What is more rewarding than to lead and develop people, drive performance, deliver value by doing the right things in the right way, and to have some fun along the way? I have an open-minded, flexible, sociable skill set and highly interested in learning!
Leading the development and execution of Global Travel Retail Customer Marketing programs within the Americas. Executed brand positioning and execution strategies in $40M Travel Retail channel in the Americas for global spirits company’s broad beverage portfolio including BACARDI rum, GREY GOOSE vodka, DEWAR’S scotch, BOMBAY SAPPHIRE gin and other leading consumer brands. Drove collaboration with sales organization, brand teams, and other key stakeholders to analyze and identify brand and merchandising opportunities; forecast performance; negotiate, influence, and manage $6M promotional budget; and develop and execute brand strategies. Managed team of 2.
Attended top Global Travel Retail event of the year, presented key Bacardi owned Brands to international key accounts and senior Bacardi Ltd. leadership.
Directed brand execution strategies for Bacardi’s brand portfolio as embedded field marketing P&L leader for 17-state Control States business unit generating $300M in revenues. As member of business unit leadership team, negotiated and managed $11.5M promotions budget, shaping and translating brand campaigns to local markets in on-premise and off-premise channels. Applied insights and product education to drive shelf and bar placement via sales teams, wholesalers, and government commissions. Oversaw Field Marketing Manager.
Defined and executed brand vision and positioning as marketing P&L owner for portfolio of products including Bacardi’s flavored rum extensions, ready-to-drink/serve beverages, and newly acquired 42 BELOW vodka. Built integrated creative and communications plans; oversaw $16M media planning and promotions budget; collaborated with Field Marketing and Sales teams to conceptualize and deliver client- and market-specific programs; and directly managed Brand Management team of 6.
Led brand positioning, innovation, and P&L of Bacardi’s ready-to-drink portfolio, including BACARDI Breezers and ORIGINAL STIFF Vodka beverage. Generated $40M (CAD) in direct brand contribution via innovation and rollout of REV, introduction of line extensions for ORIGINAL STIFF Vodka, and repackaging and line extensions on BACARDI Breezers.