Our Team

Steve Sowerby

Founder & CEO

I’m a passionate believer that Brands are the most important assets of a business and that every individual in an organisation has the responsibility to add value to their brands every day.

With over thirty years of corporate and agency experience, I have built an in depth knowledge in Strategy, Positioning, Branding and Team Building. I am also an experienced facilitator having run hundreds of workshops over the last 12 years, with sixty of the world’s best known companies and their leading brands.

I have been privileged to have worked globally in fast moving consumer goods, pharmaceuticals, health care, skin care, retailing, media and non-profit organisations. As a senior executive for Reckitt Benckiser and 3M, I managed divisions and ran companies in Italy, Spain, France, Central Europe, Eastern Europe, Thailand, Singapore and East Asia.

My diverse and multicultural background has allowed me to become fluent in seven languages and i am able to adapt to cultural norms.

I am also a a qualified Successfinder Practitioner

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Julie Hayward

COO

I believe every person within an organisation contributes to shape the brand and the company; with this in mind everyone should think about every action they make.

As one of the original XPotential team members my main responsibility is holding the position of Finance Director for the UK and Thailand business. I however also project manage non-European clients and support the teams in Thailand, Australia and Brazil.

Having graduated from London University with a science degree, I have had a variety of different careers including working with the National Health Service, the Blood Transfusion Service and teaching English in Italy and Thailand. Whilst based in Thailand, I also worked as Pro Consul within the Consular Section of the busy British Embassy in Bangkok looking after the welfare of British Nationals.

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Sergio Santos

Country Director Brazil

I firmly believe that strong Brands and consumer-focussed teams are the pillars for successful and sustainable results.

I joined XPotential Brazil as General Manager in 2009 and now head up the XPotential Brazil and adjoining regions. Prior to joining XPotential, I came from a background in Senior Marketing and Sales having more than 20 years experience with large multinational companies such as Philip Morris, Reckitt & Colman, Whirlpool, HSM and Philips. Since 1997 I have also been a lecturer, teaching MBA courses at the prestigious ESPM, the best Marketing School in Brazil.

As a marketer I helped develop and position global brands such as Marlboro, Whirlpool, Philips and many others regional leading brands. My most recent clients include; Banco Itau (largest Brazilian bank), International Paper, Nivea, Dell Computers, Unilever, Dow Agro Services, Microquimica, Integris and CasaAmbiente.

With my varied experience, I have a special professional profile that integrates practical executive experience from different segments and markets with solid, updated theoretical knowledge.

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Dave McCaughan

Associate APAC

Dave McCaughan has spent the last three decades in Asia Pacific leading strategy planning and in senior management roles in one of the world’s largest advertising and communication companies and is a leading expert in Insights and Market Research.  He has an extensive history of working on the implications of media changes, how society is influenced by and influences them. As well as leading key initiatives into the aging markets of Asia for over a decade. He is a speaker at over 500 conferences globally and have been a regular columnist for Advertising Age, Japan Close-Up, The Tokyo American Club’s InTouch and others. A board member and contributor for ESOMAR’s Research World for over a decade and then guest editor of Research World Connect in 2015-16. He is CEO of BIBLIOSEXUAL, a source of advice for all bibliosexuals … people who you could describe as “someone who understands the relationship between form and content and that for different brands and people one may be more relevant than the other”.

He also formed Ai.agency, a virtual market research and communications group that uses the Significance Systems machine learning platform to discover, explore and measure the narratives that matter to brands, companies and other entities. “virtual” because we bring together experts from across Asia to supplement the platform with real experience and mature advice.

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Trevor Gore

Associate Europe

I was the Global Healthcare Training Manager at RB (formerly Reckitt Benckiser) where I worked in a number of Pharmacy education roles for over 20years. In 2011 I was awarded honorary membership of the Royal Pharmaceutical Society of Great Britain for his service to pharmacy education.

