Asked to provide the the fractional/interim CMO, we overhauled the perception of the brand and drove its commercial performance forward. 

The reality is it cut across the whole value chain and touched all channels including retail, food services, and HORECA.  The positioning for the brand was revitalised; centred around "everyone's cup of specialty" making 100% arabica coffee accessible to all, a new portfolio of products including aluminium capsules and instant coffee were launched across all channels and a Campus was launched to train future baristas.  Over a 14 month period, the business saw an unprecedented 20% growth in revenue as it penetrated all marcoms channels and best practice