Power 100: Next Generation 2006

Dynamism and diversity underpin the early careers of these marketers on their way to the top of the industry hierarchy.

If the young men and women featured on the next few pages are anything to go by, marketing's future is in safe hands. This year they form Marketing's Power 100 Next Generation list as rising stars of the industry; in 10 years' time, many will crop up in our Power 100 table of the UK's top marketers.

The purpose of Next Generation is to highlight marketing's brightest young talent. The CVs make impressive reading, with the common denominator being a combination of an excellent academic record, a swift pull ahead of their peer group and early experience of big campaigns.

Most have not featured on the list before - a testament to the industry's ability to source new talent. Previous entrants have been included only if their careers have developed significantly since their last appearance.

What is encouraging is the range of sectors from which these marketers are drawn. Of course, there is still strong representation from FMCG hothouses such as Unilever and Procter & Gamble. Their marketing academies continue to churn out a steady stream of top talent, and many on the list learned their craft at these companies before plying their trade elsewhere. But as this year's nominations came in, it became clear that there are many young marketers outside these bastions who are impressing both their superiors and the agencies with which they work. It is a sure sign that marketing best practice is taking root outside its FMCG heartland.

This year the list covers sectors from government and music to travel and charities. All are producing a quality of work that matches that of the classic marketing companies. In fact, it could be argued that there is much an FMCG brand could learn from the way some music companies gather data on their audience, for example, and use that information to create loyalty and drive purchase.

Some on the list do not have a strict marketing background. As in previous years, there are those who started out at agencies before switching client-side. Others have started in different industries entirely before making their careers in marketing, but all are making their experience count in marketing.

These, then, are the names to watch in future years, and, if the chance arises, to hire.



As Birds Eye moves from Unilever to private-equity hands, Balderamos will have to impress a management team all over again; given his track record, he should have little to fear. After starting his career at Mars, where he helped create brand extensions for Galaxy and Dolmio, he has now reached the level of senior brand manager at the UK's third-biggest grocery brand, and is responsible for Birds Eye's £21m communications spend.


As head of digital at Sony BMG, Weller can often be found tapping artists such as Lemar and John Legend for exclusive online content. The industry has a young target market, meaning digital plays a central role; Weller, who joined BMG five years ago, is responsible for the development of artist sites, online partnerships and community marketing.



The highly intelligent Price has risen quickly up the ranks at P&G, which she joined in 2001 after graduating with a First in physics from Oxford University. Located at the company's Geneva headquarters, she worked on its laundry brands, including Bold, before returning to the UK last year. As brand manager for Ariel UK & Ireland, she is leading its environmental 'Turn to 30' initiative, encouraging consumers to save energy by washing at lower temperatures.



Collin has been at Nike for little over a year, but he has already made a strong impression on colleagues, who describe him as a sound judge of creative work. As brand communications manager, he has overseen high-profile activity including the sportswear giant's most recent Run London races and the hugely popular 'Joga Bonito' World Cup spots.


Since joining Britvic in 2004, Colquhoun has been responsible for some of its most successful marketing initiatives. Most notably, she led the launch of Fruit Shoot H2O, a ready-to-drink flavoured water, intended as an alternative to carbonated drinks in children's lunch boxes. Colquhoun was recently rewarded with a move to the Pepsi brand, where she is responsible for its high-profile sports and music partnerships.


As brand manager for Max Factor, Joy had a hand in P&G's most successful product launch in the cosmetics sector with Max Factor Masterpiece mascara, which shifts a unit every 2.5 seconds in Boots. She also impressed bosses with the innovative 'Sexy lips' campaign for the brand's Lipfinity lipstick. Joy cut her teeth at P&G in Geneva, where she looked after its oralcare business across Germany, Italy, Spain, Greece and the UK.


Merry joined Nestle in April this year as Nescafe CRM manager, overseeing a quarterly lifestyle magazine, website and database management. In the past six months he has helped rebrand the instant-coffee brand's loyalty scheme and developed a community-focused website. Merry previously spent four years at HSBC as marketing manager.


Oliver joined the blue-chip PC firm in 2000 as a graduate trainee, and in four years rose to the post of advertising lead, heading all UK advertising. She has since been given the additional role of Wimbledon lead, managing IBM's flagship sponsorship of the tennis championships.



A self-confessed chocoholic, Mercer is a high-flyer at the confectionery-store chain, where he is head of retail marketing and communications. Since joining Thorntons last year, the ex-Boots marketer has overseen a revamp of its outlets. He is renowned for his drive and professionalism, and agencies have credited him with expanding Thorntons' marketing beyond the key chocolate-buying seasons.