I started my career working in a retail pharmacy before moving into sales and marketing roles in a number of Pharma companies. Having gained a BSc. Hons. in Behavioural Psychology I focused my time on pharmacy training and have delivered training to preregistration pharmacists and pharmacists in soft skills, such as communication, team building, negotiating, leadership, engagement and motivation, as well as shopper psychology. Over the years I have given talks at many national and international conferences for pharmacists, as well as lecturing at universities, and coaching senior managers within the industry. I have also delivered training for all the leading UK pharmacy retailers. In February 2016 I was presented with a lifetime achievement award for ‘Outstanding contribution to the OTC Industry’ at the SMaRT awards.

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Felicity Crossland

Office and Project Manager EMEA

As the Office Manager of XPotential UK and Project Manager for EMEA, I am responsible for all initial enquiries, diary management and general day to day matters to ensure the UK office runs smoothly. I am also responsible for managing projects across the EMEA and co-ordinating clients and associates engaged in projects.

Since joining, I have worked on numerous projects including Vision and Strategy Workshops for a major Face Care brand in Europe and a major drinks supplier in Brazil.

Having graduated with a Marketing degree, I have held a variety of roles including Business and Marketing Administrator within the Automotive Industry where I was in charge of all Business Training and Marketing materials. I have also worked in the Telecommunications industry as Content and Partnerships Manager for O2 in the UK.

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Sita Sussangkarn

APAC Project Manager

I believe that a great product, a memorable service and a happy organisation are built from having a deep understanding of employees, consumers and customers and actually care for them to have the best experience they can get out of what you have to offer.

With over 10 years of experience working in different industries such as; real estate, design, education, brand-consultancy and training agency, I have gained passion and experience in consumer insight development, service design, event and workshop organization, content development, conducting market research and of course project management. I am a native Thai speaker and also can speak and write English fluently.

I wholeheartedly believe that when it comes to Project Management, to deliver a winning result with happy stakeholders, communication with aligned goal is a key for success.

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Shiela Juco

Business Development and Project Manager

Shiela joined the XPotential Team as Business Development Manager and Project Manager in 2020. An experienced business development professional, Shiela’s  previous roles have included Vice President of the Trading Division of one of the biggest Conglomerates in the Philippines.  She also led the product expansion of the top telecommunication company in the Philippines when it expanded its operations in the UK, Italy and Spain.  Prior to her Europe assignment, Shiela worked at various capacities in the same telecommunication company as Sales for local and international markets and Business Development Advisor for Asia.

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Sandra Grohmann

Associate Europe

With over 20 years of experience in international business, formulating and executing strategies across marketing, sales, and operations, developing people and managing operations of various well-reputed global organisations, Sandra is passionate about people and brands.
Over the past four years, she has consulted mid-sized companies on organizational development, focusing on strategy, change management, optimizing structures and processes, and positively shaping corporate culture.

Sandra also provides systemic business, leadership, and resilience coaching, aimed at empowering teams and individuals to unlock their potential, broaden their perspectives, and enhance efficiency and growth.

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Ludger Schalkamp

Associate Europe

Ludger has dedicated the past three decades working for some of the foremost cosmetic brands, steering as Head of Marketing, Shopper & Customer Marketing, and Sales operations. His professional journey has spanned across Western Europe, Eastern Europe, and the Near East.

With his extensive expertise in Marketing, Shopper & Customer Marketing and Sales, Ludger has crafted innovative strategies, and successfully executed them on local, regional, and global scales.

His outstanding career at Beiersdorf includes holding global positions such as Director Global Shopper & Customer Marketing and Vice President Sales and Shopper & Customer Marketing Near East. Ludger also contributed his skills to the Natural Cosmetic Brand lavera, serving as Chief Marketing Officer, Head of Shopper & Customer Marketing, and Global Sales Director.

