV MoM. Established offline partnerships with major distributors and partners within the UK, USA and GCC

• Developed the GTM launch and 5-year DTC and distributor strategy of a new to market skincare brand (whind) across major territories.