Case Studies
Selected Leadership
Experience
The following examples reflect experience gained while employed in senior
leadership roles within global consumer organisations.
CASE I
Global Hair Care Brand — Brand Restage & Growth Reset
A globally recognised hair care brand faced declining cultural relevance, fragmented channel execution, and increasing margin pressure despite scale.
In a senior leadership role, we:
Led the first global brand restage in over seven years
Rebuilt distinctive brand assets and modernised brand codes
Aligned product, pricing, and channel strategies to brand strength
Reset the innovation pipeline around scalable growth platforms
Outcome
Market share growth across multiple regions
Improved margin discipline through pricing and mix optimisation
Faster, more consistent innovation adoption
CASE II
Global Consumer Health Franchise — Portfolio & Innovation Strategy
A large, complex consumer health portfolio was underperforming its category potential due to unclear brand roles, fragmented innovation, and diluted investment focus.
In a global leadership role, we:
Defined a clear portfolio vision and brand role hierarchy
Linked brand strategy directly to innovation and capital allocation
Partnered with R&D to shape a future-proof innovation pipeline
Delivered a new global brand equity and communication strategy
Outcome
Growth significantly ahead of the wider business
Market share gains in mature categories
Improved innovation success and global alignment
CASE III
Heritage Healthcare Brands — Turning Decline into Growth
Several long-established healthcare brands were experiencing prolonged share decline, high promotional dependency, and seasonal volatility.
In a senior UK leadership role, we:
Redefined the brand heart and long-term role of the portfolio
Built a clearer innovation strategy aligned to brand purpose
Shifted investment toward brand-led, digitally enabled growth
Linked brand strategy to targeted commercial interventions
Outcome
One brand became the fastest-growing in its category
Strong value and share growth in a single season
Incremental profit delivered alongside growth
CASE IV
Mass Beauty Brand — Protecting Margin While Scaling
A large mass beauty brand needed to continue scaling while protecting margin across increasingly complex retail and e-commerce environments.
In a senior portfolio leadership role, we:
Defined clear where-to-play and how-to-win strategies by franchise
Built an e-commerce vision aligned to brand positioning
Designed pricing and promotion strategies by retailer
Delivered strong in-store execution during peak trading periods
Outcome
Consecutive years of value share growth
Improved price discipline without sacrificing volume
Stronger strategic partnerships with key retailers
CASE V
Multi-Market FMCG Portfolio — Brand as Capital Discipline
A multi-country FMCG portfolio faced inefficiencies due to over-investment, lack of prioritisation, and limited visibility on return.
In a regional leadership role, we:
Re-prioritised brands and markets based on value potential
Streamlined investment across multiple countries
Used brand role clarity to guide spend decisions
Strengthened governance and team capability
Outcome
Significant cost efficiencies achieved
Improved portfolio focus and performance
Clearer alignment between brand strategy and investment decisions
All examples reflect leadership experience gained while employed in prior executive roles.
Company names and categories are referenced for context only and do not imply endorsement.