Description

I work with premium consumer brands to bridge the gap between brand strategy and commercial execution, translating global brand ambition into plans that land across markets, channels and touchpoints including retail, on-trade and travel retail.

10+ years across Pernod Ricard, Beam Suntory, Bacardi Brown-Forman and Lindt, building and delivering commercial marketing strategy across UK and EMEA in complex multi-market environments. From shaping strategic direction through to execution at the fixture, on shelf and in market, with measurable commercial results.

What I'm typically brought in for: GTM and launch planning, JBP and activation planning, integrated campaign development, portfolio strategy, through-the-line comms planning.

Available for fractional engagements (1.5–2 days a week), fixed-price projects, day-rate work, or hourly support depending on what you need.

Industry field of expertise

Languages

English
Native or bilingual

Workplace preferences

Remote only

Primarily works remotely

Pernod Ricard
Senior Customer Marketing Manager, EMEA
WINE AND SPIRITS
January 2020 - January 2025 (5 years)
London, United Kingdom
Led customer-facing commercial marketing across EMEA, translating global brand strategy into executable activation for regional and strategic accounts across multiple channels in Travel Retail.

- Delivered multi-market launch programmes across EMEA, supporting consistent new product introductions and portfolio expansion across retail and distributor channels.

- Secured successful customer listings and distribution expansion through commercially focused launch plans and customer activation.

- Played a key role in major global and market launches, including Absolut x Warhol, Jameson Triple Triple, and market-exclusive releases, such as Monkey 47, Travellers Compendium ensuring brand campaigns translated into commercially executable customer activations.

- Partnered with regional sales teams and senior stakeholders to strengthen strategic customer relationships, contributing to Pernod Ricard being recognised multiple times as Supplier of the Year. - Developed commercial case studies and activation toolkits used by regional teams to replicate successful launches and in-market activity as well as unlocking additional A&P for growth.

- Prioritised A&P investment toward customer-facing activation, reducing fixed costs and increasing working marketing spend to deliver greater impact in-store. - Led and developed a multi-market team of three, building commercial marketing capability across EMEA markets.
Multi-market/EMEA Customer Marketing Strategy Portfolio Strategy Customer Journey Go-to-Market (GTM) Strategy
Bacardi
Commercial Planning & Activation Manager UK
WINE AND SPIRITS
January 2018 - January 2020 (2 years)
London, United Kingdom
Led customer and channel activation across priority UK on-trade accounts, translating brand plans into practical programmes that drove visibility, listings and bartender advocacy across key venues.

- Expanded the Woodford Reserve Old Fashioned programme, increasing cocktail availability and helping drive adoption of the serve into the premium mainstream on-trade.

- Led the UK on-trade launch of Jack Daniel’s Rye, delivering customer activation and venue engagement to establish early distribution.

- Built the “Su-Slane-ability” bartender advocacy programme for Slane Irish Whiskey, focusing on key city fortresses including London, Cardiff, Glasgow, Belfast and Birmingham to grow bartender engagement and brand visibility.

- Developed account activation toolkits and city programmes enabling local teams to execute brand activity consistently across priority markets.

- Delivered customer-facing events, bartender engagement and venue programmes to strengthen relationships with priority on-trade partners.

- Managed agencies and internal stakeholders to deliver activation programmes on time and within scope.
Customer Journey Customer Marketing Strategy Go-to-Market (GTM) Strategy Launch Planning On Trade
Beam Suntory
Marketing Coordinator – EMEA
WINE AND SPIRITS
January 2017 - January 2018 (1 year)
London, United Kingdom
- Supported alignment of commercial and marketing strategy across EMEA to deliver consistent, customer-facing execution.
- Contributed to multi-market campaign delivery across Europe, Middle East, and Africa.
- Worked cross-functionally with brand, sales, and regional teams to support rollout and execution.
Customer Marketing Strategy Marketing Operations Cross Functional alignment Multi-Market