Case Studies.

Over the last 18 years, I’ve worked on and delivered countless NPD launches, insight projects, category reviews, and brand plans. I could talk about my successes (and the lessons from my failures) all day but here are a few examples to start the conversation

Case Study 1: Making consumers feel exceptional, not just functional.

Challenge:
A bakery brand, catering to people with specific health conditions, had a clear functional role but very little emotional connection with its audience. It lacked the inspiration and empowerment consumers truly needed.

What I Did:
Created a brand with purpose through repositioning and rebranding. Launched a refreshed website with uplifting blog content, authentic consumer stories, and new recipe-led photography that brought the brand to life.

By shifting the strategy to focus on real influence - targeting medical dietitians and nutritionists, as well as social media influencers, the brand created a genuine connect with its mission.

Results:

  • 155% growth through new consumer acquisition

  • Secured new retailer listings

  • Built a brand that empowered, not just informed

Case Study 2:

Challenge:
The kids’ biscuit category was dominated by promotions and heavy competition, the assumption was that all brands were bought as part of the main shop for children’s lunchboxes. But sales were stagnating, and the competition was stealing share.

What I Did:
I uncovered a key insight: while the main household shopper (typically mums) were buying the product, each brand in the aisle was actually being eaten by a different person. Ours? Consumed primarily by dads - not the children in our target profile.

This shifted everything. We repositioned the brand with dads in mind—reframing how it showed up in the category, and influencing packaging design, messaging, and promotional strategy.

Results:

  • Brand and category strategy redefined

  • Packaging and promo plan aligned with the actual consumer

  • Created standout in a crowded, price-sensitive space

Case Study 3: Serving Up Something Lighter

Challenge:
A foodservice brand known for hearty, hot meals aimed at male customers was missing an opportunity. Women were visiting the outlets but choosing smaller, lower-value items.

What I Did:
Launched a light, fresh spring campaign with a seasonal range that felt lighter and more permissible for female shoppers. Point-of-sale and instore communications brough the range to life.

Results:

  • Attracted new shoppers, encouraged trade-up

  • Delivered incremental weekly sales upwards of £6k

  • Extended the brand’s appeal without diluting its core

Case Study 4: A Smarter Launch Strategy for a Spread Brand

Challenge:
Historically, this spread brand followed a tried-and-tested route to market launching into the health food sector before scaling into the major grocery multiples. But that approach had limitations: slower volume growth and a longer path to mainstream recognition.

What I Did:
I worked with the team to flip the launch model. Leveraging my retail experience, I helped the brand go straight into grocery multiples with a tailored strategy that was built for scale from day one. Crucially, I developed a differentiated comms plan that protected the long-standing relationship with the health food trade, ensuring they remained engaged and supported.

I also led a focused PR campaign to build buzz, credibility, and consumer awareness around this bold new move.

Results:

  • Launch volumes 3x higher than any previous product in the brand’s history

  • Maintained strong relationships with health trade partners

  • Proved a new launch model that delivered faster, bigger results

Case Study 5: Transforming the marketing and category function

Challenge:
Brand portfolio with no formal category management, marketing strategy, or shopper insight process — limiting growth and retail opportunities.

What I Did:
Built a new marketing vision and consumer-led category management approach from scratch for a £99m portfolio.

Negotiated and managed key market data platforms to drive insight-led decisions. Created compelling retailer selling decks and led a shopper insights project in partnership with Waitrose to optimise performance.

Results:

  • Clear direction for branded growth and activation

  • Shifted relationships from transactional to strategic partnerships with key customers.

  • Delivered a clear roadmap and media plan to retail buyers.

  • Reduced store waste, of under performing brand, through a promotional and media plan that successfully recruited new shoppers.