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Brand Strategy, Product Innovation and Marketing Communications Expert
Hannah Roberts
,
London, United Kingdom
Experience
Other titles
Skills
I'm offering
A results-producing innovation and marketing engagement leader with vast analytical insight and a frontier strategy. 20 years experience in the Beauty, Lifestyle and Personal Care category having worked for both the Luxury Industry and FMCG sector. Now crafting innovative marketing communications, creative content and forward thinking strategic plans and models for brands across categories and the globe to delight and inspire.
Dynamic and performance driven creative professional with history of delivering impressive contributions to productivity and profit, while enhancing customer experience. Committed and consumer-focused with a broad range of experience in establishing Brands in EMEA, APAC and North America markets and managing global business relationships with multiple retailer, vendors, and multifunctional business partners.
Dedicated communications tactician committed to planning and successfully executing Influencer Marketing Strategy , Content development across media channels. Impressive facilitation skills with the ability to generate social media, brand ambassador and VIP partnerships in alignment with quantified organisational goals.
Trend Leader , expertly designing and delivering globally accurate long range and short term future insight documents that are highly actionable and ensure leading edge consumer focused strategies and technologies are created : Fashion, Music, Food, Mood, Inspiration, Science, Beverage, Demographic, Automobile, Skin, Hair, Nails, Make Up, Social, Tech, Device, Retail
SPECIAL INTEREST AREAS : Diversity and Inclusion ambassador and change maker for #unstereotyping
Dynamic and performance driven creative professional with history of delivering impressive contributions to productivity and profit, while enhancing customer experience. Committed and consumer-focused with a broad range of experience in establishing Brands in EMEA, APAC and North America markets and managing global business relationships with multiple retailer, vendors, and multifunctional business partners.
Dedicated communications tactician committed to planning and successfully executing Influencer Marketing Strategy , Content development across media channels. Impressive facilitation skills with the ability to generate social media, brand ambassador and VIP partnerships in alignment with quantified organisational goals.
Trend Leader , expertly designing and delivering globally accurate long range and short term future insight documents that are highly actionable and ensure leading edge consumer focused strategies and technologies are created : Fashion, Music, Food, Mood, Inspiration, Science, Beverage, Demographic, Automobile, Skin, Hair, Nails, Make Up, Social, Tech, Device, Retail
SPECIAL INTEREST AREAS : Diversity and Inclusion ambassador and change maker for #unstereotyping
Markets
United States
(Remote
only)
United Kingdom
France
(Remote
only)
Germany
(Remote
only)
Lithuania
(Remote
only)
Denmark
(Remote
only)
Norway
(Remote
only)
Sweden
(Remote
only)
Finland
(Remote
only)
Links for more
Once you have created a company account and a job, you can access the profiles links.
Language
English
Fluently
French
Good
Ready for
Larger project
Ongoing relation / part-time
Full time contractor
Available
My experience
2019 - 2020
freelance
Brand and Product Innovation Consultant
MATRIX APA.
6 Month FTC
AN AWARD-WINNING PRODUCT DEVELOPMENT AGENCY, WITH OFFICES IN LONDON, HONG KONG, CHINA, DUBAI AND LOS ANGELES.
Growing Brand Marketing, Product and Creative functions in support of the group commercial strategy. In particular, this role develops, leads and execute brand strategy, NPD for fragrance, skincare, colour cosmetics and haircare and brand execution from a design perspective.
• Oversee the work of the product, marketing and design teams, working closely with the Heads of Departments to ensure ownership of projects, targets and deliverables.
• Put in place detailed RACIs and controls, with all processes clearly mapped out and trained extensively.
• Create a marketing strategy with compelling stories behind our exclusive retailer brands and recommending the launch activation and yearly marketing calendar.
• For each brand, develop and lead the execution of a clear brand strategy that covers range development, positioning, packaging, pricing, PR, digital marketing / advertising, distribution channels etc
• Ensure that all traditional private label retail projects are delivered to exceptional standards
• Oversee and direct the realisation of luxury brand partnership projects within our airline team to ensure that the products and marketing materials we create represent the brand in the best possible way
• All the above based on strong consumer insight (inherent and outsourced as applicable) and assessment of competitive landscape and opportunity assessment.
