Eric Winter Email & Phone Number

Greater St. Louis Area

• Recruited to lead Brand Management for Luxco's Lux Row whiskey and bourbon portfolio.• Manage brand growth by developing strategic marketing plans for the Ezra Brooks, Rebel, Daviess County, David Nicholson, and Blood Oath brands.• Effectively manage marketing budget; accountable for profit and loss of Lux Row's portfolio.• Oversee relationships with internal teams and agency partners to develop, produce, and execute packaging, innovation, advertising, point-of-sale, trade marketing, and consumer programs to drive awareness and create demand for the brands. • Lead innovation and new product development to expand portfolio and achieve nationwide sales, market share, and profitability goals• Managed new item concept development, package design, and creative process; coordinated product launches with Operations and Sales teams.• Analyzed internal sales reporting and metrics to understand brand performance and trends; applied learnings to ongoing portfolio strategy and annual business plans.• Managed and mentored Assistant Brand Manager, cultivating desired skill sets through the establishment of KPIs and coaching though special initiative projects.

Greater St. Louis Area

• Develop and execute shopper marketing strategies and program activations that drive demand for Nestle Purina products in Kroger and Meijer stores.• Apply brand, shopper, and retailer insights to develop custom shopper marketing programs that generate demand along Shopper's path-to-purchase.• Collaborate with internal Purina departments and external agency partners to plan and implement retailer-specific programs that build equity and drive positive sales results at retail.• Influence shopper marketing strategy development and program sell-in with retail customers.• Analyze program results and utilize learnings to make recommendations for improvements in future programming.• Drive shopper marketing innovation by developing, testing, and sharing results of new tactics and initiatives.

Greater St. Louis Area

• Plan, develop, pitch and execute 360° retail marketing promotions for key Convenience and Grocery store chain accounts including 7-11, Circle K, Safeway, Albertsons and QuikTrip.• Build effective, influential partnerships with suppliers, retailers and field sales teams to maximize marketing program impact and sales potential.• Create effective sales promotion programs (Sweepstakes, Instant Redeemable Coupon offers, Mail-in-Rebate offers, etc) to drive retail sales and enhance brand image.• Pioneered A-B's conversion from printed coupon offers to app-based digital coupon offers, saving the company over $8 million via the elimination of coupon printing and shipping costs. • Provide direction and leadership to multiple creative agencies to develop cross-merchandising elements and in-store point-of-sale materials.• Manage cross-functional relationships among various support groups to take promotional programs through the stages of concepting, development, sell-in, and finally execution.• Manage Sales Promotions budget for each account and monitor cost breakdown for each individual program to ensure all are completed within budgetary and financial constraints.• Research, develop and implement innovative programs and point-of-sale tools that provide consumer pull, resulting in increased sales.

Greater St. Louis Area

• Responsible for conceiving and executing strategic media plans for various beer brands including Bud Light, Bud Light Lime, Budweiser Select & Michelob. • Manage creation and implementation of media plans for both established brands and new-product launches across a variety of National and Local media including National Broadcast TV, Internet, Local and National Print, and Local Radio and Outdoor.• Adept at turning Brand Team’s vision and marketing direction into media plans which reach a variety of targeted consumer segments including Young Adults, Latinos and African Americans.• Communicate and present media strategies to members of Brand Management team.• Skilled at managing media plans within strict budget constraints (most recently managed Bud Light’s media budgets in excess of $300 million).• Utilize comprehensive data analysis skills (syndicated research, competitive share of spending, etc) to interpret trends and influence media planning decisions.

Greater St. Louis Area

• Assisted in development of media plans for Budweiser Family, Michelob Family and Busch Entertainment Properties (theme parks). • Leadership role in negotiation and purchase of nearly $10 million of planned national magazine placements.• Analyzed theme park attendance figures to create media planning tools such as seasonality charts and trend analysis. Utilized these tools to influence media market selection and scheduling decisions.• Responsible for developing and managing National TV traffic rotations for all beer brands.• Actively involved in completion of ad-hoc projects for Group Director and Brand Management.• Tracked adjustments and revisions in brands’ media budgets.• Assisted Brand Management team in design, coordination and implementation of promotions and events.

Greater St. Louis Area

• Developed and implemented multiple brands’ media plans through the analysis of syndicated research tools. • Performed competitive analysis to gain better understanding of competitor's target market, media spend and advertising approach. Reported findings to client and members of management.• Evaluated media opportunities within given budgetary and brand image guidelines. • Clients included Purina Dog Chow, Jack Daniel’s Family of Brands, Brown Forman Select Brands, Monsanto Agricultural Products, and Maull’s BBQ Sauce.

Greater St. Louis Area

• Maintained optimum product inventory through sales trend analysis for 30+ retail stores.• Negotiated and collaborated with suppliers regarding product selection and pricing to increase sales resulting in improved gross margin and net profitability.• Strengthened competitive advantage through aggressive advertising, merchandising, and constant monitoring of competitive strategy.• Acted as liaison between buying office and store management by conveying new product ideas and presentation standards.