Emma Sherwood-Smith, Marketing Director Cider Brands – Heineken UK Ltd

Emma has recently changed roles and is currently the Marketing Director for Cider Brands for Heineken UK Ltd joining in December 2013.

Prior to this Emma was Marketing Manager, Smirnoff for Diageo Western Europe, being promoted from her previous role as Senior Brand Manager Pimm’s where she was responsible for the development & deployment of the Pimm’s brand strategy. Emma was accountable for the full brand P&L as well as brand equity growth targets. She led a team of 3 people, who have recently developed a new 360_ communications platform for the brand, spanning TV, digital, mobile, social media, PR, packaging, experiential & sponsorships. Across the past 12 months the Pimm’s brand has grown value by 70% in the licensed sector.

Emma has worked for Diageo for 8 years, across sales, category development & customer marketing on Smirnoff, before joining consumer marketing as senior brand manager on Jose Cuervo Tequila 4 years ago. Prior to Diageo she studied at University College London as well as establishing a bar and nightclub in central London.