Cheryl Ratcliffe

Energizer
DISC Type : I

VP Global Head of New Category Strategic Projects at BAT

London, England, United Kingdom

Overview

Cheryl Ratcliffe is the VP Global Head of New Category Strategic Projects at BAT, functioning as a global brand builder, strategist, and marketing researcher. Her background includes extensive experience in brand marketing and insights. She attended the University of Oxford and the University of Manitoba.

Cheryl maintains a keen interest in the strategies and developments within major global consumer goods companies, closely following industry leaders like Nestlé and Philip Morris International.

Her career is focused on pioneering and developing entirely new categories to drive future growth for a major multinational corporation.

Personality Overview

Big Picture Person

Informal

Believer

They are naturally enthusiastic, so take their promise with a pinch of salt.  Unlike C or D types, they are vocal with their opinions but not so much with their questions. They are not always early adopters but can be pursuaded by leveraging strong relationships.

Topics They Care About

New Category Development
Her current role as VP Global Head of New Category Strategic Projects at BAT is centered on identifying and building new growth areas for the company.
Global Brand Building
Describes herself as a "Global Brand Builder" and has held senior brand director roles, indicating a core focus on creating and managing brands on an international scale.
Marketing & Insights
Previous roles like Senior Marketing Manager for Insights in Canada show a foundational expertise in using market research to inform brand strategy.

Media Appearances

Cheryl has no verified media appearances

Work History

6-2024
VP Global Head of New Category Strategic Projects at BAT
8-2022
VP Global Brand Director Modern Oral at BAT
8-2019
Senior Director Head of Brand Marketing Canada at BAT
6-2014
Senior Marketing Manager - Insights Canada at Imperial Tobacco Canada
1-2014
Group Manager - International Brands at Imperial Tobacco Canada

Education

Education details unavailable from University of Oxford
Education details unavailable from University of Manitoba

More Information

Social Presence :

Prographics :

Exp : 17 Location : London, England, United Kingdom Job Level : Senior Designation : VP Global Head of New Category Strategic Projects at BAT
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Insights For Selling To Cheryl

During A Call Or A Meeting

DO's

  • Be friendly and entertaining in your conversation
  • Speak enthusiastically with energy, maintain a clear and confident tone
  • Invite them for a lunch or a drink/coffee

DONT's

  • Avoid overloading them with too much detail
  • Avoid ifs and buts, don’t talk too much about the risks etc.
  • Don’t assume a yes just because they have not said no

When Cold Calling

When Writing An Email

While Negotiating & Closing

    The secret to closing fast with Cheryl is

  • Relationship and trust can be vital with them, sometimes more than anything else.
  • Will you ever get a clear answer from Cheryl

  • They are unlikely to say no directly, you have to make that decision yourself.

Insights For Deal Planning

    How fast (or slow) will Cheryl move?

  • They are not the fastest decision makers, their friendly approach can give false positive signals.
  • Can Cheryl take some risk or not?

  • They may take certain risks that they deem unlikely of personal repercussions.

You And Cheryl

Personality Compatibility


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