Sophie has worked in the Food Industry since being a child. She helped her parents with their cottage welsh smoked salmon business, serving customers and product testing! She has worked predominantly in the food industry with big brand houses (Mars and Ginsters), own brand manufacturers and retailers.
Sophie has worked across the complete marketing mix, including Category Management, Brand Management, Shopper, and Consumer Insight and is an expert in Category Strategy and Category Management.
She worked for Mars for 7 years – and this is where she really got to understand the power of brands. Then on to Ginsters, where she was part of a dynamic team that took an ailing brand and turned sales from £100m per annum to £250m. Here, she honed her skills in total category development and really saw the value in detailed shopper insight.
As Group Marketing Director at Tulip, Sophie led a large team of category managers and developed numerous own brand category strategy projects. She has been involved with innovation projects and launched new category concepts to market.