Ciara Palfreyman
"I’ve learned a lot about leadership, especially the importance of creating a space where people feel comfortable, valued, and excited to contribute."
Maria joined THG in August 2023 as Country Executive for Myprotein Denmark, and now Co-Leading the Black Community Network, she shares how embracing different cultures has shaped her career, and the importance of fostering an environment of growth and inclusivity.
I come from a background that’s as diverse as my passion - Danish-born with Nigerian roots. Growing up in Denmark, I developed a love for languages, and today, I can speak three languages - Danish, Yoruba, English, and a little bit of German which I started learning at age 10 as part of my schooling. These cultural and linguistic influences have shaped who I am, both personally and professionally.
I hold a Bachelor's degree in Design Culture and Economics and a Master’s in International Business Communication from the University of Southern Denmark (SDU). These degrees have opened my eyes to how communication, design, and cultural understanding shape global business. They also sparked my passion for bringing people together, which is why I moved to Manchester to keep growing in the international aspect of my career.
My Role at THG
I joined THG in August 2023 as Country Executive for Myprotein Denmark, and it’s been an incredible journey so far. My role blends trading and marketing, where I work closely with not just my Danish ambassador, but also influencers, reps, and partnerships across Denmark to drive growth. Every day is different, whether it’s partnerships, pricing strategies, planning, photoshoots, or events, I’m constantly involved in exciting projects that keep me on my toes. What I love most is the creative freedom I have. Being responsible for Denmark as a whole has been both an exciting and rewarding challenge.
I also work closely with the EU team and collaborate daily with my Nordics team, adding a fantastic layer of cooperation to my role. I’m naturally an outgoing person, and I love networking, so connecting with people across THG and beyond the nutrition sector has been one of my favourite aspects of the job. I get a real thrill from building relationships and fostering a community, both within the business and in Denmark.
Projects and Achievements
In less than a year, I’ve been part of so many amazing projects. From rebranding initiatives to Impact Week 1 and 2, Cyber Week, and THG’s 20th birthday campaign, it’s been a whirlwind of creativity and growth. I’m particularly proud of having led two photoshoots in Denmark in this short time. I also managed one of our first offline marketing campaigns in Denmark which involved street interviews and product giveaways, really bringing our brand to life on the streets of Copenhagen.
One standout moment was when Denmark ranked in the Top 10 countries during Cyber Week. For a smaller region like ours, that was such a proud moment! I’ve also had the opportunity to work with some fantastic influencers, and my Danish ambassador consistently ranked in the Top 10 performers during these campaigns.
Additionally, launching our first collaboration with Bilka, Denmark’s largest supermarket, was a standout moment. We introduced Myprotein products to their customers with product tastings, supported by influencers who attended the event. Seeing how the public interacted with our products in person was an incredible experience—and there’s so much more to come!
Challenges and Overcoming Them
Every campaign presents its own set of challenges, so sometimes it isn’t all smooth sailing. For example, Impact Week 2 required me to be incredibly creative with offers while staying competitive in a fast-paced market. It was a true test of my leadership and organisational skills, but thanks to the unwavering support and belief from my leaders, I was able to rise to the challenge. Seeing the growth that resulted from these efforts made every challenge worthwhile.
Becoming Co-Lead of the Black Community Network
One of the best things about moving to Manchester has been the chance to immerse myself in the THG community. In May, I joined the Black Community Network (BCN) as a Social Lead, and it’s been such a joy. One of the first things I did was launch BCN Social FOMO Fridays, which was a huge hit!
In July, I stepped up as Co-Lead of BCN, and I’m now managing a team of seven amazing people. Our focus is on making sure everyone in our network feels valued, connected, and supported. Collaborating across the business, including with the beauty team, has been incredibly fulfilling, ensuring we give valuable feedback on products and initiatives.
As Co-Lead, I’ve learned a lot about leadership—especially the importance of creating a space where people feel comfortable, valued, and excited to contribute. It’s exciting to see how much potential we have for BCN to continue to grow, making it an even more inclusive, vibrant, and supportive network for all Black colleagues at THG.
Advice for New Employees and Applicants
If I could give one piece of advice to anyone joining THG or thinking about applying, it would be this: don’t be intimidated by the size of the company—just dive in! THG is full of opportunities, and the best way to make the most of them is by staying curious and open-minded. Have fun with what you do, and don’t be afraid to take on new challenges. The company values creativity and passion, so embrace that, and your journey here will be incredibly rewarding. There’s so much room to grow, so enjoy every step along the way.