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Work Background
Australian United Retailers Ltd. (Foodworks Liquor)Business Manager - Liquor
May. 2024 - Nov. 2024Melbourne, Victoria, AustraliaAs the Business Manager for Liquor at Australian United Retailers, I lead a dedicated team to enhance product visibility and promotional strategies across approximately 200 liquor stores nationwide. My role involves training category managers, building strong relationships with independent retailers, and innovating sales strategies in collaboration with suppliers. Through these efforts, we have significantly increased consumer engagement and driven substantial sales growth. Key Accomplishments: Developed and executed tailored promotional strategies that improved product positioning and sales outcomes.
Innovated in-store promotional tactics including sampling campaigns and full pallet deals, boosting consumer awareness and purchase volumes.
Maintained an 85% open rate for weekly updates through enhanced communication strategies, significantly increasing consumer engagement.
Top Skills: Team Leadership | Promotional Strategy Development | Merchandising | Supplier Negotiation | Consumer Education | Relationship Management | Sales Strategy | Communication
Australian Liquor Marketers (a division of Metcash)Business Manager - IGA Liquor VICTORIA
Oct. 2020 - May. 2024Melbourne, Victoria, AustraliaIn my role as IGA Business Manager for Victoria, I spearheaded promotional programs and product introductions across 340+ IGA Liquor stores. My leadership was instrumental in educating store teams on new product developments and enhancing promotional execution. Through close collaboration with national teams and suppliers, we implemented initiatives that significantly lifted consumer engagement and retail sales. Key Accomplishments: Championed innovative promotional and educational programs, improving staff product knowledge and consumer engagement.
Led successful trial programs for new beer, RTD, and spirit products, incorporating educational modules that enhanced staff advocacy.
Managed and optimised fortnightly promotional and quarterly EDLP (Every Day Low Price) initiatives, aligning educational content with sales goals.
Conducted comprehensive category range reviews and developed marketing strategies like Market Days and Late Week Specials, which were amplified through digital and social media channels to enhance consumer reach and experience.
Top Skills: Promotional Management | Category Management | Product Education | Sales Initiatives | Consumer Engagement | Team Leadership | Digital Marketing | Event Management
Melbourne International Beverage CompetitionProject Manager & Associate Judge
Feb. 2020 - Oct. 2020Melbourne, Victoria, AustraliaIn market liaison for Melbourne International Wine, Beer and Spirits Competitions, including marketing of the event via EDM and Social Media; driving submissions; judging panel recruitment and liaison, warehousing and logistics management, staffing, managing change (judging event being commuted to virtual tasting panel due to COVID 19); media liaison, winners announcements
Pernod Ricard WinemakersGlobal Wine Ambassador (Secondment Contract)
Jul. 2013 - Jun. 2014Sydney, AustraliaDuring my secondment as Global Wine Ambassador, I represented Pernod Ricard’s extensive wine portfolio on an international stage, conducting educational sessions and tastings to enhance brand visibility and advocacy. My role involved collaborating with sales and marketing teams across global markets to develop and implement effective brand strategies. I also organised high-profile events and wine pairings that substantially increased brand recognition and market penetration. Key Accomplishments: Conducted wine education events and tastings globally, significantly raising brand visibility and recognition at international trade shows and exhibitions.
Played a key role in high-profile events like the Australian Open and Melbourne Cup Carnivals, showcasing premium wine selections and enhancing consumer engagement.
Developed and executed the Jacob’s Creek Blend Pop-Up Bar, attracting over 5,000 attendees and achieving extensive media coverage.
Facilitated WSET training and tailored wine and food pairing sessions, enriching the consumer experience and supporting robust brand growth through strategic partnerships and sponsorships.
Top Skills: Global Brand Representation | Event Management | Wine Education | Strategic Planning | Client Relationship Building | Public Relations | Market Penetration | Educational Training
Pernod Ricard AustraliaCustomer Marketing Manager & In-House WSET Educator: 2011 – 2013, 2014 – 2019
Jul. 2011 - May. 2019Sydney, AustraliaAs Customer Marketing Manager and In-House WSET Educator at Pernod Ricard, I led impactful educational and promotional campaigns for a prestigious portfolio of wines and spirits. My initiatives, grounded in deep product knowledge and innovative marketing strategies, significantly enhanced brand recognition and sales across multiple channels. I designed and executed large-scale in-store sampling campaigns and educational events that successfully increased consumer engagement and distribution. Key Accomplishments: Delivered comprehensive WSET-certified training to over 200 employees, enhancing their sales capabilities and product expertise.
Achieved a 300% ROI through a mass-scale in-store sampling campaign for Jacob's Creek Double Barrel, using educational storytelling to engage consumers.
