Will Howard – Deputy Head (Deputy MD and Commercial Director), Ella’s Kitchen

Marketers on innovation and brand growth

Will is going to share more on the role of innovation in brand growth within Ella’s Kitchen.


Will Howard is Deputy Head of Ella’s Kitchen, which in non-Ella’s language means Deputy MD + Commercial Director.  Will has two young kids who love that Daddy works for a company who make really nice food just for them.

Will spends his time working with commercial partners across the world, developing new ways to grow our business and help improve children’s lives through developing healthy relationships with food. A major part of his role is looking for opportunities to grow our existing range, as well as looking at which new products, categories and countries could help on the next part of Ella’s journey.  Will’s role covers UK Sales, International Sales + Marketing, ownership of the NPD process, Category + Insight, Commercial Strategy and also Demand planning.

Having worked for premium brands such as L’Oreal, PepsiCo, Red Bull and Innocent, Will has developed a good understanding of how Innovation can drive brand growth.