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6
jobs
Freelance Brand Strategy Director
Colleen Merwick
,
Marlow, United Kingdom
Experience
Other titles
Skills
I'm offering
Strategy Director with creative/comms, pack design, brand identity and copywriting experience across US, Australia and the UK in FMCG (food and bev, coffee, alcohol, health and wellbeing), recruitment, tech, consumer healthcare, pharma and more.
Markets
United States
United Kingdom
Ireland
Rest of Euro area
(Remote
only)
Links for more
Once you have created a company account and a job, you can access the profiles links.
Industries
Language
English
Fluently
Ready for
Larger project
Ongoing relation / part-time
Full time contractor
Available
My experience
2023 - ?
freelance
Strategy Director
McCann Health.
GSK Infanrix, MMRV vaccines yearly planning workshop and comms; Otsuka MDD digital therapy pilot patient journey experience mapping, US to UK positioning adaptation, comms planning; AZ Saphnelo lupus factbook, global strategic workshop; Janssen prostate portfolio strategy, comms strategy; Janssen MM Tecavalyi comms strategy; Janssen PAH Uptravi competitor strategy
Workshop, Mm
2021 - 2021
freelance
Freelance Strategy Director
Futurebrand.
Project 1 FMCG NPD wellness/health
Analysis of a range of inputs client and other agency supplied with strategic client recommendations. Development and writing of a naming brief deck.
Project 1b First round of naming generation.
Project 2 FMCG men's grooming
Desktop research and analysis of current category, consumers, consumer behaviours, competitors and trends/innovation. Compilation of findings and strategic recommendations for the best way for the brand to proceed into this new category concerning: the masterbrand role, brand and portfolio architecture, products in the range and ideal consumer mindset.
Analysis of a range of inputs client and other agency supplied with strategic client recommendations. Development and writing of a naming brief deck.
Project 1b First round of naming generation.
Project 2 FMCG men's grooming
Desktop research and analysis of current category, consumers, consumer behaviours, competitors and trends/innovation. Compilation of findings and strategic recommendations for the best way for the brand to proceed into this new category concerning: the masterbrand role, brand and portfolio architecture, products in the range and ideal consumer mindset.
Strategic Planning, Naming, Desk research, Strategic advice
2020 - 2020
freelance
Freelance Strategy Director
Agency TK.
Lorien Tech Recruitment company merger and adoption of new brand identity I helped create six months earlier.
Stakeholder interviews with relevant people from three different companies. Analysis of feedback and recommendations on how to tweak the current masterbrand language, website and content to accommodate the different consumers, clients and employees.
Stakeholder interviews with relevant people from three different companies. Analysis of feedback and recommendations on how to tweak the current masterbrand language, website and content to accommodate the different consumers, clients and employees.
Brand identity, Core Values and Branding, Employer branding, Brand strategy, Brand transformation
2018 - 2019
job
Head of Strategy
Agency TK.
Brand & Design Collective specializing in brand identity/website
Corporate and consumer; property, skincare, alcohol, CBD and more
Accounts – Silverstone, Absolut, Jameson, Bloo, Savills, Reef, Victoria Gate Casino, Baijiu Society, SRG, Lorien, Accoya, Adey, (US) Kenwood Vineyards, Portman Architects, Nexius, ESG, The Social Standard, Cityview, Feed CBD
Highlights –
- Silverstone designed and facilitated a senior team workshop and stakeholder interviews to reposition the track in both employees and consumers’ minds via a new brand architecture to future-proof, services/products with a proposition and ideal audience and a new brand identity/foundation to provide clarity and guidance.
- Baijiu Beer to Baijiu Society renamed their brand to enable portfolio expansion beyond beer and created a future proofed portfolio with engaging product names and pack hierarchy.
- Kenwood Vineyards fully immersive one-week wine making immersion in Sonoma, CA to capture the true essence of Sonoma and translate that into a more engaging and relevant brand supported via new brand architecture, product propositions, consumer mind-sets and a more relevant brand story.
Corporate and consumer; property, skincare, alcohol, CBD and more
Accounts – Silverstone, Absolut, Jameson, Bloo, Savills, Reef, Victoria Gate Casino, Baijiu Society, SRG, Lorien, Accoya, Adey, (US) Kenwood Vineyards, Portman Architects, Nexius, ESG, The Social Standard, Cityview, Feed CBD
Highlights –
- Silverstone designed and facilitated a senior team workshop and stakeholder interviews to reposition the track in both employees and consumers’ minds via a new brand architecture to future-proof, services/products with a proposition and ideal audience and a new brand identity/foundation to provide clarity and guidance.
- Baijiu Beer to Baijiu Society renamed their brand to enable portfolio expansion beyond beer and created a future proofed portfolio with engaging product names and pack hierarchy.
- Kenwood Vineyards fully immersive one-week wine making immersion in Sonoma, CA to capture the true essence of Sonoma and translate that into a more engaging and relevant brand supported via new brand architecture, product propositions, consumer mind-sets and a more relevant brand story.
Brand identity, Brand design, Brand strategy, Brand development, Brand transformation, Creative Strategy, Design Strategy
2015 - 2018
job
Senior Brand Strategist
1HQ.
Brand Consultancy specialising in pack design
FMCG; food/bev, grocery, retail, technology, skincare, wellbeing
Accounts - Origins by Scotts Evergreen,, English Provender,, Tesco, Robijn Unilever, Microsoft, KitKat, Valio Dairy, Pangea Cosmetics, Elephant Atta Westmill Foods, Livity Energy Bars, Saga Tea, Wall’s/ Breyers,, Iglo/ Nomad, Grupo Bimbo, Tolonen vitamins
Highlights –
- Origins by Scotts Evergreen from competitor mapping + semiotic category mapping to identify the relevant creative platform and insight to bring the brand to life – ran focus groups to test the insight, positioning and packcepts – WON two bronze Transform Europe 2019 awards for Brest visual identity farming and agriculture and Best visual identity FMCG.
- Tesco health & wellbeing vitamin and supplement category reorganisation on-shelf and new label hierarchy structure and methodology
- English Provender brand shift from bad to beautiful design to reclaim lost customers, sales and stand for something unique – an English chutney that’s not afraid to show their roots, ingredients or chunks.
FMCG; food/bev, grocery, retail, technology, skincare, wellbeing
Accounts - Origins by Scotts Evergreen,, English Provender,, Tesco, Robijn Unilever, Microsoft, KitKat, Valio Dairy, Pangea Cosmetics, Elephant Atta Westmill Foods, Livity Energy Bars, Saga Tea, Wall’s/ Breyers,, Iglo/ Nomad, Grupo Bimbo, Tolonen vitamins
Highlights –
- Origins by Scotts Evergreen from competitor mapping + semiotic category mapping to identify the relevant creative platform and insight to bring the brand to life – ran focus groups to test the insight, positioning and packcepts – WON two bronze Transform Europe 2019 awards for Brest visual identity farming and agriculture and Best visual identity FMCG.
- Tesco health & wellbeing vitamin and supplement category reorganisation on-shelf and new label hierarchy structure and methodology
- English Provender brand shift from bad to beautiful design to reclaim lost customers, sales and stand for something unique – an English chutney that’s not afraid to show their roots, ingredients or chunks.
Brand strategy, Brand design, Creative Strategy, Design Strategy, Qualitative research, Qualitative analysis
My education
2009
Bucks New University
Masters, Creative Account Planning
Masters, Creative Account Planning
1998
-
2001
Penn State University
Bachelors, Advertising
Bachelors, Advertising
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