Through his profound professional knowledge, he has evolved into a recognized expert and influential leader within his field, leading diverse global teams. Drawing from his wealth of experience, Ludger has been invited as a guest lecturer at the University of Europe in Hamburg, imparting knowledge in strategic marketing and management.

Currently, Ludger spearheads his own consultancy, where he crafts dynamic strategies for Marketing, Sales, and Shopper & Customer Marketing. Additionally, he conducts specialized training sessions for sales and marketing teams, fostering team excellence.

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Sam Wright

Associate Europe

Sam is a dynamic Senior Brand Marketing Specialist with over 25 years of experience crafting and executing game-changing strategies for top-tier brands globally. From managing high-impact brand strategy and activation at Beiersdorf, leading clients such as Storck and Hapag Lloyd, to spearheading digital transformations at Ventuz Technology. Sam blends strategic acumen with a knack for turning insights into compelling brand narratives. Her journey spans roles in blue-chip companies and innovative agencies, where she’s mastered the art of integrated marketing, team leadership, and performance management.

Known for her strategic thinking and digital marketing knowledge, Sam thrives on challenges and enjoys pushing the boundaries of brand marketing, always keeping her sense of humour. With a track record of successful global and local brand positioning, she’s the go-to consultant for marketing departments eager to elevate their brand’s presence and drive tangible growth. Outside of work, she’s a vintage clothing addict cupcake baker, and animal welfare supporter.

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Heike Dürichen

Associate Europe

I have over twenty five years global experience in Brand Positioning, Brand Management and Innovation/ Product Development.
I have an in depth knowledge of idea generation, concept and product development as well as brand positioning especially but not limited for the Beauty market (mass, prestige, spa market) and like to transform my energy into something creative and inspiring. I love to think differently and challenge and question the status quo as well as searching for and creating new ideas. I’m also an experienced facilitator.
As an International Marketer for Unilever for 10 years and Independent Professional for 15 years, I have worked with various brands including; Dove, Dove Spa, Ponds, LUX, CD, Axe, MAGNUM, Hormocenta, Juvena of Switzerland, Nivea, GW Cosmetics, MedSkin Dr. Suwelack.

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Petra Vancl

Associate Europe

Having worked in the cosmetics industry for almost 30 years, Petra has discovered her passion for natural cosmetics at her last job, developing a natural cosmetics brand acquired from the founder. Since then she has set up her own Consultancy.

Petra has worked in various international FMCG companies like Unilever, Johnson & Johnson and Reckitt & Benckiser in global positions and, at her last job, GW Cosmetics, an Austrian, owner managed cosmetics company which makes 80% of its turnover internationally. Her expertise is strategic brand development in international environments.

She is a firm believer of the principle “think global, act local” and knows how important a thorough understanding of local needs and engagement with local partners is for international growth. She has developed global success models several times in her career through interdependent collaboration between organisations. Petra is based in Vienna.

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Ratha Techa-Apichoke

Associate Thailand

Passionate about the enhancement and development of people, I fully believe that in order to achieve their goals companies should be investing in developing their staff so that they reach their full potential.

With a background in Finance and Human Resource Management, I have over 5 years’ experience of working within the HR Department of the British Embassy in Bangkok. In my most recent role as HR Manager, I was responsible for the set-up of a number of recruitment campaigns and the development of an on-boarding training for all new members of the British Embassy Team as well as being responsible for the development of organisational and compensation policies. I also designed and implemented the Embassy’s Learning and Development policy and worked on programmes such as Coaching Skills, Communication and Influencing and Effective Writing. As an in-house trainer and facilitator and a certified in MBTI practitioner my specialist areas are personal development, process and policy development and management coaching.

Prior to joining the HR Department at the British Embassy I worked in as Consular Officer for 5 years and studied International Business Administration at Thammasat University followed by an MA in Labour Economics and Human Resource Management at Chulalongkorn University.

