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jobs
brand director
Nic Casby
,
harpenden, United Kingdom
Experience
Other titles
Skills
I'm offering
Purposeful marketer with 16 yrs broad based marketing skills - comfortable in defining brand purpose and strategy as well as accelerating digital
Keen to do some freelance in digital startups to gain experience but also bring some structure and creativity to a company that needs to create marketing firepower
Keen to do some freelance in digital startups to gain experience but also bring some structure and creativity to a company that needs to create marketing firepower
Markets
United Kingdom
Industries
Language
German
Fluently
English
Fluently
Ready for
Larger project
Ongoing relation / part-time
Full time contractor
Available
My experience
2017 - 2020
job
Brand Director, Core Beer
HEINEKEN UK.
Brand Guardian for £510m portfolio of brands incl. Heineken, Heineken 0.0, Amstel, Red Stripe, Kronenbourg 1664, Foster's and John Smiths with £42m A&P, Team of 14
• Member of Mkting Leadership team, coaching & inspiring team of 100 people, and responsible for setting up Creative Council to improve standards/social listening capabilities. Mkting dept I&D-lead, proud to instigate 2 apprenticeships for marketeers from disadvantaged backgrounds. Responsible for driving the brand agenda across a matrixed global/local organisation.
• Turned Red Stripe from Incubator to "Scale up Brand" with new Gen Z Social Activism Positioning "Diversity's Power to Drive Change" & new Brand Identity (unique stubby packaging) executed
consistently across ATL, "The Brits" sponsorship & instore touchpoints (+60% L2Yr Val)
• Delivered 'Amstel Turnaround' via full insight work, new Brand Identity & "Everyone's Welcome"
• I&D Positioning execution across key touchpoints & communities e.g. Pride (+40% L3Yr Value)
• Overhauled HKN's value perception to become "Genuine Competitor to Stella, modernising UK positioning beyond sport into Sustainability, DTC (Home draught) & moderate drinking initiatives
• Drove HKN 0.0 to Lo&No Market Leader (15% to 32% Share L3yr) via UK-led "Now You Can" creative (TV/social/instore) that overcame category barriers & drove non-beer occasions.
• Disrupted market pricing by pioneering Heineken's 1st DTC platform selling £400 Home-Draught Machines (£20 Kegs), delivering +£12m Rev - recruited specialist in-house digital/design team and delivered super-premium & sales-driving creative across all key touchpoints.
• Pioneered industry-1st "Green Grip" Sustainability carded ring initiative that replaced plastic rings on core beer can portfolio, inspiring removal of 500 tonnes of plastic & huge employee pride.
• Delivered market-leading TV Advertising & digital programmes inc Amstel Jeff Bridges, Foster's
• Good Call, K1664 Cantona Taste Supreme, delivering 6 Awards across "Campaign" & "The Drum." Expert agency management include: A&E DDB, Publicis, Ogilvy, Coolr.
• Drove Core Beer Team Shift from "Survivors" to "Insight-driven Thrivers" re-focusing from
"competitor/volume focus" to a brand-focused "Curiosity, Experimentation & Creativity Culture."
• Led UKMT-sponsored "Transformation Programme" to improve opco execution culture vs AB Inbev, delivering +1.6pp HUK Value Share in 2020 - used agile methods to motivate & inspire teams
• Strong Talent Management (Jose Mourinho, Thierry Henry, Nico Rosberg) and Partnership Experience (HKN Cup, Rugby World Cup, UCL, F1, Goodwood, Ride London).
• Delivered 2019 portfolio profit optimisation programme of +£20M EBIT via pack/price optimisations & more efficient Year on/off investment model (based on market mix learnings).
• Member of Mkting Leadership team, coaching & inspiring team of 100 people, and responsible for setting up Creative Council to improve standards/social listening capabilities. Mkting dept I&D-lead, proud to instigate 2 apprenticeships for marketeers from disadvantaged backgrounds. Responsible for driving the brand agenda across a matrixed global/local organisation.
• Turned Red Stripe from Incubator to "Scale up Brand" with new Gen Z Social Activism Positioning "Diversity's Power to Drive Change" & new Brand Identity (unique stubby packaging) executed
consistently across ATL, "The Brits" sponsorship & instore touchpoints (+60% L2Yr Val)
• Delivered 'Amstel Turnaround' via full insight work, new Brand Identity & "Everyone's Welcome"
• I&D Positioning execution across key touchpoints & communities e.g. Pride (+40% L3Yr Value)
• Overhauled HKN's value perception to become "Genuine Competitor to Stella, modernising UK positioning beyond sport into Sustainability, DTC (Home draught) & moderate drinking initiatives
• Drove HKN 0.0 to Lo&No Market Leader (15% to 32% Share L3yr) via UK-led "Now You Can" creative (TV/social/instore) that overcame category barriers & drove non-beer occasions.
• Disrupted market pricing by pioneering Heineken's 1st DTC platform selling £400 Home-Draught Machines (£20 Kegs), delivering +£12m Rev - recruited specialist in-house digital/design team and delivered super-premium & sales-driving creative across all key touchpoints.
• Pioneered industry-1st "Green Grip" Sustainability carded ring initiative that replaced plastic rings on core beer can portfolio, inspiring removal of 500 tonnes of plastic & huge employee pride.
• Delivered market-leading TV Advertising & digital programmes inc Amstel Jeff Bridges, Foster's
• Good Call, K1664 Cantona Taste Supreme, delivering 6 Awards across "Campaign" & "The Drum." Expert agency management include: A&E DDB, Publicis, Ogilvy, Coolr.
• Drove Core Beer Team Shift from "Survivors" to "Insight-driven Thrivers" re-focusing from
"competitor/volume focus" to a brand-focused "Curiosity, Experimentation & Creativity Culture."
• Led UKMT-sponsored "Transformation Programme" to improve opco execution culture vs AB Inbev, delivering +1.6pp HUK Value Share in 2020 - used agile methods to motivate & inspire teams
• Strong Talent Management (Jose Mourinho, Thierry Henry, Nico Rosberg) and Partnership Experience (HKN Cup, Rugby World Cup, UCL, F1, Goodwood, Ride London).
• Delivered 2019 portfolio profit optimisation programme of +£20M EBIT via pack/price optimisations & more efficient Year on/off investment model (based on market mix learnings).
Turnaround, Platform, UP, LED, That you, Social, Creativity, Campaign, Power, Organization, Sponsorship, Stripe, Transformation, Design, Brand identity, TV, Sport, Sales, Management, Sustainability, Optimization, Leadership, Agile, Packaging, Coaching, Advertising
My education
1999
-
2003
University of Nottingham
Bachelors, Management Studies
Bachelors, Management Studies
1996
-
1998
Cheadle Hulme School
Secondary, N/a
Secondary, N/a
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