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I’m a Brand & Marketing Director and strategic leader with 15+ years’ experience shaping high-impact, omni-channel strategies for premium and lifestyle FMCG, beauty and wellness brands. I partner with businesses to define clear brand positioning, uncover deep consumer insight, and design integrated marketing frameworks that drive both emotional connection and commercial growth. My strategic work spans product positioning, launch planning, audience segmentation, content strategy, CRM, social and performance marketing. I deliver cohesive, insight-led programs across paid, earned and owned media. I’m equally comfortable working with global stakeholders to build scalable frameworks as I am with empowering teams to execute with creative confidence. I bring a holistic, data-informed approach that connects brand narrative to tangible outcomes. Whether developing launch strategies, redefining brand architecture, or optimising cross-channel campaigns, I focus on translating complexity into clarity and ensuring strategic alignment from insight through execution. I’ve worked with senior leaders, led multi-disciplinary teams, partnered with creative, product and commercial functions, and delivered omni-channel solutions that strengthen brand equity, accelerate growth and resonate with audiences in meaningful, culturally relevant ways. Please reach out if you’re looking for an experienced marketeer who blends strategic rigour, short to long term, with data and creative agility and has a proven track record in building brands that thrive and campaigns that land.…I’m a Brand & Marketing Director and strategic leader with 15+ years’ experience shaping high-impact, omni-channel strategies for premium and lifestyle FMCG, beauty and wellness brands. I partner with businesses to define clear brand positioning, uncover deep consumer insight, and design integrated marketing frameworks that drive both emotional connection and commercial growth. My strategic work spans product positioning, launch planning, audience segmentation, content strategy, CRM, social and performance marketing. I deliver cohesive, insight-led programs across paid, earned and owned media. I’m equally comfortable working with global stakeholders to build scalable frameworks as I am with empowering teams to execute with creative confidence. I bring a holistic, data-informed approach that connects brand narrative to tangible outcomes. Whether developing launch strategies, redefining brand architecture, or optimising cross-channel campaigns, I focus on translating complexity into clarity and ensuring strategic alignment from insight through execution. I’ve worked with senior leaders, led multi-disciplinary teams, partnered with creative, product and commercial functions, and delivered omni-channel solutions that strengthen brand equity, accelerate growth and resonate with audiences in meaningful, culturally relevant ways. Please reach out if you’re looking for an experienced marketeer who blends strategic rigour, short to long term, with data and creative agility and has a proven track record in building brands that thrive and campaigns that land.

Polly Brearley

Brand Strategist, Marketing Strategist, Marketing Consultant, +1

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I’m a Brand & Marketing Director and strategic leader with 15+ years’ experience shaping high-impact, omni-channel strategies for premium and lifestyle FMCG, beauty and wellness brands. I partner with businesses to define clear brand positioning, uncover deep consumer insight, and design integrated marketing frameworks that drive both emotional connection and commercial growth. My strategic work spans product positioning, launch planning, audience segmentation, content strategy, CRM, social and performance marketing. I deliver cohesive, insight-led programs across paid, earned and owned media. I’m equally comfortable working with global stakeholders to build scalable frameworks as I am with empowering teams to execute with creative confidence. I bring a holistic, data-informed approach that connects brand narrative to tangible outcomes. Whether developing launch strategies, redefining brand architecture, or optimising cross-channel campaigns, I focus on translating complexity into clarity and ensuring strategic alignment from insight through execution. I’ve worked with senior leaders, led multi-disciplinary teams, partnered with creative, product and commercial functions, and delivered omni-channel solutions that strengthen brand equity, accelerate growth and resonate with audiences in meaningful, culturally relevant ways. Please reach out if you’re looking for an experienced marketeer who blends strategic rigour, short to long term, with data and creative agility and has a proven track record in building brands that thrive and campaigns that land.…I’m a Brand & Marketing Director and strategic leader with 15+ years’ experience shaping high-impact, omni-channel strategies for premium and lifestyle FMCG, beauty and wellness brands. I partner with businesses to define clear brand positioning, uncover deep consumer insight, and design integrated marketing frameworks that drive both emotional connection and commercial growth. My strategic work spans product positioning, launch planning, audience segmentation, content strategy, CRM, social and performance marketing. I deliver cohesive, insight-led programs across paid, earned and owned media. I’m equally comfortable working with global stakeholders to build scalable frameworks as I am with empowering teams to execute with creative confidence. I bring a holistic, data-informed approach that connects brand narrative to tangible outcomes. Whether developing launch strategies, redefining brand architecture, or optimising cross-channel campaigns, I focus on translating complexity into clarity and ensuring strategic alignment from insight through execution. I’ve worked with senior leaders, led multi-disciplinary teams, partnered with creative, product and commercial functions, and delivered omni-channel solutions that strengthen brand equity, accelerate growth and resonate with audiences in meaningful, culturally relevant ways. Please reach out if you’re looking for an experienced marketeer who blends strategic rigour, short to long term, with data and creative agility and has a proven track record in building brands that thrive and campaigns that land.

