Vicky Beercock
Multi Award-Winning Creative Brand Communications and Marketing Leader | Driving Cultural Relevance & Meaningful Impact | Collaborations | Results-Driven | People Champion
About Me
As a senior marketing, communications, and commercial leader, I have two decades of experience driving brand growth, cultural relevance, and business transformation across luxury, fashion, sports, music, entertainment, food & beverage, gaming, and tech. With a holistic, insight-driven approach, I balance commercial priorities with brand equity and audience engagement, ensuring long-term value creation alongside immediate business impact.
I have led large-scale brand and business transformations, overseeing multi-functional teams across marketing, communications, retail, and commercial operations. My expertise spans brand strategy, commercial development, omni-channel marketing, digital transformation, PR, experiential activations, talent and brand collaborations, sponsorships, and content production. I have successfully managed P&L, agency rosters, operational overhauls, and commercial partnerships, optimising marketing investment and ensuring strategic alignment between brand positioning, consumer experience, and business performance.
Throughout my career, I have delivered high-impact, culture-defining campaigns for some of the world’s most iconic brands. As Global Brand Marketing Lead at Hendrick’s Gin, I spearheaded the Refreshing Encounters campaign and evolved the brand’s creative and advocacy strategy, driving significant media impact. At BACARDÍ, I led global entertainment marketing, including the groundbreaking BACARDÍ Triangle and BACARDÍ Beginnings initiatives, transforming the brand’s connection with music, creativity, and global audiences. Additionally, I cultivated a strategic partnership with Soho House, enhancing the brand’s presence in the lifestyle and hospitality sectors, and creating exclusive experiences that resonated with key influencers.
In fashion and sports, I played a key role in the strategic evolution of adidas Originals, driving global communications for Y-3, adidas by Raf Simons, and adidas by Rick Owens. I led the launch of Y-3 x Virgin Galactic, a landmark collaboration merging high fashion and space exploration, and was instrumental in the creative direction of Y-3 SPORT, revolutionising performance wear. I also led the global communications for Paris Fashion Week (PFW) for Y-3, adidas by Raf Simons, and adidas by Rick Owens, elevating the brand’s presence on the world stage. As Head of Marketing and Communications for a major football club, I led a strategic brand transformation, balancing match-day operations with long-term brand building. I led the Hull City crest redesign, Umbro kit design collaborations, and the launch of a bespoke football streaming platform, driving global fan engagement and digital transformation. Additionally, I have led high-profile crisis communications strategies, managing complex stakeholder relations with Everton and other major clubs, while also overseeing the England U21s' stadium branding and local marketing for their match against Kosovo.
My experience extends into gaming and tech, where I played a pivotal role in launching the Palm Treo Pro handset, the Sony PSP, Nintendo Wii and Nintendo DS across Europe, introducing millions to the world of motion gaming. More recently, I’ve led digital-first campaigns for AI, e-commerce, and Web3 brands, shaping marketing ecosystems that blend technology, storytelling, and consumer experience.
In music and entertainment, I have worked on artist campaigns, major festivals, and TV publicity. I was a founding team member of Wilderness Festival, driving its award-winning launch and brand positioning. I also led communications for Lovebox, V Festival, and GlobalGathering, crafting cross-industry partnerships that expanded audience reach and brand presence. My experience includes working on high-profile music projects for Snoop Dogg, Wu-Tang Clan, and The Roots, as well as TV publicity for Endemol and BBC Worldwide, supporting shows like Big Brother, Deal or No Deal, and Top Gear.
Having worked across global, regional, and local markets, I am adept at navigating multi-stakeholder environments, optimising commercial strategy, and maximising marketing investment. My leadership style is collaborative, strategic, and results-driven, focused on delivering long-term brand equity, consumer engagement, and measurable business growth.
I’ve led transformational campaigns and strategic partnerships for brands including Porsche Design, adidas, Y-3, Rick Owens, Raf Simons, Hendrick’s Gin, BACARDÍ, Ballantine’s, Nintendo, Warner Music, Endemol, Sony Entertainment, Hull City AFC, Wilderness Festival, and Lovebox Festival. These experiences have shaped me into a versatile, commercially astute leader, capable of driving marketing innovation, business transformation, and sustained brand impact.
