Hazel Laking

Deanta is a premium internal door manufacturer. I was brought in as Head of Marketing to restore leadership and deliver a full transformation of the digital and brand function. Reporting to the Managing Director, I led a team of three and owned end-to-end marketing strategy across B2B and B2C- spanning campaigns, digital, social, POS, exhibitions, CGI and creative content. I led a complete digital overhaul, improving website performance, SEO and UX, and implementing a new platform to drive stockist conversion. Alongside this, I launched new product ranges, refreshed core collateral and strengthened brand consistency across all channels. Re-established a structured email programme and delivered integrated PPC, paid social and organic campaigns, driving increased engagement, demand generation and measurable conversion improvements.

Led DTC marketing (maternity cover) for a VC-backed supplements and wellness business, driving growth across ecommerce, Amazon Marketplace and QVC. Reported to the CEO, leading a team of five and owning end-to-end strategy across acquisition, retention, digital and customer experience. Delivered an omnichannel growth strategy across three brands, improving conversion, retention and customer lifetime value. Optimised ecommerce performance across the full customer journey, aligning marketing and customer service to increase engagement and repeat purchase. Accelerated marketplace and channel performance, scaling Amazon and QVC into stronger, more commercially impactful revenue streams.

Incorporating the operating businesses Manor Packaging and EasyPack Displays, Fencor Packaging Group spans box design, development and production for eCommerce, and cardboard-based free-standing display and retail theatre solutions for leading FMCG brands and retailers including Tesco, M&S, Mondelez and BrewDog. Reporting to the Managing Director, I developed and delivered a new digital and brand strategy to re-align the group’s businesses under a more cohesive and commercially focused marketing approach. Key projects included the development of a new group website, full content refresh across all brands, structured digital planning, and the implementation of a revitalised social media strategy. I also led the onboarding and integration of HubSpot to establish a more robust B2B lead generation, nurturing and conversion framework. This was to increase visibility of marketing performance and supporting customer acquisition and retention across the group.

Greenyard Fresh UK was the UK arm of Greenyard Group, a £168m European fresh produce supplier serving major UK retailers, food service and prepared food companies across whole head fruit categories. As Head of Marketing, I led category marketing and insights, supporting commercial growth and business development across key retail customers. I restructured a five-person team within three months, improving alignment to key accounts and strengthening delivery across marketing activity. A key focus of the role was identifying and developing new business opportunities across major retail partners including Asda, Amazon Fresh and Ocado, while supporting strategic growth across core fruit categories. I led UK content, PR and digital communications, ensuring consistent share of voice across industry and group channels, and worked closely with key retailers including Tesco, Morrisons, Waitrose and Aldi on category and brand initiatives. My work supported both new business wins and retention of major accounts, including securing £9.4m additional annual business and protecting £50m+ of key customer revenue through strong marketing partnership and insight-led support.

T M Lewin was a traditional Men’s and Women’s formalwear retailer established in 1898 with 150 stores in the UK, DTC website, Amazon Market Place, 5 stores in Australia and international franchises across Asia. Recruited as Head of Marketing to be part of an investment approach to deliver business change optimising opportunities in dot.com and embracing shifts in buying habits. -Transformed the marketing, graphics and photographic team of 15 from silo focused to an integrated highly functioning multidisciplinary team that were results driven, campaign and content focused. -Refocused brand strategy to reflect changing shopper habits and transition of workwear from formalwear to casualwear, creating activity to attract and build the casual wear shopper, target new special occasion and ‘first suit’ shoppers without alienating the core suit and shirt business.

Tesco have 607 stores in the UK, Central Europe & Ireland region carrying the F&F clothing range. In the period Oct 2009 – Aug 2018 a dedicated DTC website provided an ecommerce sales platform. Oversaw a marketing team of 6 direct reports, in-house Fashion PR agency, advertising executive (within Group Marketing) across the UK and 5 Central European countries and Ireland Led a new strategic approach to launch Tesco’s F&F standalone web site, digital marketing, and social media. By developing sponsorship with London Fashion week, it helped F&F to stand apart from what would be expected from a typical supermarket clothing retailer. This activity drove a new younger demographic of F&F shoppers to the new site that within 2 years of trading accounted for 10% of total F&F turnover.