Amy Smith Email & Phone Number

Canada

Toronto, On, Ca

Toronto, On, Ca

London, Gb

As the head of beer & "ready to drink" portfolio, I am responsible for driving consistent and profitable growth for key brands such as Guinness, Smirnoff Ice and our New-to-World brands. I lead the category strategy, communications and marketing campaigns including most recently the "Return of St.Patrick's Day in the on-premise, and our recent launch of Smirnoff Ice Lemonades. Within this role I have been developing and implementing a 5 year growth strategy across our convenience portfolio driven by consumer insights and category trends, working in collaboration with our sales function and key customers.

London, Gb

As the Manager for Diageo’s luxury portfolio, I led the strategic brand planning for our keycontributing priority brands($50MM NSV). This included the Gin category strategy - the fastest growingsegment in Canada, and the vision behind the Ketel One brand including Botanicals new creativeplatform.• Strategy: Led business planning, ad-hoc step up initiatives, and long-term strategy across 4 keybrands, including consumer propositions with planning group, customer marketing and agency partners.• Collaboration: Drove cross-functional leadership with key Canadian stakeholders, and US brand groupon new positioning, price planning and relaunch campaigns. As a top business priority this involvedengagement with CMO on the Canadian platform.• Innovation: Worked closely with the Innovation team on RTD can launch(Tanqueray & KOB), packdesign, price positioning, and consumer proposition.• Leadership: As senior marketer on the team, I helped develop and support as sounding board for theteam, while mentoring and managing Associate Brand Manager.

London, Gb

Oversaw commercialization and the delivery of complex innovation and redesign projects for domestic and import brands. In collaboration with the brand and commercial teams, I developed a strategic pipeline aimed at streamlining processes across all Diageo brands. By leveraging my expertise in commercial marketing, I developed compelling propositions, which maximize value for Diageo and its consumers. I worked to identify external growth opportunities, which includes new business recruitment and partnerships. On a day to day basis, I worked collaboratively with many cross functions of the business, agency partners and internal experts to develop innovative product offerings.

London, Gb

Strategic brand leader responsible for all brand initiatives in Canada, which included a new recruitmentdriving consumer strategy, above-the-line(TV, digital, PR) and below-the-line programming, newInnovation product launches and a new Luxury PR campaign. Championed the brand to increasedsales by 3%, which was the largest increase for the brand under the Diageo banner. Stakeholdermanagement, leadership and influence was a key part of this role, working closely with teams in France,US and Canada. Specific stakeholders included c-suite executives, the Grand Marnier family andexternal customers.

London, Gb

Led the commercialization of the new Guinness brand positioning and St. Patrick’s Day programming,which saw exponential results. Developed and implemented Guinness’ integrated digital strategy, whichincluded growing the brand on key social media channels. Managed innovation commercializationprojects including Guinness special packs and holiday gifting. Additional responsibilities includedmanaging portfolio budget, finance phasing.

London, Gb

Led the commercial programming, Innovation pipeline and supported the development of brand strategies for Crown Royal and Baileys, two priority brands under the Diageo banner. Initiatives consisted of strategy development, product launches, Baileys rebrand, communications and through-the-line planning. Managed the total relaunch of Seagram’s, which consisted of conducting an analysis of consumer testing, P&L management, new product positioning, pack redesign, media planning, communications and post-mortem evaluations. Responsibilities also included managing Innovation projects, holiday gift packs, promotional programming On/ Off Premise and media plans for iconic brands, such as Pimm’s and Bulleit.

As the key account manager, I was the brand face for iconic wines such as Louis Roederer Champagne, Masi, Cono Sur. I responsible for developing external relationships, analyzing sales, competitor positioning and market trends. By identifying new opportunities, I was able to achieve significant brand growth and contribute to a sales increase of 26%. Working collaboratively with the marketing department, I ensured retail and on premise programs were executed smoothly and efficiently. Additional responsibilities included leading the training and development of new employees.

Responsible for driving brand awareness, benefits and trial in relation to Innovate packaging wines. Identified strategic partnerships and event opportunities, which focused on providing brand education and awareness with key consumers. Managed events from start to finish including organizing entry, logistics and event management for key trade shows and festivals, which resulted in driving product trials, awareness and growing sales by 10% in the highest volume territory in Ontario.

Marketing

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