About this partner, Alison.

Deliverable: Create clear commercial goals and a prioritised growth plan.

Examples:

• Market & customer segmentation to identify the highest-value opportunities (scaled Yeo Valley Organic from 5 to 50 SKU’s, turnover £20m -> £360m)

• 3-year growth roadmap linking brand, product pricing and channels

• Providing clarity on ‘where to play and how we will win’ communications for businesses and teams

Deliverable: Revenue, margin and retention improvement

Examples:

• Pricing & promotional optimisation to improve yield (PGL +20% price increases whilst growing acquisition & retention)

• Product & portfolio rationalisation or expansion (Mars -> reduced portfolio by 20% to allow space for new product, which drove +32% incremental revenue)

• Retention & loyalty strategies to improve LTV (PGL -> retention +7% in a mature market, launched 1st loyalty scheme)

Deliverable: Scalable, effective routes to market that accelerate growth.

Examples:

• Channel and go-to-market strategy (B2B, B2C, DTC, partnerships) [PGL, launched partnerships, 10% of revenue, B2B -> PGL, Clarks Shoes, franchisees and wholesalers, DTC -> Clarks Shoes, Mars & PGL all delivering double digit growth]

• Strategic partnerships contributing incremental revenue (PGL -> created strategic partnerships team to deliver new market opportunities, +18% of business within 18 months)

• Sales, marketing & CX alignment to improve conversion & speed) (PGL -> joint forums to deliver aligned approach)

Deliverable: Distinctive brand and value propositions to drive customer preferences and reinforce price positioning.

Examples:

• Masterbrand creation & portfolio architecture across multiple brands (Introduced PGL Beyond Masterbrand to unite brands, building each brand distinctiveness.  Yeo Vallley -> made organic more accessible and no longer niche. Clarks Shoes -> changed perceptions from old-fashioned to refocus on desirability and style)

• Refined value proposition, tone of voice and messaging frameworks (creation of brand playbooks, training the business to speak to customers with ‘one voice’)

• Brand relaunches & brand creation to unlock growth (Yeo Valley relaunch, +14% growth, Mars Petcare brand launches in Europe, exceeding all KPI’s)

Deliverable: Usable, connected, digital & CRM foundations that drive action and growth.

Examples:

• CRM selection, launch & utilisation (Salesforce)

• Customer journey mapping and data dashboards for decision-making (PGL -> introduced insights function, customer feedback along the 18-month booking journey, improved NPS from 50 -> 71)

• Connecting systems and turning insights into practical tools for sales, marketing and CX (Connected all platforms to one dashboard using PowerBI)

Deliverable: Building teams, capability and ways of working to transform businesses at pace

Examples:

• Marketing, brand, digital, sales & customer services capability build (PGL, most notable change from average tenure of 15 years to recruiting new talent and filling capability gaps, training those aligned to the transformation)

• New operating models and cross-functional collaboration (PGL model change to drive growth and put EBITDA performance back in profit)

• Leaderships coaching and culture change to embed accountability and momentum (PGL -> sustainability lead, board member with highest requests for coaching, promoter of women in business)