Randall is one of a rare breed of marketers - not yet 30, he has completed an MBA and boasts agency experience. Having begun his career as an international marketing trainee at Mercedes-Benz in Istanbul, he then worked in the London and Sydney offices of KWL Advertising, before moving to Haygarth, where he became an account director. He was snapped up by Nokia a year ago as UK strategic analyst and is now the mobile-handset manufacturer's senior trade marketing manager.


Millions of men worldwide reach for Lynx deodorant every day, and it is global brand manager Sampietro's job to ensure they keep doing so. Having joined Unilever as a graduate trainee, he has worked on the brand in Argentina, Mexico and now the UK, and is responsible for maintaining its edge among its young target audience.



Another product of the Unilever marketing academy, Bird has gained experience in customer management, marketing and strategic business planning. As senior brand manager of chilled soft drink AdeZ, she oversaw the product's roll-out earlier this year - the first major brand launch by Unilever Foods for more than 13 years.


Now almost everyone has a mobile phone, the challenge for the operators is customer retention; enter Vodafone Enterprise CRM manager Esland. Before joining the company in 2003, he worked for Sony's business-to-business arm as marketing communications manager. His achievements there included winning the managing director's award for changing the company's attitude toward direct marketing and making its communications more targeted.


Gemeneanu joined Unilever in Romania as a management trainee. His impressive international CV includes a two-year stint in Prague as regional brand manager for haircare in Central and Eastern Europe, where he launched the Dove brand. He then spent three years in Paris as European brand manager on Sunsilk, but is now based in London as its global brand director.


A reputation for tenacity, sharp intellect and charm has underpinned Laird's career at Direct Line since she joined in 1999. Colleagues cite her well-rounded skills as setting her apart - she is at home with everything from the complexities of econometric modelling to brand architecture. Career highlights include relaunching Privilege Insurance in 2004 with the 'You don't have to be posh' campaign.


Finding ways to target hard-to-reach ethnic minorities is a growing concern for government, so Macauley's role as head of the COI's Black and Minority Ethnic Communications team has never been more important. She started her career with Royal Mail, before joining the government's communications arm in 2000. Recent projects have seen her tackle a range of sensitive topics, including forced marriages, voter registration and blood donation among ethnic minorities.


Companies in the motoring industry are known for holding onto their marketers, and Peugeot is no exception. McLaughlin joined the marque as a graduate trainee in 1998, and is now national advertising manager with responsibility for TV, radio and online. Most recently she handled the launch of the Peugeot 207 supermini, with which the company hopes to claw back share lost to rivals such as Renault and Honda.


Melivio amassed experience in an eclectic range of sectors before joining Autoglass as head of marketing in June. He started his career with Blockdrug (now part of GlaxoSmithKline) in Spain, before moving to budget airline Go in 2001 as international brand manager, where he helped oversee its transition to easyJet.


As marketing manager for Radio Times, Robinson can take much credit for the reversal of the magazine's 15-year sales decline and its best performance in three years. He oversaw the title's return to TV advertising after a five-year break, and has commissioned an award-winning direct marketing campaign. Robinson kicked off his career as a promotion executive at H Bauer before moving to Radio Times as product manager in 2001.


The ascendancy of Weerasinghe, international marketing manager of the capital's tourism body, was confirmed when she scooped the Young Marketer of the Year award at this year's Marketing Society Awards for Excellence. It recognised the success of Visit London's first campaign in Japan, overseen by Weerasinghe, which was credited with bringing an additional £21.2m in revenue to the city.



Ashford is a veteran of Power 100 Next Generation having featured in last year's list when he was brand and advertising manager at More Th>n. Having overseen an overhaul of the insurance brand, he has now transferred his skills to the mobile sector as advertising manager at O2.


Calm and collected is how colleagues describe Manning, who was promoted to marketing manager last month. She joined BVHE from Unilever in 2001 and has helped launch a number of films, including Monsters Inc. Recently she put together a tie-up with Heart FM for a series of podcasts intended to bring Disney's DVD stories to life.


Mooring has been at the heart of a repositioning drive since joining Expedia as brand manager 18 months ago. A former P&G marketer on the Ariel brand, he subsequently spent time in Australia working for consultancy Added Value. Mooring's willingness to take on board others' ideas has earned him praise from peers.


