Matthew P.

Continued role as below. Transitioned from Kerry Foods as part of the sale of its Consumer Foods meats and meals business to Pilgrim's Pride in September 2021.

High profile, strategic, management role leading one of Irelands oldest, largest, and most prestigious brands – Denny, defining & delivering the growth strategy, launching a host of ground-breaking innovation, evolving the brand into new categories and celebrating the brands 200th anniversary. Responsibilities: • Owning the overall strategic management, execution & delivery of the Denny brand, including: - Futureproofing the 200-year-old brand, bringing Denny into a new, high growth category in Meat Free and growing the range to 9 SKUs across both Chilled & Frozen - Leading the 200th anniversary execution, delivering a new comms platform, execution, and a range of NPD as well as managing in store execution • Introducing and managing a new ‘Go to Market’ function within the business • Complete brand commercial management (P&L, range, promotion, prime costs, business cases) • Northern Ireland Growth team – marketing lead • Managing brand team of 3 during a turbulent sale & restructure of the business Achievements: • Improved Denny from #4 to #3 most chosen food and drink brand in Ireland (ahead of brands such as Guinness) • Getting Denny back to the #1 brand across key categories in the Ireland of Ireland. • Delivered the #1 and fastest growing Meat Free brand in Ireland, delivering 75% of category growth with key retailers. Delivering over £1.8m REV and 400T VOL for the business. • Development, execution & delivery of Denny strategy, including opening up new parts of the store for the brand and new customer channels such as the Discounter channels.

High profile, strategic role helping to deliver the holistic relaunch of the 14-year-old brand. Responsibilities: • Development, execution & delivery of some of the biggest strategic changes the Fridge Raiders brand has ever undertaken, including: - new brand vision & positioning, communications platform, visual ID & packaging, PPA strategy • Leading out a key strategic project for both Kerry Foods & Fridge Raiders, with the end-to-end launch of Project Smash, including: - key contributor in building & presenting Capex business case & P&L, obtaining approval from SLT - internal champion for the business, from commercial to factory functions - recipe, packaging & TTL communications development - 360-degree agency management + shopper & Trade PR lead - go to market management • Leading additional key projects such as: - Fridge Raiders ‘Power Play’ PR activation - transition of GoGo’s cheese portfolio into Fridge Raiders - leading out several tactical innovations such as Pork Shots, Duos & Skewers • Leading out the 2019 Fridge Raiders brand planning. Achievements: • Delivering 95T / £854k REV / £279k GM directly through innovation in 2018. • Successfully obtaining c£800k Capex sign off from Kerry Group, unlocking Project Smash and building a brand-new production site as a direct result. • Successful Combos retailer sell ins across majority of UK trade unlocking c3,000 distribution points & counting. • Achieving 46 pieces of coverage, 240m reach and winning the Institute of Promotional Marketing (IPM) February PR campaign of the month for ‘Power Play’.

North America marketing lead within the newly formed International strategic business unit. A high profile and broad role with key projects & achievements including: • Marketing lead for successful trial launch of Mr Kipling into the world’s largest retailer, Walmart. A high profile 10 month cross functional project where I was involved from the inception. Key deliverables include: - creation of initial sell in deck & range proposal; - pre launch quantitative & qualitative research lead; - development & delivery of bespoke U.S. regulatory compliant packaging; - development & delivery of a “best in class” disruptive branded shipper; - responsible for the identification & recruitment of suitable shopper marketing agencies (including negotiation of T&Cs); - development & delivery of sampling campaign which involved 900 sampling days and c.260k samples being handed out; - development & delivery of Walmart in-store TV campaign, generating an estimated 5m impressions, a targeted Walmart.com digital banner campaign, generating 5.7m impressions and a targeted digital PR blogger campaign, generating 3.6m impressions; - development & delivery of a new Mr Kipling USA website (www.mrkipling.us); - created & managed a new consumer enquiries portal. • Supporting the Marketing Director in developing & delivering the North America 3 year brand strategy. • Management of the North America marketing budget. • Management of 10 month Sharwood’s USA PR campaign, generating a reach of 15m+ • Successful development & delivery of strategic Sharwood’s USA consumer sampling event, held at the world famous Brooklyn Brewery HQ in Brooklyn, NYC. • Development & delivery of a new bespoke Sharwood’s USA website (www.sharwoods.us), including creation of all assets. • Involved in the cross functional delivery of NPD, from the identification stage, through to delivery in store. • Responsible for delivery of insight and brand health tracking for Sharwood’s USA.

