Royal Holloway, University of London

St Albans School

Skills: Data Management · International Marketing · Business Transformation · Digital Media · Media Strategy

The Kraft Heinz Company

Global Head of Media

The trade body representing over 90% of Global Marketing Communications spend ($900 billion pa) is seeking to invoke change in the world of Advertising.

Elected to the board for four years as an advisor to the business of the WFA as well as sitting on committees and working groups: Participated in WFA GARM (Global Alliance for Responsible Media), a cross-industry initiative established by the WFA to address the challenge of harmful content on digital media platforms and its monetization via advertising, working with core partners (Meta, Alphabet) to effect change in their policies and approaches. 

GARM is recognized as the flagship program of the World Economic Forum to build safety standards. GARM’s role is to act as the forum for creating solutions to improve online safety for both consumers and advertisers.

Executive Committee - Corporate Representative 

Coty Inc. is the 3rd largest player in the beauty industry and home to the creation of iconic cosmetic, skincare, and fragrance brands.

Spearheaded the global corporate media function reporting to the Chief Digital Officer team and collaborating closely with the leadership team, oversaw a triple digit million dollar budget and globally located media team., global partnerships, and agency negotiations. 

Established global media vision, strategy, and deployment techniques, driving international business plans in collaboration with global players, such as Meta, Google, Snapchat, and Amazon. 

✧ Delivered multi hundred million in media cost savings with minimal impact and coverage loss. 
✧  Renegotiated agency terms and fees during key business M&A  reducing costs by millions of dollars. 
✧ Averted legal risk & millions in fines by leading conversion of all Coty websites to Data Privacy best legal practise worldwide. 
✧ Realized a $12 million cost reduction in one year by implementing measures to track and control fraudulent/unverified media spending. 
✧ Reduced costs in martech & doubled data fidelity by reengineering the entire tech roster, pitching, taking ownership of ad tech stack and data.
✧ Trained >1000 marketers on new techniques to maximize mar tech data impact and improve media efficiency.
✧ Captured >$5m contract value by negotiating and administering joint business partnerships with global media platforms.

Coty Inc.

Vice President - Global Media, Digital & Data

A world-renowned media communications agency with more than 7,000 global employees working with leading marketers and new establishment brands.

Functioned as the strategic lead across the global Brown-Forman business (top 10 client), including brands such as Jack Daniels, Southern Comfort, Finlandia Vodka, and super premium whiskeys such as Woodford Reserve. 

Planned communications, working closely with brand leaders and agency executives to deliver a seamless consumer experience and strategies to impact sales, brand health, and engagement. Reported to EVP client partner, mentored a staff of 40, and oversaw an annual budget of $XX million.
✧ Partnered with Wieden & Kennedy reintroducing Chambord to the market. The campaign ‘because no reason’ increased sales by 75% YOY.
✧ Demonstrated the  importance of global brand strategies and consistency of approach to clients securing <15% YOY increase in client revenue. 
✧ Co-created a marketing excellence framework across Brown-Forman with a 250-page bible of ways of working and trained 200 + client staff in train-the-trainer mode to step-change the marketing function within the business.

Starcom MediaVest Group

Global Strategy Vice President

Directed digital transformation and operations in EMEA for P&G business. Merged global digital strategy and product advancement, network management, client services, local market enhancement, talent oversight, new business, and project administration. 

Supervised a staff of 75+ in over 15 markets and provided expertise in all elements of digital integration from design and development to media and strategy, utilizing big data measurement techniques with a focus on the holistic, customer-centric incorporation of digital into all consumer experiences. Accounted for an annual digital media budget of triple digit million and reported to the president of P&G Europe.
✧ Realized significant growth in organic revenue for Starcom by leading the design and creation of an EMEA digital excellence hub buying P&G digital search across 40+ markets and 20+ brands. 
✧ Achieved 12x more effective ROI and a two-fold improvement in cost-per-click (CPC) key metrics in paid search YOY.
✧ Improved 25% SEO rankings within the first six months for the top-ranked 20 key topic areas. 
✧ Enhanced the EverydayMe platform to add new brands and territories and author and implement proper marketing strategy.
✧ Generated 4.4 billion media impressions, 90 million initial viewers, 1 million shared viewers, and 1100+ media placements within the first three months with the global Always Like a Girl campaign. 
✧ Grew purchase intent for Always by 50% from the target audience by securing a higher-than-average lift in brand preference.
✧ Changed the perception of the phrase Like a Girl for 70% of women and 60% of men.

EMEA Digital Media Director

A multinational media entity helping brands predict and plan for future opportunities and create sustainable growth paths by connecting brand, content, and experience.

Devised and integrated consumer insights, communications, and engagement strategies for media planning across Europe, provided leadership for digital transformation, and managed a team of six planners, client service executives, and strategists across 15 global franchises, driving digital innovation, training, and guidance for 17 markets across the EMEA, including the big five nations and Russia. 
Reported account progress to the global media director and partnered in a customer-facing capacity across all levels, established media-first, seamless relationships, and profit-producing initiatives. 
✧ Upsurged 15% YoY growth in the database by relaunching the BabyCenter as a media and publishing division in EMEA. 
✧ Gained 2.8 + million users within three months and won awards for strategy in creating the web series for Clean and Clear. 
✧ Created a crucial partnership with Disney for  Hannah Montana movie filming branded content series.

Dentsu Aegis Network

Account Director

Cowan Group

Account Manager

A large leisure retail operator, Novus Leisure operates over 50 bars, restaurants and night clubs across the UK. I managed the offline and online marketing strategy with a small team of executives. I was responsible for a consumer database of 4million, with highly lucrative and successful eCRM projects. The scope  of my remit included liaising with drinks brands such as Diageo & Bacardi to form sales promotions, event-led marketing, viral marketing and advertising. 
I project managed the creation of all the businesses online functions which included a full CMS system, eCRM broadcaster, sales management system and ecommerce functionality – which in its first year managed over £5M of bookings and tickets.

Allie Keith