Summary
Overview
Work history
Education
Skills
Timeline
Generic

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
09.2020 - 05.2025
  • 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
03.2017 - 09.2020


  • 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
07.2014 - 02.2017
  • 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
02.2013 - 07.2014
  • 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
10.2011 - 02.2013
  • 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
10.2010 - 10.2011
  • 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
12.2007 - 10.2010
  • Responsible for delivering local marketing campaigns.


Regional Marketing Manager

Sainsbury's
London, London
01.2003 - 12.2007
  • 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
01.1997 - 12.2001

Retail graduate

Sainsbury's
Huddersfield, West Yorkshire
01.1996 - 01.1997

Education

BA (Hons) - Business Administration

Humberside University
Hull, Kingston upon Hull
09.1993 - 09.1996

Skills

  • Stakeholder engagement
  • Content strategy
  • Project management
  • Coaching and development
  • Brand development
  • Customer insight and behavioural change

Timeline

Brand Delivery Manager

Central Co-operative
09.2020 - 05.2025

Head of Communications, Brand and Marketing

whg
03.2017 - 09.2020

Maternity Leave/Career Break/Freelance Consultant

Self-employed
07.2014 - 02.2017

Head of Printed Advertising

Asda
02.2013 - 07.2014

Head of Local Marketing

Asda
10.2011 - 02.2013

Local Marketing Manager for Netto Acquisitions

Asda
10.2010 - 10.2011

Regional Marketing Manager

Asda
12.2007 - 10.2010

Regional Marketing Manager

Sainsbury's
01.2003 - 12.2007

Operations Manager

Sainsbury's
01.1997 - 12.2001

Retail graduate

Sainsbury's
01.1996 - 01.1997

BA (Hons) - Business Administration

Humberside University
09.1993 - 09.1996
Laura Foulger