Deon Harris Email & Phone Number

United States

Responsible for delivering Hennessy’s brand purpose through storytelling that elevates the brand’s luxury credentials and cultural relevance in sports, music, film, art, and fashion. Led team of 17 to create integrated programs across paid, owned and earned media, influencer marketing, experiential, sponsorships and partnerships. Increased household.

New York

Led the V.S Hennessy business – the largest brand in the Moet Hennessy portfolio. Led development of annual business plans, brand positioning, consumer targeting, channel segmentation, COGS, inventory management and advertising. Managed 3 direct reports to increase sales +18%, profitability +23%, and market share +2pts.

Greater New York City Area

• Responsible for launching TMA’s digital media sales start up. Developing digital advertising tools and media platforms to convert supplier’s consumers into Walmart shoppers.
• Developing multi-million dollar annual media plans that connect merchant and supplier marketing objectives to drive mutually beneficial growth across 13 key retail categories
• Launching the digital media sales team including: creating the annual business plan and managing the sales team to deliver 25% growth. Scope includes: hiring staff, developing commission structure, establishing sales.
• Establishing methodology for supplier measurement and analytics reporting to drive real time optimization and profitable growth for all media investments. Measurement includes leveraging A.I., return on ad sales, 1st.
• Creating and monetizing digital platforms to both enhance the user experience while driving the effectiveness of ads. Scope includes: launching WMX, brand stores, product listing ads (PLAs), social media shopper.

New York

• Reshaping Campbell’s brand acquisition and retention marketing strategies including: e-commerce and retailer investments, creative ideas, media strategy and planning.
• Managed multi-million dollar account revenue and profit growth. Delivered 40% revenue growth in F18 SOW and defended against one agency holding company RFP in F19
• Developed demand plans for Campbell’s $5B meals and beverages division. Plans included investment and measurement across digital purchase media, on and off platform retailer media in-store media, consumer promotions.
• Revitalized Holiday program featured digital video content that reinvented the classic Green Bean casserole. Over-delivered Campbell’s YouTube TruView view and Facebook engagement rate benchmarks by 3 and 8pts.
• Developed acquisition strategy that delivered 1.3MM new V8 Veggie Blends HHs in 90 days. Exceeded goal by 160% and drove $1.5MM units sales

Greater New York City Area

• Managing investment in strategic partnerships to develop family friendly content, and omni-channel integrations, and data targeting.
• Designed omni-channel Dr.Oz partnership featuring TV, Doctoroz.com, The Good Life Magazine, Walmart.com, Twitter, Facebook and in-store. Q4 2014 and Q1 2015 health and wellness category comp sales increased ≈5%
• Created Holiday content strategies with Univision and TV One featuring celebrity talent, Latin Grammy, Univision.com, Hellobeautiful.com, Youtube, Facebook and Twitter. Q4 2014 comp sales increased 1.5% and store.

Greater New York City Area

• Developed products, processes and learning agenda to enhance supplier co-op investment.
• Mined consumer and retail trends to lead holiday concept generation, ad product features and media strategies during key retail holiday periods. Holiday Q4 ‘13 sales increased 2.4%. Back to school Q3 ‘14 same store.
• Developed product positioning for Walmart Exchange, WMX. Enabled suppliers to target based upon consumer’s purchase behavior, measure and optimize digital ad effectiveness
• Created Asi Si Vive Mejor, in partnership with Univision and FB, an exclusive Walmart Hispanic content platform. ASVM became a top 5 Hispanic lifestyle site
• Developed a real time digital weather triggered media targeting tool in partnership with The Weather Company. Delivering 14% - 25% sales lift

Greater New York City Area

• Developed integrated multi-channel shopper marketing strategies. Managed 3 direct reports. Led concept generation, client sell in, packaging design, sweepstakes, contests, displays and merchandising, coupons.
• Localized the global Heineken James Bond Skyfall movie partnership. Received REGGIE Award
• Reversed sales decline during Super Bowl time period. Promotion, featured Facebook contest
• Executed Heineken Holiday promotion featuring mobile party planning app
• Managed P&L. Created annual retainer scopes of work, agency staffing plans and project budgets

Greater New York City Area

• Reported to CEO. Department head managed five direct reports and 20 employees. Created marketing plans for brands such as Cristal, Johnnie Walker, Grey Goose, and Veuve Clicquot.
• Pursued new revenue opportunities for suppliers. Secured $2.8MM to fund media plans, +200 experiential events and sponsorships, +500 sampling promotions and pricing support
• Created Remy Martin concert series at Central Park Summer Stage. Radio and text in promotion drove 9% sales increase in conjunction with pricing support and incentives
• Designed Dewar’s Hispanic marketing program. Program included partnership with radio stations, in-store POS, private events, text-to-win sweepstakes. Sales increased 34%
• Designed a summer long cocktail promotion featuring digital media, experiential events, and 150 sampling promotions. Sales increased 90% within targeted account base

• BRAND MANAGER RED STRIPE LAGER® & GUINNESS® EXTRA STOUT Managed 40% of the premium beer portfolio. Reported directly to the VP of Beers. Developed 3 year strategy that delivered 32% volume and 218% profit growth on Red.
• TV & Digital advertising recognized by Advertising Age as a breakthrough campaign. Drove significant shifts in brand affinity, loyalty and awareness. Media strategy increased consumer reach by 26% and tripled frequency
• Led brand innovation strategy. Launched Red Stripe® 24 oz drove 60% of Fiscal ‘07 growth

Actively led R&D, sales, market research, consumer insights, finance, advertising, and promotion agencies through 2 year ideation, development and commercialization of Twist ‘n Loc™ leak proof containers.

Mined quantitative and qualitative data to develop insights to manage the Windex business. Leveraged data to launch 2 new products and enhancements to the annual promotions plan.

Use category management techniques to develop fact based selling tools to grow the S.C. Johnson portfolio at the Target® key account sales team, drive new sales in the Sporting Goods channel and create analytical reports for the brand marketing team.

Bs, Economics, Marketing, Food Industry Management

Activities and Societies: Cornell Varsity Football, Cornell Tradition

Bachelor Of Applied Science (B.A.Sc.), Economics