• Accountable for managing the critical path process, from briefing through to final sign offs, ensuring work is accurate and looking for ways to improve costs and sampling.
• Drive a culture of Innovation throughout the company by owning and evolving the current innovation activities.
• Manage team performance, ensuring regular performance reviews are conducted and training needs identified. Review current capabilities and assess what is required to enable the product strategy to be achieved.
AN AWARD-WINNING PRODUCT DEVELOPMENT AGENCY, WITH OFFICES IN LONDON, HONG KONG, CHINA, DUBAI AND LOS ANGELES.
Growing Brand Marketing, Product and Creative functions in support of the group commercial strategy. In particular, this role develops, leads and execute brand strategy, NPD for fragrance, skincare, colour cosmetics and haircare and brand execution from a design perspective.
• Oversee the work of the product, marketing and design teams, working closely with the Heads of Departments to ensure ownership of projects, targets and deliverables.
• Put in place detailed RACIs and controls, with all processes clearly mapped out and trained extensively.
• Create a marketing strategy with compelling stories behind our exclusive retailer brands and recommending the launch activation and yearly marketing calendar.
• For each brand, develop and lead the execution of a clear brand strategy that covers range development, positioning, packaging, pricing, PR, digital marketing / advertising, distribution channels etc
• Ensure that all traditional private label retail projects are delivered to exceptional standards
• Oversee and direct the realisation of luxury brand partnership projects within our airline team to ensure that the products and marketing materials we create represent the brand in the best possible way
• All the above based on strong consumer insight (inherent and outsourced as applicable) and assessment of competitive landscape and opportunity assessment.
• Accountable for managing the critical path process, from briefing through to final sign offs, ensuring work is accurate and looking for ways to improve costs and sampling.
• Drive a culture of Innovation throughout the company by owning and evolving the current innovation activities.
• Manage team performance, ensuring regular performance reviews are conducted and training needs identified. Review current capabilities and assess what is required to enable the product strategy to be achieved.
Packaging, Brand identity, Winning, Processes, China, Assessment, Development, Npd, Support, Pr, Digital Marketing, Training, Retail, Innovation, Product development, Advertising, MArketing Strategy, Design, Marketing
2019 - 2019
freelance
Marketing and Communication Director
ZOEVA Cosmetics.
6 Month FTC
DIGITALLY NATIVE, PURPOSE FIRST COLOUR COSMETICS BRAND: AVAILABLE SEPHORA USA/ME/ASIA, DOUGLAS,
Working in close partnership with the CEO, the role was responsible for all aspects of marketing strategy and execution across key channels including digital and bricks and mortar for all launches in 2019. The position was also responsible of the creation of look and feel of the brand at all consumer touchpoints.
The primary objective of the contract was to:
• Craft best in class inaugural Branding Positioning and Guidelines for the cross functional divisions globally to reinforce brand values and DNA, differentiation and tone and style.
• Create total Strategy and execute each asset of a NEW product innovation that will Launch September 2019 including total creation of Marketing concept to sit alongside formula. Promotional strategy design, asset creation and development of stills and moving images and all language for PR /Packaging usage.
• Ensure marketing should be thought of as the core of the company and promote fluid communication between departments internally and with agency/retail partners outwardly.
• Push IG Followers over the 1 Million mark
MARKETING PLANS. Create and direct marketing plans and trade marketing initiatives that were digital and retailer specific and train team to avoid channel conflict and drive sales for 2019
CONTENT CREATION. Oversee and execute all aspects of creative content creation for brand materials, product packaging, digital assets, merchandising materials, internal and external documentation. Create a consistent, compelling, distinctive and ownable brand expression that can be followed as a guide for the future
BRICKS AND MORTAR. In close partnership with the Business Development Director, oversee the creation of point of sale materials for visual merchandising, training materials, retailer presentations, and any co-op materials.
