Kaitlin Johns

• Developed and executed cohesive trade marketing strategy across multiple markets, aligning retailer objectives with brand storytelling, activation calendars, and digital touch points; steered cross-functional teams to hit ROI targets from concept through post-campaign evaluation.
• Built and managed strategic partnerships with major global retailers, shaping joint business plans, activation calendars, and measurable in-store and online programs; led negotiation of terms, co-op initiatives, and mutually beneficial promotions.
• Led shopper insight analysis and category management processes to inform optimal assortment, packaging, pricing, and promotional strategies; translated data into actionable programs that improved relevance and category performance.
• Planned and managed annual trade budgets, optimising spend across programs to maximise ROI; implemented dashboards and post-program analyses to drive continuous optimisation.
• Ensured planogram compliance and optimised shelf layouts to maximise visibility and share of shelf; partnered with field teams to execute flawlessly.
• Designed and deployed POS materials, in-store displays, and digital assets; ensured consistent brand storytelling and regulatory compliance across channels.
• Integrated in-store and e-commerce promotions to deliver seamless omni-channel shopper journey; tracked cross-channel impact and adjusted tactics based on data-driven insights.
• Drove governance across internal and external partners, maintaining alignment with brand guidelines, timelines, and budget constraints.
• Collaborated with Boots/Walgreens Boots Alliance, AS Watsons/Superdrug, Ulta Beauty, Rossmann, Clicks, and Target to tailor programs to local markets, negotiate favourable terms, and ensure compliant execution.
• Adapted global trade marketing programs for regional/regulatory nuances, ensuring feasibility, cultural relevance, and retailer compliance.
• Turned consumer insights and retailer feedback into actionable trade programs that delivered measurable business results and ongoing improvements.
• Generated £45k uplift in sales from targeted Boots app campaign, demonstrating strong activation ROI and digital-to-store synergy.
• Delivered 14.5 million+ impressions in June 2025 across all Boots partnership marketing efforts, driving high brand visibility and engagement.
• Generated £106.3k attributed online Boots sales in single month from planned marketing activity, underscoring effectiveness of activation calendar and attribution framework.
• Achieved and sustained 20–25% month-over-month uplift across all Boots in-store activations, indicating robust demand generation and store execution.
• Delivered 28% sales uplift from NPD launch plan activations in February, contributing to early-year category momentum.
• Aligned trade marketing objectives to overall company goals for seamless integration.
• Improved brand visibility through creative in-store promotions and effective point-of-sale displays.
• Leveraged data analytics for making informed trade marketing decisions.
• Conducted regular competitor analysis to stay ahead in the dynamic marketplace.
• Managed trade budgets efficiently, ensuring optimal use of resources.

• Management of www.saltee.co.uk – technical and design maintenance, product updates, copywriting and images.
• Organic Social Media management – source, plan, copy write and implement all social media content for Instagram and Facebook using Later. Monitoring and reporting results and building strong monthly strategy in calendar.
• Supporting all other channels of the business including Sales, Logistics, PR, New Business and Partnerships.
• Graphic Design – copywriting, design and print purchasing for key brand assets and collateral.
• Comprise and drive yearly marketing calendar creating results driven strategy for all channels with 100% achieved.
• Plan and drive e-communications strategy right through from creative direction, copywriting and scheduling.
• Building external brand relationships and driving successful collaborations.
• Creating key messaging for large scale campaigns as well as creative direction.
• Working closely with external web developer, graphic designer, PR agency to create successful launches and campaigns.
• Managing small budget to its maximum potential.
• Regular reporting using Google Analytics, WooCommerce and DotDigital platforms.
• Developed concept strategy and creative ideas for regular subscriber newsletter.
• Developed and drove new Refer a Friend Programme.
• Working with external PR agencies to develop key strategies and assist in administration for gifting and product call outs.
• Management of all customer services on email and social media.
• New product development – successfully presented ideas and drove launch campaigns for two of best-selling products.
• Analysed competitor activity regularly to stay ahead in the market place.
• Fostered strong relationships with key industry influencers, increasing brand visibility.

• Management of www.delilahcosmetics.com – plan, create, implement, drive and optimise all online activity. 2018 website growth was 92% YOY.
• Drive all NPD and campaign launches through defined marketing deliverables.
• Fully supported all 4 sales channels; professional UK salons and spas, online, international and retail.
• Plan and drove e-communications strategy right through from creative direction, copywriting and scheduling.
• Building external brand relationships and driving successful collaborations.
• Management and creation of social media calendar. Planning and implementing strategy and key activity as well as management of all social advertising.
• Creating key messaging for large scale campaigns as well as creative direction and all communications.
• Regular reporting and working side by side with 3 key directors and co-founders of the business on a daily basis.
• Developed concept strategies and creative ideas for regular subscriber newsletter.
• Developed and drove new sampling programme.
• Development of key opportunities with essential influencers.
• Managed and nurtured all retailer accounts.

• Spearheading relationships with important contacts, with particular emphasis on being a key influencer with International marketing, providing a sound understanding of the UK marketplace.
• Close liaison with Sales departments through creating and presenting monthly Business Development Presentations.
• Managing large scale trade and consumer shows; setting targets for the show team and aligning all activity with key campaigns in-house
• Working closely with the QVC to support with the launch of NPDs.
• Controlling large and complex marketing budgets to ensure that gross margin and marketing margin objectives are met.
• Develop, manage, and execute account specific display activities including new stand development, regular stand/planogram updates, and promotional activities.
• Development and management of merchandising guidelines to ensure consistency of image.
• Communicate marketing plans to the sales ensuring that each activity is suitably supported, implemented and evaluated.
• Managing a medium sized team of 4 including Graphic Designer, Marketing Assistant, Digital Marketing Executive and Assistant Brand Manager.

Directed all trade and consumer advertising and UK PR, overseeing copywriting, proofreading, website content, collateral design, and social media. Also planning annual client communications and promotions, organised major events (hair show, seminars, international competition), and provided monthly director reporting and managing a small team.

Sourced partners and packaged events; planned and managed trade, consumer, and corporate events aligned with business objectives while handling large budgets and sales targets. Implemented integrated event marketing across social media, direct mail, online activity and email, delivering bespoke offers to drive sales.

Produced the annual salon promotions magazine, education materials, POS and advertising campaigns; managed print procurement, pricing, gifts-with-purchase, and internal collateral with strong supplier relationships. Oversaw artwork requests for advertising, social media, editorials and trade use, and managed collateral for hair shows/events while securing sponsorships for exhibitions and fundraising.