My Experience
Growth Strategy
One of the hardest parts of Strategy is setting priorities.
I get the right people in the room, cut through the noise, and focus on what really moves customers — and the business.
From brand strategy to detailed go-to-market plans, it’s about clarity, bold choices and action.
Danone
Brand Sustainability Strategy
2024
I worked with Danone’s Global Brand Teams, integrating sustainability into the mid-long term brand growth strategy
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Developing brand-level materiality frameworks to define high-priority sustainability topics for each brand
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Bringing together Sustainability, S&I, Marketing, and Sales teams to valorize sustainability through brand activities
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Developing brand sustainability narrative and communication guidelines
Labatt, Oppy, Suncor
Corporate Brand Strategy
2022
I led purpose articulation and action planning for some of Canada’s largest companies. Focused on defining a galvanising purpose and developing implementation and comms plans across business stakeholders (policy, innovation, stakeholder experiences).
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For Labatt (AB InBev Canada) we developed a purpose focused on togetherness and friendship. Subsequently, we used behavioural science research to identify ‘drinking alone’ as a behaviour connected negative health outcomes and contradicting the purpose. We designed a Responsible drinking program that Labatt are now rolling out.
Nytol, Dermalex, XLS medical, Lyclear
Go To Market Strategy
2015-17
I was responsible for the profitable growth of Perrigo’s consumer healthcare brands including Dermalex , Nytol, XLS medical, Lyclear, Niquitin, Bronchostop and Solpadeine.
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Managed commercial side of New product development from concept to shelf; scoping opportunities, building 5-year plans, pricing, promotions, P&L ownership and overseeing trade execution
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Developed and shared npd plans with trade partners including Boots, Superdrug, Tesco, Sainsbury’s
Impact:
Incremental annual sales of >£1m across the three brands
Cognosis Consulting
(Highlighting Jose Cuervo)
Brand Growth Strategy
2013-15
I worked with Jose Cuervo International to develop a global growth strategy for their portfolio of brands.
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Market segmentation - 10 markets across 5 continents prioritized for focus. Business cases and commercial forecasts modelled
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Portfolio strategy - based on market dynamics, we identified which brands, consumers, and occasion to focus on
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Go to market workshops - I designed and delivered brand and trade marketing fundamentals workshops across 4 continents
Impact:
International growth priorities, budget and commercial goals defined with board approval, aligned and motivated regional teams
Peller Estates
Omni-channel strategy
After the initial rush to build out ecommerce capabilities during the COVID pandemic, Peller Estates (who also own and operate The Wine Shop) wanted to take a step back to define how they would build long-term growth.
I worked with Peller to:​​
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Make sense of historic eCommerce sales
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Size and prioritize Geographies for D2C expansion
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Set Customer Experience Goals & priority initiatives
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Prioritize key retail channels
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Evaluate D2C distribution methods