Emily Humphries

Head of Customer Marketing, Carlsberg Marston's Brewing Company

"An inspirational trailblazer at Carlsberg Marston’s Brewing Company (CMBC), Emily leads a team of 17 as Head of Customer Marketing. Emily started her marketing career at Tesco before moving to Suntory and later Carlsberg UK where she became the Brand Manager for Carlsberg Danish Pilsner. In 2023, Emily was promoted to her current role.

Emily has played a key role in the growth of CMBC’s flagship brands, leading innovation and devising marketing strategies to support new product development across our portfolio. This includes: Generating 15.5% growth in sales of our premium portfolio since 2023; achieving remarkable growth of 4941% in volume for Brooklyn Pilsner over the past 12 months; maintaining San Miguel’s position as the number one World Lager in both volume and value in the Off Trade, with volume growth of over 5%; introducing Carlsberg Danish Pilsner 0.0% into the market, establishing a strong presence in the Off Trade. Emily showcased our No and Low brands with our ‘Find Your Free’ in-store activations and collaborated with retailers to keep these products front of mind year-round.

 Emily is a dedicated champion for sustainability and has played a crucial leadership role in the development of CMBC’s partnership with WWF which brings the company’s “Together Towards Zero and Beyond” sustainability strategy to life. The partnership has engaged trade customers and consumers, building an understanding of the steps that brewers can take to minimise their impact on the environment. The award-winning ‘Raise a Glass to Seagrass’ campaign has involved replenishing 175 litres of water at UK farms and supporting regenerative agriculture. Key insights from consumer testing revealed that both WWF supporters and Carlsberg consumers are more likely to purchase Carlsberg when made aware of the partnership. 

At Tesco, the campaign led to an increase of £916,000 of retail sales value (a 152% increase on the prior period). It also enabled Carlsberg to reach a new audience with 50% of sales coming from new or lapsed customers. Results were similarly impressive at Asda (incremental retail sales value of +£642k) and Coop (138% volume sales uplift). Overall, Carlsberg Danish Pilsner increased its Off Trade volume share by 1.6% in a period in which other lagers declined. In addition, the campaign won six external trade marketing awards and has been internationally recognised for its brand impact and commercial results. 

As a leader, Emily is known at CMBC for building a high-performing culture in her team. She has devised new ways of working to ensure that CMBC’s hybrid approach works effectively for the business and for individuals. She is also committed to promoting women in brewing - a sector in which women have historically been underrepresented - especially focusing on early careers. Emily mentors two females in other departments supporting them with career mapping and personal development. Emily is seen as an important role model at CMBC and the success she has achieved in her career to date is testament to her passion and dedication and the respect she generates from both colleagues and partners."