Between 2019 and 2024, I led market entries into
Between 2019 and 2024, I led market entries into
Between 2019 and 2024, I led market entries into
Bahrain, Texas, Singapore, Malaysia, Manchester and Paris
Bahrain, Texas, Singapore, Malaysia, Manchester and Paris
Bahrain, Texas, Singapore, Malaysia, Manchester and Paris
New Markets Expansion
New Markets Expansion
New Markets Expansion
Objective
Objective
Objective
Build a repeatable go to market model that could travel across cultures while keeping the Oxford brand intact.
Identify high potential cities and locations where we could connect and engage with fellow cookie lovers
Translate the Brand Book into market specific launch plans: location, pricing, messaging and partnerships
Prove traction fast with clear KPIs: follower growth, launch week sales, review scores, second store timing
My Role
I led market research and selection, then defined the positioning, pricing and launch narrative for each country
Built the go to market toolkit: launch timelines, media plans, local influencer and partnership strategy
Coordinated local partners, franchisees and agencies so every market launched “on brand” but locally relevant
Standardised KPIs and reporting so performance could be compared across markets and improved on the next launch
Build a repeatable go to market model that could travel across cultures while keeping the Oxford brand intact.
Identify high potential cities and locations where we could connect and engage with fellow cookie lovers
Translate the Brand Book into market specific launch plans: location, pricing, messaging and partnerships
Prove traction fast with clear KPIs: follower growth, launch week sales, review scores, second store timing
My Role
I led market research and selection, then defined the positioning, pricing and launch narrative for each country
Built the go to market toolkit: launch timelines, media plans, local influencer and partnership strategy
Coordinated local partners, franchisees and agencies so every market launched “on brand” but locally relevant
Standardised KPIs and reporting so performance could be compared across markets and improved on the next launch
Build a repeatable go to market model that could travel across cultures while keeping the Oxford brand intact.
Identify high potential cities and locations where we could connect and engage with fellow cookie lovers
Translate the Brand Book into market specific launch plans: location, pricing, messaging and partnerships
Prove traction fast with clear KPIs: follower growth, launch week sales, review scores, second store timing
My Role
I led market research and selection, then defined the positioning, pricing and launch narrative for each country
Built the go to market toolkit: launch timelines, media plans, local influencer and partnership strategy
Coordinated local partners, franchisees and agencies so every market launched “on brand” but locally relevant
Standardised KPIs and reporting so performance could be compared across markets and improved on the next launch
Market Snapshots
Market Snapshots
Market Snapshots
Bahrain Opening 2020 Premium launch into a luxury leaning market
3,900 new followers on opening day
4.9 ★ average rating from 2,500+ Talabat reviews
A second store within six months
Texas Opening 2022 Big flavours for a big market
+150 % social followers and +48 % website traffic during launch
US e-commerce exceeded launch projections by 115 %.
Second store opened in ten months
Singapore Opening 2023 Return to a sophisticated, tech savvy city
6,000 new followers and 2,000+ mentions in opening week
Store delivered 3× projected sales.
Three stores within two months
Malaysia Opening 2023 Festive, community led launch
4,558 followers in opening week, reaching 9,800 by Christmas
Second store opened the following month to meet demand
Manchester Opening 2024 Champion store in the UK North.
3,000 new followers in launch week
Opening content generated 10,609 likes, 539 comments, 1,303 shares and 475,700 video views
Paris Opening 2024 Artisanal positioning for a gourmet audience
+150 % followers increase and 450,054 video views on launch content
Second store opened within three weeks of the first
Bahrain Opening 2020 Premium launch into a luxury leaning market
3,900 new followers on opening day
4.9 ★ average rating from 2,500+ Talabat reviews
A second store within six months
Texas Opening 2022 Big flavours for a big market
+150 % social followers and +48 % website traffic during launch
US e-commerce exceeded launch projections by 115 %.
Second store opened in ten months
Singapore Opening 2023 Return to a sophisticated, tech savvy city
6,000 new followers and 2,000+ mentions in opening week
Store delivered 3× projected sales.
Three stores within two months
Malaysia Opening 2023 Festive, community led launch
4,558 followers in opening week, reaching 9,800 by Christmas
Second store opened the following month to meet demand
Manchester Opening 2024 Champion store in the UK North.
3,000 new followers in launch week
Opening content generated 10,609 likes, 539 comments, 1,303 shares and 475,700 video views
Paris Opening 2024 Artisanal positioning for a gourmet audience
+150 % followers increase and 450,054 video views on launch content
Second store opened within three weeks of the first
Bahrain Opening 2020 Premium launch into a luxury leaning market
3,900 new followers on opening day
4.9 ★ average rating from 2,500+ Talabat reviews
A second store within six months
Texas Opening 2022 Big flavours for a big market
+150 % social followers and +48 % website traffic during launch
US e-commerce exceeded launch projections by 115 %.
