Laura Willems

• Led a team of 8 marketers [MARKETEERS?] and innovation managers [AND SPEARHEADED THE], spearheading marketing, brand strategy, communication, and innovation for retail brands Thursday Plantation, Thompson's, and Eureka.
• As part of the Retail Leadership team, developed and implemented strategic operational changes that led to significant growth, including a 41% increase in Brand Contribution and transforming the AU retail business into a profitable venture, boosting EBITDA by over $2M in 2023 compared to 2022.
• Developed marketing and brand strategies for Thompson's and Thursday Plantation, introducing new visual identities, packaging rebranding, and innovative communication platforms.
• Achieved Industry Marketing Awards for Best Marketing Campaign and Best PR Campaign with Thompson's World Herb Day in 2023.
• Led the strategic development of 3-year innovation pipelines, grounded in insightful consumer and market analysis, and directed the successful launch of 22 new products spanning acne skincare, essential oils, antiseptics, and vitamins and supplements markets.
• Managed hiring, training, and performance evaluations, optimiSing the marketing team structure by appointing a Digital Marketing Manager & Innovation Managers, fostering the highest psychological safety score.
• Managed annual budgets for all consumer and trade marketing activities, ensuring cost efficiency totaling AUD $6.9M.

• Spearheaded the development of Thompson's innovation strategy, leading the business expansion into superfoods.
• Successfully devised and executed the Thompson's New Zealand Turnaround strategy, resulting in a remarkable 36% growth in market share, reversing a continuous decline since July 2016.
• Managed recruitment and relationships with creative, media, social, and research agencies, ensuring alignment with strategic objectives.
• Led a team of 3 marketing professionals, overseeing recruitment, training, development, and performance management initiatives.

• Crafted and executed strategic brand plans for Ajax, Fluffy, and Cuddly, driving market share, revenue, and profitability growth.
• Spearheaded the development and launch of 6 fabric softeners within the Cuddly and Fluffy brands, notably introducing Cuddly Easy Iron.
• Developed and presented the half-yearly management presentation to the international Colgate Management Team.

• Crafting the local brand strategy and communications for a diverse portfolio encompassing Dewar's Scotch whisky, De Kuyper, Martini, Grand Marnier, Amarula, and St. Germain to drive sales and profit KPIs.
• Proactively managing and cultivating relationships for key brands including De Kuyper, Grand Marnier, and Amarula.
• Spearheaded the successful relaunch of De Kuyper liqueurs, highlighted by the impactful De Kuyper Works event nationwide in Australia, resulting in a remarkable +46% growth for the brand on a MAT basis.
• Elevating Amarula to become the 3rd fastest-growing liqueur with a +9% growth on a MAT basis in July '15, attributed to a targeted sampling campaign across independent liquor stores.

• Led the development and execution of global marketing strategies for the Mastervolt portfolio in the Leisure Marine and Solar market, integrating local market plans, closely working together with the technical innovation team.
• Orchestrated all aspects of marketing and communications, overseeing brand management, advertising, PR, events, and social media initiatives to surpass business KPI targets.
• Successfully managed a global marketing team of 4 members, guiding them to achieve both business and marketing objectives.
• Notable achievements include orchestrating an annual event for 125 marine partners, fostering stronger relationships and opening new business avenues.
• Additionally, spearheaded a significant PR campaign focused on Volvo Ocean Race sponsorship, garnering substantial attention and engagement.
• Furthermore, achieved a remarkable 15% worldwide business growth in FY13/14 despite a challenging declining marine market.

• Led the development of an integrated brand strategy for Actuant Marine division, overseeing the rebranding of Mastervolt and worldwide marine brands (Actuant acquired Mastervolt end of 2010).
• Spearheaded brand development efforts, including the creation, delivery, and launch of the new Mastervolt logo, aligned with brand values.
• Collaborated with various stakeholders, including global PR agencies and packaging design firms, to ensure effective stakeholder management.
• Conducted comprehensive research and analysis in the marine, solar, and mobile markets to maintain competitive edge.

• Developed and executed Mentos brand launch strategy.
• Managed product innovations, advertising, PR, and consumer promotions for Mentos soft mints and chewing gum.
• Oversaw £3 Million marketing budgets and conducted extensive consumer research.
• Analyzed market and competitors using IRI, Nielsen, PS&A, and Epos data.
• Established successful partnerships with major retailers like Asda, Tesco, Morrisons, and Sainsbury’s.
• Managed accounts at Esso, Shell, and Topshop.
• Achieved exceptional growth for Mentos in the UK market, increasing sales from £1.6M to £14.5M within five years, becoming the fastest-growing mint brand in the UK.

Prior experience available upon request.