Natalie Hopkins

I’ve led a commercial and cultural transformation - repositioning our brand, reshaping our team and redefining how we show up for fans and retailers with a +1542% uplift in consumer UK interest. In just over a year, I delivered a +233% uplift in revenue, secured £1.3 million in new deals, and launched the company’s largest-ever retail programme through a partnership with Sainsbury’s, reaching over 20 million consumers. 

I moved from a maternity cover role into a permanent Director position, two levels above where I began from my transformative work. I built a high-performing, diverse team, restructured core functions, bringing licensing and partnerships departments together for cross-synergies, and led the launch of over 10 new licensing partnerships and 8 new product categories across retail, gifting, apparel and digital. I delivered 500,000+ units sold through direct-to-retail deals and helped drive the BFG brand up +18% to 93% national awareness.

I designed and delivered a new strategic approach from the ground up, building a culture rooted in inclusion, creativity and commercial focus. Through my Reset, Rebuild and Transform strategy, I broke down legacy structures and opened up and the brand to new audiences through test-and-learn campaigns and partnerships that challenged expectations.