Anne-Sophie Droeshout

Owns full e-commerce performance, with added focus on KSA and Europe driving
revenue targets, margin guardrails, and full-funnel strategy.
Led CRO, AOV growth, and customer retention across D2C, Amazon, and third-party
marketplaces, including PDP optimisation, subscriptions, and mobile UX.
Directed external developers and agencies as the execution arm, owning scope,
quality control, and timelines to ensure fast, high-quality delivery.
Governed new product launches as part of a Tri-Party Committee (Product, Brand,
Digital), ensuring commercial alignment before any execution began.

Led the development and execution of global and local brand strategies for new product launches, collaborating with consumer insights teams to create positioning and communication plans and develop insight driven packaging that resulted in a 4 point increase in portfolio margin.

Partnered closely with regulatory bodies, R&D, and sales teams to align brand innovation with consumer demand and
operational capabilities. Successfully identified innovation pipelines into the overall business strategy, resulting in an 11% increase in gross profit.

Allocated a $9M marketing budget across integrated marketing campaigns including media, trade marketing, and
creative asset production for 3 strategic, high-growth brands, working closely with media and creative agencies. Drove a +3.1 point market share increase for the highest margin brand in a declining category by optimizing media spend and shopper marketing tactics.

Directed the strategic planning process, identifying key operational growth levers that helped achieve net revenue,
market share, and profitability targets. Led the team in setting actionable KPIs and delivering on business goals.

Managed direct reports, providing mentorship and career development support during a company-wide transition to SAP S/4HANA. Recognized with the Inclusion & Diversity Award for leading initiatives and facilitating company-wide training programs.

Developed and executed purpose-led omni-media marketing strategies that enhanced brand equity and expanded the brand’s digital presence working closely with external agency teams. Launched successful test-and-learn campaigns that over-delivered impressions by 113%, significantly boosting consumer engagement.

Identified and executed e-commerce promotional opportunities based on consumer insights, driving a 50% year-overyear growth in online sales on platforms like Amazon. Optimized the digital shelf for 200+ SKUs, resulting in a 23% lift in conversion rates and a 60% increase in online sales within a month.

Led the creation and execution of influencer content marketing campaigns that generated over 1M views per campaign. Worked closely with US-based creative teams and external agencies to develop owned content that led to an 8% lift in brand consideration.

Negotiated the RFP process to onboard a new social commerce agency, optimizing media strategies and driving the integration of the platform across 75% of national media campaigns, ensuring the brand’s messaging was amplified in key digital channels.

Launched margin-accretive customer-exclusive innovations, contributing 2pts of incremental gross margin to the
portfolio and generating nearly $500K in sales in the first project year. Integrated pricing and pack architecture analysis to drive profitability.

Identified consumer trends through AC Nielsen and POS data, driving a 2.5-point growth in market share in a highly competitive category. Partnered with retailers to optimize shopper marketing campaigns, enhancing brand visibility and sales.

Collaborated with external agencies to develop and execute public relations programs, including the National Women’s Show sponsorship and a series of influencer campaigns that amplified brand visibility and consumer engagement.

Executed marketing programs focused on enhancing the brand’s online presence, improving the digital shelf, and
providing consumers with easy access to product education. These efforts led to 20% higher brand growth than the category average.

Managed a $3M marketing investment budget, overseeing its development, monthly reconciliation, and reporting.
Ensured alignment with financial forecasts and delivered marketing programs within budget, driving business growth

Analyzed research reports for 4 top FMCG clients (DIAGEO, FRAM, Mon Hue, VinaTea), and translated data into actionable brand insights

Leveraged data from 4, 302 mobile panelists to optimized and refine the consumer profile for DIAGEO’s Johnnie Walker brand

Conducted quantitive data analysis of 2, 000 mobile panel results and identified key consumer insights to present to the client

Reviewed IFM marketing strategy and examined the IFM Mobile process and database