Francesca Olsen-Bray
Summary
Strategic thinker with strong executional discipline and a track record of developing high-impact, shopper-centric activation, with budgets up to £5M. Bringing 10+ years of experience supporting global FMCG brands including Heineken, Procter & Gamble, and Twentieth Century Fox.
Overview
14
14
years of professional experience
Work History
Innovation Delivery Manager
Tails.com
04.2026 - Current
- Collaborated with innovation strategy, insights, marketing, and product teams to assess and enhance brand proposition
- Supported innovation pipeline development and prioritisation through competitor benchmarking and range mapping analysis
- Developed and implemented a business-wide stage-gate approval process with the support of the senior leadership team
- Converted focus group consumer insights into actionable D2C go-to-market strategies
Marketing Activation Project Manger
Heineken
02.2023 - 04.2026
- Leading the planning and execution of marketing activation campaigns across a wide portfolio of beer & cider brands: Heineken, Foster's, Cruzcampo, Birra Moretti plus Strongbow, Inch's and Old Mout. Tailoring each brand's plans to work across all grocery, wholesale and ecommerce channels
- Managed activation budgets, tracked ROI, and produced post-campaign performance reports to evaluate campaign impact
- Aligned priorities with sponsors and partners including Formula One and FIFA to enhance campaign effectiveness
- Coordinating with Brand teams, Customer Marketing and Supply Chain to ensure on-time, on-budget campaign delivery
- Oversaw creative toolkits and playbooks for local adaptation, ensuring adherence to global brand quality standards
- Aligning with ATL, digital, CX and eCom leads to ensure a seamless, consistent path to purchase
- Utilising shopper insights and retail data to optimise conversion, visibility, and wider category growth
Shopper Account & Project Director (at P&G)
Saatchi & Saatchi
10.2020 - 02.2023
- Based on site at P&G Head Office, Weybridge
- Directing shopper briefs across all P&G brands and categories from Pampers, Head & Shoulders, Ariel, Fairy and Gillette. Deliverables included full toolkits, key visuals, social assets, packaging, OOH, paid media banners
- Recommended solutions based on strong category insights to optimise account growth and enhance agency capabilities
- Led and developed a team of 1 Account Executive and 6 creatives through regular reviews, coaching, and mentoring
- Managed budgets effectively by negotiating cost estimates, tracking expenditures, and ensuring accurate reconciliation
Senior Account Manager (at P&G)
Saatchi & Saatchi
11.2018 - 10.2020
- Conducted comprehensive analysis of UK grocery and ecommerce markets
- Managed collaboration with third-party partners to enhance project outcomes
- Presented work to senior-level clients, securing buy-in for key initiatives
- Evaluated creative work to ensure alignment with brief and brand guidelines
Account Manager
Stocks Taylor Benson
03.2018 - 11.2018
- Created internal communications, microsites, corporate reports, animations and social media guidelines to enhance brand consistency and engagement.
- Developed strategies to foster collaboration with clients including HSBC, Royal Mail, Jamie Oliver, and PwC, strengthening relationships and driving project success.
Senior Project Manager
Creo Retail Marketing
05.2017 - 03.2018
- Managed complex, high-volume projects with print budgets up to £250K
- Growing existing clients by cross-selling business capabilities
- Working with estimating teams to remain commercially competitive
- Accurately tracking all project data for analysis development
- Financial forecasting and pre-planning studio resources
- Clients: Twentieth Century Fox, Universal Pictures, eOne, and HMV
Project Manager
Creo Retail Marketing
01.2015 - 05.2017
- Managing creative point of sale projects to ensure seamless delivery within set budgets and timings
- Building relationships with the Marketing, Creative and Product teams at Twentieth Century Fox
- Ensuring all visuals were within brand and retailer guidelines
- Driving innovation to maintain strong competitive standout
Personal Shopping Consultant
Harvey Nichols
11.2013 - 01.2015
Junior Graphic Designer
Snow + Rock
08.2012 - 11.2013
Education
BA Hons - Graphic Design
Nottingham Trent University
06-2011
A-Levels - Graphic Design, Business Studies and Psychology
Holy Cross Sixth Form College
Manchester06-2009
Skills
- Brand management
- Data driven decision making
- Project management
- Supply chain collaboration
- Resource and budget management
- Customer focus
- Product lifecycle knowledge
- ECom platform understanding
- Consumer journey knowledge
- Touchpoints understanding
Accomplishments
- Part of the PG One Learning & Development Champion Team 2021
- Winner of the PG One 'Dare To Be Different' Effectiveness award 2020
- Winner of P&G End of Year Laundry Award 2020
Timeline
Innovation Delivery Manager
Tails.com
04.2026 - Current
Marketing Activation Project Manger
Heineken
02.2023 - 04.2026
Shopper Account & Project Director (at P&G)
Saatchi & Saatchi
10.2020 - 02.2023
Senior Account Manager (at P&G)
Saatchi & Saatchi
11.2018 - 10.2020
Account Manager
Stocks Taylor Benson
03.2018 - 11.2018
Senior Project Manager
Creo Retail Marketing
05.2017 - 03.2018
Project Manager
Creo Retail Marketing
01.2015 - 05.2017
Personal Shopping Consultant
Harvey Nichols
11.2013 - 01.2015
Junior Graphic Designer
Snow + Rock
08.2012 - 11.2013
BA Hons - Graphic Design
Nottingham Trent University
A-Levels - Graphic Design, Business Studies and Psychology
Holy Cross Sixth Form College