Vicky Elmer
(nee Beercock) | VP-Level Global Communications & Marketing Leader | Brand, Culture, Reputation
Global Communications and Marketing Leadership at the Intersection of Culture, Brand and Influence
About Vicky Elmer
(nee Beercock)
I’m a VP-level Global Communications, Marketing & Partnerships leader with 20+ years’ experience shaping how brands earn cultural relevance, trust and commercial performance at scale. I operate at the intersection of strategy, creativity and governance, partnering with senior leadership teams to deliver earned-first communications and partnerships across high-impact campaigns and long-term platforms.
My background spans fashion, spirits, sport, music, entertainment, luxury and emerging tech, with senior roles on both the client and agency side. I’ve led global brand, advocacy and culture marketing functions at William Grant & Sons, adidas Global HQ and BACARDÍ, and sat on the Senior Leadership Team at Hull City AFC, where I was brought in to support a complex brand, reputation and commercial reset. I’m known for strong cultural judgement, calm authority in high-pressure environments, and work that stands up to executive, partner and external scrutiny.
At the centre of my approach is a clear belief: product must earn its place. Even in the most culture-led work, it should remain visible, desirable and integral to the story. I build brand worlds rooted in heritage, craft and point of view - where the product feels inevitable within the narrative, not inserted as an afterthought. This allows emotional connection and commercial intent to coexist, driving consideration, trial and conversion without compromising brand equity.
I bring deep experience in culture and platform partnerships, spanning fashion, sport, music, entertainment and luxury. My work integrates talent, creators, content, retail, experiential and advocacy, approached both editorially and commercially. I focus on selecting collaborators who add meaning and credibility, then structuring partnerships to deliver measurable value across brand salience, relevance and business performance.
My work is earned-first and audience-led, using insight, testing and optimisation to shape narrative and effectiveness across the path to purchase. I’ve led global agency ecosystems, overseen budgets up to £17.4m A&P, and delivered communications frameworks across 100+ markets, balancing ambition with governance, pace and accountability.
Selected impact includes:
Delivering category-beating growth at a global spirits brand, achieving +34% YoY volume and value growth and £182M NSV, underpinned by a global culture and partnerships overhaul
Driving an 880% YoY increase in earned media reach through communications and agency transformation
Leading a fashion × innovation partnership generating €30M earned media value from a €50k investment (603:1 ROI) and an +18% uplift in seasonal sell-in
Orchestrating 6.7B+ global impressions across earned, social and broadcast through large-scale cultural activations
Supporting a brand and commercial reset in elite sport, shifting investment to a 50:50 brand-building and performance model, delivering membership growth, retail uplift and improved resilience
Alongside senior leadership roles, I’ve co-founded cultural properties, worked extensively with global agencies, and continue to mentor talent across brand, sport and entertainment.
How I Work, According to the People I Work With
My leadership style is clear, collaborative and people-first, focused on building capability, confidence and momentum that lasts well beyond individual campaigns. I’m consistently described as a trusted partner and a calm, strategic operator in complex environments - someone who brings clarity to ambiguity, aligns global and local priorities, and translates ambitious ideas into work that delivers under pressure.
I combine strong cultural judgement with an earned-first mindset, connecting brand strategy, creative execution and commercial reality without losing integrity or pace. Teams and senior stakeholders value my decisiveness, accountability and instinct for what will resonate - culturally and commercially.
Those I mentor and manage describe my approach as supportive, energising and standards-driven. I set clear direction, encourage new ways of thinking and push for excellence, while creating environments where people feel trusted, valued and able to do their best work. People I’ve led credit this with accelerating their development, strengthening confidence and helping them deliver work they’re proud of - whether navigating high-pressure moments, stepping into bigger roles or building long-term careers across marketing, communications and culture-led industries.
(See Testimonials page for a wide range of feedback that supports this)
