The challenge
An established international pet products business needed to strengthen marketing's contribution to commercial growth, review its portfolio of brands and explore opportunities to expand direct-to-consumer sales.
My approach
I analysed brand performance across international markets and developed recommendations for a more focused brand portfolio strategy, prioritising investment according to customer needs, market opportunities and commercial potential.
I also proposed a more accountable marketing structure, closer alignment with Sales and Finance, and a phased D2C strategy incorporating ecommerce, CRM, SEO, customer experience and performance measurement.
What I delivered
A prioritised 12-month marketing transformation roadmap, bringing together brand architecture, team capabilities and digital growth opportunities, with clear commercial objectives and investment decision points.
