Jones has managed and developed brands in senior marketing roles
and on a freelance basis for over 20 years.
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
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.
The resultant "Family of Fine Foods" communications campaign received
the prestigeous and nationally acclaimed IPA Advertising Award for its effectiveness
in increasing sales and building brand awareness.
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.
over 80 new products and reformulated recipes to market that helped
double turnover within a 5 year period.
International - 1997 to 2000
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.
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.
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.
The Tommee Tippee brand received multiple
"Mother and Baby" Awards for key products that formed part of the infant and baby feeding relaunch programme.
- 2000 to present
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).
focus has been undertaking initiatives with leading major multiple
retailers to bring new products to market and deliver category support.
Co-founded JLM Global Foods
in 2004 in order to develop a new reduced fat snack category within the impulse market on an international basis.
The company today is Europe's leading supplier of Popped Snacks to both international supermarket groups and market
leading brands across four continents.
note that all project work operates under confidentiality agreements
and any intellectual property generated is transferred to individual
clients upon project completion.