Linda Fairbrother
Category Development & Channel Director @BAT
Signup · Get unlimited contacts
WORK HISTORY
Category Development & Channel Director @BAT
A senior management position driving the category, trade marketing and channel strategy and operational plans in a multi category and multi channel environment
SKILLS
ABOUT LINDA FAIRBROTHER
A highly experienced, senior Category Leader with experience across brand building, category development, commercial strategy, trade marketing and P&L delivery in Health & Beauty, Food, Drinks & Tobacco categories. Have worked in Consumer goods (Unilever, Britvic, Scholl Wellness Company, BAT) and Retail (Walgreens Boots Alliance) in global & local roles.Significant experience driving revenue and profit growth in global, matrix organisations. Most energised by turnaround and business transformation. Consistently deliver results through building plans based on data and insight and then working collaboratively with global and local stakeholders to achieve buy in, support and alignment for plans as they develop and are implemented.Professional skills include brand transformation, category development, channel strategies, revenue growth mgt, npd launch planning, shopper activation, P&L delivery & team developmentKey Achievements include:BAT: led development of new macro nicotine category strategy switching consumers into more responsible produce usage; developed and implemented a new channel strategy expanding channel focus from 2 to13 channelsScholl Wellness Co: Led strat plan for newly set up PE backed Scholl Wellness co, new category growth story and channel strategy defining priorities for retailer & shopper activation.Walgreens Boots Alliance : Set new pricing and promotions capability.Re-engineered portfolio pricing and promo strategy, including No 7 global brand. Developed new global commercial strategy for Global Bath, Body & Haircare category and led Joint Business Plan development and executionBritvic: Transformed Britivic\'s commercial engagement with customers, relaunching category strategies and sell in capability. Partnered with Nielsen setting executional standards resulting in improved execution Unilever :Developed and implemented portfolio strategies delivering outperformance and exceeded P&L targets in 4 consecutive Unilever Category (Business Unit) Director roles, eg. Step-changed Unilever UK Deodorant share from 55.8% to 60% value share (IRI), creating a market leading portfolio. Won both IGD ‘Best Product Launch in Health and Beauty’ award and Sainsbury’s ‘Best Product Launch’ for Sure Naturals. Led a cross functional team to deliver an accelerated response to a competitive launch achieving a 1.5% share within 12 weeks, exceeding competitor on all key launch indicatorsDelivered a step-change organisational capability in Shopper marketing engagement. Improved Unilever Shopper Marketing ranking from 7th to 3rd (AGS)
This profile is compiled from publicly available professional sources. Unifers is not affiliated with or endorsed by LinkedIn. Request removal of this profile.