Commercial Planning & Activations – On Premise / Primary & Premium Brands (2016-2018)
Acomplishments
Spearheaded and implemented Keep Walking Dominicana Campaign for Johnnie Walker Black Label, returning the brand from position #3 to #1 in share of market in the whiskey segment, throughout the span of one year.
Introduced Black & White brand in the market to compete with primary whiskey and rum segment, rapidly achieving positioning target and beyond with a 38% over delivery in the first-year vs projected growth.
Led the Buchanan’s Nights platform during its introduction phase in the market, achieving record-breaking sales, effectively positioning the brand as the #1 product in the nightlife of the country.
Scope of Responsibilities
• Led portfolio campaigns through conventional channels as well as social media, including Facebooks and Instagram.
• Monitored social media analytics tools, such as Crimson Hexagon to track engagement and study user data to implement strategies and influence ZMOT on consumers during the 4 steps model of marketing.
• Deployed tools like Google Trends and Analytics to generate relevant SEO content.
• Developed and implemented SEM channels with digital agencies and implemented PPC campaigns, boosting traffic by 240% over target.
• Developed and implemented marketing campaigns targeting consumers with the objective of increase brand awareness, including traffic and followers on Instagram and Facebook.
• Monitored and followed-up on social platform presence of the brand and user engagement, strengthening customer relationship.
• Implemented digital promotion strategies for Black & White that lead to an increase of 38% growth in total social media share.
• Managed social media platform pipeline with planning and execution of marketing strategies and community management.
• Led portfolio campaigns for social media, including Facebooks and Instagram.
• Planned and Executed the commercial/activity calendar ensuring effective promotions and a winning mix of brand & category activity to drive business performance within customers/channel and that all deliverable’s are OTIF.
• Key player in leading a transformational change focused on delivering flawless planning and execution through an effective cycle planning & briefing process.
• Created and implemented commercial propositions for top accounts and track in-store execution compliance of cycle activity plans and promotional plans (Brands and category plans) against well-defined Execution Scorecard metrics (distribution, visibility, share of shelf, Scale…)
• Led the S&OP Reserve Activity Review ensuring all commercial managers and KAs are making a correct forecast.
• Owned the budget and track investment.
• Measured and evaluated activities in a pre and post phase.
• Owned Outlet Execution and Customer Planning implementation.
• Performed regular trade visits to identify opportunities and provide solutions to drive incremental sales.
• Ensured full compliance with Diageo Code of Conduct and Marketing Code.
• Led BTL agencies and gave input to PR & Digital agencies.
• Possessed clear KPI’s aligned with Distributor sales team while maintaining them engaged and motivated.
