Driving Growth Across Nestlé’s Brand Portfolio

Challenge:
Nestlé needed strategic support across multiple brands to drive innovation, refine brand positioning, and enhance consumer engagement and brand metrics in competitive markets.

My Role and Impact
I worked across Nestlé’s portfolio, leading key strategic initiatives, including new product launches, brand repositioning, and communications planning. My contributions spanned TVC, social, digital, and commerce across:

Buxton – Led the strategic brand repositioning to position Buxton as a drink for both body and mind. This included developing a partnership strategy, consulting on securing Mind as a brand partner, creative briefing and oversight of the new creative platform, ’Sweat and Tears’. The repositioning contributed to increased sales and reinforced Buxton’s status as the #1 British water brand.

Little Steps – Refined the brand essence model and playbook, refreshing the brand’s positioning, communications, and creative including TVC and social media campaigns across infant nutrition, sustainability and snacks range.

Nescafé – Led the 'brand commerce' strategy of new product developments (NPDs) and line extensions across Europe, optimising activation strategies for both in-store and e-commerce. Developed longer form content to shine a light on Nescafe's partnerships with local farmers, to produce great quality milk that is not just good for the land but also for the cows and future farmers which we called #freshfarmthinking. Additionally, I provided Thought Leadership to help shape future category direction and defend its premium price positioning in a touch economic climate.

"At BUXTON Water, we are proud to support the nation’s Sweat and Tears. Together with Mind and our courageous “Rise Up Runners” this campaign puts the spotlight on the positive role that exercise and healthy hydration can play in our mental health and we’re proud to support the vital work of MIND along the way"
Warren Plaskett, Head of Marketing at NESTLE Waters