Abbie heads up the Grocery channel within Nando’s UK&I, having joined the company in 2021. Since then, she has overseen the transition of Grocery from a separate business unit to an integrated channel within the UK&I business, in doing so establishing the role of Grocery within a ‘One Brand’ strategy for the first time. Being responsible for a small (£60m) fish in a big pond requires her to partner closely with a complex matrix of internal and external stakeholders as she leads a cross-functional team to deliver their strategy through the marketing mix.
Prior to Nando’s, Abbie pioneered plant-based within the coffee channel at market-leader, Alpro. Identifying the brand opportunity to drive awareness and trial through coffee, she successfully expanded her role and the significance of the channel throughout her tenure. By the time she left the business, coffee had moved from the side-lines to centre stage, becoming one of the key growth pillars for the brand.
Her love-affair with marketing began as an overly enthusiastic graduate in a creative agency. Whatever the role, Abbie consistently brings her unique brand of energy and optimism, along with a passion for helping others. Whether developing her team, mentoring through the Bloom network or offering support as a Mental Health First Aider, Abbie’s strength in empathy and desire to make a positive impact means she gives her time generously, and she’s always on the lookout to celebrate others. Fun is a core part of her agenda and she’ll never miss an opportunity to inject a good dose of frivolity, a trait which is particularly appreciated by her bevy of 8 godchildren and is somewhat tolerated by their parents.