ECOMMERCE. In close partnership with the E-Commerce Director, oversee the creative of text, video and photographic content used on our own web site, E-Retailers and Pure Players platform to maintain the look and feel of the brand and convert in sales
SOCIAL MEDIA. Oversee editorial, design and production of digital content globally. Define our own channel priorities, campaigns and metrics. Develop engagement programs with social influencers to drive brand awareness, conversion and loyalty. Measure efficiency of owned, earned and paid social media through metrics.
DIGITALLY NATIVE, PURPOSE FIRST COLOUR COSMETICS BRAND: AVAILABLE SEPHORA USA/ME/ASIA, DOUGLAS,
Working in close partnership with the CEO, the role was responsible for all aspects of marketing strategy and execution across key channels including digital and bricks and mortar for all launches in 2019. The position was also responsible of the creation of look and feel of the brand at all consumer touchpoints.
The primary objective of the contract was to:
• Craft best in class inaugural Branding Positioning and Guidelines for the cross functional divisions globally to reinforce brand values and DNA, differentiation and tone and style.
• Create total Strategy and execute each asset of a NEW product innovation that will Launch September 2019 including total creation of Marketing concept to sit alongside formula. Promotional strategy design, asset creation and development of stills and moving images and all language for PR /Packaging usage.
• Ensure marketing should be thought of as the core of the company and promote fluid communication between departments internally and with agency/retail partners outwardly.
• Push IG Followers over the 1 Million mark
MARKETING PLANS. Create and direct marketing plans and trade marketing initiatives that were digital and retailer specific and train team to avoid channel conflict and drive sales for 2019
CONTENT CREATION. Oversee and execute all aspects of creative content creation for brand materials, product packaging, digital assets, merchandising materials, internal and external documentation. Create a consistent, compelling, distinctive and ownable brand expression that can be followed as a guide for the future
BRICKS AND MORTAR. In close partnership with the Business Development Director, oversee the creation of point of sale materials for visual merchandising, training materials, retailer presentations, and any co-op materials.
ECOMMERCE. In close partnership with the E-Commerce Director, oversee the creative of text, video and photographic content used on our own web site, E-Retailers and Pure Players platform to maintain the look and feel of the brand and convert in sales
SOCIAL MEDIA. Oversee editorial, design and production of digital content globally. Define our own channel priorities, campaigns and metrics. Develop engagement programs with social influencers to drive brand awareness, conversion and loyalty. Measure efficiency of owned, earned and paid social media through metrics.
Pr, ME, Social, Asia, USA, Native, Guide, Production, Web, Ceo, Development, Direct marketing, Sales, Content, Visual Merchandising, Social Media, Packaging, E-commerce, Creative content, Training, Retail, Innovation, Content creation, Video, Ecommerce, MArketing Strategy, Branding, Business development, Design, Marketing
2016 - 2018
job
Global Brand Director for Unilever Prestige and Head of Trends
UNILEVER.
2nd largest FMCG business in the world with over 400 brands
As Global Brand Director for Unilever Prestige the mission was to act as a multi-level director across each of the 6 brands, developing and implementing strategic and innovative engagement strategies that would take the brands out of their comfort zone and stationary profit and t take them to the next phase of development.
I also operated as Unilever Masterbrand Future Forecaster to predict, evolve and develop a profitable future of Unilever.
BRANDS: REN, DERMALOGICA, MURAD, LIVING PROOF, KATE SOMERVILLE, IOMA, NEXUS, REGENERATE, HOURGLASS COSMETICS
• Craft Digital and ecommerce go-to-market strategy that takes into account
1. Relevance: The creation of content that is relevant to the brand, or relevant to a topic that's
important to the brand
2. Reach: The ability to reach an audience that is valuable to the brand
3. Resonance: Explode and engage with relevant content to an audience that is valuable to brand
• Leading multi-tactical influencer advocacy campaigns to strengthen consumer bonds and tribe dynamics.
• Define and then focus on five key themes to make Unilever Prestige famous:
1. Business Performance
2. Sustainable Living
3. Brands & Innovation
4. Visionary Trend Forecasting
5. Great place with Great People.
• Develop #PURPOSE first mentality through identifying white space possibilities for authentic brand ownership and amplify message with brand partner/communications activity.