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Jantana Pansathit

Associate Thailand

I have over 20 years sales and marketing experience working with leading multinational companies in Thailand such as Colgate-Palmolive and Reckitt Benckiser.

I am a dynamic and driven senior executive who has successfully implemented business strategies across numerous brand building campaigns. My major strength is in my ability to lead operational teams to drive sales and deliver bottom line results. In the last two years, I was appointed as General Manager for Freudenberg Home & Cleaning Solutions (FHCS) to help establish the German based business and set up the commercial team & business process & launched the flagship cleaning brand – VILEDA into Thai market.

Prior to that, I developed a solid experience in the consumer healthcare industry, working for GlaxoSmithKline as head of sales and then as general manager.

I am fluent in both Thai and English.

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Maya Itani

Associate Dubai

I am fascinated by the psychology of brands and the undeniable truth that people can truly feel an emotional connection to them. Whether it is giddy excitement about unwrapping your favorite ice cream or the sense of pride when finally purchasing a product from a brand you’ve lusted after for years, these emotional reactions and relationships are what I strive to build every day with my clients.

I am an award-winning marketing consultant specialized in brand development and strategy. With 11 years of experience with both multinational brand management with companies such as Beiersdorf and Procter & Gamble and SME marketing consultation, I capitalize on my experience working with both large companies and ambitious smaller ones to help businesses of all sizes detangle the complex world of brands and marketing.

By combining a deep knowledge of the Middle East consumer with extensive brand building experience, I assist regional companies to harness the power of brands to create real business impact. I am thrilled to now apply my experience with XPotential to help companies create brand centric solutions for business challenges.

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Chachanee Anantwatanapong

Senior Consultant

I, Chachanee, am an experienced FMCG professional and executive with 35 years of demonstrated milestones in the global and Asian consumer goods industry.

I have managed strategic portfolios with accelerated top growth for multinational corporations like Colgate-Palmolive, SC Johnson, RB (Reckitt Benkiser), Bausch & Lomb, and DSGT (a subsidiary of Unicharm Japan). 

As former CEO of DSG International Thailand, I successfully grew the business from 1.9Billion THB in revenue to 6.5Billion THB, executing business transformation by pioneering e-commerce initiatives with e-com partners and expanding its operations to include two manufacturing sites.

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Howard Hopkins

Associate APAC

Howard is a highly driven and successful executive with over 25 years of sales, marketing, trade marketing, training and commercial management experience, Howard is passionate about making a difference. Now residing in Asia, he has an extensive understanding of the challenges faced in Asia as well as European markets and has developed into a successful Change Agent. During an extensive corporate experience, working for GSK, Tesco, DKSH, Ceuta Healthcare, Sterling Health and Kodak, Howard has developed an excellent corporate and cultural awareness and adaptability and has brought his ability to lead change, develop strategy, drive new concepts and create added value business processes into his work when he set up HDH Training Consultancy in 2015. Howard believes in keeping it simple, and engaging people, empowering them to take ownership and then execute and embed in a relevant and practical way and putting his experience into both Sales & Marketing Functional and Soft Skills training.

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Neil McGregor

Associate Europe

With over 30 years of experience Neil is a strategic and innovative Advisor, Sales Director, and board-level executive, specialising in sales and improving operations whilst working for leading multinational companies such as Kellogg’s and Beiersdorf. As a natural leader and negotiator, Neil has worked successfully within a corporate culture, on a global scale. Neil uses a high level of commercial acumen to support growing businesses, brands, and teams, to achieve their full potential.

Neil’s main competencies lie in managing global and domestic commercial processes, while interacting with a wide range of senior executives and clients, to negotiate international and local contracts. Not only does this require an exceptional level of independent initiative, to oversee a range of methods and procedures, but also excellent communication, advisory, and negotiation skills. Neil is capable of guiding employees without compromising company growth, and my international expertise ensures that I can efficiently collaborate with multiple working systems, cultures, and partners.

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