Summary
Overview
Work History
Education
Skills
Languages
Interests
Timeline
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Charlie Lucy

Charlie Lucy

Bondi,NSW

Summary

Confident and dynamic marketing professional with experience spanning FMCG, tech, and agency environments. Skilled in brand strategy, consumer planning, commercial marketing, and NPD/innovation, with a proven ability to connect consumer insight to tangible business growth. Brings a strategic mindset, creative problem-solving, and collaborative leadership to drive brand performance, sustainable results, and successful innovation pipelines.

Overview

9
9
years of professional experience

Work History

Brand Marketing Manager (Mat Leave Cover)

V2Food
07.2025 - 09.2025
  • Defined brand direction: Identified absence of brand strategy/plan and developed brand foundations, comms platforms, and 12-month frameworks for both DTC brands (Macros & Soulara).
  • Strategic investment planning: Built an approach to map total brand investment required to achieve growth in awareness, revenue, and meals/week KPIs.
  • Portfolio review & reset: Conducted full NPD and range assessment, pausing unprofitable launches; highlighted SKU rationalisation issues and recommended a shift from reactive NPD to strategic, value-adding innovation.
  • Operational clarity: Created consolidated brand objectives and next-step action plans to guide future investment, marketing prioritisation, and lifecycle planning.

Marketing Manager

Just Eat (Menulog)
10.2023 - 03.2025
  • Delivered national and regional campaigns driving brand consideration, preference, and customer acquisition
  • Managed £10M Q4 media investment, achieving +2% uplift in brand consideration and significant app traffic growth
  • Shifted media mix to programmatic channels to improve reach and cost efficiency across London
  • Led the Just Eat x KFC London acquisition campaign, delivering 80% incremental new customers
  • Created Just Eat London’s first Joe & The Juice partnership, growing Gen-Z audience share by 5% during campaign
  • Drove order uplift and cost efficiencies by reallocating spend from print to digital with targeted test-and-learn voucher campaigns
  • Ran hyperlocal activations and tested new channels across diverse London boroughs
  • Managed and developed two direct reports through KPI setting and quarterly performance reviews
  • Chaired global LGBTQIA+ ERG (JET & Proud), delivering internal and external Pride campaigns and mentoring junior talent

Lucozade Alert Assistant Brand Manager

Suntory(SBFE)
03.2022 - 09.2023
  • Led 2023 brand campaign delivering 25M+ impressions above target, +3% uplift in brand awareness, and improved STIM category ranking
  • Delivered strategy and launch for Blucozade, Lucozade’s first cross-category portfolio NPD, achieving record RSV of ~£24M
  • Managed cross-functional delivery of Lucozade Alert NPD, from concept through to retail launch
  • Drove +68% sales growth in Tesco through packaging refresh and high-impact POS activation
  • Partnered with Finance to manage brand budgets and optimise marketing investment
  • Supported National Account Managers with customer sell-in and presented brand plans directly to key buyers
  • Optimised media planning across digital, retail, and influencer channels to increase brand consideration
  • Executed targeted sampling programme delivering 1M+ trial cans and engaging core audiences

Account Manager/Campaign Lead

UK Award Winning Agencies
06.2016 - 02.2022
  • Led multi-channel campaigns for global FMCG and retail clients including adidas, Reebok, KIND, Hisense, The Inkey List, PMI, Virgin Media, and Froneri
  • Delivered strategic activations across digital, retail, shopper marketing, and experiential channels
  • Built and maintained key client relationships, notably driving KIND retail partnerships and adidas brand activations
  • Pitched and won The Inkey List during COVID and expanded Reebok digital business through creative execution and commercial growth
  • Produced global and European campaign toolkits for adidas, PMI, and Froneri, ensuring consistent brand messaging and rollout across markets
  • Designed and launched Virgin Media brand ambassador campaign in student channels (pre-TikTok), driving authentic peer-to-peer engagement
  • Managed project budgets, timelines, and cross-agency teams to deliver effective, on-time execution

Education

Marketing & Advertising BA - 2:1

Leeds Beckett University
01.2018

Skills

  • Brand Strategy & Campaign Innovation
  • Integrated Marketing & Digital Transformation
  • Cross-Channel Campaign Delivery (OOH, Social, Digital, TV, Experiential) & Channel Strategy
  • Category & Consumer Insight Gathering/Analysing
  • Creative Direction & Storytelling
  • Brand Development & Positioning
  • Client Management & Stakeholder Relations
  • Team Leadership & Talent Development
  • New Product Launches & Innovation
  • FMCG Sales Cycle Experience
  • Budget Management & ROI Optimisation
  • Dynamic & Adaptable
  • E2E Delivery
  • Agency management
  • Critical thinking

Languages

English
Native or Bilingual
Spanish
Elementary

Interests

  • High-Intensity Interval Training
  • Adventure Travel
  • Cooking & eating out
  • I like trying new recipes and food trends
  • Personal Development and Self-Improvement
  • Attending gigs & festivals

Timeline

Brand Marketing Manager (Mat Leave Cover)

V2Food
07.2025 - 09.2025

Marketing Manager

Just Eat (Menulog)
10.2023 - 03.2025

Lucozade Alert Assistant Brand Manager

Suntory(SBFE)
03.2022 - 09.2023

Account Manager/Campaign Lead

UK Award Winning Agencies
06.2016 - 02.2022

Marketing & Advertising BA - 2:1

Leeds Beckett University

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