Jennifer England
Leeds,West Yorkshire
Summary
Energetic and resilient customer centric leader with over 20 years of experience in senior marketing roles, specializing in marketing communications, brand management and media strategy. Proven ability to drive marketing effectiveness and increase ROI within multi-channel retail organizations. Skilled in setting an ambitious vision and inspiring teams to achieve sales growth and strengthen brand equity while fostering a culture of continuous improvement. Relentlessly curious with a willingness to learn and a passion for personal and team development. Leadership style is high-challenge high-support with a track record of developing talent.
Overview
30
30
years of professional experience
3
3
years of post-secondary education
1
1
Certification
Work history
Head of Brand & Marketing
Wm Morrison Supermarkets Ltd
Bradford, West Yorkshire
12.2012 - 04.2025
- Delivered strategic leadership during brand transformation, resulting in improved market performance.
- Reviewed operational capabilities, agency models and contracts to enhance efficiency, improve team collaboration, significantly reduce operating costs whilst improving quality and speed of content production and embraced developments in data and technology to improve performance.
- Developed comprehensive communications strategy aligned with brand objectives and delivered across all customer touch points.
- Managed £60 million pound marketing budget to improve brand equity and support commercial goals, with end to end accountability for marketing communications across paid, owned and earned media.
- Led campaigns enhancing brand warmth and price perception across all customer touchpoints.
- Collaborated with planning teams to optimise trade plans and marketing support to drive acquisition and loyalty.
- Implemented new social media strategy, driving follower growth and brand engagement.
- Achieved annual operational cost savings of £1-6 million through improved processes and efficiencies.
- Boosted customer loyalty with tailored communication strategies and broadcast marketing support driving More Card swipe rate from 35% to 60% and linked sales from 45% to 70% in two years.
- Created comprehensive market research to understand consumer behaviour better.
- Built strong relationships with key stakeholders to secure buy-in for marketing initiatives.
Head of Broadcast Media
Asda Stores Limited
Leeds, West Yorkshire
03.2009 - 11.2012
- Led development of multi-million pound advertising campaigns across all broadcast channels to drive sales growth.
- Oversaw ASDA brand stewardship, coordinating with stakeholders to achieve sales and performance targets through effective campaign execution.
- Transformed ASDA FM from £500k annual cost into £500k profit-generating asset.
- Handled commercial oversight of agency contracts and production budgets, ensuring optimal performance and value.
- Drove operational efficiencies, resulting in over £2 million in annual cost savings.
Head of PR
Asda Stores Limited
Leeds, West Yorkshire
01.2008 - 03.2009
- Led team of seven to execute comprehensive PR strategies, including product promotion and campaign development.
- Protected and enhanced ASDA's corporate reputation while supporting commercial strategies.
- Developed impactful brand and product campaigns across food, merchandise, financial services, petrol, and clothing sectors, dominating share of voice amongst competitor set.
- Promoted ASDA's objectives in trade and industry publications; represented company at key events.
- Oversaw press office operations, managing over 100 media inquiries weekly as spokesperson.
- Managed contracts and performance metrics for national and regional PR agencies.
Senior PR Manager
Asda Stores Limited
Leeds, West Yorkshire
09.2004 - 12.2008
Senior Consultant
Porter Novelli
Leeds, West Yorkshire
12.2001 - 08.2004
- Led consumer and healthcare accounts, including GNER and Princes Foods.
- Contributed to revenue growth of 20% through new business development initiatives.
- Facilitated consumer awareness projects for Department of Health and Home Office.
- Secured agency roster appointments for three government departments.
Consumer PR Manager
The National Lottery, Camelot
Watford, Hertfordshire
09.1999 - 04.2001
- Developed and implemented PR strategy for The National Lottery and its games, new product launches and winners' publicity.
- Managed consumer PR team to enhance brand visibility.
- Increased media coverage by 30% within 18 months.
- Oversaw reactive press office operations.
Account Executive to Account Director
The Communication Group plc
London
12.1994 - 08.1998
- Progressed from Account Executive to Account Director within Consumer Marketing Division.
- Delivered comprehensive media relations for leading FMCG and travel brands.
- Managed new product launches, brand-building campaigns, and issues management.
- Served high-profile clients including Diageo, Hasbro, Scottish Tourist Board and Sun International.
Education
Bachelor of Arts with Honours - Politics
Newcastle University
Newcastle upon Tyne 09.1991 - 06.1994
Skills
- Brand management
- Multi-channel marketing
- Campaign planning
- Budget management
- Team Leadership
- Stakeholder relations
- Digital marketing
- Data analysis
Certification
Currently enrolled on Marketing Week's Mini MBA in Marketing with Mark Ritson
Affiliations
- Self-confessed foodie, prolific reader, I walk, swim and meditate to keep sane and healthy and my family and my dog are my world!
References
References available upon request.
Timeline
Head of Brand & Marketing
Wm Morrison Supermarkets Ltd
12.2012 - 04.2025
Head of Broadcast Media
Asda Stores Limited
03.2009 - 11.2012
Head of PR
Asda Stores Limited
01.2008 - 03.2009
Senior PR Manager
Asda Stores Limited
09.2004 - 12.2008
Senior Consultant
Porter Novelli
12.2001 - 08.2004
Consumer PR Manager
The National Lottery, Camelot
09.1999 - 04.2001
Account Executive to Account Director
The Communication Group plc
12.1994 - 08.1998
Bachelor of Arts with Honours - Politics
Newcastle University
09.1991 - 06.1994
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