• Direct and Produce quality, creative Integrated Communication Programme. Developing assets and services from start to execution: Brief creation through to deployment.
• Strategically advising Prestige brands on their Sustainable and #UNStereotyping Business capabilities.
• Overall development, implementation and execution of strategic and creative content direction to enable a comprehensive marketing, communications and media plan.
• Manage creative content direction across the digital channels for brands within the Unilever Prestige Hub: Living Proof, Hourglass Cosmetics, Kate Somerville, REN and Murad.
• Work closely with the USA CEO/CMO on the conception and development of market and retailer exclusive products and relations and specific social influencer programs: Sephora USA/EU/ME/ASIA, ULTA, WBA, Douglas
• Lead bi-weekly NPD Innovation meeting with Global lateral teams to track the timely execution of new product launches and act as point person for cross-functional teams to anticipate, identify and seek resolution of developmental and operations issues which may arise to ensure fast-to-market mentality.
SPECIAL PROJECTS:
1. Redevelopment and Creative Direction of Kate Somerville Spa: Beverley Hills (Lead)
2. Total Digital and Social strategy and execution for Living Proof: UK
3. Prestige TV: Development and content creator of 4 Annual 35 minute news updated. Director and producer.
4. Head of Influencer Strategy: REN
5. Leading Kate Somerville Launch: January 2018 Europe
6. Creator of lateral ECommerce site across Unilever Prestige brands
As Global Brand Director for Unilever Prestige the mission was to act as a multi-level director across each of the 6 brands, developing and implementing strategic and innovative engagement strategies that would take the brands out of their comfort zone and stationary profit and t take them to the next phase of development.
I also operated as Unilever Masterbrand Future Forecaster to predict, evolve and develop a profitable future of Unilever.
BRANDS: REN, DERMALOGICA, MURAD, LIVING PROOF, KATE SOMERVILLE, IOMA, NEXUS, REGENERATE, HOURGLASS COSMETICS
• Craft Digital and ecommerce go-to-market strategy that takes into account
1. Relevance: The creation of content that is relevant to the brand, or relevant to a topic that's
important to the brand
2. Reach: The ability to reach an audience that is valuable to the brand
3. Resonance: Explode and engage with relevant content to an audience that is valuable to brand
• Leading multi-tactical influencer advocacy campaigns to strengthen consumer bonds and tribe dynamics.
• Define and then focus on five key themes to make Unilever Prestige famous:
1. Business Performance
2. Sustainable Living
3. Brands & Innovation
4. Visionary Trend Forecasting
5. Great place with Great People.
• Develop #PURPOSE first mentality through identifying white space possibilities for authentic brand ownership and amplify message with brand partner/communications activity.
• Direct and Produce quality, creative Integrated Communication Programme. Developing assets and services from start to execution: Brief creation through to deployment.
• Strategically advising Prestige brands on their Sustainable and #UNStereotyping Business capabilities.
• Overall development, implementation and execution of strategic and creative content direction to enable a comprehensive marketing, communications and media plan.
• Manage creative content direction across the digital channels for brands within the Unilever Prestige Hub: Living Proof, Hourglass Cosmetics, Kate Somerville, REN and Murad.
• Work closely with the USA CEO/CMO on the conception and development of market and retailer exclusive products and relations and specific social influencer programs: Sephora USA/EU/ME/ASIA, ULTA, WBA, Douglas
• Lead bi-weekly NPD Innovation meeting with Global lateral teams to track the timely execution of new product launches and act as point person for cross-functional teams to anticipate, identify and seek resolution of developmental and operations issues which may arise to ensure fast-to-market mentality.
SPECIAL PROJECTS:
1. Redevelopment and Creative Direction of Kate Somerville Spa: Beverley Hills (Lead)
2. Total Digital and Social strategy and execution for Living Proof: UK
3. Prestige TV: Development and content creator of 4 Annual 35 minute news updated. Director and producer.
4. Head of Influencer Strategy: REN
5. Leading Kate Somerville Launch: January 2018 Europe
6. Creator of lateral ECommerce site across Unilever Prestige brands
Implementation, ME, Social, Go, Asia, Spa, USA, Direction, BEE, Ceo, Development, Npd, Marketing, FMCG, TV, Producer, Content, Deployment, Forecasting, Creative direction, Creative content, Operations, Innovation, Ecommerce
2012 - 2013
job
Vice President Global Insight
MINTEL LTD.
