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Work Background
Turning Point Brands, Inc.Sr. Brand Manager: Zig-Zag
Nov. 2023 - Sep. 2024Santa Monica, California, United States
TAAT Global (CSE:TAAT OTC:TOBAF)Vice President Marketing
Jan. 2022 - Dec. 2023Las Vegas, Nevada, United States
Segment Consulting Management LTD.Marketing Director
Jan. 2020 - Dec. 2021Plant-based functional shots. Bringing mind, body, heart, spirit and soul feel-good relief.
Juul LabsTrade Marketing Manager - Strategic Accounts
Feb. 2018 - Dec. 2020San Francisco Bay AreaProvided complete marketing support to National and Independent accounts, partnering with sales counterparts to build strong customer relationships, develop and deliver customer-centric solutions including distribution, shelving, merchandising and promotional strategies.
Campari AmericaBrand Manager - SKYY Vodka/SKYY Infusions
Jan. 2015 - Dec. 2016San Francisco Bay AreaFull management of strategic brand planning, implementation and development of innovation strategy.
Campari AmericaGlobal Brand Manager - Rum Portfolio
Jan. 2014 - Dec. 2015San Francisco Bay AreaResponsible for creation and execution of global strategic marketing initiatives on Appleton Estate, Wray & Nephew, J. Wray/Appleton Special and Baron Samedi to over 25 countries.
DiageoBrand Manager - Liqueurs and Peligroso Tequila
Jan. 2013 - Dec. 2014New York, NYBuilt strategic framework and implemented brand agenda through third parties by articulating brand strategy with credibility. Passionately set a clear vision of what success looks like. Partnered with divisions to ensure commercial teams were equipped with the right tools to execute sales drivers and local activation. Supported launch of Peligroso in existing markets FY14 and FY15 national launch through the following:
• Excited divisions through key market support plans & distributor launch support. Developed and Executed National Distributor Launch Plan (Sales Presentation/Sizzle/Run of Show for Launch Events across country). Engaged Divisions to ensure buy-in to deliver FY15 business goals. • Developed ATL and BTL Marketing Programming for FY15 National Launch: On Premise Sampling, Shot Specialists, Cultural Curators, Experiential Events, and Digital Strategy. Key Wins on Liqueurs:
• Led GODIVA range refresh including development and launch of new innovation, GODIVA Dark Chocolate Liqueur within a five month timeframe to meet business demand.
• Grew on-premise business and menu placements for the GODIVA range with consumer & trade insights - “Owning the Chocolate Martini” through consumer touch-points/ trade communications.
• Increased House of Zwack business with bartender advocacy/ “real character” programming.
• Led development and implementation of consumer growth drivers on Pimm’s to deliver significant upside to plan, including the launch of Pimm’s Blackberry and Elderflower May 2014.
• Developed powerful relationships (thus plan impact) with Third Party partners and agencies.
DiageoInnovation Brand Manager
Jan. 2011 - Dec. 2013New York, NYProvided thought leadership, daily management and developed future agenda for innovation projects on Smirnoff Vodka and Smirnoff PAB’s from initial ideation to launch - leveraging and building upon brand equities, brand strategies, and brand growth drivers. Presented to Executive Team on a frequent basis. Key Wins on Launches: * Smirnoff Iced Cake and Kissed Caramel Flavored Vodkas – delivered 250k 9L cases in year one * Smirnoff Ice Peach Bellini - delivered over 300k CE’s within first 6 months, moved to a permanent item vs. LTO, delivering almost 700k CE’s in year 1= first positive Smirnoff Ice portfolio in 8 years. Test Market and Consumer Marketing Plan Development - Smirnoff Light & Soda PAB
• Developed the consumer hypothesis, commercialization plan, consumer marketing communications and selection of test markets (OH and TX). • Briefed multiple agencies in the development of consumer marketing communications to get into the world of fun, feminine sophistication – Taylor (PR); 360i (digital), media planning (Carat); advertising (JWT), POS (Colangelo) and event/sampling activation (MKTG). • Led creation of full media plan, including development of “She’s a Lady” TV creative spot with JWT.
• Ace Metrix scored the Smirnoff Light & Soda TV spot “She’s a Lady” as one of the highest in their database, in comparison to other alcohol ads. The ad scored high on driving desire/ intent to purchase.
• Led consumer quantitative research and inputs for the next series of Smirnoff Ice Seasonals (Jan 2013) - Watermelon Mimosa (H2 F'14), and permanent “Sparkling” Smirnoff Ice permanent items Sparkling White Sangria and Strawberry Bellini (Spring 2014).
DiageoSr. Marketing Manager - Commercial Innovation
Jan. 2009 - Dec. 2011New York, NYBridged the gap between Innovation Project Leads, Brand and Trade Marketing, Division Sales and Marketing, and National Accounts. Provided deep and insightful commercial guidance at the early stages of new product development, providing effective measurement and evaluation to assess opportunities and risks.
• Created excellence in execution for launches and long lead tests through KPI’s, selling story and enabling crucial link between Project Leader, Sales (Divisions / National Accounts) & Trade Marketing.
• Developed category management sell-In and shelf set proposals: Go-to-market standards for on- and off-premise (independent/Chain) with appropriate customer/consumer rationale.
• Presented Innovation pipeline to key National Account buyers such as SuperValu, Costco and Safeway which resulted in an acceptance rate of over 75% of items proposed.
DIAGEORegional/Trade Marketing Manager
Jan. 2007 - Dec. 2009Dallas/Fort Worth AreaWorked jointly with Division and Distributor sales and marketing teams to develop local annual business plans. Ensured investments were consistent with brand strategy, cluster objectives and commercial needs. Managed all local marketing initiatives: display merchandising, event marketing, coupons, on and off premise sampling, local media and value-added packaging. Managed distributor performance- focused on Diageo brands to deliver AOP volume/ profit goals by working closely with Managers & Sales Representatives in the field • Input on national programs: Provided fact-based, commercially grounded feedback to brand teams • Programmed off-premise initiatives with Key Account Manager, local sales and distributors
DiageoOn Premise Strategy and Activation Manager
Jan. 2006 - Dec. 2007Dallas/Fort Worth AreaDrove on-premise growth in Colorado and Missouri through prioritization of key brands and development of on-premise programming and crew drives to drive cases sales. Led quarterly programming meetings with local distributor on-premise management teams to plan and identify brand opportunities. Developed channel strategies for each market against priority brands
• Coordinated large scale brand team generated events/PR activities -providing localization / efficiency (St. Louis Captain Morgan Mardi Gras; Cuervo Flight Club; Crown Royal XR product launch events)
DiageoRegional Marketing Specialist
Jan. 2003 - Dec. 2006Dallas/Fort Worth AreaDevelopment, execution and evaluation of local marketing programing and activation for Guinness, Harp, Smithwick’s, Red Stripe and Smirnoff FMB’s across 27 states in the West and Central divisions • Managed agency delivering over 10,000 MBN’s driving over two million consumer impressions
• Created/ implemented local Guinness U2 program, driving incremental 36,000 cases in 3 months • Managed local activation and distributor communication of inaugural Smirnoff Ice NASCAR program
ZIPATONI (now Rivet, part of Draft/FCB)Account Executive
Jan. 2000 - Dec. 2003St. Louis, MOAccount Executive on Miller Brewing, Von Dutch clothing and Edy’s/Dreyer’s Ice Cream.
Shandwick Interactive/Zentropy PartnersDigital Marketing Specialist
Jan. 1998 - Dec. 2000St. Louis, MO
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