Annabel Borrello
London,United Kingdom
Summary
Dynamic and commercially minded Account Manager with extensive experience across FMCG, confectionery, health and wellness. I specialise in full-funnel commerce marketing, leading integrated TTL campaigns and delivering high-impact BTL retail activation across UK, regional and global markets. Known for strong client leadership, strategic thinking and exceptional executional rigour, I bring a collaborative, solutions-focused approach and a proven ability to manage teams, build relationships and deliver results.
Overview
10
10
years of professional experience
3
3
years of post-secondary education
1
1
Certification
Work history
Account Manager
Mars United Commerce (Publicis Groupe)
London, UK
2024.08 - 2026.02
- Lead for the Mars Wrigley Gum Cell across UK, Regional and Global markets, acting as the primary client contact.
- Lead the creation of UK, Regional and Global Gum toolkits, ensuring strategic clarity and retailer relevance.
- Drive strategic BTL commerce marketing, ensuring alignment with ATL and PR partners for seamless TTL execution.
- Manage and develop a team of two Account Executives, overseeing workflow, quality and growth.
- Drive strategic BTL commerce marketing, ensuring alignment with ATL and PR partners for seamless TTL execution.
- Support broader Mars Wrigley portfolio activity (Bars, Bitesize, Seasons & Gifting) and Diageo across key retailers and channels.
- Led Mars Wrigley’s largest Extra Gum photoshoot: a two-day production delivering assets for three major campaigns.
- Contributed & presented in agency’s successful pitch wins.
- Translate category insights and shopper data into actionable strategies that drive conversion and commercial outcomes.
- Deliver compelling presentations to senior stakeholders, grounded in data and shopper behaviour.
- Manage end-to-end campaign delivery, from planning through to in-store execution, measurement and optimisation.
Shopper Marketing Executive
Swisse Wellness (H&H Group)
Melbourne, Australia
2022.10 - 2024.01
- Delivered disruptive shopper marketing campaigns across Community Pharmacy, Grocery & Emerging channels.
- Managed TTL activity with creative agencies and retailer media teams.
- Translated category insights into strategic activations and confidently briefed design teams.
- Managed budgets, timelines and cross-functional stakeholders.
Key Account Executive, Grocery
Swisse Wellness (H&H Group)
Melbourne
2021.08 - 2022.10
- Supported major FMCG retailer accounts through data analysis and joint business planning.
- Identified commercial opportunities to grow category value and deliver mutual benefit.
- Collaborated with Sales Ops, Demand Planning, Shopper Marketing, Category & Marketing teams.
Public Relations Intern
AMPR Agency
Melbourne
2021.04 - 2021.08
- Copywriting for web content and press releases.
- Conducted media research and planning.
- Identified social media influencers and monitored campaign coverage.
Public Relations Intern
Piccolo PR Agency
Melbourne
2021.01 - 2021.04
- Developed media alerts, press releases and written materials.
- Built media and KOL lists and supported influencer campaign planning.
Key Account Executive
Image Box Group
Melbourne
2016.07 - 2020.12
- Managed customer and supplier communication, inventory systems and logistics.
- Coordinated deliveries, payments and customer queries.
- Prepared quotes and invoices for clients.
Education
Bachelor of Communication - Public Relations
RMIT University
Melbourne 2018.01 - 2021.01
Skills
- Marketing & Commercial
- TTL campaign integration
- BTL commerce & in-store activation
- Full-funnel strategy (Awareness → Conversion)
- Category & shopper insight translation
- Global toolkit development
- Retailer marketing & commercial understanding
- Client & Team Leadership
- Senior client relationship management
- Leading and developing teams
- Cross-functional collaboration (ATL, PR, Creative, Shopper, Sales)
- Pitch development & delivery
- Strong presentation & storytelling
- Execution & Delivery
- Photoshoot & production management
- Project & workflow ownership
- Budget management
- Data interpretation & opportunity identification
- Personal Attributes
- Creative problem solver
- Reliable & accountable
- Motivated & proactive
- Fast learner
- Strong communicator
- Microsoft office suite proficiency
- Account budget management
- Target setting and tracking
Certification
- Next Commerce Leadership Certification Program, 2023
- Victoria Certificate of Education – Lowther Hall Anglican Grammar School 2015
References
Available on request.
Timeline
Account Manager
Mars United Commerce (Publicis Groupe)
2024.08 - 2026.02
Shopper Marketing Executive
Swisse Wellness (H&H Group)
2022.10 - 2024.01
Key Account Executive, Grocery
Swisse Wellness (H&H Group)
2021.08 - 2022.10
Public Relations Intern
AMPR Agency
2021.04 - 2021.08
Public Relations Intern
Piccolo PR Agency
2021.01 - 2021.04
Bachelor of Communication - Public Relations
RMIT University
2018.01 - 2021.01
Key Account Executive
Image Box Group
2016.07 - 2020.12