DiageoSmirnoff Global Brand Director at Diageo North America
Jul. 2016 - Apr. 2018New York, New YorkBrand leader within the global marketing team of the world’s largest premium spirits brand responsible for £1.1 B NSV and ~29M cases, Re-entered positive Volume & NSV growth (+1, +2% YOY respectively in F16) after numerous years of decline.
Responsible for unlocking brand opportunities and driving winning execution for the Smirnoff brand globally with focus on commercial strategy, market roadmaps for growth, channel strategy, shopper marketing programs and digital strategy.
Responsible of leading strategy and results across Latin America,Canada, Turkey and Middle East region. Being LAC the second fastest growing market over the past 2 years with a clear roadmap of becoming the 3 largest market globally Built a& rolled out the suite of TTL materials including growth driver toolkits, commercial proposition, & GO to market plans for all Smirnoff global innovations (3 products) launched in 2016 & 17 including Smirnoff Ice Guarana, a top ten innovation across Diageo.
Defined the commercial blueprint for all Smirnoff AWS products allowing markets to prioritize growth drivers, channel focus, and investment when targeting local mainstream spirits.
Captained the annual brand planning cycle process defining Smirnoff’s global strategy to be shared and adopted with all markets
Pilotes a number of global Customer Marketing initiatives for all Diageo brands including the global revision of the commercial propositions, channel strategy, and traditional trade strategy.