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David Jones has managed and developed brands in senior marketing roles and on a freelance basis for over 18 years.

During this period David has benefited from working alongside leading exponents in brand planning, creative exploration of brands/products and category management in order to successfully leverage and commercialise the market potential of leading brands.

Baxters of Speyside - 1988 to 1997

Devised and implemented the brand strategy and brand extension programmes that helped to take the Baxters food brand into 8 years of continuous market growth and to become the fastest growing canned food manufacturer in the UK.

Achieved No 2 brand share in the UK canned soup marketplace against the starting point of being a leading regional brand (Scotland) and a specialist premium food company.

Brought over 80 new products and reformulated recipes to market that helped double turnover within a 5 year period.

Jackel International - 1997 to 2000

Devised and implemented the brand development programmes for the Tommee Tippee brand in order to recover lost market share and redominate the infant/toddler feeding and personal development accessories marketplace as the No 1 brand within the UK.

Rationalised and relaunched the Tommee Tippee brand after undertaking extensive category management programmes to identify the most commercially effective new product development programmes and how to deliver market recovery.

Updated over 100 product designs within an 18 month window in order to arrest market decline whilst initiating product innovation programmes that delivered unique (patented) and relevant infant and toddler products aimed at mothers with clear selling propositions based on product usage and point of purchase behaviour.

Freelance - 2000 to present

Supported businesses within the North East of England with category management and new product development programmes across fresh and ambient food markets (fresh produce, home baking, biscuits, crisps and snacks) and healthcare markets (wound care and mobility products).

Key focus has been undertaking initiatives with leading major multiple retailers to bring new products to market and deliver category support.

Please note that all project work operates under confidentiality agreements and any intellectual property generated is transferred to individual clients upon project completion.