Available to hire
A senior leader with extensive experience in retail and food manufacturing. I offer a wealth of knowledge and a proven track record of success, including 15 years at Asda’s home office and 5 years in Northern Foods manufacturing ready meals for M&S. I specialise in private label, new product development and innovation, taking ideas from trend insight through concept to launch and re-imagining core ranges. Known for rigorous project management and stakeholder engagement, I consistently deliver on time and within budget, driving measurable improvements to business performance. I combine technical food knowledge with strategic foresight to create practical, scalable solutions that enable long-term growth.
I have led cross-functional teams, built supplier relationships, and driven category strategy across multiple segments. My passion for food culture and knowledge sharing has been demonstrated through internal trend hubs, training initiatives, and external thought leadership in trend books and industry events.
Experience Level
Language
English
Fluent
Work Experience
Trend Writer at The Food People
May 1, 2025 - November 1, 2025Researched and analysed global food trends for a subscriber platform; distilled insights into actionable opportunities for UK retailers and foodservice clients; produced visually engaging articles with clear explanations and photographic examples.
Food Innovation and Trend Manager at Asda Stores Ltd
February 1, 2010 - January 31, 2025Trend researcher and food trend expert reporting to the Senior Director; collaborated with external agencies to author foresight-driven trend books; curated ideation workshops with development chefs; led a team to deliver trend-inspired events and wrote briefs for product development; supported journalist media requests and represented trends at shows and conferences; created internal trend hubs and training materials.
Product Manager at Asda Stores Ltd
February 1, 2010 - January 1, 2020Led cross-category NPD and product improvements, setting range and product strategy in collaboration with buyers; oversaw private-label development meeting technical and quality standards; drove health agenda, menu development for in-store cafés, and supplier relationship management; reduced customer complaints through improved product and process controls.
Lead Product Manager at Pennine Foods
June 1, 2005 - December 31, 2010Liaised with M&S development teams to deliver innovative products; collaborated with development chefs on concept creation and product/process improvements; supported product technologists and managed NPD functional activities and department budget.
Product Development Assistant at Kiril Mischeff Ltd
May 1, 2003 - June 30, 2004University placement role as part of the NPD team coordinating samples of frozen and chilled produce for existing and potential customers.
Trend Writer at The Food People
May 1, 2015 - November 1, 2025Researched and analysed global food trends, distilling findings into actionable insights for UK retailers and foodservice clients. Created visually engaging articles with clear explanations and photographic examples to inspire and inform clients. Worked remotely, independently or as part of a small team to deliver trend articles for a subscriber-driven platform.
Food Innovation and Trend Manager at Asda Stores Ltd
February 1, 2020 - January 1, 2025Led trend researcher and food trend expert. Collaborated with external agencies to write and edit foresight-driven trend books. Curated ideation workshops with development chefs to bring big ideas to life for seasonal moments and categories. Led a team of development chefs and collaborated with PR to deliver trend-inspired events. Supported journalist media requests with reports or quotes on trends. Led food safaris and guided product managers on trend-driven briefs. Attended food shows to identify new products and suppliers and presented findings to PDMs. Drove food culture across the ASDA brand with an internal trend hub and office inspiration.
Lead Product Manager at Pennine Foods (part of Northern Foods)
January 1, 2005 - January 1, 2010Liaised with M&S development teams to deliver new products; worked with development chefs on concepts, product and process improvements; supported product technologists in NPD and process engineering; managed day-to-day NPD team operations and department budget; coordinated cross-functional handovers with production, planning, technical and procurement to ensure smooth launches.
Education
BSc (Hons) Food Studies at Sheffield Hallam University
January 1, 1994 - January 1, 2001Cookery skills course at Leiths School of Food and Wine
January 1, 2001 - December 31, 2005A-Levels at Penistone Grammar School and Sixth Form
January 11, 2030 - January 5, 2026GCSEs at Penistone Grammar School and Sixth Form
January 11, 2030 - January 5, 2026Asda management training at Asda
January 11, 2030 - January 5, 2026BSc (Hons) Food Studies at Sheffield Hallam University
January 1, 1994 - January 1, 2001Cookery skills course at Leiths School of Food and Wine
January 11, 2030 - January 5, 2026A-Levels - 4 A-Levels (Food Technology, Business Studies, Geography and General Studies) at Penistone Grammar School and Sixth Form
January 11, 2030 - January 5, 2026Extensive ASDA management training at ASDA
January 11, 2030 - January 5, 2026Qualifications
Asda management training
January 11, 2030 - January 5, 2026Cookery skills course
January 1, 2001 - December 31, 2005Cookery skills course
January 11, 2030 - January 5, 2026Asda Management Training
January 11, 2030 - January 5, 2026Industry Experience
Retail, Manufacturing, Media & Entertainment, Professional Services, Other
Experience Level
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