Natalie Baker
Warrington,UK
Summary
Senior Brand Marketing Manager with 15+ years’ experience developing and growing consumer brands across beauty, wellness and lifestyle categories. Experienced in delivering insight led innovation, integrated marketing campaigns and retail growth strategies across major UK retailers including Boots and Waitrose. Proven track record of translating consumer insight into commercially successful product propositions, securing national retail listings and delivering impactful marketing activation that drives brand awareness, category growth and commercial performance. Comfortable operating at the intersection of brand strategy, innovation development and retail marketing, working closely with cross functional teams across product development, commercial, supply chain and external agencies. Recognised for combining strategic brand thinking with hands on execution, bringing clarity and momentum to fast moving environments while ensuring marketing activity supports long term brand equity and commercial growth.
Overview
13
13
years of professional experience
Work history
Global Brand Manager
Cole Beauty
2025.01 - 2026.03
- Responsible for supporting the development and delivery of strategic brand plans across the wellness portfolio, working closely with the Brand Director to drive innovation, retail growth and brand performance across key UK retail partners.
- Partner with the Brand Director to develop and deliver long term brand strategies aligned with commercial growth targets and retail expansion plans.
- Lead the development of new product concepts and sub ranges from consumer insight through to market launch, working cross functionally with product development, commercial and supply chain teams.
- Co developed and pitched a new adaptogenic bodycare proposition into Boots, securing a national retail listing through strong consumer insight and category positioning.
- Worked closely with the Brand Director to develop and deliver a major Boots brand day, strengthening retailer relationships and supporting national distribution.
- Led the marketing execution of a wellness sub range rollout into 300+ Boots stores, delivering integrated retail activation including in store media, POS and launch campaign toolkits.
- Successfully pitched innovation into Waitrose, expanding the brand’s presence within the premium grocery channel.
- Manage external creative, PR and research agencies to deliver integrated marketing campaigns aligned with brand and commercial objectives.
- Work closely with commercial teams to ensure marketing activity supports sell through, category growth and brand performance across key retail accounts.
- Track and analyse brand performance, campaign effectiveness and consumer insight to inform future brand investment and innovation priorities.
- Support marketing budget management and campaign evaluation to ensure activity delivers measurable commercial impact.
Founder and Brand Director
Fable Yoga
2020.03 - 2024.01
- Founded and developed a premium wellness brand, building the business from concept to retail distribution across leading lifestyle retailers.
- Defined brand positioning, product proposition and visual identity to establish a distinctive presence within the growing wellness category.
- Led product development from concept through to launch, translating consumer insight into commercially viable product propositions.
- Secured retail partnerships with Selfridges, Harvey Nichols and The Sports Edit, managing the sell in process and retail marketing activation.
- Developed and executed integrated marketing campaigns across digital, PR and partnerships to drive brand awareness and customer acquisition.
- Secured national press coverage across major publications including Vogue, Harper’s Bazaar and Elle, strengthening brand credibility and consumer reach.
- Built brand partnerships with wellness studios, hotels and lifestyle venues to deliver experiential brand activations.
Head of Marketing and PR
Kacoo Fashion
2015.01 - 2020.09
- Led brand marketing, PR and partnership strategy across multiple fashion and lifestyle brands operating across the UK and US markets.
- Developed integrated marketing campaigns across PR, digital, influencer and retail channels to drive brand awareness and consumer engagement.
- Managed UK and US PR agencies to deliver national media coverage and strengthen brand storytelling across key markets.
- Led international trade show strategy and distributor partnerships across Europe and the US.
- Developed private label fashion brands for Urban Outfitters UK and US, leading concept development through to launch.
- Oversaw creative direction across campaigns, brand assets and product storytelling to ensure consistent brand positioning across markets.
Senior PR Executive
Punk PR
2013.01 - 2015.01
- Managed press office activity for fashion and lifestyle brands, securing national media coverage across print and digital publications.
- Developed strong relationships with journalists, editors and media partners.
- Delivered press events, product launches and PR activations to support brand visibility and media engagement.
- Supported brand storytelling and launch campaigns across emerging consumer brands.
Education
BA (Hons) - Journalism
University of Salford
Skills
- Brand Strategy and Portfolio Development
- Insight Led Innovation and Product Development
- Integrated Marketing Campaigns
- Retail and Shopper Marketing
- Consumer and Category Insight
- Retailer Presentations and Brand Days
- Cross Functional Leadership
- Agency and Stakeholder Management
- Budget Management and Marketing ROI
Brand Wins
- Partnered closely with the Brand Director to develop and pitch a new adaptogenic bodycare proposition into Boots, securing a national retail listing through strong consumer insight and category positioning.
- Led the execution of a wellness sub range launch into 300+ Boots stores, delivering large scale retail activation including in store media, marketing toolkits and launch support.
- Co developed and delivered a major Boots brand day, described by buyers as “the best brand day we’ve ever attended”, strengthening retailer relationships and supporting national distribution.
- Successfully pitched NPD into Waitrose, expanding the brand into premium grocery retail and supporting category growth.
- Scaled The Retreat’s consumer community from approximately 1,000 to 20,000 within 12 months through education led content strategy and brand storytelling.
- Founded and built Fable Yoga, a premium wellness brand stocked by Selfridges, Harvey Nichols and The Sports Edit, securing national PR coverage across Vogue, Harper’s Bazaar and Elle.
References
References available upon request.
Timeline
Global Brand Manager
Cole Beauty
2025.01 - 2026.03
Founder and Brand Director
Fable Yoga
2020.03 - 2024.01
Head of Marketing and PR
Kacoo Fashion
2015.01 - 2020.09
Senior PR Executive
Punk PR
2013.01 - 2015.01
BA (Hons) - Journalism
University of Salford