Kate is Senior Brand Manager leading Crisps & Snacks at Mondel_z international. For the past 12 months she has been tackling one of her business’ biggest priorities, and marketing’s greatest challenges, launching an innovative product in a crucial new category. Despite being the largest savoury brand in the world Ritz hasn’t had any dedicated UK marketing in over 30 years. Her task has thus been to breathe new life into a national icon from scratch – creating a brand strategy & positioning, a new brand world & equity, and a new ATL campaign which will hit screens soon! In her previous role Kate was Brand Manager on Cadbury Dairy Milk, one of Britain’s largest and most loved brands. She oversaw popular product innovation which put Oreo & Daim into the bars. Few marketers can claim to have driven a global redesign that has affected nearly 100 million, but her work can be seen in corner shops around the world. Kate also helped get the nation singing, extending an iconic ‘Lip Syncing’ campaign with a range of content including an award winning YouTube film starring James Corden. Helping truly modernize how the brand communicates she created an ‘always on’ strategy which activates at meaningful scale, reaching tens of millions of people around topical events such as the Brit awards.
Kate’s ability to innovate, build a strong team, and drive meaningful brand results has been recognized internally through her rapid promotion. She joined as ABM on the Cadbury 2012 Olympic sponsorship where she oversaw the world’s first ever Blippar augmented reality campaign, the first Shazamable TV advert & the largest scale use of RFID technology at a live event. Prior to Mondel_z, Kate worked across functions on Sainsbury’s Marketing Graduate scheme for 2 years – working on PR, in-store marketing & events, and online marketing.