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My time at GNC

Background

Holland & Barrett purchased the UK division of GNC (gnc.co.uk) which traded from 45 stores and website.  As a premium sports nutrition brand the emphasis was on quality, innovation and advice.  During my time at H&B I worked on a full re-positioning of the brand and support media.

Positions held

09/2012 to 10/2018  - International Group Head of Brand & Marketing          

01/2009 to 09/2012 - Group Retail Marketing Manager                                                                                                                              

Overview of main achievements

  • Successful integration of gnc.co.uk into the wider H&B model 
  • Creation and management of promotional and marketing strategy 
  • Re-positioning of brand implemented across all stores and online 
  • Identified new personas, messaging and tone of voice 
  • Managed the production and sales of their in-house magazine 'Healthy for Men'
  • Successful sponsorship of Leicester Tigers including ground livery  

Key skills used

  • Marketing & advertising strategy (ATL & BTL), project management , campaign planning , strategic planning, brand transformation, customer journey, creative design and branding, print management, company profiling, PR - consume, budgeting, event management, internal and external communications, sponsorship, insight and sales and profit, copy-writing, multiple agency management, team development.

primary responsibilities

  • Controlled all aspects of brand and retail marketing including brand development and awareness, strategy, budgets, social media, customer segmentation marketing, events, PR, national advertising (including TV sponsorship for The World's Strongest Man), print management (from brief to completion), agency management, man-management.
  • Managed regular third party tenders in-line with the company procurement process.
  • Compiled comprehensive creative/advertising briefs, overseeing large TV advertising and  promotional campaigns, managing external agencies.
  • Event and Sponsorship co-ordination .
  • Managed the magazine portfolio. 
  • Headed up internal omni-channel long-term strategy in line with the channel plan to ensure a cohesive approach to all brand activity and communication across all digital and offline channels.
  • Complete control of marketing spend with a proven record to work within strict budget parameters.
  • Responsible for all print buying and management from brief to completion including regular tender process. 
  • Oversaw all design activity from brief to completion including in-store promotions and bespoke displays to vehicle livery, store fascias and packaging.

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