Esm is Senior Product Manager at L’Oreal, co-leading the Maybelline UK Product Team. In her role as Senior Product Manager, Esm has developed expertise in brand strategy, retailer engagement, campaign execution and team management. In 2016 Esm lead the Maybelline Eye, Brow and Shadow categories to record market share, securing no.1 position in the market. She also delivered best in class retailer activations, creating a bespoke Superdrug collection, Go Rio, which won the Best Exclusive Award across all Superdrug suppliers.
Before Maybelline Esm was the Senior Product Lead in the L’Oreal New Business Team managing essie, where she was responsible for driving forward a challenger brand in a declining market. Esm lead on brand strategy, media planning and campaign execution to develop a plan that would fuel ambitious growth.
Prior to L’Oreal, Esme held the position of Brand Manager in the Innovation Team at Danone. At Danone she managed the luxury yogurt brand Oykos, creating a new sub range Oykos Heavenly. She also led Danone’s first UK licensing ventures with Disney and Mars, successfully launching Danone UK’s first children’s yogurt offering and access a new market.
Before entering Brand Management at Danone Esm held the position of CRM Manager, where she launched a first-in-category customer relationship platform; Live Danone. The platform was designed to drive brand loyalty via tailored rewards and build mother brand equity through relevant and engaging content. Esm was responsible for designing the content, reward and recruitment strategies for the platform launch.
Prior to Danone, Esm was an Account Researcher at Millward Brown where she worked across a diverse portfolio of brands including Coca Cola, Ferrero, John Lewis, Vodafone and HSBC. At Millward Brown she was responsible for designing research methodologies, conducting brand health tracking, cross-media analysis and campaign pre-testing to deliver actionable insight for clients.