Daniella Gilbody
BROMBOROUGH,WIRRAL
Summary
Results driven professional with a strong commercial background and a passion for driving customer engagement through data-driven strategies. With several years of experience in National accounts and now in marketing an expertise exists that thrives at the intersection of analytics, strategy, and collaborative teamwork.
A candidate looking for a new role that utilises a diverse skill set, with a collaborative mindset and a commitment to continuously learn and exceed in a fast-paced environment to deliver for the business.
Overview
13
13
years of professional experience
8
8
years of post-secondary education
Work History
Customer Marketing Manager - Tesco
Carlsberg Britvic
Hemel Hempstead, Hertfordshire
09.2023 - Current
- Winner of Tesco BWS Media collaboration award 2024.
- Executed an exclusive first to market launch of a new brand into Tesco delivering the highest incremental value into the category in 2024.
- Commercially built and executed a brands first ever, high profile omni-channel marketing activation delivering significant volume uplift.
- Develop channel and Tesco Group specific marketing plans that address the brands portfolio, consumer, and customer opportunities in collaboration with colleagues in brand and Sales.
- Contribute to monthly business planning reviews, highlighting any opportunities or risks associated with m customer marketing plans.
- Input activity insight and customer-specific learnings into development of annual cycle plans using customer and data sources.
- Support the Sales team in managing customer P&Ls through understanding the impact of customer marketing activations.
- Utilise strong analytical skills to build marketing proposals and gain stakeholder alignment where required.
- Deliver pre and post analytical reviews, utilising multiple sources of data to ensure all activations deliver against agreed KPIs, Critical Success Factors and ROI.
- Upskilled two marketing executives capabilities.
- Manage and track customer marketing activation budgets in-line with agreed brand and customer spends, ensuring that all activation stays within budget and customer remit.
- Work collaboratively with agencies, customer specific and internal to support execution of customers plans.
- Spearheaded multi-channel marketing initiatives, boosting overall business growth.
- Manage and negotiate JBP contract with Tesco retail media agency.
- Oversee planning and execution of targeted sales and marketing strategies into Booker and One-stop led by two reporting executives.
National Account Manager - Tesco
Carlsberg Britvic
Wolverhampton, West Midlands
01.2021 - 08.2023
- Oversaw Tesco sales and marketing plan totalling £154m in annual sales revenue and +960khl. Number two value share supplier position.
- Used outstanding negotiation and commercial strategic skills to build and agree joint business plans generating an incremental £40m in value sales compared to the prior year with volume and profitable margin growth.
- Utilised Tesco retail media data to analyse the portfolios performance against competitors, informing strategic decision making to deliver profitable growth.
- Coordinated cross-functionally with brand, insights and shopper marketing teams with a data led approach and a strong customer understanding to ensure enhancement of all brand activation in stores and online.
- Developed and executed a strategic insight led project to boost new business revenue, in a declining sub-category to drive overall and long-term sustainable category growth.
- Orchestrated, and project managed successful product launches, raising brand awareness in targeted demographics.
- Devised sales forecasts for effective inventory management purposes internally and externally.
- Cultivate and maintained strong relationships with multiple levels of the buying and category planning teams in Tesco.
National Account Manager -Multiple Accounts
Carlsberg Marston's Brewing Company
Wolverhampton, West Midlands
02.2018 - 01.2021
- Managed a diverse number of National accounts including Sainsburys, Waitrose, Ocado, Iceland, McColl’s, and M&S.
- Accountable in 2018/19 for +£18m turnover and 93khL volume, delivering vs. budget an incremental+12khL and £444k profit.
- Accountable for +£26m turnover, and +142khl volume, delivering vs. budget an incremental +50khL and £660k profit.
- Strengthened business relationships by effectively managing multiple national accounts.
- Analysed sales figures, profit performance delivery and market trends to develop and deliver yearly account plans.
- Utilise consumer insights to enhance customer relationships and build collaborative retail plans, ensuring distribution is maximised and volume opportunities reviewed.
- Took ownership and lead business planning processes internally to enable collaboration between customer, marketing, insights, and supply chain, acting as the link between the customer and the business.
Key Account Manager- John Lewis, Shop Direct, JD
Rosewood Pet Products
Bridgnorth, Shropshire
02.2016 - 02.2018
Sales Executive- Territory & Independets
Rosewood Pet Products
Bridgnorth, Shropshire
06.2014 - 01.2016
Retail Sales Executive- Graduate
Camelot
Liverpool, Liverpool
05.2012 - 05.2014
Education
Bachelor of Honor's - Criminal Justice And Criminology
Leeds University
Leeds 09.2008 - 01.2011
Higher National Diploma - Criminology
West Cheshire College
Cheshire West and Chester, Cheshire 09.2006 - 06.2008
GCSEs - Multiple
Neston High School
Wirral 09.2001 - 07.2005
Skills
- Project Management
- Budget management proficiency
- Data-driven decision-making
- Performance reporting
- Creative and innovative
- Strategic marketing
- Collaborative
- Excellent written and verbal communicator
Accomplishments
Tesco Retail Media - Supplier Collaborative award 2024
Timeline
Customer Marketing Manager - Tesco
Carlsberg Britvic
09.2023 - Current
National Account Manager - Tesco
Carlsberg Britvic
01.2021 - 08.2023
National Account Manager -Multiple Accounts
Carlsberg Marston's Brewing Company
02.2018 - 01.2021
Key Account Manager- John Lewis, Shop Direct, JD
Rosewood Pet Products
02.2016 - 02.2018
Sales Executive- Territory & Independets
Rosewood Pet Products
06.2014 - 01.2016
Retail Sales Executive- Graduate
Camelot
05.2012 - 05.2014
Bachelor of Honor's - Criminal Justice And Criminology
Leeds University
09.2008 - 01.2011
Higher National Diploma - Criminology
West Cheshire College
09.2006 - 06.2008
GCSEs - Multiple
Neston High School
09.2001 - 07.2005
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