Will Ghali CV

1. Will Ghali
07785 518954 will.ghali@yahoo.co.uk
CHIEF OPERATING OFFICER – Pukka Apr 2017 - current
INTERIM CHIEF OPERATING OFFICER – Pukka Nov 2016-Mar 2017
STRATEGY CONSULTANT – Pukka May – Oct 2016
Pukka Herbs is a privately owned £35m turnover business employing 110 people based in Bristol.
The leading organic herbal tea brand in the UK with a range of herbal organic food supplements.
P&L responsible with six direct-report directors (HR, Finance, Sales, Marketing, Operations, R&D).
Key Achievements
• Leading the Executive Leadership Team on behalf of the two owner-founders of Pukka with
responsibility for strategy development and operational execution accountable to the founding-
owners and non-executive Board. Achieving +30% year-on-year profitable net sales growth
and market share gains across the UK, US, Germany, France, Italy, Australia and Canada as
the priority markets. Accelerated net sales growth from +26% to +30% growth profitably.
• Worked initially in a consultancy capacity with Pukka’s owner-founders, Board and
Management Team to develop a 5-year strategic growth plan for the UK and globally, then
acted as interim Chief Operating Officer for five months. From April 2017, appointed as Chief
Operating Officer leading delivery of plans across all functions as well as leading the process of
developing 2018 plans and beyond, with all directors now reporting to this role. Developed a
cohesive leadership team who are delivering against stretching commercial targets. The
current success of Pukka is now attracting interest from external investors.
GROUP DIRECTOR OF STRATEGY - Clarks Dec 2012 – Mar 2016
Clarks is the leading global footwear brand with £1.5bn revenues, operating in 80 countries.
The role of Group Director of Strategy led the corporate strategy function globally for Clarks.
Includes ownership for developing and implementing the 5-year strategic plan and a portfolio of
transformational change programmes to execute the strategy globally, leading a team of 8.
Board level senior commercial leader. Experienced COO, Strategy and Marketing Director with 25 years UK
and international blue chip commercial experience in fast moving consumer goods, food, drinks and footwear
industries. Operating board and executive management team experience. Currently Chief Operating Officer
at Pukka Herbs. Extensive global experience and strong digital understanding.
Extensive multi-category and multi-channel customer-focused experience including retail, wholesale and
online. Track record of commercial delivery through transformational change programmes, leading, coaching
and developing small and large teams, managing diverse stakeholder groups and budgets up to £60m.
Experience gained in PLC, SME, entrepreneurial as well as family-owned small business environments
including Unilever, Reckitt Benckiser, PepsiCo, Cobra Beer, Allied Bakeries (ABF), Clarks and Pukka Herbs.
Marketing Director for 10 years growing global brands with responsibility for strategy development, consumer
marketing, category management, pricing, CRM, digital, social media, innovation advertising, media and PR.
Warwick Business School graduate, multilingual. An outstanding team leader with advanced stakeholder
management skills.

2. Key Achievements
• Developed a new strategy and programme management function and team at Clarks HQ
• Led the development and delivery of the five-year plan alongside the CEO and Exec. Team
• Led the process to gain Clarks non-Executive Board and Clarks Family Shareholders’ agreement
and sign-off to the 5-year plan & strategic change investment programme
• Led the process to define and agree the portfolio of transformational change programmes and
projects with associated capital and revenue investment to deliver the strategic goals
• Defined vision and goals for the Corporate Social Responsibility programme, leading CSR
• Transformed the process of developing and communicating the strategic plan and linked this to
specific annual commercial objectives and operating plan deliverables for 2014, 2015, 2016
• Developed the content, tools and supporting materials to engage 14000 employees across 80
countries in the 2025 vision, the 5-year strategy, the strategic goals and annual objectives
leading to a broad and deep engagement with the company strategy
DIRECTOR OF BRANDS - Allied Bakeries Sep 2010 - Dec 2012
Allied Bakeries is a £450m revenue UK bread and bakery business with key brands Kingsmill,
Burgen and Allinson. Kingsmill was the 6th
biggest UK Grocery brand. The business is owned by
Associated British Foods plc with group revenue of £12bn.
