Summary
Overview
Work History
Education
Skills
Affiliations
References
Timeline
Generic
DONNA ROBINSON

DONNA ROBINSON

Leyland,Lancashire

Summary

Innovative Senior Brand Manager with a strong background in strategic thinking and creative problem-solving, coupled with strong communication and leadership abilities. Proficient in data analysis and project management, ensuring seamless execution of marketing campaigns. Committed to driving brand growth and achieving measurable success.

Overview

18
18
years of professional experience
5
5
years of post-secondary education

Work History

Senior Brand Manager - Owned Brands

Grafton International
Tamworth
06.2023 - Current
  • Management of owned brands portfolio worth £3m.
  • Management and execution of four rebrands across all four owned brands simultaneously, including three new logos, four new brand guidelines, four new website launches, revised brand assets, and updated product offerings.
  • Managed U&A research project, new brand blueprint, and completed rebrand across Eyelash Emporium, resulting in launching the brand onto lash fixture in 320 Superdrug stores, delivering £500k in sales.
  • Budget and stock management across all four owned brands.
  • Management of all brand-building activity, including a strong influencer programme, a successful brand partnership with Ami Charlize (TikTok star), and multiple brand-building events.
  • Managed two direct reports and successfully led a cross-functional team working across wholesale, retail, educational, and digital teams.
  • Implementation of a new NPD process to deliver reliable NPD rollout.

Brand Manager – Missguided Beauty

Per-Scent Ltd
Manchester
10.2021 - 05.2023
  • Driven 20% growth in Missguided Beauty's weekly sales between Nov 21 and Nov 22 through the redevelopment of in-store fixtures, targeted POS, and product mix updates.
  • Monitor and report the brand's performance, and drive strategic decisions on product and pricing strategy.
  • Management of all product development (EPD and NPD), from concept through to campaign launch.
  • Development and execution of the annual brand plan and JBP.
  • Targeted marketing campaigns driving brand awareness to Gen Z consumers, including the launch of Missguided Beauty on TikTok Shop, driving UGC, and managing the influencer strategy.
  • Full responsibility for the A&P budget.
  • Increased brand awareness on social media, growing Instagram by 42% organically.
  • Managed all asset creation, from model and product photography through to brand guidelines, and social style setters.
  • Product portfolio and stock management.

Marketing Manager

I Love Cosmetics Limited
Preston
07.2015 - 10.2021
  • Development and implementation of the brand plan across the business, both internally and externally, to partner agencies, distributors, and retailers.
  • Management of all partner agencies to deliver robust ATL and BTL plans.
  • Development of two brand-new product ranges launched in 2021 (Naturals and Wellness), and the launch of six Signature Scents in 2018, gaining listings in Boots and internationally, adding £500k.
  • Successful launch of 16 I Love products exclusively for Superdrug, from concept to execution and support, delivering over £1m retail sales.
  • Launched over 100 new gifting items for Christmas 2016–2019, worth over £1 million each year, including ranges for Boots, Debenhams, Superdrug, and Walgreens.
  • Launch of a new eCommerce channel, which delivered £25k additional sales in the first 12 months, and over 150,000 visits to the site.

Retail Brand Manager – Nando's

All About Food Limited
Skelmersdale
02.2014 - 07.2015
  • Create and execute brand plans to agreed budget targets.
  • Full responsibility for the A&P budget of £1.1m.
  • Grew market share from 21% in 2013 to 21.6% in a difficult trading environment.
  • Management of consumer activity, including PR, sampling campaigns, digital engagement, and consumer promotions.
  • Management of an on-pack offer on Nando's Grooves (crisps), including design, entry mechanics, website entry development, and logistics.
  • Management of frequent sampling campaigns including ‘Pic or Nic' guerrilla sampling, in-store sampling, and mass sampling, achieving a reach of 1 million people.
  • Execution of a fully branded Nando's bay in 47 Asda stores, delivering 44% sales growth versus the same stores PY.
  • Execution of over 1,200 FSDUs from March to October.
  • Management of Eye Tracking Research Project to gain a better understanding of merchandising concepts and POS learnings.

Regional Marketing Manager

LF Asia Hong Kong (based in Hong Kong)
Hong Kong
01.2013 - 12.2013
  • Management of the Collection brand roll-out across the Asia-Pacific region.
  • Brand launched in A.S. Watson, Boots, department stores, and fashion retailers across all regions, with distribution in over 500 stores.
  • Management of the local teams to ensure successful launch activations for each region, including briefing agencies across all regions, to ensure a consistent brand message.
  • Development of a Virtual Beauty Advisor app for in-store environments.
  • Developing the skills of the local marketing teams through regular training and idea generation.
  • Brand guardian of the ‘look and feel' of all brand literature, creative imagery, and activations.
  • Maximised brand awareness via a holistic 360 plan for each local market, including digital and viral initiatives, local celebrity partnerships, blogger engagement events, and press launches.
  • Portfolio management.
  • Market and P&L analysis of pricing, product portfolio, and business model.

