Some of my Case Studies
Strategy. Leadership. Implementation.
Consumer-led Rebrand
Rebranded heritage supplement brand, Higher Nature, around a whole new consumer opportunity
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• Led consumer focus groups, qualitative research, retailer
interviews and competitor analysis for deep insights
• Identified opportunity: clean wholefood supplements
for women 45+
• Built a product growth strategy with the product team
for innovation pipeline
• Directed full visual rebrand across all touchpoints
• Director and keynote speaker - health practitioner
event and conference
• Delivered high impact retail activation and senior buyer
presentations
• Aligned marketing team to deliver complex relaunch
Global Repositioning
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• Identified opportunity to shift brand to female lifestyle
audience (from male centric time management system)
• Delivered global repositioning including new sizes,
formats and fashionable designs
• Set up and led cutting edge influencer marketing
• Led the creation of celebrity partnerships, including high
profile fashion designers and A list female pop singer
• In-house lead for a 3 year above-the-line campaign
developed with a renowned ATL agency
• Led 12 year brand and consumer Omnibus research
tracking all change metrics successfully
• Implemented across 7 subsidiaries + 30 distributors
Transformed the iconic Filofax brand into a female lifestyle accessory
Acting MD Leadership
​1. Provided stable leadership through ownership
transition - FMCG (10 months)
• Led the business (30 people) during MD sabbatical reporting to Group Chairman & Board
• Managed P&L reporting + created business plan
• Liaison for potential company buyers and investors, and the
eventual new business owners
• Provided continuity, stability and senior decision-making
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2. Ensured stability during founder sabbatical -
online training business (6 months)
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• Managing daily operations + financial strategy
• Overseeing course launches, performance and marketing
• Developing strategic partnerships
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Team Development
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Building confident, high-performing marketing teams
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• Recruited + developed 30+ marketing professionals
• Aligned roles to strengths + aspirations
• Reorganised teams for clarity and motivation
• Supported rapid development into senior roles
Testimonial:
“Sharon has a knack for aligning teams around one goal… She recruits exceptional people and gets the best out of them.” — Head of eCommerce
Campaign Planning
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• Positioned premium Higgidy pastry products as cosy,
quality, stay at home dinners and casual weekend dining
• Delivered integrated campaign: on-pack promotions,
competition and experiential events
• Developed campaign microsite and customer data
capture mechanics
• Utlized Goggle Box celebrities to create PR-able and
shareable casual dining moments
• Led the creation of 'Sofa Suppers' - pop-up super events
• Managed event logistics, props, furnishings and catering
• Strengthened brand warmth, trial and emotional
connection
Created an integrated, emotionally-led brand moment for Higgidy Pies
Premium Wellness Repositon
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Identified an opportunity to elevate visual brand identity to help lift Peppersmith (sugar free mints and gum) position within a growing natural sub-category.
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• Reframed brand visual ID from functional mint to
premium lifestyle + wellness
• Briefed and appointed expert rebrand designer
• Wrote new copy for website and led the design and
graphic refresh
• Strengthened value cues around oral healthy and
quality
• Created new brand playbook and guidelines
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