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Dynamic marketing professional specializing in brand strategy, media and communications
Henrietta Cheung
,
Weedon, United Kingdom
Experience
Other titles
Skills
I'm offering
I have worked in advertising and communications planning for over 15 years, on globally renowned brands such as M&S, Nestlé, Unilever and ITV. I have experience working with startups and SMEs, across a variety of sectors, particularly in FMCG.
My expertise is in brand development, omnichannel communications strategy, content planning, digital and data strategy and working to develop analytics and measurement solutions to inform future planning and optimisation.
Alongside running my own ecommerce start up, I am also enjoying freelancing and continuing my love of developing powerful and valuable brand strategy, positioning and communications work for brands of all shapes and sizes.
My expertise is in brand development, omnichannel communications strategy, content planning, digital and data strategy and working to develop analytics and measurement solutions to inform future planning and optimisation.
Alongside running my own ecommerce start up, I am also enjoying freelancing and continuing my love of developing powerful and valuable brand strategy, positioning and communications work for brands of all shapes and sizes.
Markets
United States
(Remote
only)
United Kingdom
Ireland
(Remote
only)
Rest of Euro area
(Remote
only)
Industries
Language
German
Good
English
Fluently
Available
My experience
2020 - ?
job
Founder
MINDFUL INTERIORS.
• Founded home décor brand focussing on stylish home décor with sustainability at its heart
• Created brand strategy, look and feel and full ecommerce model partnering with the world's biggest online retail platform
• Product sourcing, supply chain management and logistics
• Created brand strategy, look and feel and full ecommerce model partnering with the world's biggest online retail platform
• Product sourcing, supply chain management and logistics
Ecommerce, Retail, Sustainability, Management, Sourcing, Supply chain management, Online, Founder, Platform
2018 - 2020
job
Business Development Director
CLARITY.
• Responsible for driving business development strategy and delivery - new client prospecting and driving growth with existing clients
• 5 times growth in new business revenue within 12 months
• Co-led development and delivery of new agency proposition with go to market strategy - regarded as the most progressive agency proposition in the agency's history making it more appealing to more client across more sectors - 5 new clients within first 6 months of launch
• Developed and delivered content and thought leadership programme to help nurture prospect pipeline
• Implemented new CRM platform for lead generation, closure and digital (re)marketing delivery
• Member of agency leadership team
• Event creation and delivery for new business lead generation
MINDSHARE UK
• 5 times growth in new business revenue within 12 months
• Co-led development and delivery of new agency proposition with go to market strategy - regarded as the most progressive agency proposition in the agency's history making it more appealing to more client across more sectors - 5 new clients within first 6 months of launch
• Developed and delivered content and thought leadership programme to help nurture prospect pipeline
• Implemented new CRM platform for lead generation, closure and digital (re)marketing delivery
• Member of agency leadership team
• Event creation and delivery for new business lead generation
MINDSHARE UK
Marketing, Business development, CRM, Leadership, Event, Content, It, Growth, Development, Go, LED, Platform
2017 - 2018
job
Client Director, Client Leadership
Mindshare UK.
Marks & Spencer
• Strong and dynamic leadership of account team consisting of 17 strategists, planners and buyers to best execute and deliver M&S's £37m annual adveritsing spend
• Responsible for account P&L with a focus on driving incremental revenue streams over and above core fee - currently at +10% vs core fee
• Strong working relationship with Marketing Director, CMO and category leads to ensure strong understanding of M&S leadership agenda
• Lead cross agency working relationship to ensure creative and media strategies are developed hand in glove
• Led the adoption and integration of new planning process into our ways of working to drive greater depth of insight, robust budget setting, idea generation and best in class strategy and plan execution
• Oversaw the development and implementation of a new campaign measurement framework working with multiple M&S stakeholders to improve in campaign optimisation, effectiveness and evaluation of major ATL campaigns including Xmas 2017 - Paddington: The Xmas Visitor
• Consulting with clients on developing a data strategy that builds towards their ambition of a marketing, and indeed business strategy, with Personalisation (at scale) at its heart
• Retail lead within the agency building and expanding our creds within the category
• Mentor in Mindshare Academy 2.0 recruiting talented and ambitious school leavers to work as apprentices at the agency
• Strong and dynamic leadership of account team consisting of 17 strategists, planners and buyers to best execute and deliver M&S's £37m annual adveritsing spend
• Responsible for account P&L with a focus on driving incremental revenue streams over and above core fee - currently at +10% vs core fee
• Strong working relationship with Marketing Director, CMO and category leads to ensure strong understanding of M&S leadership agenda
• Lead cross agency working relationship to ensure creative and media strategies are developed hand in glove
• Led the adoption and integration of new planning process into our ways of working to drive greater depth of insight, robust budget setting, idea generation and best in class strategy and plan execution
• Oversaw the development and implementation of a new campaign measurement framework working with multiple M&S stakeholders to improve in campaign optimisation, effectiveness and evaluation of major ATL campaigns including Xmas 2017 - Paddington: The Xmas Visitor
• Consulting with clients on developing a data strategy that builds towards their ambition of a marketing, and indeed business strategy, with Personalisation (at scale) at its heart
• Retail lead within the agency building and expanding our creds within the category
• Mentor in Mindshare Academy 2.0 recruiting talented and ambitious school leavers to work as apprentices at the agency
Idea generation, LED, That you, Framework, Planning, Campaign, Development, Implementation, Integration, Marketing, Consulting, Leadership, Optimization, Mentor, Budget, Retail, Business strategy
2017 - 2017
job
Client Director, Client Leadership
MINDSHARE UK.