Reporting to Allied Milling & Baking Group Marketing Director. Managing a team of 8, £10m budget
and £450m sales in UK and Ireland across Kingsmill, Allinson, Burgen and Sunblest.
Key Achievements
• Grew Kingsmill market share and revenue in a declining market while competitors declined
• Moved Kingsmill from 7th
to 6th
largest UK grocery brand gaining awareness and penetration
• Grew spontaneous awareness from 57% to 62% in 2 yrs and market share from 18% to 22%
• Re-defined clear brand positioning and consumer profile for each brand within portfolio
• Developed and executed 3-year strategic plan gaining ABF plc support and investment
• Led the creation of a 3-year innovation pipeline for Kingsmill bread for 2013-2015
• Led 2012 Kingsmill re-launch with new TV advertising (winning The Grocer Top Campaign Of
The Year 2012), new packaging, digital activity (new Facebook page gaining 150k likes in 10
months) and NPD winning The Grocer Top Product launch in Bakery for 2012 with Fruit & Fibre
Bread. Won Gold Field Marketing & Brand Experience Award for Big Lunch 2012
• Created & launched Burgen innovation which made it the fastest growing bread brand in 2011
MARKETING CAPABILITY DIRECTOR - Brand Learning Sep 2009 - Jun 2010
Brand Learning is a consultancy helping multinational blue chip clients improve the skills of their
marketers. Client director, leading client relationship with one of top clients in terms of fee income.
Key Achievements
• Delivered key marketing capability workshops for key clients AVIVA and Unilever
• Diagnosed, designed and developed specific marketing capability development workshops
BOARD MARKETING DIRECTOR - Cobra Beer Ltd. Jul 2007 - Apr 2009
Prior to sale of business to Molson-Coors in May 2009, Cobra Beer was a privately owned
business with sales mainly in the UK and India. Reporting to Cobra Beer Group CEO. Member of
Cobra Beer Board of Directors. Managing a team of 12, £10m budget and £176m retail sales in UK
(76%), India (22%), Export (2%)

3. Key Achievements
• Took Cobra from 21st
biggest lager brand in the UK to 14th
biggest lager brand in 12 months
• Successfully re-positioned Cobra as “not just a curry beer” with clear new brand positioning
• Accelerated UK on-trade sales growth to achieve 32% growth (market down -9%) and total UK
growth of 20% (in a lager market growing at 1%), gained penetration, awareness and trial
• Built UK plan that drove distribution in 5000 new on-trade outlets and 25% growth in grocery
• Created a new insights function, a new innovation team, an NPD process and NPD pipeline
• Key member of “management team investor roadshow” to raise new capital. This resulted in new
capital investment into the business and a JV with Molson-Coors. Cobra Beer was then
integrated into Molson-Coors in May 2009 and Cobra Beer Ltd ceased to exist
MARKETING DIRECTOR - PepsiCo International, UK Ltd 2004 - 2007
PepsiCo UK is a £2billion UK food & beverage business with leading brands such as Tropicana,
Walkers & Quaker and no.1 in UK juice market with Tropicana)
Marketing Director UK & Ireland Non-Carbonated Beverages. Member of UK Business Unit
Operating Board. Managing team of 9, £16m budget, and £300m sales of Tropicana & Copella
Key Achievements
• Doubled revenue in 3 years (’06 vs ‘03) from £150m to £300m sales driving profitable growth
ahead of the market with strong market share & household penetration gains
• Took Tropicana from 30th
to 11th
biggest UK brand, from 7th
to 4th
soft drink and No. 1 in juice
• In 2007 Tropicana was the fastest growing top 50 brand and the fastest growing top 10 drink
• Defended Tropicana against Coke’s launch of Minute Maid in 2005 and drove Tropicana share,
penetration and revenue with new TV advertising (Won 2006 IPA Effectiveness Award).
