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Work Background
Kiernan Leonard Marketing GroupOwner/Consultant
Jun. 2023Jackson, Tennessee, United States- Optimized communications for Forbidden Bourbon, increasing awareness for the brand and growing e-commerce sales 150%.
- Re-established the Olan Mills photography brand with planned pop-up executions in Fall 2024
- Creator of first-class business websites, optimizing SEO and paid strategies to increase sales, traffic, and visibility
Brown-FormanAssociate Brand Manager, Old Forester Bourbon Whiskey United States and Canada
Nov. 2019 - May. 2023Louisville, Kentucky, United StatesLead the business, strategy, and innovation for the Old Forester Family of Brands resulting in 25% growth YOY since 2019.
- Owned, built and executed a strong and consistent growth plan of the Old Forester Whiskey Row Craft Portfolio, leading to 68% growth YOY, and accounting for 60% of the entire brand’s gross profit.
- Developed 360 programming for Old Forester’s Official Drink Sponsorship of the Kentucky Derby®, including consumer activation programs, advertisements, and retail displays which lead to a 30% increase in distribution in April YOY.
- Lead product innovation, including a brand new Single Barrel Program, Old Forester Rye, 117 Series (KY only), King Ranch (TX only), and the yearly release of the highly allocated and sought after Birthday Bourbon. - Developed and executed partnerships with Marv Studios in London with regard to the Kingsman Film Franchise of which Old Forester played a pivotal character role, particularly with Kingsman: The Golden Circle (2017) and The King’s Man (2022), working with Disney to plan release parties and digital partnerships with Fandango.com to promote the film and Old Forester. All of this was centered around Old Forester’s licensing partnership with Marv Studios and Director Matthew Vaughn’s ownership stake in Old Forester Statesman - an expression of Old Forester made exclusively to promote the film franchise.
- Lead the relationship with creative agencies, identifying lifestyle and marketing platforms for the Old Forester Family of Brands, resulting in the brand’s first ever national campaign, largely responsible for the brand’s unprecedented double digit growth YOY since 2015.
- Partnered with our Distillery on the development of consumer activations and specialty tours to attract new consumers to the Distillery in downtown Louisville, contributing to more than 200% growth to Homeplace tourism since 2019.
- Managed a $4MM marketing budget, identifying successful ways to grow the business both above and below the line.
Brown-FormanGlobal Digital Manager, Woodford Reserve
Oct. 2015 - Nov. 2019Louisville, KY• Own and champion the Tone of Voice for Woodford Reserve, ensuring global consistency.
• Lead creative and media agencies in the creation and execution of a $1MM+ digital advertising budget.
• Produce digital media and communication plans for US, UK, France, Germany, Mexico, Australia and Switzerland; ensuring each market’s look, feel, and tone remain consistent with global brand standards, resulting in double digital sales growth in new markets.
• Spearhead e-commerce campaigns with Amazon, FourSquare Pinterest, Drizly and ReserveBar in the development of promotions tying online Woodford Reserve communications to sales.
• Created and executed the 2017 Kentucky Derby digital campaign resulting in double digit consumer ad retention and purchase intent. (This campaign was named by Facebook to be one of their best performing in the CPG category for 2017.) • Created, managed, directed and implemented the 2016 Woodford Reserve “My Old Kentucky Home” Derby video featuring Ben Sollee, which went viral on social media the week of Derby 2016, organically garnering 4.5K shares and 188K views in 24 hours.
• Digital lead for Bartender Advocacy; building the “bartender brand” and driving distribution and velocity in influencer accounts
Brown-FormanDigital Community Manager
Feb. 2010 - Feb. 2012Louisville, Kentucky Area• Managed digital consumer campaigns for Woodford Reserve, Old Forester, Early Times, Canadian Mist, and Collingwood whiskies.
• Worked with Premium Whiskey Brand Champions in the development of consumer promotions, ensuring activations were legal and compliant with alcohol industry standards.
• Created the Old Forester Instagram handle – the first beverage alcohol feed to target only bartenders – organically earning 1,000 followers in two weeks.
Brown-FormanConsumer Relationship Marketing Specialist
Dec. 2004 - Nov. 2009Nashville, TN• Managed customer relations, including communications programs and e-mail correspondence for 12 brands.
The Clinton Courier NewsCity Government Reporter
Aug. 2002 - Nov. 2003Clinton, TN• Managed and wrote the city government beat and Features section.
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