Brand Strategy Project on Echo Falls - UK's 3rd biggest Wine brand (£25m)

  • Jessica Bahia

Head of Echo Falls Brand (Freelance basis) - reporting to EMEA Marketing Director #3 Biggest Still Wine Brand in the UK. 49 SKUS. 3 Categories. • Undertook a Strategic Brand Review to uncover and identify the core issues on this enormous brand and develop the 3 Year Strategic Plan to address the commercial and brand challenges facing the brand • Initiated, lead and delivered a new Brand Strategy, to stretch across 3 sub categories • New Product Development (NPD) – worked with the Liquid Formulation Team on 7 new Products for launch in FY21, plus successfully delivered 2 x New Products in Pipeline to Market - Pink Gin and White Wine & Coconut Rum Fusion. • Presented Brand Portfolio Strategy and Plans to Accolade EU Total Business and core UK Retail Customers – Asda, Tesco, Morrisons •Appointed two new London Communications Agencies - Strategy and PR. •Introduced Accolade to Marketing Mix Effectiveness Partners - ScanmarQED •Initiated, lead and delivered 3 x pieces of large scale Qualitative and Quantitative pieces of Consumer Research. •Managed P&L and Monthly Budget Tracker. •Worked collaboratively across the Business with Commercial Teams, Trade Marketing, Finance, Insight, Sales and Operations. •Presented to Global Chairman and Global Brand Director and regular access / meetings with EMEA SLT •Brought energy, dynamism, senior brand marketing experience and a thirst to deliver quality thinking, to the Brand and Wider Team at Accolade Wines