Project led and supported a number of high profile UK and European projects. In the absence of a Senior Brand Manager on Airwaves, and an Assistant Brand Manager on Extra I’ve constantly stretched myself in delivering these initiatives for the business, reporting into the Marketing Manager and on occasion the Marketing Director. • Supporting the Marketing Manager in developing and delivering the Extra 3 year brand strategy. • Management of the seven-figure annual Wrigley’s Extra brand budget. • Development of the 2015 Facebook strategy for the Wrigley’s Extra page in addition to the day to day management of 875k fans. • Managing the Platinum sponsorship between Wrigley’s Extra and National Smile Month 2015, a key strategic initiative for the Extra brand. • Management of the six-figure Airwaves Racing BTCC sponsorship between January - July, a sponsorship that delivers an annual TV reach of 20.5m in the UK. In this, I managed the hospitality allocation, the merchandising, as well as organising and leading a Wrigley UK Leadership event held at one of the BTCC races. • Key support on the creation of the seven figure ‘Never Not Fresh’ Airwaves European TV campaign. Supported the European Brand Lead in the creation of the European PR toolkit as well as leading UK social media, internal comms and the legal and regulatory sign off. • Management of two PR campaigns launching in 2015. • Key support on new packaging project involving the entire Extra portfolio launching in 2015, from design through to artwork release. • Brand internal communications lead for Wrigley’s Extra, in addition to leading the ‘Wrigley’s Quarterly’ customer newsletter, informing them of key future activities. • Project led 30+ new artworks being created and implemented across the complete Gum portfolio in line with new EU regulations. • Management of Nielsen and GMI data to provide monthly brand health tracking. • Supporting the Marketing Manager by building business cases for 2016/2017.

In addition to my role within Customer Operations, I was awarded a bespoke Marketing secondment based on merit and results, reporting directly to Beanz Brand Manager. Key projects: • Project led the execution of the award winning Heinz 'Build a Beanie' national digital campaign, involving constant communication, liaising and micromanagement of key stakeholders, testing & critiquing of a new Facebook app, delivering to specification & deadline • Project led numerous key internal campaigns (Heinz Five Beanz ‘Build a Beanie’ Facebook app launch, Heinz Five Beanz 1 year anniversary, Heinz ‘Full of Beanz’ campaign) consistently delivering strong levels of engagement, awareness and a real buzz across the business • Lead contact across a plethora of agencies (digital, design, artwork, press, legal) to ensure the delivery of concurrent projects & tasks to deadline • Proofed & edited Heinz copy for Trade & Consumer press, published in Marketing Week, FoodBev, Talking Retail as well as Celebrity comms • Created copy for Internal campaigns (internal newsletters, posters, leaflets) • Created internal print advertisement • Organised & executed internal competitions Other projects include: • Beans & Pasta lead for internal (Heinz 57 Library) and external (Brandbank) image databases. Since managing this project I have successfully restructured these areas, bringing far more efficient, simplified & user friendly portals • Administrative lead for new product labels across the Sausage portfolio due to legislation change • Organised tasting sessions to benchmark Heinz products Vs. Competitors, feeding back results & findings to Marketing Controller • Involved in new product development/innovation teams, e.g. involved in bringing the new Heinz 'Duo Snap Pots' to market • Building slides presented to the Vice President Marketing - Europe • Involved in creation of new artwork • Involved in ideation & concept screening sessions • Presented at marketing meetings

Worked across all of the categories Heinz operate within, specialising in Sides and Easy Meals (Beanz & Pasta) and Soup. Worked on the following Key Accounts: Waitrose, Ocado, Boots, Superdrug, Lloyds, Lidl, Aldi, Poundland, specialising on Sainsbury's & The Co-operative. Responsibilities • Accurate translation of the National Account Managers (NAM) annual operating plan into a bottom-up plan within internal systems • Providing post promotional evaluation, generating insights that help inform key strategic business decisions • Supplying various reports and commentary for monthly volume, spend and accrual meetings with the senior sales team. • Management of customer team’s General Ledger (GL) and accruals. • Managing customer pricing through the precise implementation, reporting and investigation of pricing claims. • Liaising with Trade Marketing and Category Development to ensure the advancement of promotions and abidance of category guidelines. • Continual focus and communication with the customer to ensure all issues are resolved quickly and efficiently. • Trusted to advise and make business decisions in the absence of the NAM. Achievements • Successfully led internal & external discussions resulting in the incremental listing of 4 Infant Feeding lines into c.400 Boots stores, delivering an SGP, NSV & OI benefit to the business. For this achievement I was recognised in the ‘UK & Ireland weekly highlights’ internal communications. • Worked alongside the Customer Marketing Manager to secure prime advertisements within the Sainsbury's Christmas magazine. • Presented to customers at their HQs as well as internal senior sales teams. • Between Nov ’11 - April ’12 I contributed to reducing the Co-op’s GL exit figure by £1.31m, reconciling and paying a cumulative £2.47m worth of invoices. Ultimately supporting the team in closing out FY12 well within all of our key performance metrics. • Built sales leads with NAM during field sales training.

I achieved the highest overall mark on the Business Management and Marketing course, beating 44 peers. The mark placed me within the top 2% of the whole Joint Honours programme, the largest undergraduate course at Nottingham Business School, consisting of 211 graduates. I also achieved Firsts in 40% of final year modules (inc Ethical and Strategic Issues in Management and Contemporary Issues in Marketing). In addition I achieved Firsts in all main Marketing modules in Years 1, 2 and 3 (inc Marketing & Operations, Marketing Management and Contemporary Issues in Marketing). During my final year at University I spent 8 months researching and writing a Marketing Dissertation focusing on branding, the corporate brand and brand portfolio strategy. The dissertation utilised a qualitative case study approach and involved in depth interviews with a number of senior directors, including the Managing Director & Finance Director, responsible for an annual turnover in excess of £250 million.