Consulting, development and execution of new product innovation and retail marketing solutions for Mintel clients globally, including APAC, EMEA and US regions.
CLIENTS: Unilever, Estée Lauder Corp, L'Oréal, LVMH, Shiseido, P&G, Boots
• Visionary predictive analysis that is commercially astute to enable clients to plan 3-5 year pipeline for each of their brands or categories
• Coolhunting and Trend Forecasting across Beauty and Personal Care categories so that each client may develop strategies that are in line with Macro and Micro global environments.
• Planning, implementing and executing qualitative and quantitative consumer research across all Global regions to ensure clients have a clear and understanding of their current or potential consumers.
• Most senior analyst for Mintel. Crafting platform content in Colour Cosmetics, Luxury Skincare and Cityscapes for broadcasting: BBC , ITV, Channel 4 News.
• Innovation Workshop and deep dive development consultations to major corporations who require onsite internal direction. Working with corporate teams to ensure future planning is consistent with predictive Macro trend sand Micro Trend phenomena.
• Quality Controller all Beauty and Personal Care analysis providing further insight and specific client focused recommendations where appropriate.
• Responsible for global P&L for Beauty and Personal Care Division.
CLIENTS: Unilever, Estée Lauder Corp, L'Oréal, LVMH, Shiseido, P&G, Boots
• Visionary predictive analysis that is commercially astute to enable clients to plan 3-5 year pipeline for each of their brands or categories
• Coolhunting and Trend Forecasting across Beauty and Personal Care categories so that each client may develop strategies that are in line with Macro and Micro global environments.
• Planning, implementing and executing qualitative and quantitative consumer research across all Global regions to ensure clients have a clear and understanding of their current or potential consumers.
• Most senior analyst for Mintel. Crafting platform content in Colour Cosmetics, Luxury Skincare and Cityscapes for broadcasting: BBC , ITV, Channel 4 News.
• Innovation Workshop and deep dive development consultations to major corporations who require onsite internal direction. Working with corporate teams to ensure future planning is consistent with predictive Macro trend sand Micro Trend phenomena.
• Quality Controller all Beauty and Personal Care analysis providing further insight and specific client focused recommendations where appropriate.
• Responsible for global P&L for Beauty and Personal Care Division.
Marketing, Innovation, Research, Retail, Forecasting, Consulting, Content, Analyst, Development, Direction, Workshop, President
2006 - 2012
job
Laura Mercier Cosmetics and RéVive Skincare Marketing Director
LAURA MERCIER COSMETICS & REVIVE SKINCARE.
Privately held prestige brand. Holding company incorporated as Gurwitch Products LLC (Currently Shiseido Group)
- Essential Global Marketing team member who worked independently but in collaboration with US headquarters to consistently increase brand awareness and realize measureable results.
- Accountable for the creation of all critical paths for New Product Development in Europe, from innovative idea generation to product launch.
- Consistently identified category growth areas in Europe and developed and executed, tailored marketing initiatives.
- Recognized as uniquely skilled to uncover potential that others may miss, including capitalizing on product and planning gaps for the two luxury brands
- Collaborative partner with Finance to develop and effectively manage budgetary requirements in accordance with Marketing Plan per SBU
- Initiate, maintain and nurture trade and consumer marketing relationships
1. Incremental revenue growth 200% growth YOY in consecutive years
2. Advanced European print impression growth by an average 85% YOY and successfully realized first digital AD impressions
3. Conceived and developed first European digital and ecommerce site for LauraMercier.com
4. Developed European marketing strategy with elevated brand in key retailers by at least 5 ranks
5. COPRA Award Winner for Supplier of the Year 2011
- Planned and Executed first National Advertising Campaign across brands
- Implemented and aided the first UK Marketing Research on Laura Mercier which helped establish the revised Global positioning and brand strategy
- Essential Global Marketing team member who worked independently but in collaboration with US headquarters to consistently increase brand awareness and realize measureable results.
