Liz Herring

Founder - Red Herring Freelance Marketing @ Red Herring Marketing

About

I specialise in the strategic thinking and planning that helps brands get into the hands, hearts and heads of consumers. Understanding how consumers tick and the role that brands can play in their lives has been a career-long fascination and continues to be the driving force behind what I do. From developing compelling customer propositions and engaging brand experiences, to inspiring great creative work, I love revealing the insights and opportunities and shaping the ideas and plans that cultivate distinctive and meaningful brands - creating value for their customers and owners alike. A ‘blue-chip’ career encompassing brand and retail marketing followed by nearly two decades of diverse freelance projects from across the full marketing mix - and from FMCG to Pharmacy and global and UK - has afforded me the skills to deliver projects with flair, focus and efficiency: - I get under the skin of briefs quickly and cut through complexity to bring clarity and simplicity to challenges and problem-solving - I blend rigour and creativity to produce ideas and solutions that are distinctive, viable and 'real-world ready' - I immerse myself into my client's world, adapting to their needs and becoming part of the team - ensuring I hit the mark in both approach and outputs So always ready to hit the ground running, I hope I can be part of your brand adventure.

Country

United Kingdom

City

Nottinghamshire

Industry

Marketing & Advertising

Skill

Communication, Brand Strategy, Brand Activation, Marketing, Marketing Strategy, Marketing Communications, Consumer Marketing, Brand Positioning Strategies, Customer Insight, Project Management, Project Planning, Launch Strategies, Market Research, Advertising, Catalogue, Brand Development Strategy, Brand Management, Retail, Event Management, FMCG

Experience

Founder - Red Herring Freelance Marketing

Red Herring Marketing

2006-10 - Present · 20 yrs

East Midlands

I provide the strategic thinking and planning that is pivitol to a brand’s success, on an agile and freelance basis Covering everything from brand strategy (proposition, identity, positioning and story - the ‘PIPs’ as I like to refer to them) to the gateway thinking for customer connections, I work with clients and agencies to ensure everything a customer experiences is the brand coming to life in its best, most meaningful way I effectively get under the skin of brands, customers and the competitive landscape to generate the opportunities, insights and ideas that help drive brands and their activities forward And while I tailor my approach according to the individual needs of clients: every project benefits from the fresh perspective, impactful thinking and collaborative working style that I consistently bring

Senior Brand Manager, Nurofen

Crookes Healthcare

2003-8 - 2006-6 · 2 yrs 11 mos

Nottingham, United Kingdom

Responsible for the development and delivery of the UK marketing strategy for Nurofen for Children putting in place a major programme of brand initiatives for consumers, supporting a three year growth plan and establishing Nurofen for Children as the challenger brand in the paediatric analgesics market.

Senior Brand Manager, E45

Crookes Healthcare

2001-11 - 2003-8 · 1 yr 10 mos

Nottingham, United Kingdom

Responsible for the UK launch of E45 Junior - the UK's first children's dry skin range - developing the local brand proposition, range line-up, pricing and launch campaign and E45 new product development strategy, taking the brand into the facial skincare market for the first time.

Marketing Manager, Christmas Campaign

Boots UK

2000-7 - 2001-11 · 1 yr 5 mos

Nottingham, United Kingdom

Overall responsibility for the planning and execution of the first fully integrated Boots Christmas Communication Strategy which included TV advertising, the corporate promotion, Gift Guide and the in store environment as well as the integration of Boots.com.

Planner

Boots UK

1999-6 - 2000-7 · 1 yr 2 mos

Nottingham, United Kingdom

Played an integral role in the centralisation of Boots’ marketing activities as owner of the first Boots Marketing Plan to support a new customer centric strategy. Specifically developing and implementing a new planning and evaluation process: driving efficiency and effectiveness across all brand and tactical activity and onboarding the business

Product Manager - Positive Health

Boots UK

1997-7 - 1999-6 · 2 yrs

Driving significant category sales and profit growth from a strategic market assessment that identified the early signs of the wellness revolution: securing additional investment to relaunch and advertise Boots own brand ranges including the launch of the award-winning Boots Botanics Range: the first Boots cross-business health and beauty proposition