CHRISTOPHER GEORGE
Summary
Experienced Brand Manager with a strong background in CPG, retail, and consumer goods. Skilled in brand strategy, product launches, and data-driven marketing campaigns. Proven ability to manage cross-functional teams, drive consumer engagement, and optimize brand performance. Passionate about delivering commercial success through strategic marketing and innovation.
Overview
8
8
years of professional experience
Work History
Brand Manager - Betty Crocker & Fresh Meals
General Mills
05.2024 - Current
- Led brand strategy for Betty Crocker, driving 6% revenue growth YOY and increasing market share by 1.2%
- Manage budgets and P&L of up to $15M to drive financial performance
- Drove a $20M innovation pipeline, introducing new flavors and formats to expand market share, whilst coordinating cross-functional teams to meet launch deadlines
- Analyze brand and competitor performance, providing actionable insights
- Generate monthly reports using Nielsen/IRI data to track brand and SKU performance
- Manage packaging updates and artwork approval processes
- Collaborate with Sales to create customer engagement plans and secure retailer buy-in
- Develop 360 brand campaigns with consistent messaging across digital, social media, retail, and PR channels
Brand Manager - Drumstick Ice Cream (Contract Role)
Froneri International Ice Cream
12.2022 - 05.2024
- Developed and executed brand strategy for Drumstick, contributing to a 3% increase in market share
- Analyzed sales data (via platforms like Nielsen and IRI) to uncover actionable insights
- Led new product development (NPD) projects, launching 5 new products within a year, achieving 100% of sales targets within the first year post-launch
- Led multi-channel campaigns for NPD and Masterbrand initiatives, driving consumer awareness and increasing brand visibility across digital, social, TV and shopper touchpoints
- Managed external agencies to develop high-quality creative that resonated with target consumers
Brand Manager
Life Savers & Darrell Lea Confectionery
12.2019 - 12.2022
- Developed and executed brand strategy for Life Savers & Darrell Lea, driving 20% revenue growth and expanding market share
- Led 18 new product launches, achieving 100% of sales targets within the first year post-launch
- Planned and executed seasonal and NPD campaigns, increasing brand awareness by 15%
- Managed social media strategy, growing engagement by 25% and expanding reach to 15 million consumers
- Oversaw $8M budget, optimizing spend to maximize ROI
Assistant Brand Manager
Hydralyte
04.2018 - 12.2019
- Assisted in developing and executing brand plans and marketing initiatives through the line across all channels, with a key focus on increasing household penetration by 5%
- Coordinated with internal and external stakeholders, including Sales, Supply Chain, and external agencies
- Managed the creation and distribution of marketing materials and POS assets
- Developed social media strategy and content in collaboration with agencies
- Managed NPD projects and packaging updates
Shopper and Customer Marketing Coordinator
NIVEA - Beiersdorf
01.2017 - 04.2018
- Provided administrative support to Category Management and Customer Marketing teams for Nivea and Elastoplast
- Used SAP to place purchase orders and retrieve product data
- Managed online presence, ensuring it was up-to-date for customers and retailers
- Collaborated with third-party data agencies to update data and insights
- Worked directly with grocery and pharmacy retailers, managing relationships with store managers
Education
Bachelor of Business - MARKETING, BUSINESS LAW
Macquarie University
01-2017
Skills
- Market analysis
- Partnership development
- Sales support
- Brand strategy
- Strategy development
- Social media strategy
- Product management
- Brand positioning
- Website management
- Brand-building strategies
- Campaign planning
- Budget development
Languages
English
Native or Bilingual
Timeline
Brand Manager - Betty Crocker & Fresh Meals
General Mills
05.2024 - Current
Brand Manager - Drumstick Ice Cream (Contract Role)
Froneri International Ice Cream
12.2022 - 05.2024
Brand Manager
Life Savers & Darrell Lea Confectionery
12.2019 - 12.2022
Assistant Brand Manager
Hydralyte
04.2018 - 12.2019
Shopper and Customer Marketing Coordinator
NIVEA - Beiersdorf
01.2017 - 04.2018
Bachelor of Business - MARKETING, BUSINESS LAW
Macquarie University
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