Claire Braithwaite
Over three decades inside South Africa’s most demanding retail and FMCG environments
Most of that experience was built inside Woolworths Foods Marketing not from the outside looking in, but from deep within the business itself.
Claire led brand strategy, new store launches, seasonal campaigns, retail innovation, promotional activity, sponsorships, partnerships, and new commercial initiatives. She also worked on purpose-led campaigns designed to deliver measurable business impact, not just brand visibility.
Woolworths Foods
Brand Strategy, Shopper Marketing & Retail Innovation
Unilever SA
Brand Management & Trade Marketing
Vital Health Foods
Product Launch Strategy and Execution
WHY IT MATTERS TO YOU
The kind of judgement that only comes from decades within this environment
The strongest marketing initiatives are built on thinking that’s been tested early in the brief, in the strategy session, before the work goes anywhere. That’s where experience makes the biggest difference.
Claire Braithwaite has been inside all of it. The stakeholder politics. The trading calendar pressure. The agency dynamics. The exco expectations.
She knows what a good brief looks like before it goes out and how to navigate stakeholder’ dynamics, the trade pressure, agency relationships and the exco expectations.
Claire Braithwaite conceptualised and launched campaigns including Eat In, Daily Difference, Burger Fridays, and New Lower Price that became long-standing key campaigns that have become brand assets. Also campaigns recognised internationally by IGDS for sustainability excellence.
Today, Claire Braithwaite makes key learnings from this experience available as services offered by The Billboard Agency – on demand to brands, retailers, and agencies who need a senior, independent perspective and thinking partner. Saving time, the cost of reworks and ultimately working towards better results.
What Claire Braithwaite brings is rare: institutional depth, complete independence and the kind of judgement that only comes from having done this job from the inside.
No agency to win. No creative account to protect. No interest in telling you the work is stronger than it is.
“Just a straight answer, at the point in the process where a straight answer changes everything.”
Associates
A trusted network when the work demands it
From time to time, as needs dictate, The Billboard Agency works in association with other consultants relationships built on years of shared work and mutual trust.