Barry has worked with some of the world’s leading FMCG organizations, Diageo, Carlsberg, SABmiller, AB-Inbev to optimize and design creative agency models that maximize creativity, innovation and return on marketing investment. Whilst at AB-InBev Barry led the implementation of a new sponsorship evaluation model to identify the right partners for brands such as Budweiser, Corona and Bud Lite to build and maximize their connection with their target consumer.

Having joined adidas to lead Global Marketing and Retail Procurement at adidas Barry moves into HR in 2021 to lead on Employee Experience, EVP and Employer Branding. In 2022, adidas launched their new Employer Branding Campaign, #WePowerPossible which has already been the best performing employer brand campaign in the organization’s history!