20th Century Fox UK
• Client Lead on the agency new account win across the entire Fox portfolio - Theatrical, Home Entertainment/retail and Fox Network Group
• Worked closely with the Marketing Directors of each business unit to set the vision for Fox marketing and communications
• Responsible for the transition of the account from the incumbent agency, involving the setting up of team structure and scope, fee structure, overseeing trading agreements, and on boarding of new clients into the agency
• Introduced new planning process to allow for improved resource management, more space and time for strategic planning and the development of big ideas - a key priority for Fox - all within the Globally defined asset framework
• Co-led development of Fox data and content strategy involving Global as well as local client stakeholders
• Led a cross agency team to help Fox Home Entertainment understand the cross channel attribution and conversion from theatrical to Home Entertainment/retail, including new content platforms such as Amazon Fire, Sky Store and iTunes
• Led a team of 10 planners and a team of specialist media buyers
• Client Lead on the agency new account win across the entire Fox portfolio - Theatrical, Home Entertainment/retail and Fox Network Group
• Worked closely with the Marketing Directors of each business unit to set the vision for Fox marketing and communications
• Responsible for the transition of the account from the incumbent agency, involving the setting up of team structure and scope, fee structure, overseeing trading agreements, and on boarding of new clients into the agency
• Introduced new planning process to allow for improved resource management, more space and time for strategic planning and the development of big ideas - a key priority for Fox - all within the Globally defined asset framework
• Co-led development of Fox data and content strategy involving Global as well as local client stakeholders
• Led a cross agency team to help Fox Home Entertainment understand the cross channel attribution and conversion from theatrical to Home Entertainment/retail, including new content platforms such as Amazon Fire, Sky Store and iTunes
• Led a team of 10 planners and a team of specialist media buyers
Marketing, Retail, Strategic Planning, Leadership, Management, Content, Network, Resource management, Amazon, Content strategy, Development, Framework, LED, UP
2012 - 2016
job
Business Director, Client Leadership
Mindshare UK.
Unilever
• Responsible for Unilever Haircare and Prestige divisions totalling £15M billing leading the strategic and implementational planning and buying
• Extensive experience leading and managing the annual planning process through both top down portfolio and bottom up brand planning – Unilever, Nestle Purina and Nestle Beverages. Most recently led a Unilever team of 12 planners and buyers as well as co-ordination of wider cross agency team
• Developed new strategic competitive review process for Unilever Haircare involving real time dynamic data feeds allowing for greater depth of insight – now to be rolled out across every Unilever division
• Led Jaguar scope of work negotiations for 3 years retaining fee against a backdrop of decreased media spend
• Developed and sold in first ever econometrics study for Jaguar leading to improved understanding of media effectiveness within the marketing mix, optimised media delivery and efficiencies as well as incremental agency fee
• Led the Nestle Purina and Beverages account teams that were given top rated review score contributing to agency earning full bonus
• Devised Jaguar relaunch strategy involving cross platform partnership with C4 and Homeland that was shortlisted for Campaign Media award
• Planned and brokered year-long £1m Jaguar sponsorship of cricket on Sky Sports
• Developed Nestle Purina’s first ever cross platform media partnership for cat brand Felix with a project called Britain’s Cleverest Cat – involved licensing deal with Britain’s Got Talent amplified through extensive digital and social campaigns
• Part of team to fast track mobile marketing learning across the agency
• Conducted client servicing training and development programme for junior media planners
• New business win for Nicoventures/BAT
• Responsible for Unilever Haircare and Prestige divisions totalling £15M billing leading the strategic and implementational planning and buying
• Extensive experience leading and managing the annual planning process through both top down portfolio and bottom up brand planning – Unilever, Nestle Purina and Nestle Beverages. Most recently led a Unilever team of 12 planners and buyers as well as co-ordination of wider cross agency team
• Developed new strategic competitive review process for Unilever Haircare involving real time dynamic data feeds allowing for greater depth of insight – now to be rolled out across every Unilever division
