Amy Shapiro

Fractional CMO & Growth Lead | Brand, GTM & DTC | Consumer, Beauty, Wellness & Tech | ex-Boden, THG, Waldencast

Waldencastex-Bodenex-The Hut Group

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With a career spanning FMCG, beauty, sport, retail, and fintech, across both D2C and B2B2C. Amy is a strategic brand and marketing leader known for building and scaling commercially successful, culturally resonant brands.

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She has led global marketing and brand functions at companies including THG, Boden, and Science in Sport PLC, overseeing performance across UK, EMEA, APAC, and the US. Amy brings a unique combination of creative instinct and commercial acumen; delivering brand clarity, content ecosystems, and full-funnel growth strategies across omni-channel landscapes. She thrives in high-growth, founder-led or investor-backed environments where speed, innovation, and measurable outcomes are critical. She also specialises in strategic insight and AI workflow design; helping brands streamline creative and marketing processes by embedding insight-led systems, AI-assisted content generation, and operational efficiency across GTM, campaign, and retention strategies. Key Achievements: - Led the Marketing and Trading functions (UK, EU, INT & ROW) for British retailer Boden during the Covid-19 pandemic, significantly reducing the cost of advertising spend (CAC) versus revenue. - Played a key role with the M&A team at THG, leading during the acquisition of Glossybox. Solidified an engaged subscriber base through agile, creative community advocacy concepts. - Established one of the largest social communities globally, driving over 100mil in website visits each month and over 150mil organic video views per month. - Demonstrates an entrepreneurial approach, managing brand & marketing budgets from startup level to £40m, with over double-digit revenue growth across multiple industries. Exploring omni channel growth mechanisms & redefining brand positioning with a focus on community and loyalty. Nominated & shortlisted for 'Employee of the Year'​ For the Women In Business Awards Nominated & shortlisted for 'The Most Promising Young Person In Manchester Award' (Rising Star) For the Manchester Young Talent Awards.