- Accountable for the creation of all critical paths for New Product Development in Europe, from innovative idea generation to product launch.
- Consistently identified category growth areas in Europe and developed and executed, tailored marketing initiatives.
- Recognized as uniquely skilled to uncover potential that others may miss, including capitalizing on product and planning gaps for the two luxury brands
- Collaborative partner with Finance to develop and effectively manage budgetary requirements in accordance with Marketing Plan per SBU
- Initiate, maintain and nurture trade and consumer marketing relationships
1. Incremental revenue growth 200% growth YOY in consecutive years
2. Advanced European print impression growth by an average 85% YOY and successfully realized first digital AD impressions
3. Conceived and developed first European digital and ecommerce site for LauraMercier.com
4. Developed European marketing strategy with elevated brand in key retailers by at least 5 ranks
5. COPRA Award Winner for Supplier of the Year 2011
- Planned and Executed first National Advertising Campaign across brands
- Implemented and aided the first UK Marketing Research on Laura Mercier which helped establish the revised Global positioning and brand strategy
Marketing, MArketing Strategy, Advertising, Ecommerce, Product development, Research, Print, Finance, Idea generation, Growth, Global Marketing, Development, Campaign, Brand identity
2002 - 2006
job
Harrods Assistant Buyer
Cosmetics And Perfumery.
Globally recognized London based retailer specializing in the sale of luxury merchandise to luxury consumers
• Developed and managed commercial strategy to ensure profit and growth for the Beauty Division by continually analyzing competition, current business, emerging trends and new opportunities.
• Maintained keen awareness to changes in market conditions, applied observation and effectively steered department to consistently positive results.
• Planned and Executed all divisional marketing tools, including promotional materials and website content in support of the retail plan.
• Managed all articles from creation to POS
• Negotiated all product pricing and managed all supplier relationships
• Sourced new suppliers and strategically developed key category components.
• Nurtured and grew relationships with merchandising team, to ensure delivery of budget and management of OTB
• Maintained essential and effective communications with vendors to ensure timely merchandise delivery
• Effectively utilized financial date to improve the performance of the department
• Analyzed weekly, monthly and yearly figures to comparing actual sales, sales at retail, margin and stock turnover to identify opportunities and address challenges to mitigate risk
• Understand the broad commercial implications of all decisions assessing cost /benefit to justify expenditures
• Developed and managed commercial strategy to ensure profit and growth for the Beauty Division by continually analyzing competition, current business, emerging trends and new opportunities.
• Maintained keen awareness to changes in market conditions, applied observation and effectively steered department to consistently positive results.
• Planned and Executed all divisional marketing tools, including promotional materials and website content in support of the retail plan.
• Managed all articles from creation to POS
• Negotiated all product pricing and managed all supplier relationships
• Sourced new suppliers and strategically developed key category components.
• Nurtured and grew relationships with merchandising team, to ensure delivery of budget and management of OTB
• Maintained essential and effective communications with vendors to ensure timely merchandise delivery
• Effectively utilized financial date to improve the performance of the department
• Analyzed weekly, monthly and yearly figures to comparing actual sales, sales at retail, margin and stock turnover to identify opportunities and address challenges to mitigate risk
• Understand the broad commercial implications of all decisions assessing cost /benefit to justify expenditures
Marketing, Retail, Budget, Management, Content, Sales, Website, Support, Growth, Pos
1999 - 2002
job
Marketing and PR Manager Shu Uemura Cosmetic
unknown.
Marketing, Pr, Manager
1997 - 1999
job
Giorgio Arman Cosmetics Marketing and Communications Manager
AFFLICATIONS.
Cosmetics Executive Women Chartered Institute of Marketing Market Research Society
Look Good Feel Better EDUCATION
Look Good Feel Better EDUCATION
Marketing, Research, Market research, Manager
My education
1995
-
1998
Brunel University
BA Hons, Marketing & Comms
BA Hons, Marketing & Comms
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