Lorna Ash
Sydney
Summary
A commercially astute and highly effective leader with a breadth of experience across different categories, functions and countries.
Passionate about driving a high performance culture alongside investing in teams development and wellbeing.
Proven track record of driving revenue and margin growth through clear and focused strategy, consumer led innovation & communications, and mix management.
Overview
22
22
years of professional experience
Work History
Head of Homecare ANZ
Unilever
09.2022 - Current
- Full P&L responsibility, $500m GSV
- Lead cross functional team to deliver E2E plans in market, including local manufacturing.
- Member of ANZ Leadership Team.
- 2 Yr CAGR 15%, outperformed market and GM expansion.
- Managed team through global re-organisation and movement to reporting into Europe.
- Member of cross industry forum, Unstereotype Alliance driving best marketing practice in Australia for diversity in front of and behind the camera.
- Key part of BCorp certification for Unilever ANZ and leading best practice documentation for marketing with BCorp.
Marketing Director, Homecare
Unilever
07.2019 - 09.2022
- Developed comprehensive marketing plans in alignment with overall business goals and objectives.
- Leadership Responsibilities: Cross Category Business Team & Member of Marketing Leadership Team, locally and SEAA.
- Spearheaded the redesign of Brand Planning Process to ensure brand innovation and communications was planned with ATL and BTL in mind.
- Created Growth Strategy for Homecare which saw CAGR 10% and Market Share winning and expansion of GM.
- Led the localisation of manufacturing of capsules to fundamentally unlock category and brand growth, and unlock GM to support.
- Launched first Premium Plus innovation to deliver on growth and GM ambitions based on key consumer insights.
- Built strong working relationships with local R&D and manufacturing teams to unlock innovation and claims to best meet ANZ consumer needs.
Head of Customer Strategy
Unilever
10.2018 - 06.2019
- Creating the model and ways of working for the newly formed Customer Strategy function in Unilever AU.
- Creating engagement strategy for Go to Market process to ensure Category Strategy to Brand Strategy could be landed in full with retail partners.
Category Marketing Manager - Dish
RB
01.2018 - 10.2018
- Business Unit Leadership with direct marketing responsibility & dotted line cross functional team
- Development and deployment of marketing and business plans with 3-5 year plans
- Member of local Marketing Leadership Team
- Ensure Marketing Budgets managed within budget and with effective ROI.
- Developing relationships with manufacturing partners to cross promote ATL penetration growing messaging.
- As part of diversity pillar was instrumental in introducing Flex Working policy in Aus business, improving our entry and exit policies for paternity leave, equal paternity leave for all genders and supporting the business in gaining WGEA accreditation.
Category Marketing Manager – Personal Care
RB
06.2017 - 01.2018
- Business Unit Leadership with direct marketing responsibility & dotted line cross functional team
- Development and deployment of marketing and business plans with 3-5 year plans
- Member of local Marketing Leadership Team
- Development of TV Assets to be used locally and globally.
- Scoping and development of launch plan including positioning, range and media recommendation for new brand entry (E45) in Australia
Senior Brand Manager - Dish
RB
04.2016 - 06.2017
- Launched premium tier Finish Quantum Ultimate from idea to shelf 6 months including full development of ATL and BTL – achieved 11.9% share in first 4 weeks launch & 23% of Finish
- Full development of Consumer & Shopper led Category Growth Platform for Dish Category
- Integrated MKR sponsorship & partnership with Coles which led to media savings, strong in-store support with strong consumer reaction to campaign
- Implemented regime play marketing messaging to drive category AWOP growth.
Customer Strategy Manager - Healthcare
RB
06.2015 - 03.2016
- Creation of Pharmacy Growth Strategy for engaging at strategic level to drive channel growth
- Implementation of Foot Zone in store, leveraging shopper insights, at shelf education and relocation footcare to one section in store: Sales increases of +100% in segment and + 3% in Category
- Engaging with Coles on Health Stores of the future to trial macro space and flow changes and join strategy on how to build credentials in store, led to launch of Coles Health and Wellbeing.
Head of Category Development - Healthcare
RB
06.2012 - 05.2014
- Managing team of 3 trade marketing managers & 1 analyst responsible for Health & Personal Care portfolio (GSV $388m)
- Development Category Growth Strategies and Local Success Models (4P) based on category and shopper insight for Pharmacy and Grocery
- Developing growth plan for Pain Management following change in schedule of key products.
Category Development Manager
RB
04.2008 - 07.2012
- Various Healthcare Categories including Pain & Cold/Flu
- Development of Go to Market strategy for innovation launches
- Most successful pain launch with Nurofen Zavance - Secured 100% incremental ranging (resulting in 30% increase in space in Coles & Woolworths) and biggest display program ever delivered by RB
- Drove implementation new shelving solutions in terms of SRP and POG layout in Analgesics resulting in growth of +20% in key grocery retailers
- Creation of hair removal zone in Coles through relocation of Hair Removal into Razors which became best practice globally with +10% category growth.
Key Account Manager
Unilever
09.2004 - 12.2007
Unilever Management Training Program
Unilever
09.2002 - 09.2004
Education
Chartered Institute of Marketing
University Of Surrey06.2005
BA (Hons) in Accountancy, Finance & Economics 2:1 -
Oxford Brookes University
Oxford, UK07.2000
Hobbies and Interests
I am a keen runner regularly taking part in events from 5k to Marathon distance. At home I enjoy reading, baking and family adventures.
Timeline
Head of Homecare ANZ
Unilever
09.2022 - Current
Marketing Director, Homecare
Unilever
07.2019 - 09.2022
Head of Customer Strategy
Unilever
10.2018 - 06.2019
Category Marketing Manager - Dish
RB
01.2018 - 10.2018
Category Marketing Manager – Personal Care
RB
06.2017 - 01.2018
Senior Brand Manager - Dish
RB
04.2016 - 06.2017
Customer Strategy Manager - Healthcare
RB
06.2015 - 03.2016
Head of Category Development - Healthcare
RB
06.2012 - 05.2014
Category Development Manager
RB
04.2008 - 07.2012
Key Account Manager
Unilever
09.2004 - 12.2007
Unilever Management Training Program
Unilever
09.2002 - 09.2004
Chartered Institute of Marketing
BA (Hons) in Accountancy, Finance & Economics 2:1 -
Oxford Brookes University
Similar Profiles
Hemendu JoshiHemendu Joshi
Lead Technology Manager – Creative Technology & Innovation Management at UnileverLead Technology Manager – Creative Technology & Innovation Management at Unilever
Prashanth WunthakalluPrashanth Wunthakallu
ServiceNow Platform Delivery Manager at UnileverServiceNow Platform Delivery Manager at Unilever
RASMI CHIDAMBARANRASMI CHIDAMBARAN
Trade & Ecommerce Strategy & Marketing Manager GCC at UnileverTrade & Ecommerce Strategy & Marketing Manager GCC at Unilever
Shantam RajanShantam Rajan
Project Manager – IT Infrastructure at UnileverProject Manager – IT Infrastructure at Unilever
Brody GattBrody Gatt
Warehouse Storeperson at Peter Warren AutomotiveWarehouse Storeperson at Peter Warren Automotive