Senior Marketing & Business Development Leader
FMCG/CPG Commercial Executive
Senior Commercial, Marketing, and Business Development Executive with 20+ years leading multi-division growth strategies across CPG, FMCG, distribution, and consumer product environments. Proven record of accelerating revenue growth, optimizing P&L performance, scaling brands across international markets, and translating strategic vision into measurable commercial outcomes. Executive leadership experience spanning business transformation, integrated go-to-market execution, category expansion, supply chain alignment, and strategic partnerships with global brands. Entrepreneurial and collaborative professional delivering measurable business results through data-driven commercial strategies, go-to-market execution, and organizational transformation. Versatile, creative, passionate leader, business developer and mentor.
Karen Crichlow-Thomas
SENIOR MARKETING & BUSINESS DEVELOPMENT LEADER | FMCG /CPG COMMERICAL EXECUTIVE
Phone:
(786) 784-3456
Email:
Address:
Orlando, FL 32801
(request password)
EXPERTISE
Commercial Leadership & P&L Management
Strategic Marketing & Brand Growth
Business Development & Strategic Partnerships
Go-to-Market (GTM) Strategy & Execution
Multi-Division & Cross-Functional Leadership
Revenue Growth & Portfolio Optimization
Integrated Marketing Communications
Consumer Insights & Market Analytics
Supply Chain & Distribution Alignment
Operational Excellence & Change Leadership
Executive Stakeholder Engagement
Team Development & Leadership
EXPERIENCE
Oct 2022 - PRESENT
Alstons Marketing Company Ltd.
DIVISIONAL MANAGER - CONSUMER PRODUCTS & COLD CHAIN DIVISIONS
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Accelerated division performance by delivering 9% YoY revenue growth in 2025 through portfolio optimization, strategic planning, and disciplined commercial execution.
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Directed enterprise-wide go-to-market strategies across multiple product categories, aligning brand investment, supply chain capabilities, and commercial objectives to improve execution effectiveness.
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Led cross-functional execution across sales, operations, supply chain, finance, and marketing to strengthen distribution efficiency and commercial delivery.
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Strengthened strategic supplier relationships with global FMCG leaders including Procter & Gamble, PepsiCo, Reckitt, Lactalis & Bumble Bee Seafood Company, contributing to improved supplier performance and long-term growth alignment.
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Earned PepsiCo Execution Excellence Award (1st Place, 2025) and multiple regional recognitions for business transformation, execution quality, and operational adherence.
Oct 2018 - Sep 2022
BUSINESS UNIT HEAD - FOODS
Alstons Marketing Company Ltd.
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Delivered 52% sales growth across the Frito-Lay portfolio over four years through category expansion, targeted marketing investment, and market penetration initiatives.
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Achieved 67% growth during early pandemic disruption by rapidly redesigning commercial priorities and implementing agile business continuity strategies.
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Strengthened distributor execution and retail activation through analytics-driven planning and performance management.
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Built and mentored high-performing cross-functional teams supporting long-term business scale.
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Designed and launched the “Feed The Fun” integrated campaign model later adopted across multiple Caribbean and Latin American markets.
Oct 2012 - May 2023
AK Insights Ltd.
MANAGING DIRECTOR & CO-FOUNDER
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Increased annual revenue 377% in three years through business model redesign, strategic partnerships, and customer acquisition.
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Expanded operations into 22 Caribbean markets, establishing regional market leadership.
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Directed business development and executive client relationships for multinational organizations.
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Delivered integrated communications and market insight programs that improved client growth and engagement outcomes.
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Managed distributed teams of 25+ employees and contractors across multiple countries.
Mar 1997 - Feb 2004
Unilever Caribbean
MARKETING MANAGER - HOME CARE & FOODS
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Led Unilever Caribbean's first integrated multi-brand marketing campaign, strengthening portfolio visibility and cross-category performance.
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Directed regional brand strategy and innovation initiatives across 20 multicultural Caribbean markets, driving category growth and market expansion.
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Partnered with global and regional leadership teams across Latin America, Europe, and Asia, contributing to innovation excellence and earning Gold Accreditation recognition.
EDUCATION
Executive Masters of Business Administation
ARTHUR LOK JACK GRADUATE SCHOOL OF BUSINESS
Postgraduate Certificate in Authentic Business Education
ARTHUR LOK JACK GRADUATE SCHOOL OF BUSINESS
CERTIFICATIONS
July 2025
AI Fundamentals
Sept 2023
Agile Methodologies
July 2021
Digital Marketing
AI Fundamentals for Marketing Executives
Arthur Lok Jack Global School of Business
Agile Leadership
University of Colorado (Coursera)
PCM in Digital Marketing
American Marketing Association / Direct Marketing Institute
SKILLS
PROFESSIONAL
Commercial Leadership & P&L Management
Strategic Marketing & Brand Growth
Business Development & Strategic Partnerships
Go-to-Market (GTM) Strategy & Execution
Multi-Division & Cross-Functional Leadership
Revenue Growth & Portfolio Optimization
Integrated Marketing Communications
Consumer Insights & Market Analytics
Supply Chain & Distribution Alignment
Operational Excellence & Change Leadership
Executive Stakeholder Engagement
Team Development & Leadership
TECHNICAL
Microsoft Dynamics 365
Microsoft Office Suite
Microsoft Power BI
Generative AI / Productivity Tools
Google Analytics
Canva
Adobe Photoshop
HubSpot
Wix
Slack
Google Workspace
Moodle, Blackboard Collaborate
PORTFOLIO
