Gemma Harper

Facilitated a strategic shift in marketing approach using FMCG expertise.

Following a SWOT analysis and consumer research, identified that the key to growth was through driving penetration, future proofing the brand by targeting a younger demographic and adopting more data driven marketing activity. this was executed through:

- the creation and launch of our website with a dta analysis platform

- social media strategy

- Brand led email

creating a new brand identitty and rolling out accross all consumer touchpoints

implementation of a new EPOS system to give real time data capture & ROS analysis.

Responsibility for the management of the NPD processes from conception to launch, ensuring alignment with overall brand strategy.

- My management of the product lifecycle has increased global sales by 20% over the last three years.

- I lead collaborative meetings with license partner teams, fostering strong relationships and coordinated execution.

- I manage quarterly presentations on NPD launches and brand plans designed to engaging and excite the entire business.

I spearheaded the strategic development and rollout of Spode's repositioning.

- This made the 255 year old legacy brand relevant to a younger demographic with sales from 25-25 year old segment increasing by 40%.

Responsible for the development of Spode's integrated marketing communications:

- ensuring campaigns and content align with precise brand positioning and maintain exceptional execution standards supported by comprehensive planning, briefing, and evaluation.

- Led the brand asset programme across Spode collections, enhancing both core and new offerings.

- Lead an update on the long term Spode brand plan to develop to a brand/commercial strategy & plan.

- Support the marketing director on monthly brand reporting and quarterly brand/market review.

• I managed a £27million brand. Reporting directly into the Marketing Director and was responsible for developing and mentoring the Kerrygold Assistant Brand Manager. I was also responsible for managing our external PR, Creative and Below the Line agencies. Here I was responsible for driving and delivering the brands volume, value and profitability. During my time on the brand, Kerrygold’s value sales grew by 17%, volume increased by 19% and spontaneous brand awareness rose by 14%.
• I strategically repositioned the Kerrygold brand to compete in a new market segment in order to appeal to a new demographic and attitudinal target. This involved the following:
• Ω I managed the launch of a new Spreadable Butter product which required managing the introduction of a new factory, development of a new recipe and creation of packaging. I would present monthly progress reports to the board of directors.
• Ω I developed a 5-year commercial P&L which underpinned the rationale for marketing investment on the new product launch.
• Ω I delivered 75% distribution in key UK retail accounts (Tesco, Sainsbury’s, ASDA, Morrison’s & Waitrose) by managing a cross functional team of category and sales whilst personally leading and delivering all sell in presentations.
• Ω I devised and managed the Spreadable Butter launch with at £3.5m integrated communications campaign which included social media, promotional activity and retail specific Instore Support. At the heart of the campaign was a new TV advert I managed with our creative agency. It brought to life Kerrygold’s core belief that well cared for, freely grazing cows makes Kerrygold butter taste better.

• Ω I created a comprehensive brand plan outlining the role of brand and marketing activities for 2015, tailored to individual retailer accounts.
• Ω I managed the brands £2m marketing budget and launched the 2015 Tales from the Meadow Campaign. This multifaceted campaign brought to life the brands values in a category disruptive and engaging manor. The campaign involved heavy weight national press campaign, partnership with The Guardian, a children’s story book, limited edition packaging, instore support and an animated digital version of the book.
• Ω I identified, managed and implemented all aspects of the Kerrygold Summer partnership with fashion designer Orla Kiely. The designer created a piece of artwork, inspired by the brands core values. This artwork was converted into a piece of limited-edition packaging, designed to ignite consumer desire at the point of purchase. Market share increased by 5% during the campaign.