Award-winning marketing leader with over ten years’ experience gained in start-ups and FTSE 100 companies across food, retail, media, telecoms and fashion sectors.
Cristina is Global Head of Brand for high-growth healthy snack brand Graze, responsible for leading the brand strategy and communications, from ATL to experiential, social media and PR.
Prior to Graze, Cristina worked at Sainsbury’s responsible for leading the marketing and brand strategy. She was responsible for redefining the brand promise ‘Live Well For Less’ and embedding it across the business. Previously she managed planning and proposition development, leading the strategic direction of campaigns 365 days a year across the food and non-food business, reaching 27m customers each week.
Proud moments included putting LGBT at the heart of Valentine’s Day comms – a first for any UK supermarket – supported by the launch of same-sex Valentine’s card and gifting range.
She also led the ‘Every bit of Christmas’ proposition in 2017, celebrating all the small, human and relatable moments that make Christmas a special time of year, with food front and centre. The campaign delivered the highest brand salience, attribution and consideration scores of all of Sainsbury’s Christmas campaigns in recent years.
Before Sainsbury’s, Cristina spent 3.5 years at TV company Freesat, a joint venture between the BBC and ITV. In her role as Senior Marketing Manager, she was responsible for delivering 1.5m sales in three years. Today Freesat TV is enjoyed by 4m customer nationwide each week.
Cristina is hugely passionate about personal development of herself and others. At Sainsbury’s she headed up the Marketing Excellence Programme, a learning offer that supports the marketing function to build a happy, healthy and high-performing team.
In 2015 she co-founded FUTURES, a network group that provides learning, mentoring and networking support to help women fulfil their career potential.
She also spent four years as volunteer and later Advisory Board Member of charity Inspire, which raised over £100K, funding five marketing apprenticeships for youngsters from challenging backgrounds.
Industry recognition:
¥ Marketing Academy Scholar 2016
¥ NABS Centurion Award 2015
¥ WACL Future Leader Award winner 2013
LinkedIn: https://www.linkedin.com/in/cristinaloaizaUK
