Laura Foulger
Walsall Wood,Walsall
Summary
Strong expertise in stakeholder engagement, content strategy, and project management. Demonstrates a strong ability in coaching and development, brand development, and driving customer insight and behavioural change. Committed to leveraging skills to foster innovative solutions and achieve strategic objectives.
Overview
29
29
years of professional experience
3
3
years of post-secondary education
Work history
Brand Delivery Manager
Central Co-operative
Lichfield, Staffordshire
2020.09 - 2025.05
- I manage marketing and brand delivery for the food sector at Central Co-op. My job is to deliver creative branding and customer-focused campaigns that build engagement and loyalty.
- I lead on multiple cross-functional projects simultaneously, working closely with our Operations, Commercial and Property teams to ensure initiatives are aligned with customer needs and deliver clear customer value.
- I have played a key role in developing our membership proposition, resulting in a rise in customer loyalty participation from 19% to 32%.
- I oversee the relationships with three agencies: media buying, creative, and format and proposition.
- I commission insight-led research to understand customer needs and behaviours, ensuring our campaigns, are customer focused.
- I lead and coach a marketing and design team of six direct reports, and enjoy mentoring two other colleagues.
- I manage a large budget, but am able to demonstrate agility to adapt my projected spend to the business performance
Head of Communications, Brand and Marketing
whg
Walsall , West Midlands
2017.03 - 2020.09
- I led a high-performing communications team within one of the largest social landlords and housing developers in the Midlands.
- I was responsible for the full mix of communications, including customer marketing, PR, internal comms and brand.
- I managed three agency contracts which supported our marketing and design, PR and digital communication requirements.
- I developed and secured executive and Board sign-off for a three-year communications strategy focused on building our reputation and showcasing the organisation's capabilities.
- I improved colleague engagement across the business, including the delivery of our first all colleague conference with 900 colleagues to launch and communicate our new Corporate Plan.
- I led a behaviour change campaign aimed at reducing rent arrears, leveraging all communication channels to influence colleague and customer behaviours. The campaign resulted in a reduction in arrears, from 7.3% to 4.8%
- I was responsible for managing and developing a team of nine. I am passionate about supporting personal development and was heavily involved in the mentoring programme.
Maternity Leave/Career Break/Freelance Consultant
Self-employed
Walsall , West Midlands
2014.07 - 2017.02
- I managed the execution of the national PDSA charity Christmas campaign by leading a cross-functional group of Senior Managers across the business, resulting in increased charity donations by 8.5% yr on yr.
- Developed the B2B marketing strategy for Optimum Advertising with a strong focus on improving customer communication through digital engagement.
Head of Printed Advertising
Asda
Leeds, West Yorkshire
2013.02 - 2014.07
- Responsible for delivering all national and local press campaigns, outdoor, leaflet advertising, monthly Asda magazine and all catalogues.
- Management of the creative and production budget for the print portfolio of £13m.
- Led the creative refresh of all printed media. This involved commissioning a deep-dive customer insight project, briefing and managing the creative agency, and ensuring effective stakeholder engagement and re-briefing across the business.
- Management and development of a team of twelve.
Head of Local Marketing
Asda
Leeds, West Midlands
2011.10 - 2013.02
- Led on all local marketing activity to support new space, competitor openings and opportunity stores across George clothing, Supermarkets and Asda Living stores.
- Worked cross-functionally with the store development team to understand opportunities at a local level across new and developed space.
- Managed the relationship with the media buying and creative agencies.
- Led on integrating national plans at a local and regional level where appropriate.
- Management and development of six local marketing managers.
Local Marketing Manager for Netto Acquisitions
Asda
Leeds, West Midlands
2010.10 - 2011.10
- Responsible for developing and implementing the marketing strategy to communicate the conversion of Netto stores to Asda from closure of the Netto store through to re-launch.
Regional Marketing Manager
Asda
Leeds, West Yorkshire
2007.12 - 2010.10
- Responsible for delivering local marketing campaigns.
Regional Marketing Manager
Sainsbury's
London, London
2003.01 - 2007.12
- Responsible for delivering local marketing activity and support to Sainsbury's stores in the Midlands and Northern Ireland.
Operations Manager
Sainsbury's
Huddersfield, West Yorkshire
1997.01 - 2001.12
Retail graduate
Sainsbury's
Huddersfield, West Yorkshire
1996.01 - 1997.01
Education
BA (Hons) - Business Administration
Humberside University
Hull, Kingston upon Hull 1993.09 - 1996.09
Skills
- Stakeholder engagement
- Content strategy
- Project management
- Coaching and development
- Brand development
- Customer insight and behavioural change
Timeline
Brand Delivery Manager
Central Co-operative
2020.09 - 2025.05
Head of Communications, Brand and Marketing
whg
2017.03 - 2020.09
Maternity Leave/Career Break/Freelance Consultant
Self-employed
2014.07 - 2017.02
Head of Printed Advertising
Asda
2013.02 - 2014.07
Head of Local Marketing
Asda
2011.10 - 2013.02
Local Marketing Manager for Netto Acquisitions
Asda
2010.10 - 2011.10
Regional Marketing Manager
Asda
2007.12 - 2010.10
Regional Marketing Manager
Sainsbury's
2003.01 - 2007.12
Operations Manager
Sainsbury's
1997.01 - 2001.12
Retail graduate
Sainsbury's
1996.01 - 1997.01
BA (Hons) - Business Administration
Humberside University
1993.09 - 1996.09