Led targeted brand activations with major clients like Woolworths and Coles, focusing on educational content to enrich consumer experiences and foster brand loyalty.
Spearheaded significant distribution increases and consumer awareness for flagship brands through innovative product sampling campaigns.
Top Skills: Customer Marketing | Brand Management | Event Management | Wine and Spirits Education | Strategic Partnerships | Retail Activation | Content Development | Team Training | ROI Management
Australian Vintage LimitedTrade Marketing Manager
Mar. 2010 - Jul. 2011Sydney AustraliaAs Trade Marketing Manager at Australia Vintage Ltd, I led the development and implementation of an online sales system that dramatically increased product visibility and sales. My initiatives included creating a brand ambassador program and optimising the use of POS materials, which not only reduced costs but also significantly increased market penetration and sales volumes for key products. Key Accomplishments: Achieved a 500% increase in "Wine of the Month" promotions and a 400% uplift in featured wine lists through strategic online sales enhancements.
Established a brand ambassador program that improved retail staff knowledge and customer interactions, boosting in-store sales.
Reduced POS material costs by 40% through effective supplier negotiations, while also minimising waste.
Drove significant market penetration (80%) for new product developments through comprehensive sales team training.
Enhanced market share for premium brands like Tempus Two and Nepenthe by 26% and 18% respectively, through focused training and promotions.
Top Skills: Trade Marketing | Sales Strategy | Brand Management | Training Development | Cost Management | Market Penetration | Digital Marketing
Diageo Global Travel RetailTrade Marketing Manager - Global Travel Retail
Feb. 2006 - Aug. 2009Asia PacificIn my role as Trade Marketing Manager for Global Travel Retail at Diageo PLC, I led strategic marketing and sales initiatives across the Australia Pacific region, focusing on luxury spirits within airport retail environments. My expertise in brand promotion and team training significantly enhanced traveller engagement and boosted sales in this competitive sector. Achievements include: Orchestrated the recruitment and development of in-airport Brand Ambassadors, significantly enhancing luxury product knowledge and sales.
Pioneered promotional campaigns that leveraged consumer behaviour insights to boost sales of core and exclusive luxury spirits.
Executed experiential sampling to introduce new products, utilising real-time feedback to refine brand positioning.
Facilitated comprehensive sales enablement programs, improving team capabilities in storytelling and objection handling, which led to increased luxury spirit sales.
Developed and implemented a global responsible drinking campaign, expanding its impact through scalable training modules.
Top skills: Brand Ambassador Development | Promotional Strategy | Consumer Behaviour Analysis | Sales Enablement | Experiential Marketing | Corporate Social Responsibility
DiageoTrade Marketing Manager - Baileys & Smirnoff
Aug. 2003 - Feb. 2006As Trade Marketing Manager for Baileys and Smirnoff, I led comprehensive below-the-line marketing strategies that maximised brand visibility and impact across Australian retail markets. My approach combined multi-agency collaboration with innovative point-of-sale strategies and experiential marketing to enhance brand presence and consumer engagement significantly. Achievements include: Spearheaded multi-agency collaborations to enhance in-store impact and visibility for Baileys and Smirnoff, strengthening market presence.
Developed and executed point-of-sale strategies that optimised merchandise displays and maximised brand recall in high-traffic areas.
Directed large-scale promotional events and integrated campaigns for Smirnoff, including televised promotions, significantly boosting brand penetration.
Launched and expanded new ready-to-drink product lines using detailed market analytics, increasing trial rates and reach across targeted demographics.
Top skills: Below-the-Line Marketing | Point-of-Sale Strategies | Brand Management | Experiential Marketing | Product Launch | Market Analytics
DiageoBrand Ambassador/National Program Manager (Australia) & Program Manager (Taiwan)
Sep. 2000 - Sep. 2003Australia and TaiwanDescription:
As the National Program Manager for Johnnie Walker in Australia and later in Taiwan, I led the highly successful Johnnie Walker Journey of Taste program. This role involved directing a team of brand ambassadors and event coordinators to deliver compelling brand experiences and educational programs about Scotch whisky, significantly enhancing consumer and trade engagement. Key Accomplishments: Educated over 25,000 consumers annually through the Johnnie Walker Journey of Taste program, elevating brand knowledge and appreciation.
Received the Keep Walking Global Award for marketing excellence, acknowledging outstanding consumer engagement and program success.
Successfully implemented the program in Taiwan, training the local team and ensuring the longevity and sustainability of the initiative in the market.
Conducted masterclasses and extensive training sessions that built a lasting advocacy for the brand across the Asia-Pacific region.
Top Skills: Brand Advocacy | Consumer Education | Program Management | Team Leadership | Training & Development | Market Expansion | Award-Winning Campaigns
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