C aroline is a Brand Manager with six years’ experience in FMCG marketing across Procter & Gamble’s Snacks, Beauty and Baby categories. Her strong track record of results has recently been recognised with a promotion to manage the company’s biggest brand, Pampers, a business she is responsible for leading across Northern Europe (the UK, Irish and Nordics markets). Her role is to define and execute the brand strategy across the six markets to win in an incredibly diverse and competitive category landscape, leading a multi-functional team of internal and external partners to deliver this. She is dedicated to building plans with the consumer at the heart, from the in-store commercials to through-the-line brand communication plans, using data to constantly optimise and drive better efficiency and effectiveness.
Outside of her day job, Caroline also leads P&G UK&I’s marketing training programme. She is a passionate developer of herself and others, coordinating the company capability programme as well as personally leading extensive training sessions, for which she has been recognised at a regional level. Before taking on the Pampers role, Caroline was the Senior Assistant Brand Manager for Pantene UK & I, where she was tasked with turning around systemic business decline; a challenge she successfully delivered against. She led comprehensive analysis to diagnose the issues and built intervention plans to address them, including strategic choices on product ranging, pricing competitiveness and brand positioning to reset consumers’ perception of the brand. She started her career at P&G in Junior Assistant Brand Manager roles on Pringles and Pampers.