International
Marketing leadership across borders
I've led and delivered marketing for FMCG and retail brands in 55 countries, from multi-market European retail to global drinks and consumer goods brands.
55
countries worked in
16+
European markets on a single multi-market retail assignment
4
continents
UK & Ireland 2
United Kingdom, Ireland
Nordics & Baltics 7
Denmark, Sweden, Norway, Finland, Estonia, Latvia, Lithuania
Western & Southern Europe 10
France, Germany, Belgium, Austria, Spain, Portugal, Italy, Malta, Greece, Cyprus
Central, Eastern & South-East Europe 15
Poland, Czechia, Slovakia, Slovenia, Hungary, Romania, Bulgaria, Ukraine, Russia, Turkey, Croatia, Bosnia & Herzegovina, Montenegro, Albania, North Macedonia
Middle East & North Africa 7
Israel, UAE, Saudi Arabia, Qatar, Bahrain, Oman, Morocco
Asia 11
China, India, Japan, South Korea, Philippines, Thailand, Malaysia, Indonesia, Vietnam, Nepal, Sri Lanka
North America 3
USA, Canada, Mexico
FMCG and retail, internationally
My international experience is in FMCG and retail. I've been interim Chief Marketing Officer for Pepco across three assignments, working across more than 16 European markets. Earlier roles include Global Director at The Coca-Cola Company, Head of EU Marketing Development at Amazon, and leading direct-to-consumer propositions for Diageo in central Europe.
Understanding consumers market by market
Consumers in Warsaw, Madrid and Kuala Lumpur don't shop the same way. Working across these markets has given me a strong understanding of how consumer attitudes, behaviours and expectations differ from country to country, and of which insights travel and which don't.
Turning international plans into local results
I've taken international brand and marketing plans and deployed them locally: keeping the brand consistent while adapting propositions, channels and messages to what works in each market. That means knowing when to hold the line on brand standards and when local teams need room to adapt.
Leading international teams
I've led marketing teams spread across countries, cultures and time zones, aligning central and local teams behind one plan and building capability in each market so results last after I've gone.
If you're expanding into new markets, or need to get more from the markets you're already in, let's talk.