Where I learned how marketing really works.
Seven years building my craft inside a founder-led FMCG grooming brand, gaining hands-on experience across branding, e-commerce, major exhibitions and commercial operations.
A small team.
A very broad role.
men-ü gave me the opportunity to learn across almost every part of marketing within an FMCG business, with a small team and responsibilities that extended well beyond campaigns.
Working closely with the founder/director was a major part of that education. I learned how business decisions were made, how products reached different customers and how marketing connected with stock, sales and the wider commercial operation.
Over seven years, I developed the practical skills and business understanding that still underpin how I work today.
One brand.
Many customer environments.
Consumer e-commerce, salons, barbers, international distributors, Amazon, eBay, exhibitions and professional audiences all experienced the brand differently.
Part of my role was helping maintain consistency across those environments while producing the marketing, creative and commercial activity needed within each one.
Learning marketing from every angle.
Make the brand tangible.
Developing my craft through hands-on FMCG marketing, including design, copy, photography, video, product launches and communications across digital and print.
Learn e-commerce by doing.
Learning to build and manage websites, WooCommerce, Amazon and eBay, from product listings and promotions to the customer’s route to purchase.
Take the brand into the real world.
Supporting major hair and beauty exhibitions, working with event organisers and third-party suppliers on stand presentation, branded materials and the visitor experience.
Understand what sits behind marketing.
Learning directly from the director, alongside purchasing, stock, fulfilment and sales reporting, to understand the business decisions behind the marketing.
Different routes. One brand.
Website and WooCommerce.
Amazon and eBay.
Salons and barbers.
Distributor partners and their local channels.
Exhibitions, salon environments and face-to-face brand experiences.
From doing the work to understanding the system.
men-ü was where I learned much of my marketing craft, developing practical skills across design, websites, e-commerce and exhibitions within an FMCG environment.
As my experience grew, working closely with the director helped me understand the thinking behind business decisions and how marketing interacted with products, customers, sales channels and operations.
That combination still shapes how I work. I can move between creative delivery and commercial thinking because I learned to understand both together.
“men-ü taught me that marketing doesn’t sit next to the business. It has to understand how the business actually works.”
Chris Dale
Breadth before specialism.
From identity to communication
Understanding how identity becomes actual communication.
Across audiences and channels
Seeing how the same brand behaves across different audiences and channels.
The business behind the work
Understanding the operations and economics sitting behind marketing activity.
Connecting decisions
Learning to connect decisions rather than treat individual marketing tasks in isolation.
Need someone who sees the whole picture?
From creative work and campaigns to e-commerce and commercial operations, I understand how marketing connects with the wider business.