Career History
Freelance CMO & Consultant
​November 2023 - Present
Freelance Consultant specialising in B2C and B2B sectors.
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Paula Rosa Manhattan: Providing strategic and operational marketing consultancy for a kitchen manufacturer within the real estate sector, focusing on both B2B and B2C markets.
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The Retail Champion: Developed the strategic vision for a SaaS start-up’s gaming loyalty programme.
RM Resources
Global Marketing and UK
Sales Director,
​December 2019 – July 2023
Joined RM Resources to develop their marketing strategy as a B2B commodity wholesaler serving schools in 115 countries worldwide. This included transforming TTS - a 35-year-old brand - into a global thought leader in the education sector by implementing a customer-centric, digital-first, data-driven marketing strategy that elevated the brand into a market disruptor. Despite the challenges of the pandemic, we achieved 43% growth and a 200 basis point increase in market share.
Homebase
Director of Digital- Interim
November 2018 – May 2019
Led the digital transformation strategy for Homebase, a private equity-backed home improvement retailer. I was tasked with reversing a decline in online sales by implementing a customer-focused, digital-first strategy that revamped the e-commerce experience and optimised the online sales funnel. Within six months, we achieved a 60% year-on-year growth trajectory in online sales and improved web traffic by 25 percentage points.
Howdens Joinery Group Plc
Marketing Director- Fixed Term
​January 2017 – March 2018
Took charge of a digital transformation program and developed a comprehensive marketing strategy to support Howdens' aspiration of doubling its revenue. Launched and tested a comprehensive digital strategy, including the redesign of the website and executing strategies across social media, PPC, CRO, and SEO. Delivered a 35% increase in revenue, a 15% increase in web traffic, and a significant improvement in the company’s Trustpilot score from 1.4 to 9.4.
Wilko Retail Ltd
Head of Marketing Operations
​​January 2014 August 2016
Led the marketing operations for Wilko, a high street retail chain, overseeing a team of 60+ members. Arrested a footfall decline driven by increasing competition from discounters by developing and launching a customer trade plan and new promotional strategy, contributing to a 1% like-for-like sales growth. We also saw a 38% reduction in marketing costs, driving sustained business performance over two consecutive years.
Bounty UK Ltd
Marketing Director - Interim
​​​October 2012 – June 2013
Brought in to lead the restructuring and strategic repositioning of Bounty, the UK’s largest online parenting club. Revenue targets were surpassed by 9%, and the P&L of Bounty Portrait was improved through a strategic category review and relaunch. Developed and executed an integrated digital marketing strategy, including SEO, PPC, and content marketing, to drive customer acquisition and retention, reinforcing Bounty’s market leadership in the parenting sector.
Bathstore
Head of Marketing & E-commerce
​March 2010 – June 2012
Directed the marketing and e-commerce strategy for Bathstore, the UK’s largest specialist bathroom retailer. During my tenure, a four-year business decline was reversed by repositioning the brand, overhauling the marketing mix, and launching a transactional e-commerce site. The strategic review led to a business transformation that resulted in turning the business around from an 18% decline into 15% growth and making it ready for sale.
Threshers
Group Marketing Director
​2008 – 2009
At Threshers, I was tasked with developing brand propositions and a marketing strategy to drive business growth in a highly competitive market. I led a market segmentation study, redesigned the Wine Rack brand, and executed a viral voucher campaign, generating over £9 million over the Christmas period and stabilised the business during a challenging recessionary period.
Superdrug
Head of Brand and In-Store Communication
​​​June 2006 - February 2008
Transformed Superdrug’s in-store experience to combat declining footfall and increased market competition. Delivered a consistent, newly branded look, saving over £1 million annually in POS costs and improving operational efficiency by 60%. Led trade plans and promotional strategies that drove 40% of revenue while increasing supplier funding by 500% and increasing footfall of high street shoppers.
Argos Ltd
Marketing Manager and
Customer Strategy
2005–2006
Joined Argos to gain experience in another major high street Brand whilst managing a young family.
Tesco Stores Ltd
Senior Commercial &
Marketing Roles
​​October 1993 – March 2003
Progressed through a decade of strategic marketing and project management roles at Tesco, culminating as Senior Brand Manager for Tesco Finest. Drove double-digit growth and captured market share from M&S, Waitrose, and Sainsburys by relaunching the £600 million Finest brand. As Project Manager for Tesco.com, led the push to make Tesco the Number 1 choice for home shopping, boosting e-commerce sales through cross-functional collaboration and strategic partnerships. I was a key player in launching Tesco’s non-food division in the UK and shaping its success using best practices from European hypermarkets. Early roles included leading marketing strategies in the Bakery division and advancing through a fast-track graduate program.
Get in Touch
If you’re searching for the ideal addition to your senior team on a permanent or short-term basis or just want to know more, then contact me for a free consultation to discuss your requirements.
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