Alyson Hogg MBE ( Services to Business)

On a daily basis I am a Brand Imaginer, creating innovative products that deliver brand message, ethos and values in ways consumers will understand. Why? Because this is what matters to the consumer. I help bring these brands and their products to market for dynamic businesses that care to create the best. Why? Because this is what wins at shelf. I am driven, passionate, tenacious and extremely rigorous in the pursuit of quality. Blue sky thinking is my favourite, but detail is my everyday. I need to push, pull and stand side by side with my various teams, and I do. I am phobic about laziness, mediocrity and lack of care. I am passionate to inspire fully present, engaged, creative, determined, passionate people to deliver on their talent and potential. My greatest professional joy is to enable and support people to become leaders. My job is quite complex but it's purpose is simple - to bring meaningful products to market that people really want to use, and to tell the story of those products in the most compelling way. The meteoric growth of Vita Liberata, the brand I founded and nurtured for over 10 years, from its creation in a village in Ireland, through its disruption of the self tan category, to its world wide distribution and eventual 2018 merger with Crown Laboratories in USA, stands testament to what I, and the teams with whom I work, can achieve. My skills were honed at the feet of my artist, musician and actress mother and my business guru father; my early career as a programme maker at BBC, my study in Philosophy of Psychology, my experience in the NI Peace Process as Communications Director for the Women's Coalition ( the facilitators in those infamous talks) all added to the success of my 10 years creating, building and selling Vita Liberata. Sometimes a brand needs an injection of energy, creativity, experience and sheer determination to push itself to the next level. That's where I operate best!