Our New Strategy Team

Loop Brands is proud to announce the appointment of Cheryl Hayman & Charli Malloy as the new Strategy Team.

Cheryl Hayman
Head of Strategy

Cheryl has a rich history of brand marketing from both a corporate and a consulting perspective. Her FMCG credentials are impeccable: 6 years as Marketing Director of George Weston Foods (Baking); 6 years as Marketing Director at Yum! Foods; and 9 years with Unilever, working across Australia, NZ and the UK.

In addition to her corporate roles, Cheryl has worked closely with some of Sydney’s top agencies, collaborating on brand strategy, segmentation, communications, media and digital strategy as well as insight development, creative briefing and NPD.

Worked on Huggies (Kimberly-Clark Australia) as Strategic Planner with the Ogilvy & Mather team for 7 years. This role led the development of consumer insight-driven strategies for new products, existing products and new communication programmes.

More recently, Cheryl worked as Interim Head of Marketing and Innovation for SunRice leading the strategic marketing and planning, executing NPD and product development across the organisation, and across sectors from kids to adults to mums.

Experienced in working with various food and FMCG businesses including Arnott’s, Sanitarium, Cerebos and Nutricia.

Cheryl is also a professional non-executive director on the Board of Clover Corporation, non-executive Director of the Australian Businesswomen’s Network, Basketball Australia, St John (NSW) and Peer Support Australia. She is also the prior Convenor of Go Grains for over 7 years, having first been a member as Marketing Director of George Weston Foods.

Participates in many industry committees, including the AFA Advertising Effectiveness Committee, The Marketing Academy, and was a founder of the Women’s Association, specialising in mentoring and developing young professionals.

As Head of Strategy, Cheryl brings significant experience in consumer marketing, strategy development, NPD and creative collaboration to the Loop Brand Team.

Charli Malloy

During her tenure within global manufacturing and distribution company. Charli has gained extensive exposure to the major retailers, building deep-rooted knowledge and understanding of the FMCG market. As a driving force in delivering new brands, innovation and products to the market, Charli has been pivotal in influencing transformational change aligned with commercial objectives.

Charli underpins strategy with her passion for psychology and behavioural sciences, ensuring insights are based on real needs and motivations. Like a true Gemini, Charli relishes in the cross roads of working with cross-functional teams, in the space where commerce and creativity converge. The reaction, a tailored strategy built in benefit all involved.