Finish existed as a different brand in nearly every market it operated in – including as Electrasol in the US. I led the centralisation of the global innovation pipeline and built RB’s first global…

The business was losing share and losing money when I took over marketing for the Czech and Slovak Republics. I turned the P&L around top and bottom line, brought Finish, Airwick and Woolite back…

A tobacco company launching a health product is nobody’s first guess for a brand people will trust. I led the commercial and brand strategy for BAT’s first OTC medicinal range – from clinical positioning…

It is a challenge. Renaming a product everyone already knows – and getting them to follow you. I led the transition from Kleenex to Velvet, spent two days a week on-site at Sainsbury’s and…

A global beauty strategy rarely translates locally as-is. I led the EMEA teams that made it “glocal” – and rebuilt the entire organisation around consumer insight instead of hierarchy. Result: market share grew in…

Braun Haircare was “male and stale,” still speaking to an older audience while competitors had already moved on to young women. I rebuilt the brand’s entire DNA from the ground up – new positioning,…

Velcro was, at its core, a material – not a brand. I led the shift from B2B to B2C: six new product categories in fifteen months, new markets across Asia and Latin America, and…