Lawrence Godfrey

Work History

Work History
May 2015 - Present

Global Shopper Marketing Director, Pain Relief Category

GlaxoSmithKline Consumer Healthcare (post Novartis Joint Venture)

Shopper Marketing Lead & Leadership Team member for the GSK Power Category, Pain Relief, with sales of  +1.4bn GBP p.a. Brand portfolio include the No.1 global Topical Pain Relief brand Voltaren and the No.2 global Systemic Pain Relief brand Panadol as well as multiple regional brands. Key responsibilities include the design and execution of global shopper marketing campaigns, innovation launch, shopper strategy, path to purchase strategy and definition, insight development & deployment, brand positioning, pricing strategy, P&L management, expansion strategy, retail facing category vision and strategy and global, regional and market level shopper capability development.

Sep 2013 - Apr 2014

Global Shopper Marketing Director, Pain Managment Category

GlaxoSmithKline Consumer Healthcare (based in KL/Singapore)

Category & Shopper Marketing lead for the GSK flagship Pain Management Portfolio. Responsible for delivery of the global Category Vision & Strategy, shopper strategy, campaign toolkits (across touch points and including digital), shopper insight development & deployment, pricing strategy, merchandising strategy and shopper capability development.

Nov 2011 - Sep 2013

Global Brand Marketing Director, Pain Managment Category

GlaxoSmithKline Consumer Healthcare (based in North America)

Lead director for the Pain Management Brand Portfolio. Responsible for becoming first choice for consumers through the development and implementation of global integrated creative and scientific innovation. Launched the first GSK global super-shoot campaign and the first Panadol global digital package.

Aug 2009 - Nov 2011

Category Marketing Director, Wellness Category Portfolio

GlaxoSmithKline Consumer Healthcare North America

Category Marketing Director for the North America Wellness brand portfolio. Sub-categories included Digestive Health (Tums), Smokers Health (Nicorette), Derm (Abreva) and Respiratory Health. Responsible for leading the development and implementation of category vision and strategies and activating the strategy through brand positioning, innovation launch and next generation shopper marketing.

Nov 2008 - Jul 2009

Shopper Experience Manager

GlaxoSmithKline Consumer Healthcare, North America

Responsible for delivering gold standard shopper marketing initiatives to drive sales and share in the North America drug channel (Pharmacy). Primary objectives to deliver best-in-class execution of the GSK commercial calendar activities and implementation of retail shopper marketing activities.

Jan 2007 - Nov 2008

Category Controller, Wellness Brand Portfolio

GlaxoSmithKline Consumer Healthcare, United Kingdom

Responsible for leading a team of 9 to deliver category leadership for competitive advantage across the 156m GBP UK brand portfolio. The team lead development of step-change category visions and strategies. Additional responsibilities: Innovation launch (new product and commercial), Pricing & Promotional Strategy, Merchandising, Commercial Planning Process including Commercial Calendar & leading associated forums, continuous data and consultancy relationships (Nielsen and Glendinning), Category & Shopper Insight, Channel Strategy.

Jan 2005 - Dec 2006

Customer & Channel Planning Manager, Wellness Portfolio

GlaxoSmithKline Consumer Healthcare, United Kingdom

Responsible for the GlaxoSmithKline Consumer Healthcare UK (CHUK) Wellness portfolio sales strategy. CHUK sales £254m ex-factory 2007. The OTC business is a complex portfolio of 32 brands and numerous sub-brands which operate in 14 categories. The portfolio features some of the UK’s most successful & well known brands including Beechams, Panadol, Night Nurse, Zovirax, Piriton, Nytol & NiQuitin CQ.

Jan 2003 - Dec 2004

Senior Brand Manager, Cold & Flu / Sleep / Derm / Digestive Health

GlaxoSmithKline Consumer Healthcare, United Kingdom

Responsible for managing the brand portfolio including Beechams. The Beechams brand identified during this period as one of the four power brands in GSK CHUK with consumer sales of over £50m.

Jan 2002 - Dec 2002

Brand Manager

GlaxoSmithKline Consumer Healthcare, United Kingdom

NiQuitin CQ is the market leading smoking cessation treatment with consumer sales in 2006 of over £100m. It is one of the four CHUK Power Brands and is the largest brand in the business.

  • Delivered 50% growth on the brand from £18.7m to £28m (exceeded budget by over £5m)
  • Owned all Consumer Creative Development including the award winning ‘reality quitting’ campaign
  • Launched NiQuitin CQ Mint Gum & Mint Lozenge into the UK market
  • Owned Shopper Marketing strategy (inc. delivery of Formula 1 campaign)
Jan 1999 - Dec 2001

Senior National Account Manager

GlaxoSmithKline Consumer Healthcare, United Kingdom

Managed a portfolio of accounts including Safeway/Waitrose/Somerfield delivering the highest sterling growth ever recorded in Consumer Healthcare of over £6m in one year (+73%).

Jan 1998 - Dec 1999

National Account Manager

GlaxoSmithKline Consumer Healthcare, United Kingdom

Managed a complex portfolio of over fifteen customers in a variety of trade channels. Channels included wholesalers, cash and carry, convenience chains and warehouse clubs.

Jan 1996 - Dec 1997

National Account Manager

Carlsberg-Tetley, United Kingdom

Successfully managed Thresher Off-Licences – the UK’s largest off-licence chain.

Jan 1995 - Dec 1996

National Account Executive

Carlsberg-Tetley, United Kingdom

Managed The Convenience & Forecourt Channel. Delivered successful Forecourt category management project.

Jan 1994 - Dec 1994

Territory Manager

Carlsberg-Tetley, United Kingdom

Regional sales responsibility.

Jan 1993 - Dec 1993

Sales & Merchandising Representative

Carlsberg-Tetley, United Kingdom

Sales and Merchandising regional responsibility.

Jan 1989 - Mar 1990

Graduate Trainee

IBM, United Kingdom

Graduate Trainee, Consultancy Department.


Jan 1996 - Dec 1998

Post/Graduate Diploma (PG Dip) Retail Management

Manchester University
Sep 1987 - Sep 1991

Degree Business Studies BA

University of the West Midlands



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