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David Jones has managed and developed brands in senior marketing roles and on a freelance basis for over 20 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.

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.

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.

The Tommee Tippee brand received multiple "Mother and Baby" Awards for key products that formed part of the infant and baby feeding relaunch programme.

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.

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.


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

© Brand Oxygen 2014