K A T Y C O C K E R I L L
Senior Marketing & Brand Leadership for Growth-Focused Consumer Brands
brand@katycockerill.co.uk
Selected Experience
Nike EMEA Brand Manager
ChallengeNike required large-scale brand campaigns that could connect with diverse audiences across multiple EMEA markets while maintaining global brand standards.ApproachWorking within the EMEA brand team, I helped lead the development and execution of integrated brand programmes spanning retail environments, digital platforms and experiential activations.
Responsibilities included:• leading cross-functional campaign teams• managing agency and production partners• delivering physical and digital brand storytelling environments• coordinating multi-market campaign rollout
ImpactCampaigns delivered strong consumer engagement and reinforced Nike’s brand storytelling across retail, digital and experiential touchpoints.
Director of Marketing Anytime Fitness
Anytime Fitness operates across a large franchise network where maintaining consistent brand experience and marketing performance across multiple locations can be complex.
ApproachI led the development of a national marketing and brand framework designed to bring greater clarity, consistency and scalability across the UK & Ireland network.
This included:• defining brand vision, tone of voice and segmentation strategy• developing scalable marketing toolkits for franchise partners• creating integrated campaign frameworks across digital and in-club channels• building governance systems to improve brand consistency
ImpactThe result has been stronger alignment across the network, improved marketing execution and a clearer brand experience for members across multiple locations.
ASOS Media Group — Global Partnerships & Media Strategy
Challenge
ASOS Media Group was expanding its commercial media offering and needed stronger strategic partnerships with lifestyle brands to drive category growth and improve campaign performance across global markets.The role required balancing brand partnerships, media strategy and commercial outcomes within a fast-paced digital retail environment.
Approach
As Senior Partnerships Manager, I led the development of partnership strategies across multiple lifestyle categories, working closely with internal commercial teams, agencies and brand partners.Key areas of focus included:• building structured partnership frameworks to support long-term brand collaboration• developing category growth plans aligned with commercial objectives• managing agency partners to improve campaign delivery and performance• creating scalable internal processes to support expanding global partnerships
Impact
The work helped strengthen the commercial media proposition and improve how ASOS collaborated with brand partners across lifestyle categories.It also created more structured operating models that supported future growth and more effective campaign execution across international markets.
Sectors and Industry experience
Fashion
Delivering brand storytelling, retail environments and partnership programmes for global fashion and lifestyle brands that connect culture, product and consumer experience.
Sporting Goods
Leading brand strategy and integrated campaigns for global sporting brands, bringing performance innovation and consumer storytelling to life across retail and digital channels.
Health and Wellness
Supporting fitness and wellness brands with scalable marketing frameworks, franchise partner engagement and consistent member experience across multi-site environments.
Home and Interiors
Experience across catalogue, online and retail environments within the home and interiors sector, translating product collections into engaging lifestyle storytelling through roomset design and visual merchandising. Property interior design and staging.
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K A T Y C O C K E R I L L
I’m a marketing and brand leader with more than 24 years’ experience working with global brands, fast-growth businesses and franchise networks.
My background spans fashion, sporting goods, health & wellness and home interiors, with experience delivering brand strategy, marketing programmes and customer experiences across both digital and physical environments.
Most recently I have led the national marketing strategy for Anytime Fitness UK & Ireland, supporting a network of more than 185 locations, and previously spent a decade at Nike leading brand and retail storytelling across EMEA markets.
Alongside in-house leadership roles, I’ve also supported organisations including ASOS and eBay, working on marketing strategy, partnerships and service launches.
Today I support businesses that need senior marketing and brand expertise to bring clarity, structure and momentum to their marketing and brand development.
That might involve:
• shaping brand strategy
• developing marketing plans
• launching campaigns or propositions
• improving customer journeys
• supporting franchise or partner marketing
• providing interim leadership during periods of growth or change
I combine strategic thinking with practical delivery, and I’m comfortable working closely with founders, executive teams and marketing departments to help turn ideas into meaningful results.
Outside of work, I enjoy architecture, travel, motorsport and the occasional theme park visit — always with an eye on how brands create memorable experiences.