kim maclarty

strategic director

About

International experience building brands such as Coke, Stella Artois and Wrigley Extra. Insatiably inquisitive, driven to find the deeper answers and solutions; specialising in shopper and customer insights. Motivated to go beyond the brief with the ability to reduce complex strategies into manageable, understandable visions, processes and solutions. Specialties: Shopper and trade marketing, Strategic and commercial planning, Analytical problem solving, Change management

Country

united kingdom

City

st albans

Industry

food production

Skill

customer insight, fmcg, trade marketing, shopper marketing, segmentation, business strategy, business intelligence, strategic planning, change management, solution focused, colleague development, helping others succeed, keen listener, channel strategy development, shopper insight

Experience

activations manager

the coca-cola company

1999-1 - 2000-1 · 1 yr 1 mo

Developed Trade marketing and shopper activation across 9 countries in Southern Africa

senior brand manager stella artois

anheuser-busch inbev

2005-1 - 2007-12 · 3 yrs

Define the Route to market, pack & pricing strategy by channel for Stella Artois while developing and delivering value creating activities, driving brand growth.

category strategy manager

wrigley

2011-1 - 2013-5 · 2 yrs 5 mos

Defined the category vision and future direction for brand, trade marketing and category management activity by delivering and applying shopper/customer insights.

head of planning and business intelligence

inbev

2008-12 - 2010-12 · 2 yrs 1 mo

Responsible for project managing cross functional strategic & annual business planning and leading the Business Intelligence team in delivering actionable insights that informed decision making; remit included econometric modelling, customer mapping and data provider management.

strategic director

beer associates

2013-6 - Present · 13 yrs 4 mos

Founder and strategic director of the Beer Associates; working with clients to apply shopper insights to inform training and in-store execution, delivering the perfect consumption experience. Facilitates cross functional working to create shopper marketing solutions that deliver business growth both to brand owners and retailers.