Poppy Trewhella



Business strategy, research and analysis, event management, product development, internal communications, stakeholder management.

Business highlights

Development Manager | Beyond Food
Beyond Food is PwC’s Social Enterprise subsidiary, supporting the homeless into meaningful employment. I led the strategy for revenue generation, ensuring the long-term sustainability of the enterprise. This included developing ‘payment by results’ services for new markets, managing complex CSR events for C-Suite clients and securing high value grants and investment. I worked closely with PwC to internally communicate and engage over 18,000 of their UK employees with the social cause.

Business Development | Brightside
Brightside is an innovative mentoring charity using technology as a means to support young people in work and education. I worked with big businesses and universities to design and implement bespoke projects to help them reach the next generation of talent, improve sector diversity and engage their current employees in meaningful ways.

Why I love what I do

I’ve always been fascinated by the difference between businesses that survive and businesses that get left behind in the dirt. Ultimately, I think people are the differentiator and being able to work with some of the world’s most talented leaders and watch them align around a point of view is constantly exciting- from both a human, and a commercial, perspective.

A business result I'm proud of

PwC’s Social Enterprise, Beyond Food, had recently undergone a merger and I was challenged to refine the business model and create a new strategy for revenue generation.

I worked closely with the programme delivery teams to understand the company’s social and commercial capabilities, before conducting in-depth workshops with potential markets to test assumptions and deliver proof of concept. The resulting strategy established new and sustainable ways of engaging stakeholders, whilst optimising the skills of the newly merged team and trebling the targeted income for the same financial year.

A business reinvention I admire

Lego is one of the most iconic brands of all time. But in 2003, the group’s sales were down 30% year on year, resulting in a staggering £800m in debt.

To avoid being usurped by digital products, Lego began to connect their physical product to the virtual world through the highly successful Lego movies and, more recently, their Lego Life App.

By returning to their core purpose (Good Quality Play), prioritising consumer insight and making the necessary digital transformation, Lego has been able to make itself relevant again.

In 2016, Lego reported its highest revenue in its 85-year history, reflecting its ability to tap into the nostalgia of parents, whilst adapting their product just enough to engage new, demanding generations.