Second store opened in ten months
Singapore Opening 2023 Return to a sophisticated, tech savvy city
6,000 new followers and 2,000+ mentions in opening week
Store delivered 3× projected sales.
Three stores within two months
Malaysia Opening 2023 Festive, community led launch
4,558 followers in opening week, reaching 9,800 by Christmas
Second store opened the following month to meet demand
Manchester Opening 2024 Champion store in the UK North.
3,000 new followers in launch week
Opening content generated 10,609 likes, 539 comments, 1,303 shares and 475,700 video views
Paris Opening 2024 Artisanal positioning for a gourmet audience
+150 % followers increase and 450,054 video views on launch content
Second store opened within three weeks of the first
The quiet work of brand building
The quiet work of brand building
The quiet work of brand building
During my time with Ben’s Cookies, we grew from 45 stores in 7 markets to 85 stores in 13. It didn't happen because of a marketing stunt, or a clever spreadsheet. It happened because we kept paying attention. Attention is the real unfair advantage.
I read every single comment that came through our social media. Every thank you, every complaint. Every tiny story about a birthday or a breakup or a study session with a box of cookies on the table.
Customers were already telling us what the brand meant to them. My job was to listen closely, then turn those signals into product decisions, campaigns, and market moves that felt obvious in hindsight.
Looking after a brand, protecting it and growing it. It is not easy, but it is not rocket science either. With a few core skills: positioning, storytelling, simple analytics, and a market oriented view of the world. You show up, you listen harder, and you keep the promise a little better every time.
That is how brands grow. Quietly, then suddenly.
During my time with Ben’s Cookies, we grew from 45 stores in 7 markets to 85 stores in 13. It didn't happen because of a marketing stunt, or a clever spreadsheet. It happened because we kept paying attention. Attention is the real unfair advantage.
I read every single comment that came through our social media. Every thank you, every complaint. Every tiny story about a birthday or a breakup or a study session with a box of cookies on the table.
Customers were already telling us what the brand meant to them. My job was to listen closely, then turn those signals into product decisions, campaigns, and market moves that felt obvious in hindsight.
Looking after a brand, protecting it and growing it. It is not easy, but it is not rocket science either. With a few core skills: positioning, storytelling, simple analytics, and a market oriented view of the world. You show up, you listen harder, and you keep the promise a little better every time.
That is how brands grow. Quietly, then suddenly.
During my time with Ben’s Cookies, we grew from 45 stores in 7 markets to 85 stores in 13. It didn't happen because of a marketing stunt, or a clever spreadsheet. It happened because we kept paying attention. Attention is the real unfair advantage.
I read every single comment that came through our social media. Every thank you, every complaint. Every tiny story about a birthday or a breakup or a study session with a box of cookies on the table.
Customers were already telling us what the brand meant to them. My job was to listen closely, then turn those signals into product decisions, campaigns, and market moves that felt obvious in hindsight.
Looking after a brand, protecting it and growing it. It is not easy, but it is not rocket science either. With a few core skills: positioning, storytelling, simple analytics, and a market oriented view of the world. You show up, you listen harder, and you keep the promise a little better every time.
That is how brands grow. Quietly, then suddenly.
Testimonial
Testimonial
Testimonial
I had the pleasure of working with Mrwaa and I highly recommend her as an exceptional brand management, digital marketing and communication professional. She combines strong strategic thinking with a very human approach to work.
She has deep expertise in her field, with outstanding involvement and reactivity. Her personal character also makes her a great person to work with. She brings great spirit, enthusiasm and motivation to every project and every meeting.
Our France team were deeply moved to learn about her departure, but we are equally excited to see where her talent takes her next. We all wish her every happiness and success in the new adventures that await her.
I had the pleasure of working with Mrwaa and I highly recommend her as an exceptional brand management, digital marketing and communication professional. She combines strong strategic thinking with a very human approach to work.
She has deep expertise in her field, with outstanding involvement and reactivity. Her personal character also makes her a great person to work with. She brings great spirit, enthusiasm and motivation to every project and every meeting.
Our France team were deeply moved to learn about her departure, but we are equally excited to see where her talent takes her next. We all wish her every happiness and success in the new adventures that await her.
I had the pleasure of working with Mrwaa and I highly recommend her as an exceptional brand management, digital marketing and communication professional. She combines strong strategic thinking with a very human approach to work.
She has deep expertise in her field, with outstanding involvement and reactivity. Her personal character also makes her a great person to work with. She brings great spirit, enthusiasm and motivation to every project and every meeting.
Our France team were deeply moved to learn about her departure, but we are equally excited to see where her talent takes her next. We all wish her every happiness and success in the new adventures that await her.
Alexia Rousselin
Alexia Rousselin
Alexia Rousselin
Co-founder Ben's Cookies France
Co-founder Ben's Cookies France
Co-founder Ben's Cookies France
More to explore
More to explore
More to explore
Available for work
Available for work
Available for work
Available for work