Brand Manager - Collection Cosmetics

LF Beauty UK
Manchester
09.2009 - 12.2012
  • Grew Collection Cosmetics from the Number 6 to the Number 5 Value brand, and the Number 3 Volume brand, in the UK.
  • Management of all partner agencies to deliver a robust ATL/BTL plan, maximising a £1m marketing budget.
  • Management of the brand identity, including development of all branded collateral, brand essence, personality, and imagery.
  • Management of the brand relaunch, including Collection logo development, the stand and point of sale materials, and the redesign and relaunch of the website.
  • Built up a database of over 35,000 consumers via targeted online initiatives, and achieved Facebook followers of over 60,000.
  • Management of multiple viral campaigns, including Christmas Kisses and the Fanfair (up-and-coming girl band) partnership.
  • Management of the Collection advertiser-funded TV programme ‘Show Me Your Wardrobe' on Sky Living, including concept, storyboards, media briefing, styling, and 360 marketing support, and engaging Boots as our retailer partner.
  • Achieved a digital reach of over 7m target consumers, and grew social media fans by 38%.
  • Management of the Diana Vickers celebrity partnership, plus multiple fashion and retailer partnerships, to build credibility and reach among the target audience.
  • Monitor and report the brand's performance monthly to interpret brand health and react accordingly, utilising key tools such as competitor IRI, Kantar, WGSN, and trend reports.
  • Management of U&A Research Programme.

Assistant Brand Manager – Collection 2000

Vivalis Ltd
Skelmersdale, Lancashire
02.2008 - 09.2009
  • Successfully launched 20 pieces of NPD per year over 3 years, achieving the targeted margin.
  • Management of the product mix to ensure the most effective range with optimised margin and category split.
  • Category gap analysis to define the future direction and brand plans.
  • Management of all social media, email campaigns, and related activities.
  • Execution of a monthly promotion plan across six key retailers.
  • Assisting with the Collection 2000 media advertising campaigns across monthly and weekly consumer titles such as Heat, Closer, and OK.

Assistant Brand Manager – Chicago Town Pizza

Schwan's Consumer Brands
Leyland, Lancashire
10.2006 - 02.2008
  • Brand management of the Great Texas and Tony's portfolio, worth £1.63m.
  • Management of Internal and Corporate PR.
  • Management of the Chicago Town website, the Chicago Town Takeaway website, and the Humdrum Idol websites.

Education

CIM Marketing Diploma - Marketing

Runshaw College Business Centre
Preston, Lancashire
09.2008 - 05.2009

2:1 BA Hons Law and Criminology - Marketing

University of Sheffield
Sheffield
09.2003 - 05.2006

4 A-Levels: Sociology (A), Law (B), General Studies (B), Psychology (C) -

Runshaw College
Leyland, Lancashire
09.2000 - 05.2002

11 GCSEs (A-C) -

All Hallows RC High School
Penwortham, Lancashire

Skills

  • 16 years of new product development experience in health, beauty, and cosmetics
  • Skilled at analysing market trends and customer needs to develop highly effective and targeted marketing campaigns, both for local markets and global execution
  • Management of successful campaigns incorporating TV, media, digital, social media, POS, and in-store activation
  • UK and International Experience
  • Project Management
  • Cross-functional team leadership

Affiliations

  • Gym, Reformer Pilates, Travel

References

References available upon request.

Timeline

Senior Brand Manager - Owned Brands

Grafton International
06.2023 - Current

Brand Manager – Missguided Beauty

Per-Scent Ltd
10.2021 - 05.2023

Marketing Manager

I Love Cosmetics Limited
07.2015 - 10.2021

Retail Brand Manager – Nando's

All About Food Limited
02.2014 - 07.2015

Regional Marketing Manager

LF Asia Hong Kong (based in Hong Kong)
01.2013 - 12.2013

Brand Manager - Collection Cosmetics

LF Beauty UK
09.2009 - 12.2012

CIM Marketing Diploma - Marketing

Runshaw College Business Centre
09.2008 - 05.2009

Assistant Brand Manager – Collection 2000

Vivalis Ltd
02.2008 - 09.2009

Assistant Brand Manager – Chicago Town Pizza

Schwan's Consumer Brands
10.2006 - 02.2008

2:1 BA Hons Law and Criminology - Marketing

University of Sheffield
09.2003 - 05.2006

4 A-Levels: Sociology (A), Law (B), General Studies (B), Psychology (C) -

Runshaw College
09.2000 - 05.2002

11 GCSEs (A-C) -

All Hallows RC High School

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