What McMillan lacks in classic marketing background, she more than makes up for in business credentials. She started out at a venture capitalist before becoming a strategy consultant at Bain & Co, and has an MBA from Insead to her name. Now general manager, consumer voice, at BT, she leads the multibillion-pound UK residential landline telephony business as well as its rapidly growing VoIP venture.


In Tweddell, Avis has a marketer with no shortage of experience. After a stint as a strategic consultant, he helped found buy.com, which was the fourth most-visited website in 2000 and was sold to John Lewis Direct in 2001. He has been head of direct marketing and communications at Avis since 2004.



As head of brand and marketing at Capital One, Basini is one of a growing number of marketers who learned their trade in FMCG before plying it elsewhere. A product of P&G's European and global health and beauty business, Basini left during the dotcom boom to join consultancy Added Value, before launching the London operation of Swedish brand-management consultancy Differ. He joined Capital One this year, after a spell at Deutsche Bank.


Candelino is a relative newcomer to Unilever's UK operation. He was brought in last year from the company's Chicago office to become global innovation director in fabrics cleaning, after a successful spell as global brand manager of Dove Hair. Prior to that, Candelino spent six years in his native Canada, where he oversaw the introduction of Unilever's two biggest North American brands - Dove and Suave.


Convincing the public that consuming bacteria is a good idea is no mean feat, but Colman's unerring belief in the potential of the Yakult brand over the past eight years has seen him become its UK brand manager. Described as creatively intuitive and marketing-savvy, he is a health fanatic in more ways than one - his love of sport is so strong that there are rumours he sometimes runs a full marathon before morning meetings.


Less than a year after moving from Dairy Crest to RHM as Sharwood's brand director, Davies has made his presence felt. The Welshman, nicknamed Shrek, recently expanded the Asian-food brand into chilled sauces and the snacking sector, and is determined to bolster its 'foodie' credentials.


A keen wrestler, power-boat racer and quad-bike instructor, when Dodds does make it into the office, it is as marketing director of Honda. Promoted to the role this year, he replaced the award-laden Simon Thompson. Having started out as a store manager at The Link, Dodds switched to the motoring sector in 1995. Since taking the helm at Honda, he has been quick to make his mark, dropping media agency Naked and shifting budget online.


Appearing in the list for the second year in a row, Nugent's activity for Eurostar over the past 12 months has caught the eye. As its marketing director, he oversaw the brand's tie-up with the film version of The Da Vinci Code - one of its most ambitious and effective campaigns to date. Now the former Weetabix marketer must promote Eurostar's move to its new St Pancras home.


Parry's wealth of experience in government marketing this year earned her a senior role at the Department for Environment, Farming and Rural Affairs as head of strategic marketing. Previous roles have included stints at the Home Office and the Department for Transport, where she worked on the 'Think!' anti-drink-driving push, acknowledged as one of Whitehall's most effective campaigns.


As group brand director of Virgin Group, Salway is in charge of one of the UK's most exciting companies. The energetic 32-year-old is heading its global development at a key time as flagship brands such as Virgin Mobile seek additional opportunities overseas. Having spent 10 years at Virgin, she is credited with bringing increased consistency to a diverse brand portfolio.


As its national advertising manager, Salway is in a crucial role as Sainsbury's seeks to usurp Asda as the UK's number-two grocer. Before joining the supermarket five years ago, Shirley's roles included a stint at IPC as a marketing executive, before winning her retail spurs at catalogue brand Freemans. She is now responsible for all Sainsbury's national TV, press and outdoor work.


Digital marketing and new media director Slootweg has been tasked with taking Unilever into the digital age. Since her appointment this year, she has doubled its digital spend, set up a digital agency roster and developed digital brand strategies. Now based in London, Slootweg began her career in New York during the dotcom boom, where she worked agency-side for Ogilvy on its direct and digital accounts, before moving to the Netherlands to join Unilever.


It has been an eventful year for Watson. As portfolio manager for Cadbury chocolate snacking, she oversees the marketing for brands such as Dairy Milk, putting her at the heart of the company's response to its salmonella crisis. Her core strength has been her ability to adapt to different markets. She started out in the drinks trade with Allied Domecq, before moving to soft drinks at Nestle Beverages, and latterly chocolate in 2002.



Coombe was part of the Honda team that helped turn car marketing on its head. This year he has sought a challenge in another market, moving from marketing communications manager at the car marque to head of brand for Vodafone UK. He is now working on a new brand strategy and will oversee the way consumers experience it in-store.


