Description

A highly driven and commercial marketeer, I have over 16 years experience in developing and building prosperous strategies to help build brand equity and deliver profitable growth. I have worked with start ups and established brands looking to enter the UK market, and brands already in market, wanting to pivot into new categories and/or markets. I also work with ambitious brands looking to scale up, and investors seeking to identify promising new brands. I can provide expertise for clients requiring any of the following:

- Market research and analysis

- Brand strategy and positioning

- Sales and distribution strategy

- Retailer relationship management

- Marketing strategy

- PR and influencer marketing

- Ecommerce strategy

Languages

English
Native or bilingual

Workplace preferences

Can work on-site

London (up to 50km)

GLORIOUS BRANDS LTD
Head of Marketing and Communications
FASHION AND COSMETICS
February 2020 - March 2023 (3 years and 2 months)
London, UK
- Member of the Executive Team, devising business objectives and strategy for the company.
- Hiring and leading the Marketing, National Education and Customer Services teams (5 FTE's).
- Delivering customer service excellence across all channels.
- Full budget responsibility for all brands, including Lalique, Brioni, Stila, Trilogy, Cosmedix and Juice Beauty.
- Implementing new processes for improved business efficiencies.
- Delivering tailored strategy and marcomms plans by brand.
- Leading the digital marketing function, including developing multi-channel strategy for nine ecommerce websites.
- Overall responsibility for PPC/SEO and Paid Social strategy.
- Development of trade marketing plans with all key accounts (bricks & mortar and online).
- Analysis of wholesale/retail and e-commerce data to drive promotional plans.
- Overarching responsibility for social media platforms for five Glorious brands.
- Development of PR plans with Dowal Walker/PuRe PR/Push PR.
- Reporting on marketing activity and e-commerce sales to the board at quarterly intervals.
- Creation of critical paths for onboarding new brands and onward project management of new brands and launches.
- Feeding back market insight to brand partners.
- Setting pricing strategy for brands and monitoring the competitive landscape.
- Overarching responsibility for V&M, focusing on Boots, Marks & Spencers, Harvey Nichols and Selfridges.
Brand Management Marketing Trade Marketing Budgeting PR Data Analysis E-commerce
DECREE Skincare
Head of Brand
FASHION AND COSMETICS
September 2018 - February 2020 (1 year and 5 months)
London, UK
- Set 5 year brand strategy for new cosmeceutical skincare range.
- 5 year sales forecasting, considering domestic and international opportunities, 3rd party data and industry knowledge.
- Set pricing strategy, balancing brand objectives, competitive positioning and margin requirements.
- Briefing and overseeing design and production of POS/sites.
- Overseeing artworking, sampling and final production process.
- Leading NPD for years 1 & 2, working with the Brand Founder, NPD Project Manager, lab and packaging suppliers.
- Full control of marketing budget with monthly commercial finance reviews and quarterly reporting to the board.
- Devised the 2019/2020 marketing calendar.
- Analysis of market developments and trends to ensure the brand remains ahead of the innovation curve.
- Identification of key brand messaging for marketing campaigns.
- Led strategy meetings with key Beauty Buyers.
- Development of targeted retail launch plans.
- Resourcing and managing the marketing team.
- Coordination and management of external consultants.
- Development of brand assets including campaign photography, Brand Book, Social Playbook and Tone of Voice document.
- Development of digital and print media plans, working with Monty PR to ensure media objectives support PR strategy.
- Instruction of a warehousing and logistics partner for launch.
- Hiring of brand consultants for our counter in Knightsbridge.
- Implementation of a training plan for retailers and consultants.
Product Development Marketing Sales and Distribution Strategy Brand Management PR & Communications Strategy Pricing strategy
Global Brands Group (A member of the Fung Group)
Senior Marketing Manager
FASHION AND COSMETICS
May 2017 - June 2018 (1 year and 1 month)
London, UK
- Management of a team of 11 marketing professionals.
- Full control of a marketing budget of £12m.
- Devising marketing campaigns and promotions across wholesale, retail and e-commerce.
- Managing brand contracts and procuring new brands.
- Developing digital and social strategies
- Direct media buying for campaigns across print and digital.
- Implementing seasonal marketing strategies.
- Regular visits to the US brand teams in New York.
- Briefing design agencies and suppliers for store builds/re-fits/showroom updates.
- Forecasting and developing branded POS and bespoke packaging solutions to service global accounts.
- Leading on collaboration with the Product Development team to create seasonal GWP programmes.
- Shooting seasonal campaigns for Juicy Couture & Fiorelli
- Managing the relationship with an external PR agency.
Branding Brand Management Digital Marketing Social Media Strategy New Product Development Communications

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Professional Diploma, Digital Marketing
The Institute of Direct and Digital Marketing
2019
Professional Diploma, Digital Marketing
CIM Professional Diploma, Marketing
Farnborough College of Technology
2008
CIM Professional Diploma, Marketing

Check out Alice's education

Marketing Consultant

Alice Conolly

Brand Consultant and Brand Management Expert

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