Birte Leiner

Experience

• 

  Coty

  Jun 1999 - Jun 2001

  Sales Representative / Junior Brand Manager
• 

  Nestle UK Ltd.

  Jul 2001 - Dec 2007

  • Creation and implementation of marketing plans, development of ATL and BTL activities, P&L management, insights & data analysis.• Responsibility for 2 employees.

  • Senior Brand Manager Confectionery

    Oct 2005 - Dec 2007

  • Senior Brand Manager Confectionery

    Jul 2001 - Sept 2005
• 

  Kraft Foods Europe

  Jan 2008 - Mar 2013

  • Accountable for the management and growth of the e-commerce platform in the European market. • Responsible for 5 employees.

  • Marketing Manager Tassimo EU

    Jan 2010 - Mar 2013

  • Senior Brand Manager Tassimo UK

    Jan 2008 - Dec 2009
• 

  BLB MARKETING CONSULTANTS LIMITED

  Oct 2013 - Nov 2015

  Managing Director

  Successfully supporting on and completing key strategic and operational marketing projects for major FMCG players such as Birdseye Ltc. and Britvic PLC spanning the UK and other EU markets.

• 

  Merlin Entertainments

  Nov 2015 - now

  Key Responsibilities & Achievements:• Led the development and execution of brand strategies for Merlin's New Brands portfolio driving successful business growth through innovative positioning and market differentiation.• Spearheaded the creation of a global roadmap for the expansion of the Peppa Pig Location-Based Entertainment (LBE) estate including a business case projecting a nine-figure revenue potential by 2035.• Provided cross-functional leadership across internal departments to ensure seamless brand and product delivery across both existing and newly launched sites, fostering strong collaboration and accountability.• Managed strategic IP partnerships, ensuring alignment with key stakeholders to maximise brand impact and extend partnerships globally.• Developed and deployed a Global Brand Blueprint for Peppa Pig Theme Parks, establishing a unified brand identity and strategic growth pillars to ensure consistency and scalability across international markets.• Provided strategic leadership as a key member of the Steering Committee for the development and launch of two new IP-based theme parks, delivering high-level guidance and fostering a culture of innovation and collaboration. Show less Key Responsibilities:• Member of the Executive Committee• Responsible for driving the overall business strategy and delivering results across key functions, including Marketing & PR, Sales, Revenue Management, Guest Services, IP Relations, and New Product Development.• Led and mentored a team of 20 employees, fostering collaboration and performance excellence.• Developed and executed corporate and divisional strategies, translating high-level business objectives into actionable annual plans.• Oversaw short-, medium-, and long-term planning for revenue, sales, EBITDA, and CAPEX, ensuring continuous monitoring of KPIs to meet financial goals. Show less

  • Global Brand Director

    Apr 2022 - now

  • Marketing & Sales Director Heide Park Resort

    Nov 2015 - Apr 2022