As senior marketing manager for direct communications, English is on a mission to overhaul direct work across the RBS and NatWest brands. Over the past year he has been looking for new ways to communicate, testing email as a channel and looking to make mailings more innovative than the standard one-page letter prevalent in the sector. English has formidable banking experience. He started his career at a NatWest division and worked at GE Capital before moving to his present role in 2004.


Barclays has high hopes for Hilton, who it promoted to head of brand, media and advertising a year ago. She has since overseen the roll-out of a revamped visual identity across the bank's operations, from its branch network to Barclaycard, as well as a series of integrated campaigns for its products. Before joining Barclays, she spent seven years at BT.


With ITV under constant scrutiny, Hudghton has his hands full. As brand controller for daytime, CITV, sport and current affairs, he has overseen some of the network's most important initiatives over the past year, including its World Cup coverage and the launch of its first children's channel. Hudghton has been with ITV since joining as a graduate in 1996, and has worked on its digital launches and hit shows such as Coronation Street.


When PJ Smoothies was bought by PepsiCo just three months after King had joined the company as marketing manager, his job was in the balance. However, he not only secured his position, but also successfully led the brand's relaunch. His promotion to marketing manager for Tropicana Innovation in September was just reward. After beginning his career in drinks marketing as a Britvic graduate trainee in 1995, his work on the launch of Thai Bites for Jacob's Bakery is one of his career highlights.


Having travelled the globe building her career, McCosh finally brought her marketing talents back to the UK last year when she joined Nestle. She began her marketing career at Boots, based in Thailand, before moving to Reckitt Benckiser in Slovenia and then the US. Now, as senior brand manager for Nescafe, McCosh is responsible for the coffee brand's strategy and marketing campaigns.


UK marketing director Pestridge joined the sporting giant in 1995, making him a Nike stalwart at the age of 33. His rise has been meteoric; he swiftly ascended the ladder to marketing director of Nike Australia, then brand director for Asia-Pacific. An Australian, Pestridge is known for his can-do attitude and, as one would expect, a love of sport.


Radcliffe made his name by making effective use of a relatively small budget as head of marketing for Channel 4's digital youth channel, E4. He also managed the high-profile launch of More4. Well-liked in the industry, he now oversees all on- and off-air marketing for C4, including developing its identity. A former adman, with stints at McCann Erickson and JWT under his belt, he is well positioned to develop the brand in the digital era.


Digital killed the radio star - or at least it has sidetracked him from a 'burgeoning' career. After clocking up two top-20 hits in the early-90s as part of Pete Waterman-backed band New Atlantic, Saunders can now be found in the somewhat mellower chambers of Channel 4, which he joined this year as head of marketing for its digital channels. He has since overseen Film4's transition to a free-to-air channel. Quite apart from his big hits, he has an impressive track record in marketing too. Saunders picked up a double-First from Cambridge before starting his career agency-side with WCRS, where he worked on Orange and the launch of 118 118.


Having worked for two marketing heavyweights, Waymark has gained experience on some major brands. She began her career in a strategy and marketing consultancy before joining Nestle's petcare division in 1999, where she managed the Felix cat-food brand. In February 2005, Waymark was snapped up by Unilever as SlimFast brand manager, and this year oversaw the brand's UK relaunch.



As one of the youngest chief marketing officers in the FTSE-100, Gowers is definitely one to watch. He started out as a management consultant, then became senior vice-president for strategy at Bass. He has since worked his way up to the top job at InterContinental, and is now responsible for a global team of 1000 and a budget of more than £250m.


Cancer Research UK's direct marketing director is a firm believer in creativity - a fact that has not gone unnoticed by his peers. In four years at the charity, Newman has scooped a Yellow Pencil at the D&AD Global Awards and Gold at the Cannes Lion Direct for a T-shirt campaign using the words 'I shouldn't be here'. His strategy is to produce activity that inspires, rather than shocks or appals - an approach that sets him apart from the majority of the charity sector.


In the ultra-competitive chocolate category, innovation can be the difference between success and failure. So Wells' role as head of innovation for Cadbury's global chocolate portfolio carries plenty of responsibility. Before joining the confectionery manufacturer in 2002 as head of sweets marketing in the UK, Wells had stints at Marks & Spencer and Coca-Cola.


Wood, who learned her craft in the drinks industry, has returned to the sector after spells in food and cosmetics. She started out at United Distillers & Vintners, where she worked on J&B Whisky and Croft Sherry, before widening her experience at Sharwood's, Findus and GlaxoSmithKline. Now she is marketing manager for Chivas Regal 12, Chivas Brothers' flagship drink, for which she oversees global advertising, sponsorship and PR.


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