Looks like you have JavaScript disabled. For the full Twine experience, you will need to re-enable it.

Hi, I’m Sarah Cooke, a Strategic Marketing & Commercial Leader with 20+ years driving category growth across OTC Healthcare, FMCG and consumer sectors. I excel at translating global strategies into regional execution, building market capability and shaping retailer partnerships to deliver measurable growth across Asia-Pacific and Europe. I’ve led category development and “perfect store” programs in pharmacy and retail channels, built strategic retailer partnerships, and steered multi-market initiatives that delivered substantial growth. I also founded HALIA ROSE, scaled a consumer brand to multi-channel success, and now advise growth-focused businesses on category strategy, shopper marketing and commercial execution to achieve transformational results.…Hi, I’m Sarah Cooke, a Strategic Marketing & Commercial Leader with 20+ years driving category growth across OTC Healthcare, FMCG and consumer sectors. I excel at translating global strategies into regional execution, building market capability and shaping retailer partnerships to deliver measurable growth across Asia-Pacific and Europe. I’ve led category development and “perfect store” programs in pharmacy and retail channels, built strategic retailer partnerships, and steered multi-market initiatives that delivered substantial growth. I also founded HALIA ROSE, scaled a consumer brand to multi-channel success, and now advise growth-focused businesses on category strategy, shopper marketing and commercial execution to achieve transformational results.

Sarah Cooke

PRO

Brand Strategist, Marketing Strategist, Content Creator, +7





Hi, I’m Sarah Cooke, a Strategic Marketing & Commercial Leader with 20+ years driving category growth across OTC Healthcare, FMCG and consumer sectors. I excel at translating global strategies into regional execution, building market capability and shaping retailer partnerships to deliver measurable growth across Asia-Pacific and Europe. I’ve led category development and “perfect store” programs in pharmacy and retail channels, built strategic retailer partnerships, and steered multi-market initiatives that delivered substantial growth. I also founded HALIA ROSE, scaled a consumer brand to multi-channel success, and now advise growth-focused businesses on category strategy, shopper marketing and commercial execution to achieve transformational results.…Hi, I’m Sarah Cooke, a Strategic Marketing & Commercial Leader with 20+ years driving category growth across OTC Healthcare, FMCG and consumer sectors. I excel at translating global strategies into regional execution, building market capability and shaping retailer partnerships to deliver measurable growth across Asia-Pacific and Europe. I’ve led category development and “perfect store” programs in pharmacy and retail channels, built strategic retailer partnerships, and steered multi-market initiatives that delivered substantial growth. I also founded HALIA ROSE, scaled a consumer brand to multi-channel success, and now advise growth-focused businesses on category strategy, shopper marketing and commercial execution to achieve transformational results.

Available to hire

London, United Kingdom

Hi, I’m Sarah Cooke, a Strategic Marketing & Commercial Leader with 20+ years driving category growth across OTC Healthcare, FMCG and consumer sectors. I excel at translating global strategies into regional execution, building market capability and shaping retailer partnerships to deliver measurable growth across Asia-Pacific and Europe.

I’ve led category development and “perfect store” programs in pharmacy and retail channels, built strategic retailer partnerships, and steered multi-market initiatives that delivered substantial growth. I also founded HALIA ROSE, scaled a consumer brand to multi-channel success, and now advise growth-focused businesses on category strategy, shopper marketing and commercial execution to achieve transformational results.

Skills

Experience Level

Expert

Expert

Expert

Expert

Expert

Expert

Intermediate

Intermediate

Language

English

Fluent

Work Experience

Strategic Growth Consultant at Sarah Cooke Coaching & Consultancy

August 1, 2018 - Present

Strategic Growth Consultant specialising in marketing & sales strategy, focused on creating structured, results-driven brand and business plans. Combines strategic expertise with data-driven insights to propose, project-manage and execute campaigns that deliver sustainable growth aligned with business objectives. Provides hands-on mentorship for business model optimization and market positioning, and leads strategic digital content creation, campaigns, and workshops.

Founder at Halia Rose

December 1, 2019 - September 19, 2025

Founded and scaled an eco-friendly mother & baby accessories brand, from concept to production and an eventual exit in 2019. Led NPD, brand design, factory production in Asia, and built media visibility through PR and digital campaigns; established B2B partnerships and a strong marketplace presence.

Regional Brand & Marketing Manager, SE Asia, India & Korea at Treasury Wine Estates (formerly Foster’s)

November 1, 2014 - September 19, 2025

Led regional brand strategy and growth initiatives across Asia-Pacific markets, executing multi-channel go-to-market plans, product launches and partnerships (Audi, PGA Tour; Shangri-La, IHG). Managed multi-million dollar budgets and mentored a high-performing team to deliver 46–97% regional growth.

Marketing Brand Manager – alli at GlaxoSmithKline – Consumer Healthcare UK

February 1, 2011 - September 19, 2025

Led the launch and growth of the alli brand across Europe and Asia, managing a £4m budget, directing international teams, navigating complex regulatory environments and accelerating product innovation; contributed to £13.8m in sales.

Marketing Brand Manager – Imigran Recovery at GlaxoSmithKline – Consumer Healthcare UK

August 1, 2009 - September 19, 2025

Drove 21% sales growth for the Imigran Recovery migraine brand through strategic marketing and stakeholder partnerships; developed comprehensive brand strategy, regulatory liaison, and multi-channel campaigns.

Strategic Growth & Commercial Consultant at Tree House Consulting

January 1, 2018 - Present

Independent advisory practice supporting FMCG, F&B, Healthcare and Lifestyle brands on category development, commercial strategy and capability building. Partners with start-ups, scale-ups and established organizations to drive category growth, optimise retail execution and build high-performing teams. Built a diverse client base spanning entrepreneurial ventures to £100m+ brands, delivering measurable growth of up to 500% in revenue through clear strategy, brand focus and executional discipline.

Founder & Managing Director at HALIA ROSE

January 1, 2015 - January 1, 2019

Founded, scaled and exited a award-winning consumer lifestyle brand, gaining end-to-end experience in category development, retail partnerships, ambassador/influencer collaborations, omni-channel execution and data-driven commercial performance. Built brand from concept to multi-six-figure sales through creative digital marketing, PR and influencer campaigns featured in national media. Established multi-channel distribution strategy and built retail partnerships across pharmacy, beauty, lifestyle & e-commerce channels; created B2B division and diversified revenue streams.

Regional Brand & Marketing Manager, SE Asia, India & Korea at Treasury Wine Estates

January 1, 2011 - January 1, 2015

Led regional category strategy and growth initiatives across multiple markets for premium wine portfolio. Localised category strategies and execution of perfect store programmes across diverse retail and hospitality channels, delivering 46–97% regional category growth.

Brand Manager – Weight Loss Category (alli), UK & Asia at GlaxoSmithKline (GSK)

January 1, 2009 - January 1, 2011

Led launch and category growth of alli in pharmacy across UK and Asia, delivering £13.8m in sales through strategic category development, shopper insights and stakeholder collaboration. Managed international teams across Europe and Asia within a £4m budget.

Brand Manager – Pain Category (Panadol, Solpadeine, Imigran), UK at GlaxoSmithKline (GSK)

January 1, 2008 - January 1, 2009

Delivered 21% category sales growth in pharmacy and retail channels through brand repositioning, campaign innovation and professional healthcare endorsement & partnerships.