Hayley Napier-Barr
Chinnor,UK
Summary
Strategic FMCG Brand Marketer with 15+ years' experience driving growth, innovation, and brand transformation across Regional and UK markets. Combines strong commercial acumen with insight-led decision-making and cross-functional leadership to deliver sustainable brand growth and executional excellence.
Overview
12
12
years of professional experience
Work history
Strategic Projects Lead – Growth Platforms, EMEA
McCormick
Haddenham, Oxfordshire
2026.01 - Current
- Leading EMEA seasonings strategy and key strategic priorities, including Health & Wellness and innovation transformation.
- Managing regional 3-year innovation pipeline to drive incremental revenue growth and market expansion.
- Partnering cross-functionally (marketing, insights, commercial, R&D, category and operations) to identify scalable growth opportunities.
- Presenting insight-led recommendations to senior stakeholders, supporting key business decisions.
- Driving process improvements and operational efficiencies to enable long-term growth.
Senior Brand Manager, Schwartz
McCormick UK
Haddenham, UK
2023.05 - 2025.12
- Strategic Lead for Schwartz HSS Portfolio worth £69M, overseeing long-term brand strategy, innovation, communications and P&L to drive growth and brand rejuvenation.
- Defined and executed Schwartz’s long-term brand strategy delivering +9% value growth during time in market.
- Embedded insight-led planning to shape brand direction, comms & NPD with CMO/EMEA approval for best-in-class plans.
- Reignited UK Seasonings portfolio through 3-year growth plan introducing new segmentation, innovation, and packaging- reversing -0.5ppt decline to +0.5ppt growth and generating £6M incremental RSV.
- Launched Air Fry platform (worth £2.5M RSV in
- Pivotal member of Schwartz Brand Repositioning Team; securing CMO approval and fastest-ever global sign-off for brand fundamentals refresh.
- Elevated retailer partnerships with high-impact presentations and conference content, setting new benchmark for customer engagement.
- Optimized media strategy, improving profit ROI +20% YoY and revenue ROI +14% via sharper media mix and brand investment.
- Built team capability, line managing, mentoring and developing Brand Manager whilst building team capability and resilience through multiple organisational transitions.
- Advanced inclusion and wellbeing, initiated EQUAL activities such as Peppy Talks, Calming Colouring & BHM Art Exhibition & Speaker.
Senior Brand Manager, Heat Growth Platforms
McCormick EMEA
Haddenham, UK
2020.03 - 2022.05
- Managed EMEA Heat portfolio (£63M) including Frank’s RedHot, Cholula, and Herdez.
- Delivered +3.8ppt market share increase for Frank’s RedHot via distribution expansion and launch of Craft Edition innovation range.
- Oversaw Craft Edition NPD rollout (£0.7M RSV), driving +28% TDP growth YOY during post-COVID recovery.
- Led repatriation of Frank’s bottling to UK, delivering +7ppt margin improvement.
- Supported cross-market heat strategy across France and Poland, achieving double-digit growth.
- Managed seamless UK integration of Cholula into McCormick portfolio with zero supply disruption.
- Drove Herdez brand acceleration, securing Tesco listing for 12 SKUs worth £1.4M in Y1;winning Grocer New Product Award (World Food 2022).
Senior Brand Manager
VALEO FOODS UK
Wallingford, UK
2019.01 - 2020.02
- Full P&L responsibility for Buckwud (£3.8M) and Rowse Manuka (£8M) brands, delivering +13.5% YOY growth for Buckwud and +2ppt share gain through distribution and promo optimisation.
- Executed high-impact sampling campaigns delivering +80% more reach within budget, resulting in +20% sales uplift and +50% awareness increase for Buckwud.
- Defined category growth vision for Maple Syrup, strengthening retailer credibility and long-term roadmap.
- Led Buckwud brand redesign, enhancing natural credentials and shelf visibility.
- Repositioned Rowse Manuka as authentic value Manuka, reversing decline to +5% projected growth.
- Secured new distribution worth £1.3M RSV through bespoke product development and customer partnerships.
Fisher-Price Brand Manager
MATTEL
Maidenhead
2016.04 - 2017.08
- Managed UK Fisher-Price portfolio (£55M), overseeing brand planning, A&P budget, pricing, and retail strategy.
- Drove +46% YOY growth in Toy business and +15% total brand growth through portfolio optimisation and media excellence.
- Expanded Bright Beats range (£1.6M to £7.5M NSV) and launched Preschool Learning segment (+136% forecast growth).
- Delivered award-winning 360 media campaigns achieving 280% average uplift; recognised with European Best Practice Award.
- Introduced UK CRM programme growing consumer database by +95%.
- Revitalised Little People brand via pricing restructure and comms relaunch projected for +23% growth.
Regional Product Manager, Wilkinson Sword Male Systems
ENERGIZER
High Wycombe
2013.11 - 2015.03
- Managed Male Systems portfolio (£25M RSV), delivering 3 best-practice TTL campaigns generating 5M+ YouTube views and industry recognition.
- Relaunched social strategy repositioning brand as aspirational lifestyle offering.
- Drove peer advocacy sampling converting 90% of competitor users to trial Wilkinson Sword.
- Created Tesco gifting range (£780K RSV) capturing 45% share of shaving gifting market.
- Delivered NPD success with GQ Razor of the Year 2014 award.
Education
CIM Professional Certificate - Marketing
University of Hertfordshire
2013.01 -
BA (Hons) - French & Hispanic Studies
University of Birmingham
2004.09 - 2008.06
Skills
- Brand Strategy
- Brand Positioning
- Insights-led Innovation
- P&L Management
- Cross-functional Collaboration
- Team Leadership
- Retailer Engagement
LANGUAGES
English: First Language
French: Fluent
Spanish: Fluent
HOBBIES AND INTERESTS
Yoga, Travel, Singing and Performing
OTHER EXPERIENCE
- Burton’s Biscuits, Brand Manager, Cadbury Seasonal / Assistant Brand Manager, Dodgers, 09/2011-11/2013
- Bacardi Global Brands, Global Marketing Services Executive, 09/2010-09/2011
- Bacardi Brown-Forman Brands, Sales Development Manager, 08/2008-09/2010
- Yoga & Wellbeing Company, Founder & Director, 08/2017-01/2019
- Sabbatical travelling and training to be yoga teacher 04/2015-03/2016
Timeline
Strategic Projects Lead – Growth Platforms, EMEA
McCormick
2026.01 - Current
Senior Brand Manager, Schwartz
McCormick UK
2023.05 - 2025.12
Senior Brand Manager, Heat Growth Platforms
McCormick EMEA
2020.03 - 2022.05
Senior Brand Manager
VALEO FOODS UK
2019.01 - 2020.02
Fisher-Price Brand Manager
MATTEL
2016.04 - 2017.08
Regional Product Manager, Wilkinson Sword Male Systems
ENERGIZER
2013.11 - 2015.03
CIM Professional Certificate - Marketing
University of Hertfordshire
2013.01 -
BA (Hons) - French & Hispanic Studies
University of Birmingham
2004.09 - 2008.06