• Led Jaguar scope of work negotiations for 3 years retaining fee against a backdrop of decreased media spend
• Developed and sold in first ever econometrics study for Jaguar leading to improved understanding of media effectiveness within the marketing mix, optimised media delivery and efficiencies as well as incremental agency fee
• Led the Nestle Purina and Beverages account teams that were given top rated review score contributing to agency earning full bonus
• Devised Jaguar relaunch strategy involving cross platform partnership with C4 and Homeland that was shortlisted for Campaign Media award
• Planned and brokered year-long £1m Jaguar sponsorship of cricket on Sky Sports
• Developed Nestle Purina’s first ever cross platform media partnership for cat brand Felix with a project called Britain’s Cleverest Cat – involved licensing deal with Britain’s Got Talent amplified through extensive digital and social campaigns
• Part of team to fast track mobile marketing learning across the agency
• Conducted client servicing training and development programme for junior media planners
• New business win for Nicoventures/BAT
Marketing, Training, Leadership, Mobile marketing, Development, Sponsorship, Campaign, Planning, Social, Bonus, LED, UP, Platform
2009 - 2012
job
Account Director, Client Leadership
Mindshare UK.
Jaguar, Nestle Cereal Partners, Nestle Purina
• Devised and executed Innovation Day for Nestle Purina team – multiple stakeholder engagement internally and externally – subsequently rolled out to other divisions – and was key contributor to best ever client review score
• Managed day to day planning across four Cereal Partners brands including working alongside creative agency to launch Shreddies onto Facebook
• Created and project managed first ever cross platform content activation for Homebase as part of brand relaunch – partnership with Home and Daily Mail supported by social activation – shortlisted for Campaign Media award
• Deep understanding of Homebase econometric modelling feeding into budget planning
• Line manager to 3 junior planners
• Devised and executed Innovation Day for Nestle Purina team – multiple stakeholder engagement internally and externally – subsequently rolled out to other divisions – and was key contributor to best ever client review score
• Managed day to day planning across four Cereal Partners brands including working alongside creative agency to launch Shreddies onto Facebook
• Created and project managed first ever cross platform content activation for Homebase as part of brand relaunch – partnership with Home and Daily Mail supported by social activation – shortlisted for Campaign Media award
• Deep understanding of Homebase econometric modelling feeding into budget planning
• Line manager to 3 junior planners
Budget, Innovation, Facebook, Leadership, Content, Campaign, Social, Manager, Platform
2007 - 2009
job
Account Manager, Media Planning
Mindshare UK.
Homebase, ITV, TK Maxx
• Created new targeting segmentation for Homebase involving cluster analysis, category behavioural study and media consumption analysis
• Detailed Homebase TV planning in conjunction with TV buying team
• Part of team to sell in first PPC activity for Homebase and introduce new key word list and account structure
• Day to day management of media budgets
• Worked in conjunction with ITV Strategy Director on multiple programme launches including Pushing Daisies, ITV Boat Race coverage and Secret Diaries of a Call Girl
• Line manager to one account executive
• Created new targeting segmentation for Homebase involving cluster analysis, category behavioural study and media consumption analysis
• Detailed Homebase TV planning in conjunction with TV buying team
• Part of team to sell in first PPC activity for Homebase and introduce new key word list and account structure
• Day to day management of media budgets
• Worked in conjunction with ITV Strategy Director on multiple programme launches including Pushing Daisies, ITV Boat Race coverage and Secret Diaries of a Call Girl
• Line manager to one account executive
Account Manager, PPC, Word, Management, Media planning, TV, Manager, Cluster Analysis
2005 - 2007
job
Account Executive, Communications Planning
ZenithOptimedia.
P&G Haircare
• Detailed TV planning
• Regular competitive reporting and analysis
• IPA Foundation Certificate
• IPA Advanced Certificate
• Detailed TV planning
• Regular competitive reporting and analysis
• IPA Foundation Certificate
• IPA Advanced Certificate
TV
2005 - 2005
project
Raleigh International Volunteer
unknown.
International
My education
2000
-
2004
University of Durham
Bachelor of Arts, Modern European Languages: German & Russian
Bachelor of Arts, Modern European Languages: German & Russian
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