Nicole Kendall

Key Achievements:

• By request of the company, my role moved into Australian business to establish and implement data systems, enhancing data accessibility and insights globally
• Providing high-quality data and insights to support decision-making across multiple teams. Including review and future strategy for product pricing and how this impact forecasts and profits
• Secured new product listings across Australia’s largest alcohol retailers by leveraging global wine market expertise and strategic insights
• Identified white space opportunities and profit pools across markets, shaping long-term category vision and growth strategy

Roles and Responsibilities:

• Lead category and insights function, embedding data driven recommendations into business decision making and external range reviews
• Translate shopper and market insights into brand planning and innovation pipelines, guiding global marketing and NPD teams
• Strengthen collaboration between sales and marketing, driving more effective category strategies
• Act as category voice within global senior leadership team, influencing commercial and strategic priorities

Key Achievements:

• Contributed to the brand’s growth from the 6th to 2nd largest wine brand in the UK within five years by embedding insights into customer and brand strategies
• Secured brand listings in two of the UK's largest retailers after a multi-year absence, leveraging category insights and strategic retailer engagement
• Strengthened leadership capabilities through executive training and shadow executive board membership, influencing decisions at senior level
• Led category strategy for three major grocery customers, presenting data-driven recommendations and growing their wine category
• Covered the brand’s largest account, building joint business plans and strengthening customer partnerships

Roles and Responsibilities:

• Provided the business and key stakeholders with the most up to date market and shopper insights to inform category and brand strategies
• Built customer relationships beyond transactional partners to become trusted category advisors for Australian Wine, engaging in range reviews and planogram changes
• Collaborated with marketing to co-develop annual brand plans, embedding insights into marketing strategies across different tactics
• Be the go-to person on knowing our voice of customer
• Generated shopper-led innovation concepts and guided NPD projects from ideation through to launch with UK and Australian teams

• Led brand and retail marketing campaigns across stores, managing local media coverage and tailored promotional activities
• Developed and implemented new store openings with marketing strategies, analysing effectiveness and adjusting tactics accordingly
• Managed social media activity to enhance store visibility and drive customer engagement
• Collaborated with internal teams and external suppliers to ensure seamless omnichannel campaign execution
• Worked closely with digital teams to create and monitor campaign effectiveness with tools such as google analytics

• Analysed sales data to identify retail trends and inform demand forecasting
• Managed inventory allocation, ensuring product availability while optimising costs
• Expanded responsibilities to cover two departments, enhancing multitasking and organisational skills

• Supported three product managers in new product development and market strategy execution
• Conducted market research and competitor analysis to inform business strategy
• Assisted in planning and coordinating global events