Craig Robertson

Owned growth strategy with a focus on identifying, testing and scaling new acquisition channels, contributing to 60% YoY revenue growth Designed lean, hypothesis-led experiments prioritising incrementality over attribution, enabling confident investment decisions Built agile testing frameworks to move channels rapidly from proof-of-concept to scalable performance Established clear KPIs, reporting cadence and learning loops for senior stakeholders, linking spend directly to pipeline quality and CAC efficiency Worked cross-functionally with sales, creative and data teams to iterate messaging, offers and targeting with speed and precision

Led acquisition strategy across offline, hybrid and digital channels spanning the UK and Europe Managed £multi-million budgets across multiple markets, delivering average 292% ROI on flagship retail and experiential activations across EMEA in 2023 Tested and scaled new growth levers including influencer-community overlap, retail media and in store experiential campaigns Balanced global brand direction with local market nuance, contributing insight to EMEA-wide growth and channel strategy Introduced improved performance tracking and post-campaign analysis to separate incremental growth from baseline sales

Launched innovative, non-traditional acquisition channels including the UK drinks industry's first B2B WhatsApp ordering channel Managed the build of a new e-commerce platform, delivering +53% online sales growth in six months and +350% subscription uplift in two months. Built new direct and digital routes to market, reducing reliance on legacy wholesale acquisition methods Used performance data and customer insight to continuously refine channel mix, messaging and trade engagement Demonstrated ability to test, validate and operationalise new channels in resource-constrained environments