Katie Ellwood-Smith

ABOUT Global Brand and Innovation Director | CMO-1 | Growth and Transformation I am a senior brand and marketing leader with over 20 years’ experience leading global brand transformation and growth across luxury and FMCG, most recently as Global Brand Management Director at Molton Brown. I specialise in leading brands through moments of inflection, repositioning propositions, rebuilding innovation engines, restoring category leadership and modernising marketing organisations to deliver sustainable commercial performance. Across Molton Brown, Oriflame and Mulberry, I have: • Doubled turnover and delivered sustained category growth • Created new categories delivering +55% growth • Led major global brand revitalisations and packaging transformations • Built three to five year innovation strategies and governance models • Re engineered campaign planning to materially improve effectiveness • Designed new retail concepts and customer experiences • Built and led global teams of 30+ with multi million pound budgetsI operate at board and C suite level, aligning organisations behind a single brand vision to unlock growth and secure investment. I am now open to fractional and interim CMO 1 mandates, supporting boards, founders and investor backed businesses through transformation, acceleration and brand reinvention. HOW I WORK Strategic, commercially grounded and creatively ambitious. I bring clarity to complex organisations, momentum to stalled agendas and a strong bias for action, setting high standards, driving delivery and developing leaders who can sustain performance long after I leave. BACKGROUND Having grown up and lived across seven countries, I bring a genuinely global perspective to brand building and leadership. I am deeply curious about emerging brands, retail theatre and category disruption, and energised by turning potential into performance. I am also a mum to a daughter with additional needs, an experience that has deepened my empathy, resilience and perspective as a leader. CORE EXPERTISE -CMO 1 Brand Development Brand Transformation and Repositioning Growth Strategy Innovation and NPD Category Creation Global Brand Leadership Luxury and FMCG Retail and Customer Experience Creative Direction Board Level Engagement