Emma Atherton
Head of Marketing @Tcf Group
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WORK HISTORY
Head of Marketing @Tcf Group
Developed annual marketing strategies across parent company, subsidiaries and owned brands, aligning retail, trade and distribution priorities- Established marketing processes and governance in a previously decentralised organisation, improving planning and rebuilt brand guidelines to ensure consistency across all touch points- Delivered GTM launches and seasonal campaigns under tight timelines and regulatory constraints, including high-profile activations- Created educational marketing for consumers and trade on taxation and regulatory changes- Created content calendars including blogs with full SEO strategy, driving engagement across digital channels.
EDUCATION
Sheffield Hallam University
Bachelor’s Degree, Psychology & Law
ABOUT EMMA ATHERTON
I am a senior marketing leader with experience driving brand, product and service marketing across multiple business units and audiences. I specialise in translating complex business priorities into clear, measurable marketing impact; from GTM launches and seasonal campaigns to brand governance and multi-channel communications.I’ve successfully developed annual marketing strategies for parent companies, subsidiaries and owned brands, establishing marketing processes and governance where none existed. My work spans retail, trade, distribution and regulated environments, ensuring consistent messaging and cohesive brand presentation across all touch points. I have broad experience across FMCG sectors, including age-gated and advertising-restricted categories, giving me strong insight into regulated, high-stakes marketing.Highlights of my experience include- Developed annual marketing strategies across parent company, subsidiaries, and multiple owned brands, aligning retail, trade, and distribution priorities- Built and grew brands from scratch, delivering multi-channel GTM campaigns and seasonal activations under tight timelines and regulatory constraints- Owned and managed global trade shows and events, ensuring consistent brand presentation and engagement- Established marketing processes and governance in previously decentralised organisations, improving planning, approvals, and brand consistency- Delivered product and service marketing across FMCG sectors, including age-gated and advertising-restricted categories, translating complex propositions into clear, engaging messaging- Connected cross-functional teams to align strategy, messaging, and delivery while strengthening brand impact.I am passionate about building marketing frameworks that allow organisations to scale, communicate effectively and make a meaningful impact externally. Whether through campaigns, partnerships, or community engagement.
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