Wine & Spirit Education Trust

General Assembly

CIM | The Chartered Institute of Marketing

Bournemouth University

Digital Commerce Director at Edrington

Working with the most prestigious brands in the industry, transforming how they are presented online vs their Luxury peers whilst also step-changing how Digital is perceived and operates across the business.

Edrington

Digital Commerce Director

Undertaking a newly formed leadership role within Global Analytics & Insight reporting into the Chief Data Officer, tasked with driving analytics derived insights across the business to make Diageo decision making better because of data. Remit spanning Ecommerce, Marketing, Commercial and Supply Chain.

Diageo

Global Analytics & Insights Director- Data Translator

Leading a direct team of 10, I transformed site performance and sentiment in 12 months across Ireland, Spain and GB- with user base more than doubling, on site engagement levels increasing from negligible to >50% and internal stakeholders being aligned and realizing MyDiageo was a key enabler of the Diageo route to consumer transformation across Europe.

Delivered these results by launching numerous interventions, including:

- Defined a clear purpose for the platform after conducting a Europe wide insights project, enabling Diageo to understand how to compel trade customers to come onto the website (looking at their personal motivators vs them as just 'professional shoppers') paired with competitor and FMCG best practice analysis. Spotted a gap in the market for MyDiageo to go after which drove delivery of the new content marketing strategy.
- Engaged with senior stakeholders in country to give clarity on what MyDiageo meant for their business and why they should give their time to it. Leadership teams in GB, IOI and Spain went from not understanding MyDiageo or what it was here to do, to realizing it is a key enabler of their RTC transformation. The level of ambition has then even more increased during the Diageo handling of COVID:19 and the incredible role MyDiageo has played (fast paced crisis comms in Ireland, £1m pledges launched in Spain, GB and Ireland, keg destruction programme launched in GB, Raising the Bar pledge launched in GB and IOI).
- Launched the platform in Spain.

Head of D2B Ecommerce / Europe Product Owner, MyDiageo.com

Skills: Key Performance Indicators · Analytics · Customer Experience · Data Analytics · Online Marketing Analysis · Analytical Skills · Digital Marketing Analytics · Consumer Goods · Business Strategy · Marketing Analytics · Digital Strategy

Head of Dcommerce Data & Analytics, Europe

Leading the Ecommerce channel for the UK’s Number 1 Premium make up brand across UK & ROI. 

- P&L accountability for  www.benefitcosmetics.com- the largest Benefit owned ecommerce site globally. 
- Responsible for the activation of marketing plans across 17 multi channel and pureplay retailer websites including Boots.com, John Lewis & Look Fantastic. 
- Working in partnership with the National Account team to produce effective promotional calendars to deliver budget. 
- Leading the ecommerce agenda internally, highlighting opportunities to maximise profit in our own end to end operation, and to accelerate retail sales growth on retailer sites. 
- 4 direct reports spanning sales, UX, email marketing, retailer social channels and CRM.

Benefit Cosmetics

Head of Ecommerce- UK & ROI

Leading the ecommerce channel in the UK across grocery mults, Ocado & Amazon to establish best practise to be rolled out through Western Europe.

- Created an insight driven ecommerce strategy within 2 months, presenting it to senior stakeholders internally and within key retail accounts to secure buy in. 
- Accelerated Diageo's growth online from 6% to 53% YOY in 12 months.
- Redirected funding- mid year- to ecommerce, creating a new cost centre. 
- Delivered business case to secure significant A&P budget for new FY. 
- Over delivered against ROI expectations. 
- Called out as 'best in class' multiple times by both retailers and other suppliers
- Reshaped the structure of the Western Europe business to step change our position in ecommerce.

Head of Ecommerce- GB

Leading the online channel for some of the most exciting brands in the UK Soft Drinks industry- including Pepsi & Robinsons. 

- Consistently outperformed market and category performance & grew Britvic market share online by 8% points during my tenure.
- Delivered an ecommerce strategy, delivering it to senior internal stakeholders, reshaping the team and WOW to enable further growth. 
- Achieved the Britvic 'High Performer' Award for a bespoke category initiative delivered on Tesco.com.

BRITVIC PLC

Customer Marketing Manager- Online

Working on the biggest grocery.com in the UK, consulting businesses like Heinz and Mars on how to drive business growth through Tesco's online channel.

dunnhumby

Tesco.com Client Director

Working on Asda.com when it was still in its relative infancy to grow media sales revenue, whilst also building great client relationships & delivering effective ROI for them. 

Promoted from Account Executive to Account Manager in 2007. 

In April 2009 I became the Account Director for Unilever, working to drive business growth by pushing the boundaries of what we could & couldn't do on the site- from delivering the first Asda.com sampling campaign to pushing on-site capability to maximise user experience for the vast Unilever portfolio.

Asda.com Account Director

Runner and Camera Assistant positions on TV shows such as Emmerdale, Top Gear, Celebrity Big Brother, Mission Implausible and the X Factor

Sarah Mayhead