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Averil Provan

Averil Provan

Shopper Strategy Manager at Danone

Twickenham, United Kingdom
Consumer Goods
  1. Cadbury Schweppes,
  2. Oblong Marketing,
  3. Diageo
  1. The University of Glasgow
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The University of Glasgow

The University of Glasgow

French Language and Literature

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I have over 12 years experience in shopper marketing, category management and merchandising for major blue chip FMCG and Consumer Electronics companies. To maximise the effectiveness of major retail initiatives I work across all functions both internally and externally. In many of my roles I have put in place new processes and business standards to make a step change in the way retail activation projects are executed.
I work at both the strategic and tactical level, applying shopper insights, to deliver innovative in-store experiences. I have experience in managing all aspects of retail marketing and merchandising activities to meet key business revenue and profit targets.
My approach is to build strong customer and agency relationships across a broad industry network. This knowledge and experience allows me to develop and implement retail transformation projects which have led to a step change in the shopper experience.

Specialties:Shopper marketing, merchandising, retail transformation, category management, channel marketing, point of sale creation, in-store theatre creation, travel retail, fmcg, consumer electronics


Shopper Strategy Manager

– Present (2 years 10 months)

Senior Category Manager

Cadbury Schweppes
(1 year 11 months)

Retail and Shopper Marketing Expert

Oblong Marketing
(8 months)

Award winning retail marketing solutions for:
Shopper Marketing Consultancy; Retail Merchandising Solutions; Point of Sale Impact Design; Customer Activation Insights; Brand Marketing Development

Merchandising and Retail Development Manager

(2 years 10 months)

Working in the Travel Retail division of Diageo to ensure that our brands (Smirnoff, Baileys, Johnnie Walker) get maximum impact at point of purchase. Transforming shopper insights into experiences in store. My objective is to deliver an irresistible retail enviroment for Diageo brands.

Channel Marketing Manager

(1 year 9 months)

Launched the Xbox 360 games console within the "family" channel for Microsoft working with Tesco, Asda, Woolworths, Argos and PC World.

Customer Activation Manager

Unilever Home and Personal Care
(2 years 9 months)

This role required developing strategies for the brands in each retailer and ensuring the 'activation' of these strategies - delivering the right activities for each brand, with each account, in support of key campaigns. Retail theatre, product launches and category partnerships were a key focus for this role.

Merchandising Manager

Unilever Home and Personal Care
(4 years 1 month)

Recruited to set up the merchandising department with Elida Faberge (EF) covering all their products with all retailers. This involved defining merchandising best practice, developing effective relationships with retailers at all levels and ensuring EF became a category leading merchandising partner.


  1. English

    Native or bilingual proficiency
  2. French

    Limited working proficiency


  • FMCG
  • Shopper Marketing
  • Merchandising
  • Multi-channel Marketing
  • Management
  • Consumer Electronics
  • Customer Insight
  • Trade Marketing
  • Categorization
  • Consumer Products
  • Brand Management
  • Marketing Management
  • Marketing Strategy
  • Nielsen
  • Retail
  • Key Account Management
  • Key Account Development
  • Brand Equity
  • Market Planning
  • Market Research
  • Marketing
  • Product Launch
  • Customer Marketing
  • Retail Marketing
  • See 9+  See less


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