Passionate Brand, Field and Trade Marketing leader  who Delivers value driven sustainable performance & excellence.

  • Received an award or special recognition
  • Received one or more promotions within an organization
  • Endorsed by co-workers or clients
  • Has had direct reports in an organization
  • Donates time to philanthropic causes or organizations

can I help your new business development?

Gordon Chisholm
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!
Marketing professional with international Brand, Field and Customer Marketing experience in consumer goods. Accustomed to Senior Management accountability with P&L responsibility. “Hands on” team player and innovative thinker who is seeking a sales and marketing leadership opportunity in an entrepreneurial environment. Transitioned to Field and Customer Marketing in August 2012 to gain commercial exposure and leadership experience/skills.

Specialties: Brand management, Innovation/New Product Development, Field Marketing, Customer Marketing

Timeline

  1. -
    Senior Customer Marketing Manager (Americas), Bacardi Global Travel Retail

    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.

  2. TFWA World Exhibition & Conference, Cannes

    Attended top Global Travel Retail event of the year, presented key Bacardi owned Brands to international key accounts and senior Bacardi Ltd. leadership. 

  3. -
    Field Marketing Director (Control States), Bacardi USA

    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.

  4. -
    Brand Director, BACARDI Trademark, Bacardi USA

    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.

  5. -
    Senior Brand Manger, Ready-to-Drink Products, Bacardi Canada

    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.

  6. -
    Field and Trade Marketing, Nestle, Mars/Masterfoods/British American Tobacco/Ford Motor Company

Proudest Accomplishment

Design, launch and commercialization of REV (alcoholic beverage) for Bacardi Canada Inc.

Experience Highlights

  • Key category penetration in the world's largest Prepared Cocktails market for Bacardi USA Inc.
    designed and lAunched bacardi party drinks in 2002
  • Leadership of RTD strategic alliance between Bacardi USA Inc., and Anheuser-Busch Inc.
    Combined a leading spirits trademark with the leading US beer company route to market
  • Developed TV, Radio, OOH and digital advertising for Bacardi Flavored Rums
    bacardi limon, peach red and razz
  • Senior Customer Marketing Manager (Americas) Global Travel Retail, Bacardi Ltd.
    led development and execution of Customer Marketing programs in the americas

Education Highlights

  • B.A. (Hons.)
    Rhodes university, Grahamstown, south africa
  • Certified Spirits Specialist (CSS)
    washington dc

Causes

  • The Women's Fund of Miami-Dade
    improves the lives of women and girls through grant making, research, advocacy and education
  • Save The Children
    seeking to transform and improve the course of children's future

Interests

  • Marketing Director
    private company
  • Training Director
    private company
  • Fractional Marketing
    business consultancy

Results

  • $ 40M
    REV innovation direct brand contribution
  • $ 75M
    party drinks innovation direct brand contribution
  • 5X
    growth in 42 below vodka volume and value
  • WIL
    WOMEN IN LEADERSHIP selected mentor
  • 10
    leadership pipeline talent development

years of experience

  • leadership
    10
  • strategic brand marketing
    10
  • tactical trade/field marketing
    4
  • media & PR
    10
  • promotion & activation
    10
  • Public Speaking
    10

Questions & Answers

Why did you choose your profession?
Marketing of lifestyle consumer brands is dynamic and connected to a fast changing world. Whether it is the creation and sustenance of brand value, or the removal of barriers and empowering a sales team with support tools, Marketing is one of the greatest driving forces of an organization's success.
Who are your main influences?
Rick Warren (Purpose Driven Life)
Nelson Mandela (Servant leadership)
Bill Gates (Philanthropic corporate leadership)
Richard Branson (Entrepreneurial adventurer)
Describe your greatest accomplishments.
Launch of REV (beverage alcohol) in Canada
Launch of BACARDI Party Drinks in USA
TV commercials for BACARDI Limon, Big Apple and Razz
What tools do you use?
Microsoft Office: Excel, Powerpoint, Word
Nielsen, NABCA
What are you working on right now?
Providing business and marketing consultancy to several clients in dental/medical, video production and Non-Profit fields. 
What are your long-term goals?
To achieve a balanced lifestyle with the financial independence to be able to provide my services pro bono to coach, mentor and develop future talent.

Images

  • TFWA WORLD EXHIBITION & CONFERENCE 2016 (Cannes, France). Demonstrating VR technology to Facundo Bacardi, company Chairman
    TFWA WORLD EXHIBITION & CONFERENCE 2016 (Cannes, France). Demonstrating VR technology to Facundo Bacardi, company Chairman
  • Advocating BOMBAY SAPPHIRE to International Key Account customers
    Advocating BOMBAY SAPPHIRE to International Key Account customers
  • Global Travel Retail team training on BACARDI rums
    Global Travel Retail team training on BACARDI rums

Videos

Files

Washington D.C.

Location

Washington D.C.  USA

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