Belinda Groves

Beauty Director

“To invest in brands that will be passed down from generation to generation.”

Belinda first joined Heritage Brands in 2016 to reinvigorate the Wellness division by re-establishing brand vision and creating strategic plans to driveexponential growth, establishing it as the fastest growing category in the
company.


Her well-established reputation in the FMCG industry as a commercial leader and creative brand strategist was sought to drive sustainable brand growth and implement organisational change.
Combining astute analytical acumen with the ability to synthesize multiple data sources to build robust growth plans, Belinda has successfully created and executed strategic commercial plans to achieve company goals. Her
strengths and experience cover deep portfolio management across multiple brands and segments, product innovation and coaching marketing best practice.


With over fifteen years’ experience in the fields of beauty, personal care,food, spirits and media, Belinda has worked with both large multinationals as well as boutique, entrepreneurial businesses. She currently leads the
beauty division.

Her tenacity, expertise and creativity are utilised to maximise operational efficiency across growing innovative brands by leading and mentoring a dynamic team.


Belinda is a highly skilled professional with passion, integrity and compassion. For her the greatest reward is empowering her team to create the new and innovate the existing, in order to shape the future of Heritage
Brands.

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