The applied work

Work: AI in FMCG marketing, applied

Every item on this page is work I have personally built or led, and every item carries a business outcome. That is the bar. AI that cannot show commercial impact is theatre, and it does not appear here.

Current-employer items are described at method and outcome level; internal figures stay internal.

Digital twin of a brand consumer

  • AI
  • Research

A queryable AI model trained on real usage and segmentation data, standing in for the consumer between fieldwork waves.

Outcome: research that took weeks now takes a day.

Synthetic audiences

  • AI
  • Research

Segment-specific AI panels, back-tested against prior IPSOS CreativeSpark results to prove they predict real responses, used to screen creative routes before money is spent.

Outcome: only the strongest routes go to paid testing.

Synthetic consumer panel for positioning

  • AI
  • Research

An AI panel that scored 12 positioning territories against consumer segments.

Outcome: a quarter of fieldwork compressed into three weeks.

In-house AI content production

  • AI
  • Content

An internal AI production capability replacing part of the agency supply chain.

Outcome: asset turnaround from three weeks to two days; agency costs down 30%.

AI-based creative evaluation

  • AI
  • Content

Scoring creative with AI before committing media spend, deployed at Reckitt Sub-Saharan Africa.

Outcome: social ROAS improved 23%.

Answer-engine optimisation, in market

  • AI
  • Brand

Restructured blu.com so the brand surfaces in the top five answers on AI search engines. Done in market in 2024, before AEO had a name. This site follows the same playbook.

Outcome: paid acquisition costs cut.

The blu turnaround

  • Brand
  • Launch

Repositioned blu and launched blu Bar 1000 in the UK, integrating brand and performance marketing under one plan.

Outcome: market share from 2.5% to 10.3% in 18 months.

Brand-role pricing

  • Pricing

Assigned every combustibles brand a role, cash, play, defend or win, and priced each accordingly. Pricing power as strategy, not as an annual increase.

Outcome: gross margin up 330bps over two years.

Zone: a category entry

  • Launch

Launched Zone into UK oral nicotine pouches, building the proposition, route to market and launch plan from zero.

Outcome: projected 3% category share in 2026.

Next

If this is the kind of work your organisation needs at the top of its marketing function, let us talk.

Contact me about a role or opportunity