Available to hire

I’m a Brand & Marketing Director and strategic leader with 15+ years’ experience shaping high-impact, omni-channel strategies for premium and lifestyle FMCG, beauty and wellness brands. I partner with businesses to define clear brand positioning, uncover deep consumer insight, and design integrated marketing frameworks that drive both emotional connection and commercial growth. My strategic work spans product positioning, launch planning, audience segmentation, content strategy, CRM, social and performance marketing. I deliver cohesive, insight-led programs across paid, earned and owned media. I’m equally comfortable working with global stakeholders to build scalable frameworks as I am with empowering teams to execute with creative confidence.

I bring a holistic, data-informed approach that connects brand narrative to tangible outcomes. Whether developing launch strategies, redefining brand architecture, or optimising cross-channel campaigns, I focus on translating complexity into clarity and ensuring strategic alignment from insight through execution. I’ve worked with senior leaders, led multi-disciplinary teams, partnered with creative, product and commercial functions, and delivered omni-channel solutions that strengthen brand equity, accelerate growth and resonate with audiences in meaningful, culturally relevant ways.

Please reach out if you’re looking for an experienced marketeer who blends strategic rigour, short to long term, with data and creative agility and has a proven track record in building brands that thrive and campaigns that land.

Skills

CRM

Branding

Experience Level

CRM

Expert

Branding

Expert

Language

English

Fluent

Work Experience

Marketing & Consumer Engagement Director at Estee Lauder Companies (La Mer, Origins & Darphin; Aveda & Bumble & Bumble brands)

January 1, 2021 - February 1, 2025

Marketing, brand, digital and consumer engagement director responsible for the strategy and implementation of total omnichannel marketing, product, trade and consumer engagement and experience across all consumer touchpoints and channels to drive brand equity, sales and market share through ecommerce, virtual selling and in-store channels. Led a team of 18 with 5 direct reports across marketing, product, trade and education for a £45M+ portfolio of brands. Owned digital marketing and social media, CRM and loyalty, category and experience marketing, events, visual merchandising, trade marketing, communications, and influencer and consumer insights. Set KPIs and reporting structure to justify investment. Consistently delivered digital ROI improvements and positive brand performance across the portfolio.

Digital Marketing & Omni-channel Manager (CRM & Consumer Insights) at Clinique UK, Estee Lauder Companies

January 1, 2019 - January 1, 2021

Defined and implemented digital marketing, search, CRM and omni-channel strategies to drive recruitment, engagement and conversion, ensuring a consistent consumer experience across paid, owned and earned channels. Full ownership of digital budgets (>£2m) and P&L. Led digital advertising, generic search, CRM & loyalty programs, and retail partnerships; improved search performance through account restructuring, brand alignment and performance tracking. Managed CRM budget, including sampling distribution spend, and developed P&Ls for activities. Executed CRM strategy with email and direct mail campaigns, incorporating best practices. Led CRM partnerships with key retailers, driving targeting strategies using tools like IRI Gateway; developed a renewed always-on approach informed by consumer insights.

Digital Marketing & Social Lead (Consumer Beauty) at COTY UK

December 1, 2015 - December 1, 2018

Led Coty UK's digital strategy for Consumer Beauty, collaborating with eCommerce to optimize brand positioning across owned and retailer sites (CARS model). Full budget ownership and management of a team of 4. Managed media across digital channels (display, paid search, social, affiliates, influencer networks) and led website relaunch, overseeing content transition and QA. Initiated pixel tracking for social media attribution and launched Coty’s first performance media approach, achieving double-digit ROI in the first quarter. Ran the pitch for Rimmel’s social media and content agency, resulting in the fastest-growing Instagram channel globally in 6 months. Partnered with influencer marketing to launch Coty’s first micro-influencer program and led the digital agenda for the Digital Centre of Excellence.

Global Senior Digital Account Manager (Unilever Brand, Dove) at Edelman

September 1, 2011 - December 1, 2015

Developed and implemented award-winning global and local digital campaigns for CSR initiatives like Dove Choose Beautiful and Unilever Project Sunlight, collaborating with PR, media and creative teams. Managed day-to-day for Unilever Brand (Global & UK) and Dove Digital (over 100+ markets), including interagency coordination, governance and budgets. Delivered digital transformation for Dove, streamlining processes to scale digital content. Led crisis and issues management for Edelman UK and managed the always-on LinkedIn program for Unilever Careers.