• Strengthened key UK retail customer relationships leading to space & distribution gains
MARKETING DIRECTOR - Nutricia Ltd UK (Danone) 2002 - 2004
Nutricia Ltd UK - No.1 in UK baby food with 30% value share – now owned by Danone.
P&L responsible to MD for UK baby food sales of £90m with Cow & Gate and Milupa brands.
Managing a marketing team of 16 and a care line team of 22. UK management team member.
Key Achievements:
• Worked with McKinsey and Added Value and to develop 3-year business strategy for 2003-5
• Defined new brand positioning and NPD for Cow & Gate and Aptamil leading to turnaround
• Doubled net sales growth in 03 vs 02 in flat market with tight legislation and declining births
• Launched new CRM programme in July 02 integrating DM, web and call centre operations
• Won 2003 Mother & Baby Gold award for best baby food & drink. Also won it in 02 for NPD
MARKETING DIRECTOR - Reckitt Benckiser, Scandinavia 2001 - 2002
Reckitt Benckiser is world no.1 in household cleaning with £5bn turnover formed by merger of
Reckitt & Colman plc and Benckiser NV in 2000. Brands include Finish, Harpic, Dettol. Marketing
Director Scandinavia based in Copenhagen, Denmark. P&L responsible for portfolio in Denmark,
Sweden, Finland, Norway and Iceland. Leading a direct team of 8 and 4 distributors.

4. Key Achievements
• Grew brand shares, revenue, and profitability via a strong pipeline of NPD initiatives
• Doubled share in toilet cleaners; Overtook Ambi-Pur in Air Care to achieve no.1 position
• Launched 3in1 dishwasher detergent in Denmark to reach highest ever brand share
CATEGORY MARKETING MANAGER - Reckitt Benckiser UK 2000 - 2001
Responsible for consumer and trade marketing of the Surface Care brand portfolio (Harpic, Dettox,
MrSheen, Windolene, Brasso, Silvo, Scaleaway, Vitroclen)
Key Achievements
• Delivered significant growth in net sales, margin expansion and market share
• Turnaround of Harpic brand after long-term decline with NPD, media and in-store activity
• Launched UK household cleaning wipes category (Dettox, Windolene & MrSheen wipes)
• Developed launch TV advertising for Dettox wipes, Harpic Powerfoam and MrSheen
• Following merger of Reckitt & Colman and Benckiser, led £40m advertising media pitch
MARKETING MANAGER - Benckiser UK 1998 - 1999
P&L responsible to Marketing Director for the Finish Automatic Dishwash brand portfolio
Key Achievements
• Developed Finish Powerball from initial concept and research to full UK national launch
• Achieved strong sales growth, margin expansion and bottom line profit increases
• Successfully defended Finish against P&G’s Fairy Tablet launch and Unilever’s Sun brand
PRODUCT MANAGER - Kraft Jacobs Suchard (Kraft Foods) 1997
Product Manager for Kenco and Carte Noire Premium Coffee in Foodservice Channel
• 50% uplift in Kenco Gourmet coffee sites and doubling of monthly net sales in 12 months
BRAND MANAGEMENT ROLES - Unilever plc 1992 - 1996
REGIONAL GROUP BRAND MANAGER, Detergents, Unilever International, UK 1996
Responsible for laundry, personal wash and homecare brands in Middle East Region
Brand Manager, Fabric Conditioners, Unilever in Cyprus, Malta, Lebanon, Jordan 1995
Assistant Business Development Manager, Detergents, Unilever Damascus, Syria 1994
Unilever plc UK Graduate Trainee in Marketing (UCMDS) 1992 - 1993
Education
Warwick Business School, University of Warwick 1989 - 1992
BSc (Hons) Management Sciences
Personal Information
Married with two children. Working German and Arabic, basic French. Interests include cycling,
tennis, SCUBA diving, water sports, boating, the great outdoors and cooking.