Olivia Morrison
Dubai,United Arab Emirates
Summary
I am an experienced marketeer and strategist with a unique blend of big business training and start-up experience. I’ve built a strong track record of scaling both established, well-loved brands and emerging businesses, combining creative thinking with commercial focus. My experience spans brand strategy, repositioning, innovation, campaign development, and media planning. I enjoy solving problems, thinking both creatively and strategically, and I’m especially passionate about building and leading high-performing teams.
Overview
13
13
years of professional experience
3
3
years of post-secondary education
Work history
Marketing Director, Global
Phizz
2022.03 - 2026.05
- Member of the Senior Leadership Team and key decision-maker, directing brand strategy and innovation.
- Lead a team of nine and manage a £1.8m marketing budget, contributing to +1700% growth in four years, in a now £18m business.
- Built and led an integrated marketing function spanning brand, product, creative, partnerships, PR, content, shopper, and execution.
- Developed and implemented a new brand strategy, including a full rebrand, fresh brand positioning, and go-to-market strategy.
- Identified & launched x3 core NPD lines, additionally the ‘Plus’ range (Energy, Immune+) and new ready-to-drink format (launching June 2026).
- Partnered with Sales, key retail accounts, and E-Commerce teams to deliver plans that support product launches and sustained ROS growth strategies.
- Helped establish Phizz as the leading brand in hydration, the fastest-growing wellness category in the UK, achieving inclusion in The Sunday Times 100 Fastest Growing Companies index.
Head of Marketing
Plenish
2021.06 - 2022.03
- Led a marketing team of four within the £12m Plenish business.
- Re-set the brand growth strategy, including a full packaging redesign and portfolio relaunch across Grocery, Independents, and E-Commerce (Amazon & D2C).
- Developed and launched the wellness shots range across grocers and online channels.
- Directed strategic positioning, planning, and execution of the £1.2m “Less is Moreish” multimedia campaign.
- Business successfully sold to Britvic.
Head of Marketing
Strong Roots
2020.12 - 2021.06
- Managed a team of three and a £1m marketing budget.
- Transformed the media strategy, introducing new touchpoints, performance KPIs, and a test-and-learn framework — achieving +30% engagement and exceeding all key metrics.
- Launched the social mission “Make Veg Poverty History” and the UK’s first Frozen Veggie Food Bank, gaining national media coverage, including ITV News.
- Introduced the brand’s first long-term influencer ambassador programme, building an end-to-end influencer marketing strategy.
Senior Brand Manager, Herbal Essences
Procter & Gamble (P&G)
2017.06 - 2020.12
- Led the £50m Herbal Essences business in the UK and Ireland, overseeing brand strategy, media, PR, E-Commerce, and retailer activations.
- Returned the brand to growth after five years of decline: +8% sales and +2% share.
- Managed a £7m marketing budget and led a cross-functional, multi-agency team of 15+.
- Delivered successful NPD launches contributing +90% incremental to core range (£2.5m incremental sales).
- Revamped media and PR strategy with a digital-first, data-driven approach — improving media efficiency by +30% through behavioural targeting and programmatic buying.
- Drove incremental +£4m value sales for haircare portfolio through cross-portfolio discounter differentiation strategies.
Brand Manager, Digital
Procter & Gamble (P&G)
- Managed SuperSavvyMe, the UK’s #2 mums’ website (1.2m monthly visitors) and P&G’s only first-party data collection platform.
- Managed a £3m budget, delivered cross-category brand plans, test and learns and continuous improvements with cost per registration ix50.
- Led a successful platform migration to a mobile-optimised site featuring personalised emails, curated journeys, mobile offers, and enhanced analytics — delivered on time and within budget.
- Designed and implemented a new ratings and reviews system syndicated to retailer sites, driving +36% sales uplift for products rated 4.5 or higher.
Commercial Manager
Popchips
2014.11 - 2017.05
Sales and Marketing Internship
Chika’s Foods
2014.08 - 2014.10
Experiential Marketing Placement
Tribe Marketing
2014.06 - 2014.07
Events and Experiential Marketing Placement
Mission Media
2013.06 - 2013.07
Education
Introduction to Marketing -
Wharton Business School
/2015 - /2016
Bachelor of Science -
University of Bristol
Bristol 2011.09 - 2014.06
Skills
Brand Strategy & Development
Creative Development
Media Planning & Execution
Purpose-led Story Telling
Leadership
Timeline
Marketing Director, Global
Phizz
2022.03 - 2026.05
Head of Marketing
Plenish
2021.06 - 2022.03
Head of Marketing
Strong Roots
2020.12 - 2021.06
Senior Brand Manager, Herbal Essences
Procter & Gamble (P&G)
2017.06 - 2020.12
Commercial Manager
Popchips
2014.11 - 2017.05
Sales and Marketing Internship
Chika’s Foods
2014.08 - 2014.10
Experiential Marketing Placement
Tribe Marketing
2014.06 - 2014.07
Events and Experiential Marketing Placement
Mission Media
2013.06 - 2013.07
Bachelor of Science -
University of Bristol
2011.09 - 2014.06
Brand Manager, Digital
Procter & Gamble (P&G)
Introduction to Marketing -
Wharton Business School
/2015 - /2016