Projects

A selection of projects I’ve worked on during my journey:

BUSINESS MODEL DEVELOPMENT - JING

5 year plan development to secure external investment including where to play (geographical, channel and consumer) and how to win (purpose driven positioning, product, sourcing, sustainability and pricing approach).

POSITIONING - Cadbury

Development and global roll out of semiotic- based Cadbury Masterbrand positioning to drive consumer preference. Including updated architectural and product attribute guidelines.

PREMIUMISATION - Unilever

Creation & realisation of global tea category premiumisation strategy and plan to drive margin enhancement, including new brand creation, channel entry and disruptive innovation platforms.

M&A - Unilever

Creation of global M&A strategy to drive category profitability. Core acquisition team member - T2 including global expansion plan development.

AWARD WINNING COMMS - Unilever

Development of global advertising campaign in partnership with Cirque Du Soleil to support disruptive innovation launch. Cannes Lion shortlisted, One Show Awards (Merit), Creative Circle (Silver)

LEAN START UP MODEL - Unilever

3 months residential pilot at Innoleaps, Amsterdam to bring start up thinking to Unilever to enhance competitive advantage.

STAKEHOLDER MANAGEMENT - Cadbury

Roll out of global Cadbury Dairy Milk brand idea (core brand and Fairtrade) for local execution to enhance consumer preference, maximise investment and ensure positioning alignment.

FRUGAL INNOVATION - Cadbury

Frugal based global harmonisation programme (Eclairs) to optimise profitability and preference encompassing positioning, product attribute, production location and innovation streams.

SUSTAINABILITY APPROACH - JING

Sustainability strategy development in line with purpose driven positioning, including supplier partnership strategy, decarbonisation path, product innovation and launch of first 100% plastic free bags.

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