SALES AND MARKETING PROFESSIONAL Results driven and detail-oriented sales and marketing professional with 10+ years of experience managing the development and implementation of successful strategies, driving profits and increasing market share. Highly skilled in orchestrating marketing initiatives, activations and events while increasing volume growth and brand value. Passionate and committed individual focused on building strong relationships and unlocking profitable growth opportunities. Fluent in Spanish and proficient in Italian.
Skills
Account Management
Client Negotiations
Brand Building
Budget Management
Multicultural and Multifunctional
Reporting and Analytics
Team Leadership & Development
Education
The University Of Georgia, Expected in ā āBachelor of Arts:Advertising And Spanish Major - GPA:
Universidad De ValenciaStudy Abroad Program, Expected in ā ā:Spanish Language And Literature - GPA:
Wine And Spirit Education Trust, Expected in ā ā:LEVEL 2 Spirits Certification - GPA:
Lead role in creation, development and implementation of marketing activations and events for Edrington's spirits portfolio.
Head global trainer for cruise mentoring staff on brand benefits, brand value and selling skills.
Developed innovative and targeted POS and visibility materials to support overall branding objectives.
Manage execution logistics of simultaneous events on multiple ships globally positioned.
Create and develop engaging sampling initiatives for cruise retail to promote brand portfolio.
Manage and create year retail promotional plans with ship chandlers and distributors.
Create and present sales and marketing proposals to cruise lines for yearly proposal process.
Conduct audits for assurance of best-in-class activations, product location and supply.
Built market segmentation analysis to drive future product premiumization and prioritization of marketing efforts.
Develop comprehensive creative sales tools and training presentations on brand benefits, history and selling skills for on board sales teams.
Manage and train global network of brand ambassadors for proper execution of global marketing activations.
Analyze and report on competitive landscape and success of marketing implementations.
Evaluate programs on a quarterly basis to uncover opportunities for improvement.
Oversaw preparation and management of event budgets to deliver at or below projected costs.
MKTG/DIAGEO-Global Travel Retail - Senior Sales and Marketing Specialist City, STATE, 11/2010 - 09/2018
Responsible for developing and transforming Diageo's global marketing agenda in cruise, winning at the point of sale while growing innovation and the super-premium portfolio.
Led ambitious transformation agenda of the World Class trade advocacy spirits program throughout global cruise elevating the cocktail culture on board key cruise lines representing over $11 million in NSV.
Supported global alignment negotiations with Carnival Corporation, Royal Caribbean International, and Norwegian Cruise Line.
Global cruise training lead communicating Diageo portfolio brand features and benefits, including sales training to ensure a consistent message fleetwide.
Established and maintained relationships with a range of cruise customers and external stakeholders.
Accountable for maintaining marketing spends within A&P budgets.
Implemented and activated first ever World Class mixology competition in the cruise channel incorporating PR, training, commercial and competition elements.
Implemented and activated first ever Diageo Bar Academy training program resulting in an additional 20% NSV for the channel.
Generated a new digital training and visibility platform resulting in a 40% increase of global users.
MKTG/DIAGEO - South East Tequila Brand Ambassador City, STATE, 11/2007 - 11/2010
Represented and promoted the Jose Cuervo and Don Julio brands for the South-East Region.
Built brand awareness thru strategic execution of sales and marketing events at key on and off trade accounts.
Over-delivered quarterly marketing KPI's and sales objectives by +-25% each quarter.
Increased brand awareness and sales through event marketing, demonstrations, sales and brand promotion.
Established and maintained key relationships with distributor management and sales representatives at Empire, Georgia Crown, RNDC, General Wholesale and United.
Achieved targeted goals of new distribution, drink features and menu placements for the Diageo Tequila portfolio every quarter.
Established sales and merchandising objectives for each account.
Owned key influential account relationships resulting in the increase of joint sales goals.
Communicated product value, quality and style to educate and entice potential customers.
Planned and organized sampling events by working hand-in-hand with retail store managers and leaders.
EURO RSCG IMPACT - Program Event Manager City, STATE, 03/2005 - 11/2007
Developed and managed promotional marketing events nationwide with annual budgets of over $2.5 million.
Logistically planned and implemented promotions/marketing events/road tours throughout the US for national execution of brands such as Golf Digest, Cointreau, Advil, Piper Champagne, ConAgra Foods, ESPN, Melitta Coffee, American Airlines, DirecTV etc.
Managed and maintained client/vendor relationships in order to ensure smooth and successful implementation of programming.
Oversaw recruiting process inclusive of hiring, training and managing upwards of 20+ staff per event.
Managed logistics from ideation to implementation: GWP's, truck rentals and graphics, scheduling of staff, and more.
Responsible for securing event space/footprint inclusive of permitting and approvals.
Managed A&P budget for each program resulting in yearly under spending.
Manage field employees and their trade spend to insure proper use of budget.
Conducted final reporting inclusive of overall results, budget costs, and consumer feedback for accurate assessment of marketing program.
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