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Ambitious, creative and decisive marketing executive with 15 years’ experience in global brand building. Recognized for new market expansion (geographic and category), concept and innovation development, and integrated marketing. Demonstrated ability to ‘delight the consumer’ while still designing successful products and campaigns that deliver business-building results. Respected as a dynamic team leader who values creativity balanced with analysis and pragmatism - stemming from my engineering background.Locked Pro Plan feature
Responsible for driving the brand equity of Perrier-Jouët Champagne, Pernod Ricard’s most valued Champagne house. With particular focus on the United States, this is accomplished through brand repositioning, optimizing go-to-market and trade strategies and superior consumer insight generation and understanding. Lead successful development and roll out of brand strategies within the United States – the largest market for Perrier-Jouët. Sit on the steering committee for large-scale quantitative research (7000 respondents) that outlined the decision journey from initial consideration to repeat purchase of champagne. The result was an in-depth look at consumer mindset that allows for optimization of brand strategies and targeting. Conceptualize, design and execute marketing programs that capitalize on consumer understanding and trade and brand needs; specifically iconic nightlife venues, signature experiences (L’Eden), and art sponsorships (Art Basil and Design Miami).
Responsible for driving topline growth, brand equity, and top-of-mind awareness for Absolut Vodka (a €3-½B global business) by developing new global brand strategies and marketing mixes. Lead development and optimization of Absolut’s current repositioning campaign, functioning as lead for multi-discipline creative agencies. Budget management in excess of €5MM and influence over €30MM across the media mix (digital, social, experiential, ATL, partnerships, and on- and off- trade). Most recent campaign out-performed all previous year’s activities combined: >1 billion impressions, >10MM video views, and +500K Facebook fans. Conceptualize, design and execute creative collaborations within art, fashion, music and media verticals; inclusive of pitching, talent negotiations, process management, and collateral development; resulting in over 20 collaboration during tenure.
Responsible for implementing a brand strategy that made Malibu Pernod Ricard’s most valued market-entry spirits franchise with business in over 150 countries. This was accomplished by developing compelling innovations, relevant consumer promotions, and marketing initiatives that are fully integrated yet digitally focused. Successfully launched product innovations internationally with corresponding through-the-line support campaigns Developed a digital marketing strategy that (i) set pace for digital initiatives, (ii) outlined social media integration touchpoints, and (iii) delivered earned media. Responsible for leading integrated marketing efforts (with heavy emphasis on digital) – integrating TV, print, OOH, on- and off-trade, digital, and events; executed Malibu’s first-ever signature global event. Helped improve volume growth (+14% VYA in US, +6% VYA in ROW).
Through several role changes, I was responsible for managing cross-functional teams during the “delivery” phase of new product launches. Directed the go-to-market execution for over 40 innovation launches for major beauty care brands. And developed best in class product innovations and commercial initiatives for global reapplication. Developed a 5-year innovation pipeline through superior consumer understanding and recognizing new business white-space; each innovation met a minimum success criteria of 2.5% market share and $15MM sales globally after 3-years. Analyzed global industry trends (through syndicated data), in key countries: Brazil, Chile, Greece, Japan, Mexico, Saudi Arabia, Spain, Turkey, and Venezuela. Responsible for the manufacturing and supply chain operations for North American Clairol Haircolor, including 23 direct reports, 15 temporary staff, and 5 large-scale capital expenditure projects Led the creation of the first African American Manager Network at P&G Beauty Global Haircolor Headquarters to improve advocacy of the affinity group with top management