Senior Head of Brand and Marketing with extensive experience scaling consumer and professional brands within manufacturing-led businesses. Brings deep understanding of the full product journey, from raw materials and formulation through to packaging, brand build, professional and retail presentation, and shelf performance.
Proven leader in large-scale brand transformation, specialising in rebrand and repack programmes across complex portfolios. Currently oversee 10 brands across global markets. Delivered +111% UK growth and +397% export growth through disciplined brand strategy, packaging-led repositioning and commercially grounded execution.
Combines strong visual judgement with commercial acumen, working closely with founders, manufacturers, wholesalers and retailers to build brands that scale across both consumer and professional channels.
Selected Impact
• Led large-scale rebrand and repack programmes across 120+ SKUs, strengthening brand equity and driving sustained revenue growth.
• Packaging-led brand specialist with over 14 years’ experience delivering identity systems, pack architecture and shelf standout.
• Built and marketed in-house brands within manufacturing environments, balancing brand ambition with margin, scalability and operational realities.
• Delivered multi award-winning brand design projects in partnership with leading design agencies.
• Directed global trade show strategies and international launches to secure wholesale and retail distribution.
• Generated major international press including GQ, Vogue, National Geographic and The Times.
• Recognised for strong aesthetic judgement and visual standards across identity, packaging and campaigns.
Experience
Head of Beauty Brands
Professional Beauty Systems | 2023 – Present
• Own brand and marketing strategy across a 10-brand global portfolio spanning consumer and professional markets.
• Lead rebrands, repacks, reformulation and product architecture at scale.
• Work closely with manufacturing, technical and NPD teams to ensure brands are built for margin, scale and long-term viability.
• Set brand positioning, messaging and campaign direction across DTC, retail and professional channels.
• Build and present commercial brand and launch strategies to wholesalers and major retail partners.
• Manage and develop a team of 5–6 with clear performance standards.
• Own budgets, agencies and performance with a strong ROI focus.
Regional Sales Manager
Inspecs Group (UK & Ireland) | 2022 – 2023
• Managed a portfolio of licensed consumer brands across 400+ retail accounts in the UK & Ireland.
• Led regional sales strategy, commercial negotiations and brand activation.
• Delivered brand training and retail presentations to buying and store teams.
• Worked closely with marketing and brand teams to align product, pricing and in-store execution.
Business Development & NPD Manager
Soapworks | 2022 – 2023
• Led end-to-end NPD programmes for global FMCG clients including Molton Brown, Jo Malone, Estée Lauder, KAO and Edgewell.
• Managed packaging development, claims substantiation, compliance and manufacturing coordination.
• Worked cross-functionally across commercial, technical, operations and quality teams.
Managing Director / Founder
Hashtag Organics / La Rue Verte | 2017 – 2022
• Built and scaled consumer brands across skincare, supplements and functional drinks.
• Owned full marketing mix: brand, packaging, PR, partnerships, launches, e-commerce and retail.
• Launched products from concept to shelf across UK and international markets.
• Sold into blue-chip hospitality and retail partners including IHG Hotels, Kohler and Maybourne Group.
• Established distribution through large retail pharmacy chains and pharmaceutical distribution companies.
• Created the world’s first accredited CBD spa training programme, establishing category leadership.
• Delivered award-winning PR and global press coverage.
Education
• University of the Arts London
• Kelvinside Academy, Glasgow