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Alumni Profile

Jemima Bird

Jemima Bird          

BA (Hons) English 1994

Jemima is the founder of Jbird Consulting/ Hello Finch, an end-to-end brand, marketing and operations consultancy. The Sunderland graduate has over 20 years experience and has advised and worked with many of the UK’s leading high street brands in Executive Operations, Marketing and Brand positions.

Jemima set up Jbird Consulting in 2013 to provide end-to-end brand, marketing and operational support to businesses who needed a drop in Chief Marketing Officer or Chief Operating Officer.

Hello Finch is the independent agency collective of Jbird Consulting and seeks to redefine the creative agency network for the 21st Century providing clients with a bespoke agency team for every project.

Jemima Bird quote

She’s led the transformation of a number of well-known brands including Moss Bros, Trainline, and Bella Italia. Most recently she led the brand relaunch of the Co-op’s food business, including development of its iconic new design across advertising, in-store and a UK-first product placement deal with ITV’s Coronation Street. She works with start-up brands through to £bn companies.

From 2013 to 2015 she was Executive Director at Moss Bros, the leading formal menswear specialists in the UK, where she was responsible for developing and implementing brand, marketing, customer segmentation and communications strategies. Latterly she was appointed the Commercial and Operations Director, responsible for 140 store operation groups and the marketing, creative and visual merchandising teams.

Jemima explained: “One of my biggest challenges was getting Moss Bro to agree to put a naked man (other than his underpants!) in the window of 140 stores.”

With an impressive campaign, Jemima transformed the 160-year-old brand from stuffy to sexy in 18 months.

Jemima was the Group Marketing Director at Tragus Group (Café Rouge, Strada, Bella Italia) owned by private equity firm Blackstone working with them until February 2013. As a member of the Main Board, Jemima developed and implemented brand strategies and introduced new formats for the brands and also developed a new business proposition, Cafe Rouge Express.

Prior to this, Jemima was the Marketing Director at Musgrave Retail Partners, and implemented brand strategies for the Budgens and Londis brands, achieving budget savings of over £500,000 as well as delivering a store refit solution for retail partners.

Until January 2008, she was the Director of Brand at The Co-operative Group, responsible for the implementation of a new brand for the Co-operative Movement. Her work in conjunction with Pentagram and McCann Erickson was awarded a prestigious Silver DBA Award.

Jemima said: “The rebrand of The Co-operative Group in 2008 is without a doubt a career highlight; but also the decision to champion the same-sex marriage legislation change in the UK, by promoting same-sex marriage in the window of Moss Bros stores was a very proud moment. I’ve been very lucky to work with brands which have a great heritage, and allowed me to help reposition them on the high street.”

Jemima holds an MBA (distinction) from Warwick Business School and a bachelor’s degree in English from the University of Sunderland.

She said: “I remember thinking the English course sounded really interesting with the mix of language and literature and I liked the fact that my second year had lots of module options. I really enjoyed my time at Sunderland, the locals were friendly and the University presented lots of extracurricular societies, which I embraced.

“I joined the Mountaineering Club whilst I was at Sunderland and went along with 11 people to climb in Yosemite one summer. It was amazing and a lifelong memory.”

Jemima still has many abiding memories of Sunderland and her time living in the City: “The friendliness of the people, the ease of transportation, the love of sport, the great pubs and real ale and the support of a great university championing you to make your goals.”

Jemima is also Senior Non-Executive Director of Revolutions Bars Group, Senior Trustee of the Football Foundation, the UK’s largest sports charity and a Trustee of ParkPlay, a charity dedicated to ensuring everyone can #MeetMovePlay.

A lifelong cricket fan, Jemima also supports Liverpool FC. When she isn’t watching balls being hit or kicked Jemima is a prolific marathon runner, and having already completed five out of the six world marathon majors, she is seeking the coveted Six Star Medal in Tokyo 2021.

Follow Jemima on Twitter @jpd26.


Watch Jemima's presentation

In January 2021 we welcomed Jemima Bird as part of our Alumni Guest Speaker talks to deliver a presentation on: "How I managed to get a naked bloke into the window of 140 Moss Bros Stores".

Watch the event recording now. 

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