Selected work · 01—06

Commercial strategy, built to perform.

Selected initiatives spanning enterprise partnerships, portfolio commercialisation, purpose-led brand growth and multi-market transformation.

01 · Enterprise partnership

Walmart growth partnership

US$750M

enterprise partnership

Context

A major retail partnership requiring integrated consumer, customer, category, innovation and commercial strategy.

Leadership

Led trade and omnichannel marketing, an eight-month commercial negotiation and strategic Joint Business Planning. Directed $7M in annual go-to-market productivity and a $2M annual media rate-card negotiation.

Impact

Year of Lay’s delivered 124% versus prior year and +$124M net revenue
Turn Up the Flavour generated +$46M net revenue
Immediate consumption delivered 108% versus prior year and +$75M net revenue
Compete-for-share strategy generated +$85M net revenue

02 · Sports & experiential

North American sports portfolio

$35M

portfolio across four leagues

Context

A portfolio of major league partnerships spanning the NFL, NBA, NHL and MLB, with rights to translate into fan engagement and commercial value.

Leadership

Aligned brand and portfolio strategy with commercial objectives and orchestrated brand, creative, media and commercial partners around the Super Bowl and All-Star events.

Impact

Managed integrated activation across four major sports leagues
Connected partnership rights to fan engagement and sponsorship return
Led a portfolio valued at $35M

03 · Purpose-led growth

Fritos Salutes

189M+

campaign impressions

Context

An opportunity to connect community impact, employee advocacy and commercial brand visibility at national scale.

Leadership

Created PepsiCo’s first employee resource group packaging takeover and built corporate partnerships with Toyota, Morgan Stanley and Chase Bank.

Impact

4.5% unit growth
5.2% perimeter growth — the largest trade campaign result
>$200K raised for the community partner
17% membership growth and increased engagement

04 · Portfolio commercialisation

ANZ innovation & portfolio growth

$10M+

incremental portfolio revenue

Context

Growth required coordinated innovation, pricing, channel expansion and strategic customer planning across Australia and New Zealand.

Leadership

Used consumer segmentation, category trends and commercial performance to identify growth platforms and commercialise investment priorities across functions.

Impact

Two major launches generated $6M+ net revenue
Multipacks delivered +88 basis points, 11.5% growth and +$12M net revenue
First multipacks Back to School campaign achieved +17% growth and 61M+ impressions

05 · Omnichannel partnership

PepsiCo ANZ × Uber

3 years

first joint business plan

Context

PepsiCo ANZ needed a shared roadmap to convert rapid omnichannel change into durable commercial growth.

Leadership

Established the first three-year Joint Business Plan with Uber, aligning growth priorities, performance measures and governance across Sales, Marketing, Finance and Supply Chain.

Impact

Created a shared long-term growth roadmap
Established KPIs and governance
Connected customer journeys, market insight and investment decisions

06 · Enterprise transformation

APAC growth transformation

42+

strategic initiatives

Context

Five diverse markets needed clear enterprise priorities, scalable operating models and stronger investment discipline.

Leadership

Translated global strategy into market-specific priorities across Australia, New Zealand, China, Thailand and Vietnam, building prioritisation, capacity planning, KPI and governance frameworks.

Impact

Aligned five APAC markets
Supported multimillion-dollar commercial decisions
Advanced B2B, D2C, loyalty, automation and frontline execution capabilities