Gurdeep S

Director

Sky High Consultancy • Self-employed

Nov 2024 - Present • 1 yr 6 mos

Providing small & medium sized local Asian restaurants with marketing consultancy services including brand acquisition & lead generation, social & digital strategy, content marketing strategy, social media moderation & community management, SEO & sponsored search, content production, influencer & affiliate marketing, brand positioning and marketing strategy.

Marketing Director

PepsiCo • Full-time

Feb 2023 - Oct 2024 • 1 yr 8 mos

Responsibilities; • Lead all UK marketing communications & media planning and support EMEA roll out of new creative platform. • Drive growth and investment over the five-year plan, redefining the UK portfolio strategy and ambition, and retain the market leadership position with a clear flavour, sparkling machine and accessories portfolio plan. • Accelerate PepsiCo flavours performance in the UK, leveraging to drive penetration and step change CLTV as well delivering against PepsiCo Pep+ sustainability strategy. • Transforming team culture by developing a new agile small marketing team in the UK, instilling an ethos of accountability and creating opportunities for team capability growth and succession. • Reporting to the CBO & global CMO and leading all marketing communication initiatives, campaigns and brand strategy within both the small domestic appliances and drinks categories. • A&M management across trade marketing, social & digital, media, PR & influencer, performance marketing and market intelligence. Achievements; • Led the UK roll out of a new brand positioning including execution and adaption of new brand visual identity across all touchpoints and development of new brand toolkits. • Delivered the first ATL communications campaign for the brand in 4 years, outperforming kantar link test industry benchmarks, growing DTC traffic +21% and increasing purchase consideration and awareness +7% & +5% respectively. • Led the UK’s first-ever campaign activation of the PepsiCo UEFA sponsorship with incremental F&D across grocery customers including Sainsburys, electrical retailers including Curry’s, online on Amazon & DTC. Resulted in +1,000 entries in 24 hours and NR growth +8% vs forecast. • Developed and executed new PR brand strategy with social content partnerships including Merlin Griffiths (first dates) Meghan McKenna (Only way is Essex) and Ashley Banjo (Diversity & Britain’s Got talent)

Head of Marketing

MONIN • Full-time

Oct 2019 - Jan 2023 • 3 yrs 3 mos

Responsibilities; • Digital & Social strategy & execution lead for UK&I as well as global Board of Directors strategic lead on e-commerce • UK&I lead for all trade press advertising, OOH creative, digital creative across owned e-commerce together with e-tailers & marketplace, and experiential. • Customer marketing lead across key accounts including Costa Coffee, The Restaurant Group and Pret Achievements; • Following a successful UK integrated marketing communications plan, was appointed as the global lead for strategic development of the brand repositioning. • Delivered YOY growth on owned e-commerce (+34% volume sales & + £234K revenue sales), double-digit fan acquisition & improved engagement (+22% FB & +12% IG community growth, improving average IG engagement from 0.8% to 3.5%) • Led the 2021 EMEAR Marketing Plan working with the executive board deploying in 22 markets contributing to export market growth of +7% YOY. • Developed new Trade Show stands exhibiting at Imbibe, London Cocktail Week and The Global Coffee festival. • During Covid developed a new social strategy and Influencer forward content plan through a series of educational & inspirational virtual masterclasses, as well as a number of brand partnerships including Hello Fresh and Bacardi.